MIMBAR, Vol. 35 No. 1st (2019) pp. 89-103

Government Marketing Public Relations Strategy in Preparing Halal Tourism in Priangan Region

1 2 3 SUSIE PERBAWASARI, DIAN WARDIANA SJUCHRO, Y ANTI SETIANTI, 4 AAT RUCHIAT NUGRAHA, 5 HANNY HAFIAR

1,2,3,4,5Universitas Padjadjaran, Jalan -Sumedang Km.21, Jatinangor, email: [email protected]; [email protected]; [email protected]; [email protected]; [email protected]

Abstract. Islamic civilization has become an economic power that can influence the development of the world economy, including tourism activities. The halal tourism market trend in Indonesia is growing in line with the growing strength of the world sharia economy and the great opportunities of the world Muslim community who want comfort when traveling in a place, based on Islamic values. The purpose of this study is to find out the pull, push, and pass strategies of marketing public relations in places that have the potential of halal tourism destinations in the Priangan area. The method used in this study is qualitative with a type of descriptive study, and the collecting data technique based on observation, interviews, and focus group discussions with stakeholders related to the development of and tourism. The results of the study show that the push strategy carried out by the government is in the form of socialization, education, and dissemination form of halal tourism policies to tourism stakeholders. The pull strategy is carried out in the formation of news on social media regarding the potential destination of halal tourism development by the tourism activist community. The last one is the pass, a strategy carried out by organizing promotional events for regional tourist destinations in collaboration with travel agents and tourism activists. Keywords: marketing public relations, halal tourism, strategy

Introduction of regional income in addition to foreign exchange from the wealth of non-renewable The digital world is currently growing energy sources. The position of tourism today and developing faster and has the effect that based on the use of information technology all information can be received by anyone has become a major need and lifestyle and everywhere. The shift to the digital as well as education in some millennial world trends in various aspects of life are communities. The central government not only limited in the form of information, establishes tourism as the leading sector in but digital media has become a new medium national development so that it becomes a for the promotion campaign of a product or great opportunity for stakeholders to develop service. One form of product and service is various potential natural and cultural tourism in the form of tourism activities. Indonesian in the regions, including the concept of tourism through the tourism ministry is halal tourism. The term halal tourism is the using this momentum to stir up tourism impact of many requests from Muslim world turmoil through digital media. Tourism community, especially those from the Middle is one of the elements of the economic East, who want comfort in enjoying holiday movement of the country and region that packages at a tourist attraction that fits the can provide opportunities for improving the framework of Islamic values. The results community’s welfare if managed properly of a study by Masful (2017) confirmed that by the government and tourism industry. the implementation of halal tourism concept The importance of tourism is in accordance is more promoted on aspects of tourist with the statement by (Widyastuti, 2011) attraction that are more polite and based on which states that tourism is the main source Islamic values in collaborating with the social-

Received: 2018-10-16, Revised 2018-10-16, Accepted: 2019-05-27 Print ISSN: 0215-8175; Online ISSN: 2303-2499. DOI: http://dx.doi.org/10.29313/mimbar.v35i1.4134 Accredited S2 based on the decree No.10/E/KPT/2019 until 2024. Indexed by DOAJ, Sinta, , Crossreff, Dimensions

89 SUSIE PERBAWASARI, et al. Government Marketing Public Relations Strategy in Preparing Halal Tourism in... cultural identity of tourist locations. In the macroeconomic opportunities there are past few years, Indonesia has been invaded various economic sectors which can be by foreign tourists, especially from Middle used as market business targeting Muslim Eastern countries. This tourist visit originating population. The economic sectors that can be from the Middle East is the result of delivering developed based on Islamic values (sharia), to messages that offer many halal tourism name a few, are financial business (banking & concepts contained in a tourist attraction. insurance), food and beverage industry, media The main prerequisites for halal tourism in a and entertainment industry, travel agents, tourist attraction are the availability of worship pharmaceutical industry, clothing industry, facilities and culinary offering in accordance and cosmetics. With a variety of businesses with the Islamic concept. The conditions in based on sharia values that are supported by these tourist destinations indicate that since the development of sophisticated information long ago Indonesia actually knew and applied and communication technology or often called the Islamic concept in tourism activities; the the industrial revolution 4.0, the young Muslim presentation of religious facilities and halal population is a very promising business target food was originally intended for local tourists. for businesses with a percentage of 23% However, along with the development of of the Muslim population aged 15-29 years tourism business, the concept that has is estimated to be a young traveler. The already been implemented is now has the presence of young tourists is inseparable term of halal tourism or sharia tourism, which from changes in the behavior of generation Y has made Indonesian tourism increasingly (millennials) who always use mobile devices in targeted by potential visitors and tourism their various activities, including in searching investors from abroad, especially from the for tourist destinations. On the other hand, Middle East. regarding lifestyle, young devout and modern Muslims are very adapted to the development Based on statistical data from the of current world trends so that they become a Ministry of Tourism and BPS (Central Bureau very potential target in developing a tourism of Statistics), foreign tourist arrivals in service business based on Islamic values. Indonesia can be seen in the Table 1. Thus, halal tourism is a new form of strategy It is different from the target age of in smooth and diplomatic relations with tourist visits based on data from world survey various countries (Subarkah, 2018). institutions showing that world population The Indonesian tourism market has growth has now reached 7.3 billion people experienced a significant increase in tourist spread across various parts of the world. visits based on the two quantitative data Based on age, the development of Muslim above. As a country with the largest Muslim population can be seen from the Table 2. population in the world, Indonesia has a Data in Table 2 show that in huge opportunity to develop the potential of

