Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
MUSLIM FRIENDLY TOURISM CAMPAIGN ON HALAL
FOOD GROWTH: A CASE STUDY OF GEOMARKETING
IN BANDUNG.
INDONESIA
Qoriah1.
Nia Kurniasih2.
Esa Fajar Hidayat3.
Banung Grahita4.
Andi Kasman5.
Alfi Syahrah Siregar6 12 Humanities Research Group.
Faculty of Art and Design.
Institut Teknologi Bandung.
Indonesia 3 Geodesy Engineering.
Faculty of Civil Engineering and Planning.
Institut Teknologi Nasional.
Malang.
Indonesia 4 Visual Communication and Multimedia Research Group.
Faculty of Art and Design.
Institut Teknologi Bandung.
Indonesia 5 Digital Archives.
Faculty of Social and Political Sciences.
Universitas Padjadjaran.
Bandung.
Indonesia 6 Management.
Faculty of Economics and Business Education.
Universitas Pendidikan Indonesia.
Bandung.
Indonesia Email: qorry.
itb@gmail.
com1, n-kurniasih@itb.
id2, esafajarh@gmail.
com3, banung@itb.
andikasmananri@gmail.
com5, alfisyahrahsrg@upi.
Abstract :
This research study aims to integrate geography and business marketing approaches, specifically geo-marketing, to explore the potential growth of halal food in Bandung based on geographic location.
This research will be the first in Bandung, if not Indonesia, to understand how halal attributes, particularly in the food sector, contribute to business development through the use of geo-marketing determinants.
Halal food data collection came from related institutions such as the tourism department, the Indonesia Ulema Council, and Halal Food Business Practical.
The data was combined with geo-location positioning in Bandung.
The GIS (Geography Information Syste.
developed a geo-marketing technique and integrated it into marketing materials.
Decision-makers expect the result to guide how to promote halal food amid the growing enthusiasm for Muslim-friendly tourism in Bandung.
Over time, the geomarketing approach can visualize and analyze the spatial distribution of halal food business development.
Therefore, the policy will align with the future objective of promoting Muslim-friendly tourism.
Using a geomarketing approach, this research study can help optimize the direction of halal food business development.
Considering spatial business planning, the result allows the selection of business locations to grow along with Muslim-friendly tourism expansion in Indonesia and Bandung, in particular.
Keywords: geomarketing, geographic information system, halal food, muslim friendly tourism Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Abstrak:
Tujuan utama penelitian ini adalah untuk menerapkan dan meningkatkan integrasi antara geografi dan pendekatan pemasaran bisnis, yaitu geo-marketing, untuk mengakses potensi pertumbuhan makanan halal di Bandung berdasarkan lokasi geografis.
Penelitian ini akan menjadi yang pertama di Bandung, bahkan mungkin di Indonesia.
Bagaimana memahami atribut halal .
erutama sektor makana.
yang berkontribusi pada pengembangan bisnis dengan menggunakan faktor-faktor penentu geo-marketing.
Pengumpulan data makanan halal berasal dari lembaga terkait seperti: departemen pariwisata.
Majelis Ulama Indonesia, dan pelaku usaha makan halal.
Kemudian data dikombinasikan dengan geo-location positioning di Bandung.
Metode yang digunakan yaitu geo-marketing yang dihasilkan oleh GIS (Geographic Information Syste.
menjadi materi pemasaran.
Hasil yang diharapkan memungkinkan pembuat keputusan mengetahui apa yang harus dilakukan untuk meningkatkan usaha makanan halal di tengah antusiasme pariwisata ramah muslim di Bandung.
Pendekatan geomarketing juga mampu memvisualisasikan dan menganalisis distribusi spasial dari pengembangan bisnis makanan halal dari waktu ke waktu.
Oleh karena itu, kebijakan ini akan mengarahkan ke tujuan masa depan pariwisata ramah muslim.
Penelitian ini dapat berkontribusi untuk mengoptimalkan arah pengembangan bisnis makanan halal menggunakan pendekatan geomarketing.
