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Halal tourism ecosystem: networks, institutions and implementations in Indonesia

Atie Rachmiatie (Department of Communication Sciences, Faculty of Communication, Universitas Islam Bandung, Bandung, Indonesia)
Erik Setiawan (Department of Communication Sciences, Faculty of Communication, Universitas Islam Bandung, Bandung, Indonesia)
Kiki Zakiah (Department of Communication Sciences, Faculty of Communication, Universitas Islam Bandung, Bandung, Indonesia)
Muhammad Saud (Department of Sociology, Faculty of Social and Political Sciences, Universitas Airlangga, Surabaya, Indonesia)
Ferra Martian (Department of Communication Sciences, Faculty of Communication, Universitas Islam Bandung, Bandung, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 4 June 2024

79

Abstract

Purpose

This study aims to investigate the components of a halal tourism ecosystem and how to establish a model for an effective halal tourism ecosystem. Therefore, each component can play a role in encouraging the productivity of halal tourism.

Design/methodology/approach

A qualitative approach was applied through in-depth interviews and focus group discussion (FDGs) with representatives of stakeholders who are associated with the development of halal tourism in Indonesia.

Findings

The results show that the effectiveness of the halal tourism ecosystem is primarily determined by the role of the government as an initiator and a policymaker. The halal tourism ecosystem must be run with universal Islamic norms, and it must be avoid exclusive rules.

Originality/value

This research concludes that the symbols in the halal ecosystem are not components that can glue the differences between various organizations and institutions in the context of tourism. However, the role of adhesive is substituted by its practice or implementation that can accommodate shared understandings of Sharia norms.

Keywords

Acknowledgements

The authors would like to express their sincere gratitude to Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) Universitas Islam Bandung (UNISBA) and Kementerian Pendidikan, Kebudayaan, Riset, dan Teknologi (Ministry of Education, Culture, Research and Technology) for their funding and generous support for this research. We also acknowledge all parties who were involved in providing support and the implementation of this research.

Ethical approval: The ethical approval was availed from the UNISBA Bandung, Indonesia.

Conflict: No conflict of interest.

Citation

Rachmiatie, A., Setiawan, E., Zakiah, K., Saud, M. and Martian, F. (2024), "Halal tourism ecosystem: networks, institutions and implementations in Indonesia", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-09-2023-0286

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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