Table 1 Foreign Tourists Visit in 2014-2018

No Year Amount Origin of Country 11 2014 9.435.411 Great China (Tiongkok, Taiwan, and Hongkong), Europe, 22 2015 10.406.759 England, French, Germany, Dutch, and Republik Checz), 33 2016 11.519.275 Singapore, Malaysia, Australia, Japan, India, South Korea, United States, and Middle East (Arab Saudi and Egypt) 44 2017 14.039.799 55 January-June 2018 6.166.109

Source: Ministry of Tourism (2017)

Table 2 Number of Muslim Populations by Age

No. Age Percentage Amount (People) (%) 1 Overall Worldwide Population 24% 1,75 Billion 2 Populations under 15 years 33% 580 Million 3 Population under 30 years old 66% 1,2 Billion

Source: (Shelina Janmohamed, 2018)

90 ISSN 0215-8175 | EISSN 2303-2499 MIMBAR, Vol. 35 No. 1st (2019) a variety of tourism, especially the concept promoting halal tourism objects, the delivery of halal tourism in each region. In order to of halal tourism information must be clear achieve the development of halal tourism, and understandable for tourists. The clarity efforts are needed by the government to create and consistency of halal tourism message by a tourism marketing communication strategy the government towards the community is which is more detailed and implementable to important as part of an effort to publish tourist communicate halal tourism to stakeholders information that can be targeted by tourists. and the community (Pratiwi, Dida, & Sjafirah, Through marketing public relations approach 2018). At present, delivering the message to strengthen halal tourism activities, it will of halal tourism in Indonesia is still limited have a sufficient impact both in the delivery of to the “terms” that must be met in the ideas and promotion by the government and implementation of tourism service industry halal tourism industry entrepreneurs to the with indicators of the availability of religious public through certain communication media. facilities, halal food, and services. If this halal The government which has the authority tourism market trend wants to be improved, to regulate policies, including in tourism, has the government and the public should begin to an interest in being able to develop a variety manage things seriously in implementing halal of Indonesian tourism that does not only tourism professionally. One professional form rely on conventional tourism aspects. In the in organizing halal tourism is the existence context of tourism variety formation, the of a clear and directed regulation that can be government launched halal tourism policies in well implemented by the central government Indonesia in response to the growing level of and the provincial /district/city government. growth and development of the world Islamic The trend of halal tourism concept economy. A form of government’s seriousness can be an alternative for the foundation in the development of halal tourism is by of a tourism implementation program that establishing several provincial regions serve can withstand the economic shock caused as pilot projects for the potential development by the financial and political crisis, with an of Indonesian halal tourism with ideal and estimate of 5 million foreign tourist visits to highest achievement to be the best halal Indonesia. The magnitude of the potential tourism destination in the world. of Indonesian halal tourism is manifested in West was chosen as the potential the form of natural, cultural, and artificial region to develop halal tourism, and this tourism that can guarantee the development become a challenge for tourism industry of the main destinations of world halal stakeholders to actualize it professionally. tourism to be promoted sustainably and One area with a variety of tourism potential professionally. On the other hand, the in is Priangan region, namely Garut implementation of tourism activities is and Pangandaran where the level of tourist often associated with things that become visits to these regions has always increased obstacles in the development of regional significantly. Garut is known as “Swiss van tourism. This condition is in accordance with Java” and Pangandaran as “Hawaii in West the statement from Haryani & Huda (2018) Java”, these two have become excellent stating that tourism management can result attractions for most domestic and foreign in an environmental quality decrease, lack of tourists visiting West Java. Tourism potential public facilities, and inadequate infrastructure that can be developed in Garut is natural of tourist destination objects. Thus, to and cultural conservation tourism, while in get a better or even superior Indonesian Pangandaran is community-based maritime tourism management, the government and tourism. The diverse potential of tourist community alike should seriously realize the destinations in the two regions has provided concept of tourism, especially sharia or halal- an opportunity for the government to be able based by building infrastructure, fostering to encourage the development of a variety of tourism institutions, utilizing information national tourism towards the implementation technology, and strengthening the promotion of halal tourism. of tourism destinations through marketing public relations (MPR) approaches which is In implementing halal tourism in done consistently. Garut and Pangandaran regions, tourism stakeholders face their own obstacles of, As a part of national tourism, halal synchronizing the meaning and perception of tourism can have a positive impact on the halal tourism implementation among them. economic community development in an This was conveyed by R as the Chairman of area. Regarding innovation and creativity in

Accredited by Sinta Rank 2 based on Ristekdikti No.10/E/KPT/2019 until 2024 91 SUSIE PERBAWASARI, et al. Government Marketing Public Relations Strategy in Preparing Halal Tourism in...