Dengan mempertimbangkan perencanaan bisnis spasial, hasilnya memungkinkan pilihan lokasi bisnis untuk tumbuh seiring dengan ekspansi pariwisata ramah muslim di Indonesia dan di kota Bandung khususnya.
Kata Kunci: geomarketing, sistem informasi geografis, makanan halal, pariwisata ramah muslim
INTRODUCTION
By 2023, the global market expects the Muslim tourism industry to reach US$ 266,3 billion in value.
Muslim tourism ranks second among the country's most significant tourist sources.
At least six countries have the largest expenditures for Muslim tourists: Saudi Arabia (US$9.
2 billio.
, the United Arab Emirates (US$15.
1 billio.
Qatar (US$11.
7 billio.
Kuwait (US$9 billio.
Indonesia (US$9 billio.
, and Iran (US$7.
2 billio.
(Reuters, 2.
Accordingly, a halal tour aligns with the values of Muslim tourists.
aims to provide various facilities that support Muslim tourists' worship, while also avoiding products and services that are prohibited or forbidden for Muslim As previously mentioned.
Muslim-friendly tourism has significantly contributed to the growth of the Indonesian economy, despite the slower growth rate of the global economy.
Therefore, we must make significant efforts to enhance the offerings of Muslim-friendly tourism, including captivating tourist attractions.
Islamic arts and heritage, and Halal specialties, and implement policies that foster the expansion of the tourism sector (Jaelani.
Previous research on the concept of a Muslim-friendly Indonesia identified two crucial factors: First.
Indonesia's Muslim population is the largest in the world, thereby offering a significant market for the halal industry.
In fact, the percentage of Muslims in Indonesia reached around 12.
7 percent of the world population.
Overall.
Hakim .
reports that at least 88.
1 percent of Indonesia's 205 million Muslim population is Muslim.
The significance of halal cuisine within Muslim-friendly tourism cannot be overstated.
Cuisine is a critical factor that impacts tourists' overall satisfaction with a destination, offering a rich sensory experience by engaging all senses of a visitor (Fitrizal.
Elfiswandi, & Sanjaya, 2.
A substantial portion of a tourist's budget is allocated to food, making up about one-third of Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
their total expenditures and serving as a vital source of income (Falade-Obalade & Dubey, 2.
Traditionally, the services and facilities utilized by Muslim tourists differ significantly from those preferred by conventional tourists, with halal cuisine being the most crucial and highly demanded option (Yousaf & Xiucheng, 2.
This has sparked a growing interest in Muslim-friendly tourism, a burgeoning trend in the tourism and hospitality industry that aims to develop and offer various tourism products and services tailored to meet the unique needs of Muslim tourists, in alignment with their religious principles (Nuraini & Sucipto, 2.
The availability of halal cuisine is a crucial aspect for Muslim travelers.
However, many report challenges in accessing halal food, particularly in nonMuslim countries (Aniqoh & Hanastiana, 2.
For Muslims, adherence to certain religious obligations is essential both while traveling and in their daily Specifically, in the context of food, there is a clear distinction between haram .
on-permissibl.
and halal .
Haram food products, which Muslims are forbidden to consume, include carrion, pork, alcohol, and meat from animals not slaughtered according to Islamic law (Yousaf & Xiucheng 2.
The term halal refers to products that are lawful, permissible, and suitable for Muslim consumption.
Additionally, in Islam, halal and haram extend beyond dietary rules.
they are part of a holistic lifestyle that Islamic teachings advocate, aiming to achieve a spiritual state through these practices.
Muslims are showing an increasing sensitivity to consuming products and services that align with Islamic teachings (Battour & Ismail, 2.
Therefore, not only does a system need to regulate halal cuisine to align with Muslim religious boundaries, but it also requires a qualified marketing strategy to facilitate the identification of halal culinary locations for Muslims, particularly tourists.
One of the strategies used is geomarketing, which uses GIS (Geographic Information Syste.
Geography becomes a special issue for most businesses, whether they are local, regional, national, or international.
The geographic aspect of the halal food business model determines segments and the target market (Muhammad.
Sulaiman.
