Published date: Oct 30 2023

Journal Title: KnE Social Sciences

Issue title: 5th Social and Humaniora Research Symposium (5th SoRes)

Pages: 707–716

DOI: 10.18502/kss.v8i18.14272

Atie Rachmiatierachmiatie@gmail.comUniversitas Islam Bandung, Bandung, Indonesia

Kiki ZakiahUniversitas Islam Bandung, Bandung, Indonesia

Efik YusdiansyahUniversitas Islam Bandung, Bandung, Indonesia

Erik Setiawanrachmiatie@gmail.comUniversitas Islam Bandung, Bandung, Indonesia

Ferra MartianUniversitas Islam Bandung, Bandung, Indonesia

This study aims to explore stakeholder engagement models in halal tourism ecosystems in rural areas. The research focuses on understanding how stakeholders’ involvement in production, services, infrastructure, and human resources (HR) in the field of halal tourism in rural areas contributes to building an ecosystem. The analysis, based on the concept of Halal in the tourism industry, aims to provide clarity to the Halal ecosystem within hotel, culinary, and tourist destination businesses. The urgency of this research lies in identifying, analyzing, and evaluating the involvement of each stakeholder as a component of the halal tourism ecosystem, with particular emphasis on government regulations. The research adopts a qualitative method using a case study approach within a constructivist paradigm. In-depth interviews and focus group discussions (FGDs) are conducted to gather data. The primary objectives of this research are to develop a model of the Halal Tourism Ecosystem and provide recommendations for synergizing and optimizing the potential of halal tourism from each stakeholder. Four villages in West Java, namely Dayeuh Kolot Village, Alam Endah Village, Cisayong Village, and Sukalaksana Village, were selected as research locations using purposive sampling. Informants representing various sectors, such as hotels, restaurants, tourist attractions, halal centers, the Indonesian Ulema Council (MUI), regional governments, and elected village heads, were involved in the research. The findings reveal that the construction of a halal tourism ecosystem involves six stakeholder components that interact and relate to each other during implementation. These stakeholders include the Ministry of Tourism of the Republic of Indonesia as the ”leading sector” responsible for regulating tourism development in various regions. The Indonesian Ulema Council (MUI) issues Fatwas to align tourism activities with the principles of the Qur’an and Hadith. Regional leaders play a vital role in policymaking, providing infrastructure, and supporting human resource development and funding for halal tourism initiatives. Tourism business actors, such as hotel owners, managers, tourist attractions, restaurants, and tourism bureaus, commit to capitalizing on halal tourism opportunities within their business operations. While the ideal halal tourism industry ecosystem relies on active involvement and proper execution of roles by all stakeholders, the study identifies challenges. Awareness and achievement of the vision and mission among stakeholders in developing halal tourism remain low due to suboptimal communication, coordination, and collaboration. Therefore, the government’s role is vital in acting as a conductor, harmonizing the efforts of stakeholders in the development of Indonesia’s halal tourism industry.

Keywords: engagement model, halal ecosystem, tourism stakeholders

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