Garut Travel Association (ITGA) who said that about a person, institution, society, etc others most tourism actors still perceive halal tourism at this time based on existing or natural as the implementation of tourism limited by facts (Nawawi, 1998). Qualitative problems Islamic rules that can “inflict a financial loss” are in narrow spaces with low variations but in tourism activities that have been running have unlimited depth (Bungin, 2007). The so far which contains elements of pleasure type of research in this study is descriptive, and comfort for visitors. Whereas, DAW which does not give priority to meaning but as the organizer of Tourism Activist Group rather emphasized to analyze the surface of (Kompepar) Pangandaran considers that the data, taking into account a phenomenon halal tourism is less suitable for Pangandaran that occurs. because the area is based on coastal tourism, The subjects of this study were purposely which in fact will always be considered selected tourism industry players in West opposite to the concept of halal tourism. Java, particularly in Garut and Pangandaran This statement is reinforced by the reality district, which , namely PHRI Garut General that there are still few or almost no tourism Secretary, Chair of Garut Travel Association/ industry players in Garut and Pangandaran Owner of Jasa Karunia Tourism Transport regions which formally implement halal tourist Service (ITGA) Garut, Chair of Café and destination areas, both in terms of orderly Restaurant Association (AKAR) Garut, Garut visiting tourist attractions and specializing Regional Tourism Promotion Agency Officer, hotel/lodge names that conceptualize sharia Chair of Kompepar Cipanas Garut, General or halal tourism. Secretary of the Sharia Economic Community Based on the background above, (MES) Garut, Chancellor of IPI Garut, ATTAP it would be very interesting if this study Pangandaran organization, Management of is conducted towards the government’s Kompepar Pangandaran, Pangandaran Water efforts in preparing an area to be used as Sport Entrepreneur, Pangandaran Tourism halal tourism, especially areas in Priangan and Culture Office, and PHRI Pangandaran. In region of Garut and Pangandaran through this study, researchers conducted interviews public relations approach. Public relations and observations on tourist destinations, and studies are very important as part of the also used literature and supporting documents main activities in an organization, namely regarding halal tourism practices in Indonesia, supporting organizational policies so that especially those in West Java region. they can be accepted by stakeholders through interesting and creative packaging messages. In relation to tourism, the function Results and Discussion of public relations is very crucial in shaping Tourism General Overview in Garut public opinion to support the existence of Regency organizations and also the government regarding a policy such as penetrating the Garut, whose capital is Tarogong concept of halal tourism to the regions. Kidul, is one of the destinations for leisure Penetration of halal tourism concept in public in West Java of. As a city of leisure, Garut relations can be done using marketing public has the potential of natural tourist attraction relations strategy. The marketing public and many beautiful and enchanting tourist relations strategy in halal tourism activities is destinations. Some tourist attractions in a series of communication from halal tourism Garut are quite diverse, including Cipanas stakeholders to get targeted effectively and at hot spring tours, Bungbulang waterfall tours, the same time get destination brands from the Papandayan mountain tours, Santolo, Sayang public. This study was conducted in order to Heulang beach tours, Dodol Picnic culinary answer the problem formulation based on the tours, Situ Bagendit garden tours, Cangkuang above phenomenon, namely “how to use halal Temple cultural tours, and craft shopping tourism marketing public relations strategy in tours (sheep and cow skin products). Various Garut and Pangandaran regions?” tourism potentials in Garut can become the basis for the development of tourism industry sector that can support the improvement of Research Methodology the quality of national-class and community- based tourist destinations. The research method used in this study is qualitative. it is used as a procedure to Some aspects that support the solvie research problems by providing an development of Garut tourism destination overview of the state or object of research are shown in the table 3.

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Based on data from table 3, it can be charming, and quality tourist destinations. stated that the potential of Garut tourism The development of tourism facilities and has fulfilled the pillars of the development infrastructure in can be one of of destinations and the tourism industry the basic assessment factors in the effort to from the elements of attraction, amenities, develop a more professional tourism aspect. accessibility, and ancillary. However, related Related to the problem of developing halal to the discourse of organizing the development tourist destinations, until now Garut Regency of Garut tourist destinations towards halal government has formally established a legal tourism, basically, it has been carried out tourism zone which conceptually referred to by each tourism actor by fulfilling the basic halal tourism implementation according to elements of halal tour packages assessment, the Global Muslim Travel Index (GMTI). This namely religious facilities and halal food. This is similar to what was stated by the Chair of was stated by T as Chair of the Association Kompepar Cipanas Garut, and T, the General of Cafes and Restaurants (AKAR) Garut that Secretary of PHRI, who revealed the same tourism objects in Garut, in general, are in core message, that is the implementation accordance with Islamic values, namely the of halal tourism in Garut has been carried availability of facilities and infrastructure for out only in the symbol nuances in the form praying such as mosques and prayer rooms; of physical display emblazoned in a tourist foods, and beverages free from alcohol, and attraction, such as the prayer place and the like. Meanwhile, according to BG, as the prayer tools. While NH, Rector of IPI Garut, Head of the Tourism and Culture Office of stated that halal tourism activities carried out Garut Regency, the development of tourism were in the form symbolizing Islamic values in in Garut is conducted by developing the the tourist area, which did not touch aspects tourist destinations, strengthening the quality of Islamic preaching content as desired from of facilities and infrastructure in prominent halal tourism destinations that can guarantee tourist objects, exploring and encouraging comfort in traveling, either personally, family ecotourism potential, and training tourism or group. business actors to make Garut tourism more Based on the results of interviews and famous. The development efforts of the tourism observations in the field, it showed that the sector have had a good impact on the image discourse of organizing halal tourism in Garut of Garut as one of the economists, beautiful, district is still not well-developed, although

Table 3 Development Variable of Tourist Destinations

No. Category Finding Description 1. Attraction Garut has natural, cultural and man- KSPK of Urban Garut (Attractiveness) made tourism objects scattered in KSPK of Central Garut the Regency Tourism Strategic Area KSPK of North Garut (KSPK) in accordance with Garut KSPK of South Garut District Regulation No.3 of 2013 about the Master Plan for Regional Tourism Development for 2013-2017 2. Amenities (Facilities) The availability of better facilities and Hotels/Lodgings/Homestays, infrastructure to support the process of travel agencies, cafes/restaurants, organizing the tourism industry and guides are available at each KSPK 3. Accessibility Easy access of information and Communication facilities (Affordability) affordability to tourist sites by tourists and connectivity of public transportation modes in the form of bus and public transportation, motorcycle taxis, and delman, which are available at each KSPK 4. Ancillary Supporting elements of tourism There is a system that supports (Institutional) management consisting of institutions, tourism implementation by the community empowerment, and community and KSPK branding marketing efforts by the government (Tourism and Culture Office) and stakeholders

Source: data is processed from various research sources, 2018.