Adham, & Said, 2019.
Ramadani.
Zendeli.
Gerguri-Rashiti, & Dana.
The model reflects the strategies of the industry's processes, which include planning and purchasing the business product.
Halal industries, specifically the halal food business model, will capture the geographical opportunity in Indonesia, which is one of the biggest Muslim countries (Katuk.
Ku-Mahamud.
Kayat.
Hamid.
Zakaria, & Purbasari, 2.
The highly pressing issue of Muslim-friendly tourism demands a geographic method to improve innovation and creativity.
in this sense, geomarketing represents the valuable penetration of spatial business analysis (Katuk.
Ku-Mahamud.
Kayat.
Hamid.
Zakaria, & Purbasari, 2021.
Ozimec.
Natter, & Reutterer, 2.
The complex nature of business diversity in the covered area necessitates difficult decisionmaking, which in turn leads to the implementation of geomarketing for further business development.
Target market classification and organizing data are dimensions of spatial analysis that are quite simple to integrate into the geomarketing concept Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
using geographical manipulation techniques.
The identification of geomarketing approaches is based on applying geo-referenced data and processing high-resolution accuracy (Ansari, 2.
Academic studies have employed models for location allocation and spatial competitiveness These geomarketing models prioritize the interests of each bidder-competitor in business development over those of the group (Sui & Goodchild, 2.
A geographic analytical tool requires the use of GIS (Geographic Information Syste.
, a powerful computer application that allows for the creation, manipulation, visualization, and analysis of spatial issues.
Geomarketing extensively uses GIS to develop evaluations and potential markets (Rodryguez.
Olarte-Pascual, & Saco, 2.
Additionally, there is growing interest in using geo-intelligence technologies to visualize and analyze spatial-temporal data to increase commercial network engagement (Rodryguez.
Olarte-Pascual, & Saco, 2017.
Andrienko.
Andrienko, & Gatalsky, 2.
The goal of this study is to identify the number of culinary businesses in Bandung that have already received a halal certificate from the Ministry of Religion of the Republic of Indonesia and present this information to the general public through a map.
Additionally, we utilize the integration of geography and business marketing strategies, specifically geo-marketing, to gauge the potential growth of halal food in Bandung from 2016 to 2021, using Theoretical and Conceptual Base Definition of Muslim Friendly Tourism In Islamic tradition, the concept of ziyarah, or visiting, does not initiate tourism, but rather the emergence of Islam as a universal religion.
This concept's ramifications give rise to a variety of Islamic social institutions guided by ethics and law.
Following the emergence of the concept of dhiyah, which governs the ethics of visiting and the social relations between guests .
and hosts .
, the concept of ziyarah is undergoing development and taking on various forms (Jamhari, 2.
In 2000, we first presented the concept of Islamic tourism, also known as Muslim-friendly tourism, to the public as a substitute for traditional tourism services that align with Muslim lifestyles.
To illustrate the type of travel involved, we use several terms.
To formulate state policies (Muhajir & Al Ahsan, 2.
have adapted various terms such as sharia tourism.
Islamic tourism, halal-friendly tourism destinations, halal travel.
Muslim-friendly travel destinations, and halal lifestyle.
According to Ahmad Zahro, the definitions of Muslim-friendly tourism include all potential tourism inspired by the value of Islam as rahmatan lilAoalamin .
lessing for all creation.
(Zahro, 2.
According to Carboni's definition.
Muslim-friendly tourism encompasses individuals of the Muslim faith who wish to adhere to their religious practices, such as traveling (Battour & Ismail, 2.
The Ministry of Tourism of the Republic of Indonesia defines the halal and sharia trade as an activity that receives support from a wide range of facilities and services provided by communities, businesses, governments.
Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
and local governments that adhere to sharia.
In addition to food.
Muslimfriendly tourism encompasses entertainment, cultural activities, clothing, cosmetics, and business ethics (Abdullah.
Awang, & Abdullah, 2.
