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Exploration of pilgrimage tourism in Indonesia

Tanti Handriana (Department of Management, Faculty of Economics and Business, Airlangga University, Surabaya, Indonesia)
Praptini Yulianti (Department of Management, Faculty of Economics and Business, Airlangga University, Surabaya, Indonesia)
Masmira Kurniawati (Department of Management, Faculty of Economics and Business, Airlangga University, Surabaya, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 25 July 2019

Issue publication date: 20 May 2020




This study aims to extract information and analyze the antecedents of Muslims following pilgrimage tours. Data from the Central Bureau of Statistics Indonesia shows that 87.18 per cent of the total population of Indonesia are Muslims. In addition to running the ruling of Islam and the pillars of Faith, Muslims also maintain the religious tourism. The form of religious tourism which is widely followed by the Muslims of Indonesia is to follow a pilgrimage to the tomb of the wali (Guardian), both wali limo and wali songo.


This study used a qualitative approach. Data collection was done using in-depth interviews of Muslims in Indonesia who had already attended pilgrimages to wali limo and/or wali songo.


The tourists are satisfied and have an intention to revisit the destination, and the interest of the community to follow religious tours is very large, as well as the opportunities to do business in this sector are still wide open. Various motives and benefits of following religious tours, as well as suggestions for improvements for religious tourism destination managers, as well as advice for the government were uncovered. Thus, the results of this study are expected to provide a theoretical contribution related to marketing management in religious tourism and a practical contribution for the managers of religious tourism.

Research limitations/implications

Further research can be done with a quantitative approach, as well as comparative studies between pilgrimages in Indonesia (developing countries) and pilgrimages in other developing countries or in developed countries can also be conducted.

Practical implications

For marketing practitioners, the results of this study can be used as a consideration to continue to improve services in the field of religious tourism in the country, given the potential for development is very large.

Social implications

There is a contribution from this study to the development of marketing science, particularly related to marketing management on religious tourism services.


This study offers new insight regarding factors influencing Muslims pilgrimage tourism in Indonesia.



This work was supported by the Faculty of Economics and Business, Universitas Airlangga research grants.


Handriana, T., Yulianti, P. and Kurniawati, M. (2020), "Exploration of pilgrimage tourism in Indonesia", Journal of Islamic Marketing, Vol. 11 No. 3, pp. 783-795.



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