Accredited by Sinta Rank 2 based on Ristekdikti No.10/E/KPT/2019 until 2024 93 SUSIE PERBAWASARI, et al. Government Marketing Public Relations Strategy in Preparing Halal Tourism in... the majority of population in Garut district conflict of interest, since the implementation is Muslim. However, there are Garut tourism of halal tourism is usually related to the industry players who attempt to explore the concept of da’wah based on Islamic values readiness of tourist destinations development which is not accustomed for tourists who towards the first halal tourist destinations come to Garut. in Garut which pioneered in the late 2017, that is The Great Oko in Selaawi sub-district. The halal tourism elements in The Great Oko General Condition of Tourism in Pan- tourist destination are horseback riding and gandaran Regency archery, clothes that covering body, and Pangandaran is a beach or marine are not permitted to bring illicit food and tourism area located on the south coast of drinks. Those are part of the implementation West Java, which is a favorite destination for of Islamic rules and values contained in residents of West Java and its surroundings. the Koran and Hadith. The concept of halal Referring to the pattern of tourism tourism itself is defined as tourism activities development in Pangandaran district, they carried out under conditions and supported have started since the 1980s until now, by destinations and facilities according to tourism development in Pangandaran district Islamic law. The elements of Islamic law has undergone a very significant change. In include halal food and beverage, available developing tourist destinations, Pangandaran and convenient places/ facilities for praying, beach has become very advanced after as well as separation space/room of men becoming a New Autonomous Region (DOB) and women. The principal meaning of halal as a district separated administratively from tourism is related to adherence to the rules its parent district of Ciamis. The tourism and guidelines of the concept of halal and sector has been the priority of development Islamic sharia (El-Gohary, 2016). In addition, in Pangandaran because it is a lifeline to according to T, the General Secretary of PHRI support economic growth and welfare of the Garut, halal tourism in a critical perspective Pangandaran community. They can categorize could be said to be part of the country’s effort the tourism destination areas in Pangandaran to get more income from ordinary tourism based on tourists desires: beach tourism, hill sector by targeting tourists from Middle East. tourism, river tourism, cultural site tours, Discussing the concept of halal tourism historical tourism sites, artificial tourism, and in Garut raises a problem in the development nature reserve tourism. of tourism areas in Garut. Most tourism The tourism object sold in Pangandaran industry players are waiting for juridical district is not only the coastal area, but also clarity from the district government regarding ecotourism around mountains which offering guidelines for implementation and integrated adventure river water tourism around Parigi and applicable halal tourism technical and Cijulang areas, such as the Grand Canyon instructions. Meanwhile, the social capital and Citumang. Related to the development of tourism objects in Garut is still involving of tourist destinations, they determine the customs of Sundanese ancestors, so Pangandaran district to become a world- that tourism practices are developed based class tourism area as implied in the vision on the daily lives of local people in the form and mission of the current Pangandaran of traditional and cultural events routinely district government. To achive that, they carried out annually such as Gebyar Pesona invite all tourism stakeholders to support Budaya Garut (Exhibition of Garut Culture) as the realization of Pangandaran district’s a routine event of Garut Regency government vision and mission as mentioned in the in commemoration of the anniversary of 2017-2022 medium-term development plan Garut Regency. This annual Garut event (RPJM). Based on that, they prioritize the was inaugurated as part of 100 National action plan regarding the concept of tourism Wonderful Events that can be used as a in Pangandaran district by considering the means to promote Garut tourism with the capacity of tourism development in the coastal tagline “Amazing Garut”. Gebyar Pesona area (marine tourism). Budaya Garut is a combination of tourism programs regional development exhibitions Several aspects supporting the and the performance of leading traditional development of tourism in Pangandaran cultural arts in Garut. Combining traditional district are shown in the Table 4. and contemporary cultural concepts in halal Table 4 shows that since the tourism promotion activity would bring a Pangandaran district has become a new

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Table 4 Development Variable of Tourist Destinations No. Category Findings Explanation 1. Attraction Pangandaran has natural, cultural and Pangandaran has the potential of (Attractiveness) man-made attractions beautiful and diverse natural tourism, ranging from beaches, mountains, and village tourism to human resources which can also be an attraction to attract investors and tourists

2. Amenities Good facilities and infrastructure are Hotels/Lodgings/Homestays, travel (Facilities) available to support the process of agencies, cafes/restaurants, and organizing the tourism industry, which guides which are centralized in is concentrated in the Pangandaran Pangandaran sub-district Beach area

3. Accessibility Easy access of information and Public transportation and (Affordability) affordability to tourist sites communication facilities in the form of public bus and minibus transportation with excellent road infrastructure, the existence of Nusawiru Airport, and an information center for tourists/visitors

4. Ancillary Supporting elements of tourism There is a community of tourism (Institutional) management consisting of institutions, activists who are active in the village, community empowerment, and sub-district, and district levels marketing

