Proceedings of the 2021 Tadulako’s International Conference on Social Sciences (TICoSS 2021)

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Philosophical Value as Marketing Point Development of Religious Tourism Destination

Authors
Kukuh Lukiyanto1, *, Etsa Astridya Setiyati1, Choirul Huda2, Albert Verasius Dian Sano2, Azizah Bte Ismail3
1Entrepreneurship Department, Undergraduate Program, BBS, Binus Unversity Malang Malang, Indonesia
2Computer Science Department, School of Computer Science, Binus University Malang Campus, Malang, Indonesia
3University Technology Malaysia Sultan Ibrahim Chancellery Building, Skudai, Johor, Malaysia
Corresponding author. Email kukuh.lukiyanto@binus.ac.id,
Corresponding Author
Kukuh Lukiyanto
Available Online 18 July 2022.
DOI
10.2991/assehr.k.220707.002How to use a DOI?
Keywords
Ngalap Berkah; Philosophical Values; Good Relations; Religious Tourists
Abstract

Tourism is a business sector that has become a victim of the COVID-19 pandemic. Religious tourism as one part of the growing tourism business, must also experience a downturn. Nevertheless, the unique characteristics of religious tourism make this tourist destination still visited by many tourists during the COVID-19 pandemic. This study aims to analyze the philosophical value of religious tourism destinations that can be used as a marketing point to build relationships with tourists so as to create loyalty. This study uses a qualitative method, by taking the object of Pesarean Gunung Kawi, Malang Regency. The data processed were the results of in-depth interviews with informants, they were chosen because they still came to the tourist destinations studied during the covid-19 pandemic. This study took 6 (six) informants using purposive sampling method. Data analysis using NVIVO 12 Plus software. The results of data analysis show that the philosophy of ngalap berkah (looking for blessings/answers to the problems at hand), with the means of being assisted in praying/praying together, is something that encourages tourists to remain loyal and come to tourist destinations during the pandemic. Ngalap berkah is built through commitment, communication, mutual cooperation and facilities to build relationships with tourists. The results of this study can be used as a reference in developing other religious tourism destinations. Exploring philosophical values to be used as marketing points can create a personal relationship between tourists and tourist destinations.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 2021 Tadulako’s International Conference on Social Sciences (TICoSS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
18 July 2022
ISBN
10.2991/assehr.k.220707.002
ISSN
2352-5398
DOI
10.2991/assehr.k.220707.002How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Kukuh Lukiyanto
AU  - Etsa Astridya Setiyati
AU  - Choirul Huda
AU  - Albert Verasius Dian Sano
AU  - Azizah Bte Ismail
PY  - 2022
DA  - 2022/07/18
TI  - Philosophical Value as Marketing Point Development of Religious Tourism Destination
BT  - Proceedings of the 2021 Tadulako’s International Conference on Social Sciences (TICoSS 2021)
PB  - Atlantis Press
SP  - 5
EP  - 8
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220707.002
DO  - 10.2991/assehr.k.220707.002
ID  - Lukiyanto2022
ER  -