i-Tourism: Jurnal Pariwisata Syariah

Analysis of Halal Tourism Marketing Strategy Through Instagram: A Comparative Study of Indonesia, Malaysia, and Thailand Based on SWOT Analysis

Khamsya Muzamil — Wed, 31 Dec 2025 00:00:00 +0700

This research examines halal tourism marketing strategies on Instagram through a comparative analysis of Indonesia, Malaysia, and Thailand. The study employs content analysis and SWOT methodology to evaluate posts from official tourism accounts @wonderfulindonesia, @malaysia.truly.asia, and @tourismthailand during the first half of 2024. Findings reveal distinct strategic approaches across the three nations. Indonesia demonstrates strengths in showcasing natural beauty and cultural heritage through visually compelling content, though it shows inconsistency in specifically promoting halal tourism destinations and facilities. Malaysia excels through integrated marketing that effectively highlights its comprehensive halal infrastructure and Muslim-friendly amenities, supported by strong institutional coordination. Thailand successfully positions itself as an inclusive "halal-friendly" destination, skillfully blending halal services within mainstream tourism experiences. The SWOT analysis indicates Malaysia's effective utilization of its strengths through strategic planning, while Indonesia has yet to fully optimize its cultural advantages, and Thailand demonstrates innovative approaches to overcome market limitations. The study concludes that three key factors significantly influence halal tourism marketing effectiveness: robust institutional support, consistent content strategy, and clear market positioning. These findings provide valuable insights for tourism authorities and marketers seeking to enhance their digital marketing approaches in the rapidly growing halal tourism sector, highlighting the importance of tailored strategies that leverage unique national strengths while addressing specific market needs

Analisis Faktor yang Mempengaruhi Minat Berkunjung Ulang Wisatawan ke Objek Wisata Istano Basa Pagaruyung

Wewel Putri Yani, Febria Rahim, Novia Nengsih, Harry Yulianda, Vinny Helvira — Wed, 31 Dec 2025 00:00:00 +0700

The main issue in this study is based on visitation data showing a decline in the number of tourists to the Istano Basa Pagaruyung tourist attraction in 2023–2024. In addition, aspects of tourist attraction, facilities, and accessibility are not yet optimal, which has the potential to reduce tourists' interest in revisiting. This study aims to determine and analyze the effect of tourist attraction (X1), facilities (X2), and accessibility (X3) on the interest in revisiting (Y) the Istano Basa Pagaruyung tourist attraction. The method used in this study is quantitative. The sampling technique used purposive sampling with a sample size of 97 people. The data collection technique in this study was conducted by filling out a questionnaire that had been tested for validity and reliability. The data analysis technique used was multiple linear regression analysis. The results of hypothesis testing show that, partially, tourist attraction has a significant positive effect on repeat visit interest with a t-value of 8.847 > t-table of 1.661 with a significance value of 0.000 < 0.05, so that hypothesis H1 can be accepted. Facilities do not affect repeat visit interest, with a t-value of 1.925 > t-table of 1.661 and a significance value of 0.057 > 0.05, so hypothesis H2 is rejected. Accessibility has a significant positive effect on repeat visit interest with a t-value of 3.485 > t-table of 1.661 with a significance value of 0.001 < 0.05, so hypothesis H3 can be accepted. The variables of tourist attraction, facilities, and accessibility simultaneously have a positive effect on repeat visit interest with a calculated F value of 130.080 > F table 2.70 and a significance of 0.000 < 0.05, so hypothesis H4 can be accepted.

Pariwisata Berselimut Stereotip: Representasi Bali bagi Turis Rusia dalam Program Komedi “Standup na Bali”

Muhammad Yunus Musthofa, Ksenia Aleksandrovna Shivtsova — Wed, 31 Dec 2025 00:00:00 +0700