Source: data is processed from various research sources, 2018. autonomous region, the tourism sector Pangandaran, including the lodging/hotel has become a superior program for district services entrepreneurs. Therefore, practice development. This happened because before and concepts of complete halal tourism objects becoming a district, Pangandaran had cannot be implemented properly among the always become a favorite tourist attraction actors, activists, and drivers of tourism in in southern West Java. Seeing the enormous Pangandaran. In addition, there is a statement potential of tourism in Pangandaran, which from IS, who represents Pangandaran is based on river and marine tourism, it has Tourism Entrepreneurs, saying that tourism become the basis for the district government in Pangandaran is a marine tourism, so that to develop Pangandaran marine tourism in conceptually, the implementation of halal the direction of halal tourism. tourism in Pangandaran will get “resistance” from marine tourism businesses that carry Based on the results of research in the tourism packages which are less “harmonious” field, it shows that practically there is no halal with Islamic values because it still allows tourism in Pangandaran because most hotels tourists to swim in tight clothes and mix are not yet self-proclaimed as sharia hotels/ of swimming areas for men and women. inns. This is as expressed by DA, who work Meanwhile, according to the AS, who work at at the management of Pangandaran Tour the management of the PHRI Pangandaran, and Travel Association (ATTAP), stating that revealed that hotels and inns in Pangandaran the definition of standard concept of halal to date have not applied the concept of tourism socialized by the West Java provincial sharia hotels because it considered limiting government has not been distributed the category of tourists who will stay. So far, evenly among tourism business actors in tourists who come to Pangandaran do not

Accredited by Sinta Rank 2 based on Ristekdikti No.10/E/KPT/2019 until 2024 95 SUSIE PERBAWASARI, et al. Government Marketing Public Relations Strategy in Preparing Halal Tourism in... mind about halal tourist destinations because halal tourism as a concept to facilitate Muslim what is important for tourists is satisfaction communities to conduct tourism activities they get at tourist attractions with indicators safely and comfortably and become an of enjoyed by many people, comfortable, additional service for tourism destination cheap, and affordable s. The concept of halal managers (Nirwandar, 2015). Halal tourism is tourism is part of the tourism development a friendly tourism concept for Muslim families, method that upholds the culture and Islamic especially those from Middle East, Malaysia, values without degrading the values of Singapore, and Brunei Darussalam. The existing localities. development of halal tourism leads not only to religious values, but also to the lifestyle of A concrete form of commitment of travelers in today’s Muslim tours who prefer Pangandaran district government in developing practical and Instagramable things. tourism as the district’s flagship development program is revitalizing Pangandaran tourist Through a halal tourism program, it will area by building centers of stalls for traders be easier for tourists and the tourism service in Pangandaran beach, improving the quality industry to organize tour packages that will of guides collaborating with the Association be offered freely to Muslim communities. of Indonesian Guides in Pangandaran region, Conceptually, the implementation of halal and organize tourist parks that support marine tourism does not result in any party being tourism in Pangandaran. This condition harmed, for example regarding halal food, was stated by AK, who represented the where all people who are not Muslims can Department of Tourism and Culture of also eat according to their tastes with nothing Pangandaran district, saying that in order threatening their health. The existence of halal to realize the vision of Pangandaran to tourism is also beneficial for people who are become a global tourism district, safe and non-Muslim, in the sense that halal lifestyle comfortable residence based on religious does not mean constricting and forcing people norms, revitalization is needed in achieving to do the same as Muslims, but it is only an the vision of the next five-years development option for organizers of tourism services to goals (2015-2020). attract foreign tourists, especially those from neighboring countries, such as Malaysia. The existence of Indonesian halal Public Relations Marketing Strategy tourism is now increasingly resonated with for Halal Tourism the international’s arena Muslim market, Indonesia has a very large halal tourism along with the development of information potential because it has a variety of tourist and communication technology which widely objects convenient to visit. So far, most spread various potentials of nature tourism Indonesian Muslim tourists visit neighboring and sharia-based culture posted by millennials. countries such as Malaysia, Singapore, Based on the assessment of Global Muslim Thailand, the Philippines, Vietnam, and Travel Index (GMTI) in 2015, it was shown Brunei Darussalam. Indonesia has ten halal that Indonesia’s halal tourism position had tourism destinations which are used as pilot risen to fourth place after Malaysia, the United projects, which are Aceh, West , Arab Emirates, and Turkey. Based on data, Riau & Riau Islands, Jakarta, West Java, Muslim tourist visits to tourist destinations in Central Java, , East Java, NTB Islamic countries can be seen in table 5. and South . They deliberately create Table 5 concludes that domestically,

Table 5 Foreign Tourist Visits in 2016

Total Foreign Total Muslim % Total Muslim No Country Tourist Foreign Tourist Foreign Tourist 1 Singapura 16.403.595 4.152.500 25% 2 Malaysia 26.545.936 6.435.763 24% 3 Indonesia 12.023.971 2.416.686 22% 4 Turki 25.352.213 5.158.944 20% 5 Thailand 32.588.303 5.290.297 16% 6 Uni Emirat Arab 14.837.000 - -

Source: Handayani (2018)

