<![CDATA[This study examines the application of Islamic communication principles in guiding prospective Hajj and Umrah pilgrims and assesses its effectiveness at Meida Wisata Travel in Makassar City. The study employs a descriptive qualitative approach with a phenomenological paradigm. Data were obtained from the director, staff, guides, and prospective pilgrims through interviews, observation, and documentation, and were then analyzed through data reduction, data display, and conclusion drawing, with data validity tested through triangulation. The findings show that Islamic communication is applied through a humanistic and theocentric approach that emphasizes honesty (shiddiq), clarity of information, and inclusive openness, through two-way interaction both conventionally (face-to-face meetings and manasik seminars) and digitally (WhatsApp groups and a mobile application). The team addressed obstacles such as differences in educational background, limited access to digital technology among elderly pilgrims, and regulatory changes through personal and telephone communication services and periodic information updates. The success of applying these principles is reflected in pilgrims' satisfaction with the comprehensive guidance, ranging from an understanding of the pillars and obligatory acts of Hajj to mental and physical readiness in the Holy Land, as well as in the transparency of information and the ease of consultation, which foster self-confidence and spiritual tranquility, albeit at a relatively higher cost. This study suggests that communication practitioners and Hajj and Umrah organizers can adopt Islamic communication principles to improve guidance effectiveness by using digital technology to convey information accurately and keep communication with prospective pilgrims responsive.]]>
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