Experiential and Digital Marketing Strategy for Sustainable Halal Tourism : with Wahdatul Ulum

Abstract

In Indonesia, with a majority Muslim population, it is easy for halal tourism to grow and develop, especially in the Central Java region. However, according to IMTI data, Central Java has not optimally provided a significant impact regarding access to Muslim-friendly tourism. But it is different from the iconic tourist attraction in the capital of Semarang, namely Lawang Sewu. Therefore, this research aims to find out how optimal the development of Lawang Sewu tourism is by applying the concepts of Experiential Marketing and Digital Marketing to the values of Wahdatul Ulum for Muslim tourists. This research uses qualitative research methods with descriptive analysis through the results of structured interviews and literature studies on related objects. In this research, the results found that halal tourism in Lawang Sewu applies experiential marketing which can enrich the tourist experience while ensuring tourism is Muslim-friendly. Not only that, marketing Lawang Sewu halal tourism through digital marketing can also be accessed online; through websites, social media with quality content and applications. Therefore, based on researchers' observations, the Lawang Sewu tourist attraction is able to apply all assessment indicators from ACES (Access, Communication, Environment, and Service). Researchers recommend that further research analyze new concepts related to the Pentahelix Model in Halal Tourism in Indonesia.