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Muslim tourists who visit Indonesia show form of support, regulations, and programs. an increase trend from year to year. Based Regulatory, the discourse of developing halal on data from Global Muslim Travel Index tourist destinations can have positive and (GMTI), since 2015 Indonesia ’s rank has negative social impacts for people around risen to 1 (one), and the average growth of tourist destinations. The acceptability of tourism and foreign tourists visiting Indonesia halal tourism concept is still debatable in is 18% or around 2.4 million people from the circle of tourism stakeholders. Apart 2015 to 2017 (Kemenpar, 2017). Based on from these problems, the concept of halal the data presented in the table regarding tourism that has been proclaimed by the foreign tourist visits, especially the potential Ministry of Tourism since 2015 must be of halal tourism development, Indonesia can realized. The fact that there are number attract 12,023,971 foreign tourists in 2016 of local government bureaucrats who still which could be the country’s main source disagree with the implementation of halal of income. Besides the potential of nature tourism in the ideal area can be an inhibiting and culture, another major factor in halal factor for the realization of regional readiness tourism sector in Indonesia is the number of to become a professional halal tourism Muslim populations as the largest one in the object. The lack of understanding of the world, which means Indonesia can become halal tourism concept that occurs among the main “beacon” in the implementation stakeholders can be bridged through the and development of the world-class halal application of communication strategies tourism. That statement is reinforced by in the form of marketing public relations. Widagdyo (2015) who states that Indonesia According to Harris (1993) as the initiator of should be a potential market niche in tourism Marketing Public Relations, “Marketing Public given the huge of Muslim population, which Relations (MPR) is the process of planning can be realized by combining the concept of and evaluating programs that encourage tourism and Islamic values as to increase purchase and customer through information and systematically strengthened business on impressions that identify companies and opportunities. Another thing that supports the their products with the needs concerns of development of halal tourist destinations in customers “. Another definition that clarifies Indonesia is the openness of community life, the MPR concept is from Thomas L. Harris high levels of religious tolerance, harmony who states that Public Relations Marketing among religious people, and the convenience is a strategy and implementation that while worshiping become social capitals integrates the concept of public relations with in implementing Indonesian halal tourism marketing in order to optimize organizational packages. achievements to get good relationships with stakeholders (Kartikanwangi, Sarinastiti, & The growing development of halal Nugroho, 2013). In some cases, the MPR has tourism service industry in the regions in the the advantage of being able to persuasively following years made Indonesian government influence and educate the public about a won 12 awards at the 2016 World Halal product or service or idea. Thus, the use of Tourism Awards event, International Travel MPR in preparing the development of halal Week Abu Dhabi (ITW) represented by tourism destinations in the region need to Lombok Region, Sumatra Province West, and be carried out in a strategic and sustainable the Province of Aceh Darussalam; and got manner by the central, provincial, district, and rank 3 (three) in category of top 10 (ten) city governments. Furthermore, concerning halal friendly holiday destinations in 2016. In the implementation of activities in MPR 2019, Indonesia is awarded as the best halal related to halal tourism, the public relations destination in the world GMTI version with communication program can be used as a tool the main indicator of assessment of access, to realize the MPR strategy which consists communication, environment, and service. of pulling (persuading/attracting public These three shreds of evidence show that the attention), pushing (stimulating/encouraging development of halal tourism in Indonesia the public), and pass (influencing and is carried out seriously because it is very creating public opinion ) tourism programs promising for the economic improvement of in order to form a means of discussion as the community with the main goal to be the well as a model for the development of world Muslim community. halal tourism destinations in the region The tourism sector is a strategic sector (Chatamallah, 2008). Efforts to develop halal for regional income. In order to get greater tourism destinations in an area are not only opportunities, tourism is developed in the implementing religious values ​​in travel but

Accredited by Sinta Rank 2 based on Ristekdikti No.10/E/KPT/2019 until 2024 97 SUSIE PERBAWASARI, et al. Government Marketing Public Relations Strategy in Preparing Halal Tourism in... also related to the growth and development by Garut District Regulation No.3 of 2013 of other tourism business industry sectors. concerning the Master Plan for Regional Tourism Development. This juridical aspect If Garut regency wants to succeed has at least given a point of enlightenment in halal tourism, the regional government as the initial guideline reference for a needs to implement a massive, structured, tourism area that has the potential to be and sustainable MPR strategy related to the developed towards halal tourism packages development of halal tourism destinations. that are friendly and satisfying the tourists. Although the legal and infrastructure Information about halal tourism to certain regulations of Garut district are not that circles in Garut is part of the push strategy perfect for halal tourism, research data shows carried out by the district government besides that the government has already informed tourism promotion events in the wider to prepare Garut region to become one of community such as the Pesona Budaya Garut. the halal tourism development destinations. As proof, there are new tourist destinations In Pangandaran region, the MPR in Selaawi subdistrict that have pioneered strategy regarding tourism destinations the concept of halal tourism. Regarding the is carried out by reporting various events implementation of halal tourism in Garut, T, through local mass media, the internet, Chair of the café and Restaurant Association and social media by tourism stakeholders (AKAR), stated that: such as the Pangandaran tourism activist group. The events included Pesta Laut (Sea “... The concept of halal tourism has been Party) as a form of fishermen gratitude to informed by the government, but the more God over what they have obtained, Festival detail information about the mechanism of Layang-Layang (Kite Festival), Pangandaran implementing halal tourism in Garut is not that Triathlon Championship, Gebyar Tahun Baruan clear ...”. Pangandaran (New Year’s Eve Party), etc which were held both by the district government From the results of the interview, and communities outside Pangandaran. The it can be seen that basically the central amount of information in the form of news in government has delegated the provision of local mass media, internet, and social media information to the provincial government, show that tourism activists in the villages and Garut district has provided information are very active in promoting tourism objects on general tourism development plans other than Pangandaran beach tourism. The that will be adjusted towards halal tourist spread of tourist information shows that MPR destinations in the strategic tourism area of strategy that has been carried out is more Garut. Therefore, for halal tourism discourse on the pull and pass. They can identify this in Garut to be unanimously accepted by from the statement of the figure of Kompepar various stakeholders, a strategy is needed to Pangandaran, TS, who states that: foster awareness in the community through a marketing public relations approach. The “... each village in Pangandaran has a group marketing public relations strategy focuses on of tourism activists who function as managers the government’s efforts to encourage people of Pangandaran’s new tourist attraction and as to know and understand the halal tourism disseminators of information about attractions that are attractive and creative for domestic concepts and policies through information and foreign tourists to be noticed and visit. dissemination in collaboration with the tourism industry, the media, and tourism The MPR pull strategy that occurs in activist community, especially in the Cipanas Pangandaran can be seen from the many new Garut area. tourist objects visited by tourists who come to Regarding the marketing public Pangandaran in cooperation with the village relations strategy carried out by Garut government, the Tourism and Culture Office of district government in preparing halal tourist Pangandaran district, Kompepar with tourism destinations is to prioritize the push strategy travel agents to promote and simultaneously approach. It aims to encourage an institution become endorser and tour guide in the new to expand its influence and marketing field Pangandaran tourist attraction. A large regarding a product or idea that needs to amount of Pangandaran tourism information be delivered to its target audience (Saputra indicates that there is a strong desire from & Nasrullah, 2011). This push strategy the community to advance each region that was chosen to develop Garut’s halal tourist has new tourism objects to be known and destinations because it was largely supported visited by tourists. Another thing related to

