The Development Strategy of Sharia Tourism in Indonesia Using the Analytic Network Process Approach

Abstract

Sharia tourism has recently shown a positive trend in the global tourism sector, particularly in Indonesia. This is not surprising, considering that the majority of Indonesia’s population is Muslim. In 2016, Indonesia received 12 awards at the World Halal Travel Awards held in Abu Dhabi, UAE. A series of achievements have been attained by Indonesia, which benefits the country's tourism sector. However, the development of sharia tourism in Indonesia is still relatively new, requiring the government to thoroughly optimize its potential.

Currently, there are three regions designated as sharia tourism destinations: Nanggroe Aceh Darussalam, West Nusa Tenggara, and West Sumatra. This study aims to identify the priority issues in the development of sharia tourism in Indonesia, as well as to determine the most effective solutions and strategies to optimize the role of relevant institutions. Based on data analysis using the Analytic Network Process (ANP) method, the highest-priority issues are internal, with the main concern being a lack of promotion. The second internal issue is underdeveloped infrastructure, followed by limited human resource capabilities as the third priority.

On the external side, the top priority issue is the additional services demanded by consumers, followed by the absence of direct flights. The research findings also indicate that, in terms of internal solutions, the top priority is providing travel fleets, with intensive promotion ranked second. For external solutions, the main priority is marketing halal tourism internationally, followed by product development. Therefore, the primary strategic priority is sharia compliance, and the second is government policy support.