JRSSEM 2021, Vol. 1, No. 1, 1 – 7
E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494
DOI : 10.36418/jrssem.v1i1.5 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
ANALYSIS OF HALAL TOURISM DEVELOPMENT IN
LOMBOK ISLAND TO SUPPORT THE ECONOMIC
WELFARE OF THE COMMUNITY
Ahsani Taqwiem
1*
Farida Diyan Pertiwi
2
1, 2
Islamic University of Malang
e-mail: ahsani.taqwim@unisma.ac.id
1
*Correspondence: ahsani.taqwim@unisma.ac.id
Submitted: 16 August 2021, Revised: 25 August 2021, Accepted: 27August 2021
Abstract. Halal tourism has recently begun to be frequently discussed with its enormous economic
potential. referring to Crescent Rating data which states that in 2014 Muslims around the world
spent around US$126.1 billion for tourism expenditure allocation where Indonesia was in the 6th
position as the most favorite halal tourist destination in the world. This study aims to analyze the
potential and development of halal tourism on the island of Lombok in improving the economic
welfare of the people of Lombok. This research design uses a mix of qualitative and quantitative
methods with data analysis using SWOT analysis. This potential needs to be observed by Indonesia
with several favorite tourist attractions that have long been known to the world in this country.
Lombok Island as one of the favorite tourist destinations in Indonesia in 2015 has won two awards
as the World's Best Halal Tourism Destination and the World's Best Halal Honeymoon Destination
where the Governor of West Nusa Tenggara TGM Zainul Majdi has stated his readiness to develop
halal tourism in Lombok. with several favorite destinations such as Senggigi Beach, Gili Trawangan,
and Mount Rinjani. So in this journal, the author will describe the results of research using a SWOT
analysis on the development of halal tourism on the island of Lombok.
Keywords: halal tourism; Lombok island; SWOT Analysis.
Ahsani Taqwiem, Farida Diyan Pertiwi 2
DOI : 10.36418/jrssem.v1i1.5 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
INTRODUCTION
Islamic Economics is an important part
of today's global economy. Seven sectors
of the Islamic economy have increased
significantly, namely culinary, Islamic
finance, the insurance industry, fashion,
cosmetics, pharmaceuticals, entertainment,
and tourism (Faraby, 2021). Where the
whole sector carries the concept of halal in
every product. (Reuters, 2014) stated that
several things are driving the growth of the
global Muslim market, namely the
demographics of a young and large Muslim
market, the rapid economic growth of
major Muslim countries, Islamic values that
encourage business growth and Islamic
lifestyles, the growth of trade transactions
between countries. States of the
Organization of the Islamic Conference
(OIC), participation of multinational
companies, technology, and connectivity
between countries.
In the past, halal products were only
imagined as food, beverage, drug, and
cosmetic products that did not contain
alcohol or chemicals containing elements
of pork, blood, and carrion (Yustati et al.,
2018). However, now there has been an
evolution in the halal industry from
financial products (such as banking,
insurance, etc.) to products lifestyle (travel,
hospitality, recreation, and health care). The
Islamic economic sector that has
experienced significant growth in products
lifestyle in the tourism sector is sharia
tourism (Faisal & SH, 2018).
CrescentRating in (Sofyan, 2012) states
as smokeless industry and continues to
experience extraordinary developments
from conventional ones (mass,
entertainment, and just sightseeing)
towards lifestyle fulfillment (lifestyle). The
trend of sharia tourism as one of the
fulfillment of today's lifestyle has become a
world power that is starting to grow rapidly.
In several countries in the world, the
term sharia tourism uses several quite
diverse names including Islamic Tourism,
Halal Friendly Tourism Destinations, Halal
Travel, Muslim-Friendly Travel Destinations,
halal lifestyle, and others (Fitriani, 2018).
Sharia tourism is seen as a new way to
develop Indonesian tourism that upholds
Islamic culture and values (Jaelani, 2017).
The potential of the world Muslim
market is indeed very tempting for tourism
businesses. Based on data (Reuters, 2014)
taken from 55 countries in the Global
Islamic Economy Report 2014 – 2015, the
total expenditure of the world's Muslims in
2013 in the halal food and beverage sector
reached US$1,292 billion or 10.8 percent of
expenditure on food and drink needs. The
world's population will reach US$2,537
billion or 21.2 percent of global food and
beverage needs in 2019.
In the travel sector, in 2013 the world's
Muslims spent around US$140 billion on
travel or about 7.7 percent of global
competition. It is estimated that this
amount will increase to US$238 billion or
11.6 percent of global travel sector
expenditure in 2019 (excluding Hajj and
Umrah travel). In the media and leisure
sector, the world's Muslims spent around
US$185 billion or 7.3 percent of global
contests in 2013 and is estimated to reach
US$301 billion in 2019 or about 5.2 percent
of global contests (Reuters, 2014).