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the tourist attraction in Pangandaran was Public Relations Communicate the delivered by A, a Head of Tourism and Culture Strategy benefits and uses of Office of Pangandaran Regency, who stated halal tourism through that: regulation, event promotion, reporting, and “... there are 23 new tourist destinations in raising public opinion Pangandaran Regency, 5 of Pangandaran’s main tourist attractions are managed directly by Work Program of Publications on Outdoor the district government, namely Pangandaran Public Relations Media, Digital Public Beach, Krapyak Beach, Batu Hiu Beach, Grand Relations, Media Canyon, and Batu Karas Beach. While new Relations, Community tourism objects are still managed by each Relations, Government Kompepar and village government ...” Relations, Investor The pass strategy of MPR would be Relations effective if the person who does it is a well- Source: Results of Research Data, 2018 known figure or institution that can give birth to a positive opinion on the object being preached or viral in the community. This is Due to the orientation of halal reinforced by Saputra & Nasrullah, (2011) who tourism that has led to industrialization, the explained that the passing strategy is an effort perspective of public relations studies requires to create a public image that is generated an effort to communicate in more structured through various activities and participation ways as a business opportunity that is in community activities and cares about the very tempting for anyone to get a positive social conditions occur. The practice of pass assessment from various circles of society. strategies in developing Pangandaran tourism Efforts to communicate about halal tourism uses more central figures of government, can be done with marketing public relations, namely the Regent and Deputy Regent who which usually the government institutions endorses every national tourism activity in prioritize the term tourism promotion or Pangandaran. integrated marketing communication. Tourism promotions associated with tourism Related to the discourse on the development are carried out through brand development of halal destinations in recognition that uses a network of information Pangandaran, the strategy of MPR can refer found on social media such as Path, Facebook, to the pattern of Pangandaran marine tourism YouTube, Instagram, and Twitter. In addition, promotion activities so far to the wider it was found that advertisements, promotions, community that are often carried it out. The and messages on social media delivered from term “halal” in tourism can become a major person to person had a positive relationship obstacle for the government to develop the with the development of tourism destinations. Pangandaran region into a halal tourist area However, there are times when interactive of Pangandaran tourism industry business marketing on social media has an insignificant groups because of the limited interpreting of role in an activity because of factors outside what good halal tourism concept is in Table 6. human power such as disasters and human error (Adetunji & Ishak, 2018). Table 6 The role of the government in Halal Marketing Public Relations (MPR) developing halal tourism destinations has in Priangan become very important in an effort to MPR Stages Explanation encourage the pace of economic growth in the Marketing Efforts to prepare halal community. In addition, regular relationships tourist destinations in the and good communication with investors, area travel operators, entrepreneurs, and tourism Marketing Increasing regional conscious groups in the community will Strategy readiness to become a have an impact on the development of a good and professional better tourism business. While related to the halal tourist destination millennium era, the development of halal Public Relations Persuade stakeholders tourism can be done by embracing all online Objective in the tourism sector and offline communities to promote and to realize tourism Public Relations that Indonesian tourism must diversification, namely be preserved for the welfare of the nation. halal tourism programs Efforts to involve cyberspace communities in the development of halal tourist destinations,

Accredited by Sinta Rank 2 based on Ristekdikti No.10/E/KPT/2019 until 2024 99 SUSIE PERBAWASARI, et al. Government Marketing Public Relations Strategy in Preparing Halal Tourism in... in line with what was examined by (Nurhadi, the form of photos, videos, infographics, slide 2017) regarding social interactions occur in shows, updating status, or chat. However, the new media will produce effective messages advantages of online media as a new medium as a formulation of message exchanges, that should help facilitate management work generating similar interests in an issue, and in the field of communication to manage giving new thought in the discussion room communication with public still cannot be both privately and publicly through group. optimized, including in terms of developing The outcome of social interaction in new halal tourism (Yazid, 2015). media is positioning the issue of tourism that Theoretically, the development of will become a trending topic as the results of halal tourism sector in Indonesia can be posts on all social media accounts, whether in

