Strategic Development of Halal Tourism Village Kampung Batik Cibuluh Bogor (KBCB) as A Socio-Cultural Destination in Indonesia
DOI:
https://doi.org/10.37231/jimk.2021.22.2.572Abstract
Indonesian halal tourism ranked first in global halal tourism in 2019. As one of the largest Muslim countries globally, the development of halal tourism will undoubtedly have a positive impact on Indonesian societies' socio-economic. West Java Province is one of several provinces that focus on halal tourism in Indonesia, where Bogor City is one of its regions that has a tremendous potential market for halal tourism development. Kampung Batik Desa Cibuluh Bogor (KBCB) has ample possibilities to be the leading halal tourism destination in Bogor City, especially with the concept of a halal tourism village. However, KBCB does not yet have an adequate strategy framework for its tourism development. Therefore, this study was conducted to formulate a strategy for developing a halal tourism village in KBCB based on strengths, weaknesses, opportunities, and threats (SWOT) analysis. It is using the method of Analytic Network Process (ANP) with the SWOT network. This study found that the batik educational tour as the main attraction of KBCB is a priority aspect of developing its halal tourism village. A foremost opportunity to develop a halal tourism village in KBCB is that West Java Province is selected as a focus area to develop halal tourism in Indonesia. This study also discovered that the lack of promotion and innovation is the central aspect of weakness, impeding the development of halal tourism village in KBCB. The competition between tourist destinations in Bogor City is also a significant threat that can hamper halal tourism village development in KBCB. Based on the SWOT analysis, enhancing the promotion and socialization of KBCB as a halal tourism village is a priority strategy to develop a halal tourism village in KBCB.
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