Penelitian ini menganalisis jalin-kelindan antara stand-up comedy yang diinisiasi turis Rusia di Bali dengan konstruksi stereotip mengenai warga lokal dan pengalaman pariwisata. Penelitian ini menggunakan pendekatan kualitatif berbasis analisis wacana, penelitian ini memanfaatkan acara “Standup na Bali” di YouTube sebagai sampel utama untuk menelusuri bagaimana humor menjadi media representasi budaya dalam konteks turisme internasional. Hasil analisis menunjukkan bahwa materi komedi yang dibawakan turis Rusia tidak hanya menggambarkan pengalaman wisata, tetapi juga menciptakan dan memperkuat stereotip tertentu tentang masyarakat Bali, spiritualitas lokal, dan destinasi wisata seperti Ubud, yoga dan Hutan Monyet. Memanfaatkan Superiority Theory, penelitian ini menemukan bahwa humor kerap berfungsi sebagai cara bagi wisatawan untuk menunjukkan posisi mereka melalui perbandingan sosial dan karikatur budaya. Stereotip yang muncul, seperti warga Ubud yang terlalu spiritual, praktik yoga yang berlebihan, atau monyet yang jahil, mencerminkan pandangan turis yang dibentuk oleh tourist gaze dan pengalaman terbatas selama berada di Bali

Analisis Peran Stakeholder Terhadap Konsep Community Based Tourism (CBT) Di Desa Wisata Kubu Gadang Kota Padang Panjang

Dianni Oktaria Putri, Harry Yulianda, Emiliyani Wahyuni, Febria Rahim — Wed, 31 Dec 2025 00:00:00 +0700

Kubu Gadang Tourism Village is one of the tourism villages that has developed the concept of Community-Based Tourism (CBT) with the involvement of the local community in the development of the tourism village. However, despite having a well-established development concept, the role of stakeholders has not yet had a significant impact. This study aims to analyze the role of stakeholders in the development of Community-Based Tourism (CBT) in Kubu Gadang Tourism Village, Padang Panjang City, the winner of the Indonesian Tourism Village Award (ADWI) 2023 in the Advanced Tourism Village category. This study employs a descriptive qualitative approach through observation, in-depth interviews with stakeholders, and documentation from various sources. Data analysis is conducted according to Sugiono (2016), which includes data reduction, data presentation, and drawing conclusions. The research findings indicate that primary stakeholders play an active role in managing tourist attractions, providing homestays, promoting MSME products, and organizing local cultural activities such as silek lanyah and makan bajamba. Meanwhile, secondary stakeholders provide support in the form of infrastructure development, training, and promotion of tourist villages. However, following the victory of ADWI 2023, there has been a decline in the number of tourist visits, indicating the need for an evaluation of the sustainability of stakeholder roles. This study also highlights the importance of integrating Sharia principles into the development of community-based tourism villages, given the socio-cultural characteristics of the Minangkabau community, which are rooted in the philosophy of Adat Basandi Syara', Syara' Basandi Kitabullah (ABS-SBK). Therefore, the active and collaborative involvement of all stakeholders must be enhanced to ensure that the development of CBT in Kubu Gadang Tourism Village is sustainable, inclusive, and aligned with Islamic values.

Implementasi Hotel Syariah Dan Ruang Lingkupnya Kedalam Sektor Perhotelan Di Indonesia

Hanung Widhieatmaka — Wed, 31 Dec 2025 00:00:00 +0700

Penelitian ini menjelaskan tentang Hotel Syariah beserta ruang lingkup yang di implementasikan kedalam sektor perhotelan di Indonesia. Penelitian ini mengekplore dan analisis mengenai implementasi hotel syariah dalam sektor bisnis pariwisata. Penelitian ini menggunakan metode kualitatif yaitu studi literatur dan analisis deskriptif. Dimana peneliti ingin mendeskripsikan, menggambarkan, atau melukiskan secara dramatis, faktual dan akurat mengenai fenomena yang diselidiki. Hasil analisis menunjukkan bahwa poin penting dalam memahami Hotel Syariah yaitu 1.) Memahami akan pengertian Hotel Syariah beserta mengetahui konsep implementasi Hotel Syariah era sekarang ini, dalam pengembangan dan pengelolaan hotel berlandaskan syariah maka Hotel syariah dimana harus disesuaikan atau memodifikasi konsep agar dapat diterima oleh pola pikir generasi pada saat ini. 2.) Mengetahui akan standarisasi pelayanan Hotel Syariah sehingga apabila menggunakan jasa Hotel yang bernuansa Syariah kita sudah memahami akan ciri pelayanan di berbagai aspeknya