Table 7 Programs Featured Halal Tourism Development in Indonesia

Manin Supporting Program Goal Program Marketing Branding & PR-Ing Digital Tourism Develop- Making Ha- Endorse- Participation in the Placement on the Digital ment lal Toursm ment Roadshow, Sales Marketplace / Website for Indonesia UNWTO, Mission, Halal Tour- Global Halal Tourism Travel GMTI, and ism Expo, etc. Guide & HTI Tour Pack- ages Destination Homestay Destination Development Inves- Accessibility Develop- Develop- IMTI Imple- Desains, Strategy ment ment ment/ Halal mentation and Plan Action and Tourism on Halal (DSRA) 10 Halal Funding Village Tourism Tourism Destina- Facilita- Destina- tions tion tions (Technical Guideline Rank 2 HTI for Imple- 2019 menta- tion of the Rank 1 Indonesian GMTI Muslim 2019 Travel In- dex (IMTI) 3.8 Million ) Foreign Industrial Industry Development Human Resource Muslim & Insti- Development Tourists tutional Preparation Socializa- Work- Advocate Module Hu- Facili- Develop- of Business tion and shop for for Halal Making man tating ment Guideline Technical auditors Tourism Human Re- Certifi- Guidance of the Industry Re- source cation to the In- National Certifica- source Train- of Halal dustry Sharia tion Training ing Human Council Halal Halal Re- of the In- tourism Tour- sources donesian ism Training Ulema Council for Cer- tification of Halal Tourism Busi- nesses

Source: Handayani, (2018)

100 ISSN 0215-8175 | EISSN 2303-2499 MIMBAR, Vol. 35 No. 1st (2019) done by some marketing public relations From Table 7, it can be explained strategies. First, the strategy of pulling that the main program of halal tourism (persuading) is the effort to communicate development consists of marketing messages that are of public interest to be development, destination development, involved in the tourism activities offered. and industrial & institutional development. The pull strategy in halal tourism is done by Through the three flagship program schemes offering the advantages of facilities that are on halal tourism development carried out physically and psychologically comfortable by the Ministry of Tourism, marketing as well as travel experiences for potential public relations strategy carry out its role tourists to visit tourist sites by making tourist of helping halal tourism service industry destinations, profile tourist destinations, players to develop public awareness about tourist gift packages, advertisements, and tourist destinations related to products and social campaigns using mass media and services launched (Sari & Widayatmoko, social media on tourist destinations that are 2011). Marketing Public Relations is the delivered to travel agents and the public. next development of the Mega Marketing Second, the push (stimulating) strategy is an concept which was popularized by Thomas effort to deliver messages which can stimulate L. Haris in 1991, by viewing Public Relations the public to be involved in halal tourism work practices in marketing activities. activities through activities of natural and Marketing public relations is a process of cultural tourism, institutional development, planning and evaluating communication mentoring and training to improve human programs that stimulate interest, knowledge, resource capacity for halal tourism villages by awareness, and behavior in the form of the government, tourism people, mass media satisfaction of prospective customers through people, and tourism activists. Pampering packaged impressions and associated with prospective tourists by involving them in the identity of an organization/institution an experimental activation is actually an and its products/services according to the effort to attract the interest of prospective needs, desires, attention, and interests of the tourists themselves. Third, the pass strategy target audience. Therefore, the MPR is the (influence), the existence of collaborative concept of public relations which is relatively efforts and equal interaction between tourism relevant for marketing activities to help the service industry players in developing halal organizations achieve their marketing goals tourism destinations through collaborative (Suparmo, 2011). programs with third parties as influencers, Finally, communication delivered such as journalists, ambassadors, key opinion through MPR strategy is a form of the leaders, and endorser of excellent services of ongoing conversation on the basis of the a tourist destination halal in Indonesia in order same perception and meaning of a message to create a favorable public opinion among to be conveyed to the public regarding issue tourists. Institutionally, the government has of halal tourism. That the most important high power to carry out collaborative practices factor in tourism marketing is an increase in tourism on a bilateral, multilateral, and in participation from local governments, regional basis to develop a more advanced diversifying products, and improving the and professional halal tourism. The strength quality of tourism services (Made, Widiastini, of cooperation in a moment of promotion of & Andiani, 2012). The three tourism marketing halal tourism can encourage the creation of factors are important to develop the regions conversations that influence the community in Indonesia to become the world-class halal to choose tourist destinations that are in tourist destinations. In addition to the three accordance with the interests and ethics of important factors in organizing halal tourism a Muslim. Commodities in the digital era has according to Eri Mariwijaya, SE, MBA as resulted in the emergence of communication Executive Director of YPM Salman, ITB, is that activities such as buzzing, social media users’ halal tourism will develop well if it is equipped mobilization, and social media monitoring with Halal Inspection from institutions that (, 2018). provide halal certification, the concept of halal In an effort to prepare halal tourist tourism, and regional regulations strengthen destination areas in Indonesia to be realized the legitimacy of the implementation of halal soon, the government represented by the tourism for the community as a guarantee of Ministry of Tourism developed a halal tourism legal certainty for halal tourism . development strategy which can be seen in Thus, the reason for the development of the table 7. halal tourism in Indonesia to be immediately

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