Table 1. Top Ten Countries of Interest
3 | Analysis of Halal Tourism Development in Lombok Island to Support The Economic
Welfare of The Community
Organization of Islamic Cooperation (OIC)
and the Non-OIC in the Global Muslim
Travel Index (GMTI) 2020
Rating
Desti
nations
Score
Destinations
Non-OICOIC
Score
1
Malaysia
Singapore
(9)
65.1
2
Turkey
Thailand
(20)
59.2
3
UAE
United
Kingdom
(25)
55
4
Saudi
Arabia
South
Africa (30)
51.1
5
Qatar
France
(31)
48.2
6
Indonesia
Belgium
(32)
47.5
7
Oman
Hong
Kong (33)
47.5
8
Jordan
United
States (34)
47.3
9
Morocco
Spain (35)
46.5
10
Brunei
Taiwan
(36)
46.2
Remarks: (..) Overall GMTI Ranking 2020
Source: CrescenRating, GMTI Report 2020
The same study was conducted by
MasterCard and CrescentRating (2015) in
the Global Muslim Travel Index (GMTI)
2015 (Raddana et al., 2017), that in 2014
there were 108 million Muslim tourists who
represented 10 percent of the total tourism
industry and this segment had an
expenditure value of US$145 billion.
It is estimated that by 2020 the number
of Muslim tourists will increase to 50 million
tourists and represent 11 percent of the
industry segment forecasted with an
expenditure of US $ 200 billion. At a
discussion forum with the theme of Halal
Tourism and Lifestyle 2015 held by the
Islamic Economic Community (MES) in NTB,
the tourism ministry stated that Indonesia
is trying to continue to develop halal
tourism in the country.
The tourism ministry develops sharia
tourism which includes four types of
tourism business components, namely
hotels, restaurants, travel agencies or
services, and spas (Yusrizal & Suparmin,
2018). There are 13 (thirteen) provinces that
are prepared by Indonesia to become
sharia tourist destinations, namely West
Nusa Tenggara (NTB), Nangroe Aceh
Darussalam, West Sumatra, Riau, Lampung,
Banten, DKI Jakarta, West Java, Central Java,
Yogyakarta, East Java. , South Sulawesi, and
Bali (Nasarudin, 2018).
West Nusa Tenggara Province has long
been known in the world on the island of
Lombok itself by TGM Zainul Majdi has
declared its readiness as one of the centers
of halal tourism in Indonesia by utilizing the
anthropology of the community, especially
Muslim Muslims and natural beauty. that is
there (Awalia, 2017).
Therefore, in this journal the author will
examine the development of halal tourism
on the island of Lombok through a SWOT
analysis (Strength, Weakness, Opportunity,
and Threat) with case studies on three main
tourist destinations on the island of
Lombok, namely Gili Trawangan, Mount
Rinjani, and Senggigi beach.
This study aims to analyze the
potential for halal tourism on the island of
Lombok in improving people's welfare.
METHODS
Ahsani Taqwiem, Farida Diyan Pertiwi 4
In this study, the types of data used
were qualitative data and quantitative data,
while the data sources used were primary
data sources and secondary data sources.
The researchers in this study collected data
using the method of observation or direct
observation at the research site, depth
interviews (in-in-depth interviews), namely
asking directly to selected informants, and
document studies (documentation).
According to (Sugiyono, 2011) that in
research information greatly affects the
results of the research, especially
qualitative research, because the
information that works serves to obtain
maximum information.
The research that the author adopts in
this journal will use SWOT analysis which is
one method for developing the conditions
and methods of a problem, project, or
business concept based on internal factors
(inside) and external factors, namely
strengths, weaknesses, opportunities, and
threats (Rangkuti, 1998). Freddy (2014:83)
in (Rizqullah et al., 2018) states that the
method most often used in the evaluation
is to find deficiencies in current conditions
and find the right strategy to solve the
problem.
A. SWOT analysis consists of four factors,
namely:
a. Strengths is Analysis of the strength
of the existing strength conditions in
the organization, project or business
concept, the strengths that are
factors in the organization's body,
the business concept project itself,
namely what strengths tourism has,
by knowing, tourism can be
developed become more resilient to
survive in the market and be able to
compete for further developments
related to tourism.
b. Weakness Is a condition of weakness
that exists in an existing
organization, project, or business
concept, the weaknesses are
analyzed, are factors contained in
the body of the organization, the
project or the business concept
itself, in this study are all factors that
are not profitable or detrimental for
tourism development.
c. Opportunities is a condition the
opportunity to grow in the future
that happens, the condition that
occurs is a chance from outside the
organization, project or business
concept, itself, for example, policies,
etc.
d. Threats Is a condition that threatens
from outside. This threat can disrupt
the organization, project, or
business concept being run.
