Sustainable Event and Festival in Cirebon, Indonesia: in Islamic Marketing Perspective

Abstract

This article will explore the sustainability of events and festivals on tourism activities held in Cirebon, Indonésia. The city, known as the ‘City of Guardians’, is very popular with religious tourism destinations that are branded for tourism products. Events and festivals that are held on an ongoing basis can become tourist attractions, used as a marketing place, and a strategy to create an image of the destination, thus attracting tourists' visits. The methodology used is the document review approach and trend analysis to observe and analyze the various events and festivals held from 2015 to 2019 and the shariah marketing mix that they apply. This article concludes that the shariah marketing mix in promoting events and festivals from various existing tourism segments, such as religious and traditional tourism, arts and cultural tourism, culinary tourism, nature tourism, and local economic tourism, has demonstrated a new concept for marketing tourism products, which emphasizes aspects of locality and uniqueness. So that this tourist destination is not only more potential and crowded by tourists, but also has shown the sustainability of the event and the festival itself.