Muslim-friendly tourism destinations, according to the Ministry of Tourism of Indonesia, must at least contain three criteria: first, amenities, such as the availability of hotels or halal lodging places, as well as other places or Second, the attractions should include halal-friendly facilities, such as halal tourist destinations, halal culinary and worship facilities, and adequate infrastructure.
Thirdly, the accessibility of transportation, information, and supporting infrastructure is crucial (Muhajir & Al Ahsan.
Sunarti, 2.
Based on these arguments, we can infer that Muslim-friendly tourism aims to establish exceptional service conditions, akin to an extended service.
does not eliminate all elements of a traditional tour or trip.
We will retain the elements of conventional travel if they align with Sharia's values and principles.
The concept of halal extends beyond Muslim consumers, with Muslims being the primary target.
Islamic rules define the word halal as permissible or lawful in Arabic.
Thus, all halal components of the halal industry, including halal sectors, provide good and quality products and services for all consumers (Azam & Abdullah, 2.
The Potential of Muslim Friendly in Indonesia Muslim-friendly tourism is expected to continuously evolve in Indonesia, driven by the global increase in Muslim populations.
Consequently, the demand for this sector is anticipated to keep rising (Muhajir & Al Ahsan.
Presently, the Muslim population in Europe is estimated to be approximately 44 million.
This demographic is experiencing rapid growth, particularly among those with significant wealth from the oil industry, who are spending more on travel.
The calculation excludes non-Muslim communities because halal tourism aims to attract both Muslim and non-Muslim travelers, complementing conventional tourism.
As the world's largest Muslim-majority country.
Indonesia, with its rich natural resources, should seize this opportunity to become a global hub for halal tourism (Muhajir & Al Ahsan, 2.
Previous analyses highlight that Indonesia offers numerous prospects for the growth of halal tourism.
From a market standpoint, it is clear that there is substantial demand for Muslim-friendly tourism.
The top 10 international Muslim tourism markets include the Middle East.
Malaysia.
Russia.
Germany, the United Kingdom.
Singapore.
France.
China.
India/Bangladesh, and Australia.
Additionally, major Indonesian provinces such as West Java.
Central Java.
East Java.
DKI Jakarta, and South Sulawesi remain predominant in the domestic Muslim tourist market.
The nature of tourist visits can vary, encompassing personal, family, community, or group travel.
Therefore.
Indonesia presently requires substantial investment and human resources in the tourism sector to cater to the needs of tourists visiting the country.
This necessity presents an opportunity for potential investors in Indonesia.
Data indicates a significant investment demand in Indonesia's Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
tourism industry, with 59,593 types of businesses needed and nearly 976,666 workers required in the tourism field (Jaelani, 2.
However, there are numerous challenges in advancing Muslim-friendly tourism in Indonesia.
The underdeveloped structure of halal tourism in predominantly Muslim countries, which requires significant restructuring and reorganization, continues to impede the growth of the Islamic tourism sector (Vargas-Sanchyz & Perano, 2.
Furthermore, the development of the tourism industry in Muslim-majority countries faces several obstacles, including a lack of consumer awareness, the absence of global certification, difficulties in attracting customers, limited access to regional and global markets, and insufficient collaboration among various stakeholders such as producers, governments, and certification bodies (Pillai, 2.
Geomarketing Geomarketing, according to its name, originates from geographic marketing, a discipline that uses spatial area information to plan and implement marketing activities (Tynan & Drayton, 1.
Geomarketing is one discipline that requires territory to work.
in this research.
Bandung is the local area to investigate.
The focus of this study is on halal food, particularly its operations within small and medium enterprises (SME.
This situation generated a segmentation of market behavior, known as geographic segmentation, including socio-economic variables (Peyarubia-Zaragoza.
Simancas-Cruz, & Forgione-Martyn, 2.
To be able to respect the local aspect, geomarketing tools and methods only work on SMEs in Bandung with the local market target and data collection households by the local authority (Duek, tumpf, & Vojtko, 2019.
Touzani & Van Buskirk, 2.
Therefore, decisionmakers view geomarketing as a focal strategy and a technique associated with the spatial study.
