Marketing Communication Strategy of Religious Tourism in Emaki Al- Ma’soem

Abstract

The Covid-19 pandemic has an impact on various sectors of people's lives, including the tourism sector and the creative industry. In an effort to revitalize the tourism sector during the pandemic, the Ministry of Tourism and Creative Economy created a Cleanliness, Health, Safety and Environmental Sustainability (CHSE) program. In addition, the concept of religious tourism in Indonesia is currently being developed by the government because it has good attractiveness and potential. Emaki Al-Ma'some is one of the tourist destinations that has the concept of religious tourism. Emaki Al-Ma'soem has the value of cleanliness as part of the faith that is in line with the concept of CHSE. This study aims to analyze the readiness of Emaki Al-Ma'soem in CHSE certification; and second, knowing the marketing communication strategy carried out by Emaki Al-Ma'soem related to the positioning of tourism with religious values. The method used in this study is qualitative with a literature study. Data related to the research is sourced from scientific literature such as journals and books, social media and the Emaki Al-Ma'soem website. The results of this study show that the positioning of tourism with the religious value possessed by Emaki Al-Ma'soem with CHSE readiness equal with cleanliness value. Marketing communication strategy carried out by Emaki Al Ma'soem through public relations, social media, and events.