Table 2. SWOT Matrix Analysis
FAS
EFAS
Strengths
(S)
Finding
internal
strength
factors
Weakness
(W)
Finding
internal
weaknesse
s
Opportunit
ies (O)
Finding
external
opportunity
factors
SO Strategy
creates
strategies
that use to
take
WO
Strategies
advantage
of
opportunit
ies create
weaknesse
s to take
advantage
of
5 | Analysis of Halal Tourism Development in Lombok Island to Support The Economic
Welfare of The Community
opportunit
ies
Threats (T)
Finding
external
factors
ST Strategy
creates
strategies
that use to
overcome
threats create
strengths that
create
WT
Strategy
weaknes
ses and
avoid
threats
Source: Adapted from Rangkuti (2009: 31)
RESULTS AND DISCUSSION
In this halal tourism research, focus on
research that will be explored at the
research location, namely Lombok island is
as follows:
1. Attractions: natural, cultural, and man-
made.
2. Travel tour packages and Muslim tour
guides
3. Food and beverage supply business
4. Accessibility, access to information
5. agencies, Institutions, halal institutions,
halal certification, costs, and processes
6. Central and regional policies
7. Promotion.
Lombok Island Tourism Potential and
Attractiveness
In this study, the authors conducted a
case study on the development of halal
tourism on the island of Lombok for several
reasons. First, before winning two
international awards at the World Halal
Travel Award event in the United Arab
Emirates (UAE) in 2015, namely, in the
categories of Best Halal Tourism
DestinationsDestinations in the and the
World's Best Halal HoneymoonWorld,
Lombok island has long been known for its
tourism potential and its religious
population. Islam so that both can be seen
as great potential in developing halal
tourism on the island of Lombok (Chotijah,
2017).
Talking about the tourism potential of
the island of Lombok it can be divided into
two tourism potentials, namely nature, and
socio-cultural potential. Tourist
destinations on the island of Lombok have
various types of diverse tourist attractions,
ranging from the beauty of the sea and
beaches as in the case of Tiga Gili, Senggigi
Beach, and Kuta Beach, highland areas and
waterfalls such as in the Bayan and Mount
Rinjani areas, to the potential socio-cultural
tourism such as Bau Nyale and Nyongkolan
which are usually enlivened with various
cultural attractions such as parades in
traditional clothing and traditional arts.
Development of Halal Lombok Tourism
from the Strength-Opportunity (SO)
Strategy From this strategy several
things can be done in the development of
halal tourism on the island of Lombok
including:
1) Improved infrastructure that can
facilitate tourists such as places of
worship, tourism information centers,
public toilets, and trash bins, and pay
more attention to the safety and
comfort of visitors by increasing the
security and comfort of tourist
attractions.
2) Create special tour packages according
to target markets such as the Malaysian
Ahsani Taqwiem, Farida Diyan Pertiwi 6
market which is interested in historical
and religious tourism or the American
and European markets who like
adrenaline-pumping activities such as
surfing and climbing Mount Rinjani.
3) Cooperating with tourism, especially in
creating halal certification for the
concept of halal tourism on the island of
Lombok.
Development of Halal Lombok Tourism
from the Weakness-Opportunity (WO)
Strategy From this strategy several
things can be done in halal tourism on the
island of Lombok, including:
1) Providing incentives from the
central/regional government, especially
in matters relating to the submission
and financing of halal certification and
training human resources in the form of
tourism awareness groups (Pokdarwis)
2) Improvement of supporting facilities
and infrastructure such as places of
worship, residences, and supporting
facilities such as hospitals,
3) Tourism promotion strategies by
following current technological
developments.
Development of Halal Lombok Tourism
from the Strength-Threat (ST)
Strategy From this strategy, several
things can be done in the development of
halal tourism on the island of Lombok,
including:
1) Increasing coordination and
cooperation in socializing sharia tourism
to both residents and local and
international institutions intense in
terms of sharia tourism such as Crescent
Rating or PATA in Lombok with the
promotion of halal tourism on the
island.
2) differences with different halal tourist
attractions compared to the concept of
halal tourism in other areas.
3) security and comfort of tourists which
can be done by securing intensely with
residents and related parties such as the
police.
Development of Halal Lombok Tourism
from the Weakness-Threat (WT)
Strategy From this strategy, several
things can be done in developing halal
tourism on the island of Lombok including:
1) Maintaining and paying attention to the
socio-cultural uniqueness on the island
of Lombok
2) Encouraging tourism business people to
learn English, Arabic, as well as other
foreign languages in interaction to
attract foreign tourists.
3) Carry out branding that shows the
uniqueness of Lombok as a halal tourist
destination compared to other regions.
CONCLUSIONS
Based on the description above, a brief
conclusion can be drawn that efforts to
develop halal tourism on the island of
Lombok have basically been going well,
although some further development efforts
are still needed. There are many interesting
tourism potentials on the island of Lombok,
including the beauty of the sea and
beaches to the potential for socio - cultural
tourism such as Bau Nyale and Nyongkolan
which are usually enlivened with various
cultural attractions.
7 | Analysis of Halal Tourism Development in Lombok Island to Support The Economic
Welfare of The Community
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© 2021 by the authors. Submitted
for possible open access publication
under the terms and conditions of the Creative
Commons Attribution (CC BY SA) license
(https://creativecommons.org/licenses/by-sa/4.0/).