It's important to know the components of a geomarketing framework, such as the types of regional data that can be measured, how the geographic data framework works, how to use factual procedures and spatial econometrics .
onfinement models, spatial cooperation models, and spatial relaps.
, and the most important marketing tools (Chasco, 2.
Geomarketing information analysis utilizes a vast information pool, such as geographic regions and topography, and even investigates segmented data on demography.
This data can assist clients with creating communication missions for specific marketing One software program.
GIS (Geographic Information Syste.
, facilitates the visualization and estimation of geomarketing data processing (Touzani & Van Buskirk, 2016.
Wang.
Fan, and T.
Gong, 2.
GIS
software provides various data sets of information from a map .
ector dat.
and any attributes (Shyti & Kushi, 2.
It can show a huge amount of halal food tourism information that is always up to date for this case of research.
RESEARCH METHOD
Methodologically, this study follows three steps of approach to generate a suitable geomarketing analyst for the halal tourism case (Peyarubia-Zaragoza.
Simancas-Cruz, & Forgione-Martyn, 2.
(Izudin.
Sriharini, & Khuluq, 2.
Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
Firstly, we need to define the scope of our research.
It is important to understand how geography plays a role in geomarketing.
Figure 1 depicts the research field territory in Bandung, the capital city of West Java Province.
Georeference focuses on a selected area, limited by Bandung's administrative border.
This is significant because the geographical approach necessitates the boldness of boundaries, including street, river, administrative, and other boundaries (Sack, 1.
The geomarketing method then facilitates the integration of spatial data.
Figure 1.
Bandung Region The second research framework demands observation and exploration of actual field conditions and local authorities.
The observation included a literature review .
cientific journals, media article.
, documentation of local halal food, and interviews with local authorities.
In addition, the authors obtained a list of SMEs that have received halal food certification from MUI (Majelis Ulama Indonesi.
, which is Indonesia's authority to confirm halal With the data collected from 2016 to 2020, it is satisfied that the analyst can do so not only spatially but also temporally.
The final stage involves the integration of geographic information with observational data.
This phase requires a special tool in GIS that is capable of analyzing the relationship between territorial analyses and marketing aspects.
GIS enables market trend prediction to reach a large number of consumers based on location options.
Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
FINDINGS AND DISCUSSION
Islam and Muslim Friendly Tourism in Bandung Various academic studies on Muslim-friendly tourism have incorporated verses from the Al-Qur'an, the holy book of Muslims, authored by Allah SWT.
Scholars have conducted numerous studies to encourage individuals to participate in travel.
Tajzadeh Namin, for instance, carried out a conceptual study on tourism, which originated from the Quran.
According to Namin, tourism entails examining the lives of historical figures (QS.
Ali Imran: .
, delving into their fates (QS.
Ar Ruum: .
, examining the resurrection of the Prophet (QS.
An Nahl: .
, examining the lives of wrongdoers (QS.
Al An'am:
, contemplating creation (QS.
Al-Ankabut: .
, considering the fate of wrongdoers (QS.
Al-An'am: .
, and visiting safe and prosperous cities (QS.
Saba': .
Generally, traveling aids individuals in gaining theoretical and practical insights, thereby reinforcing their faith on the Day of Judgment.
Travel enables individuals to learn from the past, prevent tyranny and oppression, enhance their sight, hearing, and inner knowledge, and prevent inactivity and torpor (Namin, 2.
Examining the meaning of these verses reveals that the primary driving force behind tourism in Islam is the need for individuals to comprehend the consequences of disobeying Allah's verses, thereby learning from the mistakes of others (Battour & Ismail, 2.
The above goals characterize the category of travel in Islam, which differs from the general definition of tourism, which aims to provide a relaxing and refreshing experience (Battour, 2.
The verses of the Qur'an above offer another lesson: the possibility of complete submission to God by witnessing the beauty and gifts of His creation, comprehending human smallness, reinforcing God's greatness, and spending time following Allah's On the other hand, traveling, to some extent, symbolizes the elements of patience and perseverance (Zamani-Farahani & Henderson, 2.
We can conclude that halal tourism has both spiritual and social goals.
