Exploring Muslim Travelers’ Motives through Netnography: The Image of Non-Muslim Cultural Destinations and Halal Culinary Tourism at Pantai Indah Kapuk 2
Keywords:
Muslim travelers, Halal culinary tourism, Netnography, Theory of Planned Behavior, Digital communicationAbstract
The present study aims to identify the factors that influence Muslim tourists' intention to visit non-Muslim cultural destinations, with an emphasis on halal culinary tourism at Pantai Indah Kapuk 2 (PIK 2).Utilizing a virtual ethnography approach and Theory of Planned Behavior (TPB) as the theoretical foundation, this study analyzes Muslim tourists' perceptions and experiences through social media platforms.Data collection methods include online observation, virtual interviews, and content analysis on social media, especially Instagram and TikTok. The results of the study indicated three primary factors that influence intention to visit: access to information on halal food, positive reviews from other Muslim travelers, and inclusive cultural representations. Social media plays a crucial role in marketing PIK2 as a halal destination, through the utilization of the hashtag #kulinerhalalpik and reviews from influencers that add to the attractiveness of the place. This finding underscores the value of TPB in analyzing Muslim tourist behavior and emphasizes the necessity for a social media-based marketing strategy to promote halal tourist destinations. The implications of this study include recommendations for tourism managers to enhance access to halal information and provide Muslim-friendly facilities, as well as for the tourism industry to devise effective marketing strategies to attract Muslim tourists to non-Muslim destinations.
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