Analysis of Halal Ecotourism Digital Campaigns in a Mosque by an Online Environmental Community

Abstract

Digital campaigns promoting halal ecotourism in mosques are crucial for advancing sustainability and environmental awareness among Muslims. This study explores the role of the Instagram account @saviorangers digital campaigns in promoting sustainability and environmental conservation at Salman Mosque ITB within the context of halal ecotourism. This study used a qualitative netnographic approach and analyzed 44 posts from 2022-2023 to identify dominant themes and measure user engagement. Tools like NVivo 12 Plus and Phlanx.com were employed for word cloud analysis and engagement rate calculation, respectively. This study identified key themes, which include "garbage alms," "Earth Day," "sacrificial container alms," and "waste sorting." The "garbage alms" theme garnered the highest engagement, indicating strong user interest. The engagement rate of 16.83% reflects significant user interaction, with an average of 126 likes and 6 comments per post. The findings highlight the effectiveness of @saviorangers in raising awareness and encouraging participation in sustainability practices. This study provides valuable insights for other mosques aiming to adopt similar digital campaigns to enhance their role in halal tourism and environmental conservation. The results underscore the potential of social media in fostering community involvement and promoting sustainable practices in religious settings.