Its spiritual aim is to strengthen one's adherence to God's ways.
The next social goal is to encourage and strengthen silaturrahim bonds among the ummah (Muslim At present, the teachings of Islam in Indonesia have spread widely throughout the archipelago, and the number of adherents is the largest.
According to data from the Ministry of Home Affairs Directorate General of Population and Civil Registration (Dukcapi.
Indonesia's total population will 73 million in December 2023.
Of these, 240,62 million people .
,75%) are Muslims (Kusnandar, 2.
This condition has an impact on Islamic religious activities and rituals, and it has become a very common sight.
even in some activities, it can generate massive public interest.
Modern industry development can capture the potential of this mass movement to become a promising and sustainable economic commodity.
Given the sacred nature of spiritual needs in Indonesian society, it is only natural for the industry to specifically segment its market based on the majority religion.
Furthermore, this industry caters to adherents of all religions, not just one.
One of the industries in question is halal tourism, which is popular around the world today.
Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
According to the Global Muslim Travel Index (GMTI) 2023 data.
Indonesia is the first-highest country in terms of market value acceleration for Muslimfriendly tourism destinations.
The appeal of Muslim-friendly tourism in Bandung is inseparable from its connection to Islamic history and culture.
The arrival of Islam in Bandung, and in general in West Java, started with the Islamization of Banten and the development of the Islamic kingdom of Demak in the 15th century AD.
Furthermore.
Sundanese people can easily accept Islamic teachings, especially through a practical cultural approach.
In general, the ethnic people of Bandung and West Java use local Sundanese nuances to name places of worship, including religious symbols (Juariah, 2.
Until now, the local Sundanese cultural order has been able to adopt, adapt, and accommodate Islam in sufficient space in everyday life (Ripa,'i 2.
The convenience of facilities for followers of the Islamic religion, particularly the ease of access to halal food facilities, continues to be the highest index variable for the potential for Muslim-friendly tourism in Indonesia, according to GMTI 2023 data.
Especially in Bandung, the response of the government and local authorities is to start by coordinating with the central government to develop the potential for the Muslim-friendly tourism industry in Bandung.
In fact, in 2019, the West Java Tourism and Culture Office issued a halal travel guidebook to the Bandung city government through the Launching Event Calendar.
The city government welcomed the support from the provincial government by providing 3A equipment .
ttractions, accessibility, and amenitie.
, which supports the growth of halal tourism in the city of Bandung (Qory.
Ulya.
Royani, & Dewi, 2.
Among the priority programs for halal tourism in the city of Bandung, halal food certification is the most important concern.
Bandung Halal Food In 2019, the Bandung Government, together with the Ministry of Tourism and Creative Economy, signed a Memorandum of Understanding (MoU) to strengthen Bandung's position as a strategic halal tourist destination in West Java and Indonesia.
Not only is the Bandung City Government collaborating with the central government, but it is also continuing the mission of halal tourism by cooperating with the National Sharia Economic and Finance Committee (KNEKS) to initiate a halal culinary zone in Bandung.
The direction is clear: Bandung is preparing to personify itself as a friendly halal tourist destination for tourists, especially halal culinary tourism.
Islamic religious teachings, which require adherents to consume food and drink under halal conditions, influence the consumption behavior of the Sundanese people, particularly concerning food products.
The public's interest in halal food products has encouraged the culinary industry to claim that the products they sell are halal.
However, not all industry players have the same The general societal belief that every food product in Indonesia is already halal, stemming from the majority of Indonesians' adherence to Islam, contributes to this sensitivity.
We must immediately address this situation in Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
the context of Bandung's growing Muslim-friendly tourism, as it could undermine tourist confidence in the local government's commitment to managing Muslim-friendly tourism areas.
The MUI is the authority that certifies halal products in Indonesia, with branch offices in every province.
However, the Ministry of Religion has taken over this authority since 2008.
MUI Bandung has recorded a huge amount of data about restaurants that register their halal products or menus as having a halal certificate.
