Determining Factors in the Development of Religious Tourism Destination Marketing Strategy (A Case Study in Greater Malang)

Abstract

Religious tourism in Indonesia is growing rapidly, along with the improvement of the community's economy. Culture and the community's beliefs are among the factors affecting it. Greater Malang has many potential and developable religious tourism destinations. Learning from the two well-known religious tourism destinations, we aim to uncover factors that make tourists loyal to these two religious tourism destinations. These factors are used for mapping and formulating marketing strategy. This research is essential and a novelty as there has not been any research discussing the same theme. These two well-known religious tourism destinations do not have a marketing strategy in their management. They are simply run as they are and have not been professionally managed. With the qualitative method, the study results show that culture-based faith groups as a target market for religious tourism, the mystical and unique story as positioning, and showing routine attractions to build interest are the three main keys that attract tourists to come to religious tourism destinations repeatedly. The results of this study can be used as a reference to develop marketing strategies for existing religious tourism destinations and improve the potential of religious tourism in Greater Malang. Further research is essential to see whether this research's results apply to different areas or countries with the same community characteristics.