Philosophical Value as Marketing Point Development of Religious Tourism Destination

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.