This process holds significant importance for the restaurant's image, particularly given the Muslim population in Indonesia and Bandung, as well as the city's welcoming nature to tourists seeking halal tourism Figure 2 presents the spatial and temporal distribution of the halalcertified culinary industry in the city of Bandung from 2016 to 2020.
Figure 2.
Map of Distribution Halal Food by Years from 2016 to 2020 Figure 2 shows a map of the city of Bandung as a whole, along with the boundaries of each sub-district and the locations of micro, small, and medium enterprises (MSME.
that have registered their business products in the MUI halal certification.
The Bandung City report in Figures 2023 presents data from the Central Statistics Agency (BPS) for 2023, revealing that the City of Bandung comprises 151 sub-districts, out of a total of 30 sub-districts.
In 2016, the city of Bandung boasted 72 culinary business actors with halal certificates, dispersed across 52 urban villages.
A drastic decline occurred a year later, in 2017.
There were only 21 culinary business actors who registered their businesses for halal certification, and the distribution narrowed to 16 urban villages.
In 2018, a similar situation unfolded, with only 21 culinary business actors registering their businesses for halal certification across 17 urban villages.
Promotions for restaurants to register their products did not go well in 2019.
The fact that only Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
four restaurants have obtained halal certification supports this situation.
2020, 14 culinary business actors will begin to register their businesses to obtain halal certification, leading to significant increases.
The spatial and temporal approaches above indicate that since 2016, culinary business actors in the city of Bandung have been less aware of the need to register their products for halal certification.
The central part of Bandung .
, a bustling area, is home to business actors who have registered their products within the last five years.
Unlike the urban villages in the north, east, and south of Bandung City, there are relatively few culinary businesses with halal certificates.
This situation is very contradictory to the data released in the reports Bandung in Figures 2019 and Bandung in Figures 2019, where the Muslim population in Bandung totaled 2,254,915 in 2018 and 2,291,266 in 2019.
The culinary industry with halal attributes has not kept pace with the significant increase .
,351 Muslim resident.
over the past year, with the number decreasing in the same period.
Moreover, according to the Bandung in Figures 2021 report, the number of restaurants grew by around 6.
9% in 2019 compared to the previous year.
Perspective of Halal Food Bandung is one of the big cities in Indonesia, along with Jakarta.
Surabaya.
Medan, and Makassar.
With its reputation as the capital of the province, which is close to the national capital.
Bandung, together with its people and culture, offers an attraction for local, domestic, and foreign tourists.
The culinary industry in a region is inseparable from the tourism industry, often serving as an attraction that promises benefits for local resources (Giampiccoli & Kalis, 2.
Despite being home to the majority of the Sundanese ethnic community.
Bandung, like other big cities in Indonesia, is also home to various tribes and ethnicities.
This situation also influences Bandung's culinary variety, which is commonly referred to as culinary fusion.
The question of whether halal cuisine is exclusive to adherents of Islam remains a paradigm for those who follow other teachings but lack knowledge.
in this context, these individuals are tourists who are not Muslims.
The truth is that halal cuisine does not pose a problem for adherents of non-Muslim beliefs.
in fact.
Muslims take the halal label very seriously.
Religious teachings require halal conditions, particularly food and beverages, to adhere to strict hygiene, food origin.
Islamic law, and natural conditions, all implicitly forbidden by the holy book.
Food labeled as halal must be presented in a clean and suitable condition for consumption to provide a sense of security and comfort for You must obtain halal-certified food or drink through a proper stolen food does not qualify as halal.
The next requirement is that it adheres to Islamic law.
for instance, the meat for consumption comes from animals that have undergone slaughter, as mandated by Islamic law.
There is also an obligation for adherents of Islam not to consume certain animals, such as pigs, dogs, fanged animals, and disgusting animals.
Adherents of all religions should consume halal cuisine, which does not contradict or diminish its taste.
Considering that halal food does not conflict with other beliefs and Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
brings goodness and health, it does not mean that its market share is narrowing.
We can conclude that while the general public can consume halal cuisine.
Muslims cannot consume non-halal cuisine.
So halal cuisine has a wider target This condition should motivate and educate culinary business actors to pursue halal certification for their products, rather than the other way around.
The Indonesian National Assembly and the Ministry of Religion of RI urgently need the involvement of the government and related authorities in this matter to disseminate information about the obligation of halal certification to the actors in the culinary business.
Aqil Irham, the Chief of the Halal Product Assurance Agency (BPJPH), announced the imposition of sanctions on those who sell drinks, food, deciduous products, and slaughter services without a halal certificate.
This halal-certified obligation aligns with Government Regulation No.
39 of 2021 on the Maintenance of the Halal Product Warranty Field, which stipulates a termination date of October 17, 2024.
Apart from adhering to regulations, the acceleration of halal certification also aims to stimulate economic growth within the halal industry.
Figure 3.
Seventh edition of the Mastercard-Crescent Rating Global Travel Index Figure 3 demonstrates that the halal tourism industry dominated Muslim-friendly tourism in Indonesia in the years 2018, 2019, 2021, and 2022.
The data shown has great potential and is promising in the coming years, given Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
the interest in Muslim-friendly tourism and the increasing Muslim population every year.
Tourist interest has aided this situation by encouraging people to travel post-pandemic.
Geomarketing for Halal Food Decision Making The development of Muslim-friendly tourism in Bandung began in the Darul tauhid, a region in eastern Bandung, due to its Islamic education ecosystem, which aligns with the concept of Muslim-friendly tourism.
Then, other areas began to follow suit, forming recreational areas with halal tourism packages (Qory.
Ulya.
Royani, & Dewi, 2.
There are four tourist attractions in Bandung, among others: nature, culture, nature tourism, and special interests Among the four such attractions, special interest tourism gets the highest attention of tourists, while shopping and culinary tourism occupies the top position, so Bandung is known for its image as a shopping and gastronomic tourism city (Indira.
Ismanto, & Santos.
Figure 4.
Distribution of Restaurant Certified Halal Per Village in Bandung 2016-2020 Figure 4 shows that the majority of urban villages in Bandung do not have halal-certified culinary entrepreneurs.
The East Bandung area, as the starting point for Muslim-friendly tourism development in Bandung, has the highest number of halal-certified restaurants in its two sub-districts, but there are still many that do not exist .
In addition, there are still many urban villages that only have one halal-certified culinary business.
A total of eight sub-districts have two halal restaurants, four have three halal restaurants, and only two registered sub-districts have four halal restaurants.
Proceeding 1st International Conference on Pesantren and Islamic Studies Vol.
01 No.
: 89-105
Available online at http://jurnal.
com/index.
Given the abundance of restaurants and culinary businesses.
Bandung's population, the influx of tourists, and the distribution of halal-label restaurants, the current situation is highly unfavorable for Bandung's potential growth as a halal destination city.
Especially in the halal culinary sector, there is a need for government intervention and related authorities to anticipate unwanted Thus, the geomarketing approach is important for the spatial analysis of halal culinary marketing planning.
The data processing results present a map that can analyze potential areas for development, construction, or even areas not suitable for halal culinary tourism implementation.
CONCLUSION
Bandung, as one of Indonesia's largest cities, plays an important role in developing the national economy's scale potential.
The strategic position for strengthening economic growth is through the existence and development of SMEs.
Considering that Indonesia is one of the world's halal tourist destination countries, it is only fitting for the government to concentrate on the SMEs supporting strategies in the halal tourism sector.
Moreover.
Bandung is known as a tourist city with prominent culinary attractions.
The number of MSMEs in Bandung is relatively large, considering that Bandung is the capital city of one of Indonesia's most populous provinces.
Unfortunately, the distribution of halal-certified culinary SMEs, which could potentially promote halal tourism, remains extreme.
The results of the geospatial analysis demonstrate that the majority of halal-certified SMEs are still located in central Bandung, with only a small number in the eastern and western regions of the city.
With the findings from this research, we hope the government will encourage culinary SMEs to register their products for halal certificates, a move that would benefit not only the SMEs themselves but also the city of Bandung's status as a halal tourist
REFERENCES