SOCIAL MEDIA IN GUIDING AND MARKETING RELIGIOUS TOURISM: THE CASE OF UMRAH AND HAJJ SERVICES

Ute Lies Siti Khadijah; Evi Novianti; Rully Anwar

doi:10.24198/sosiohumaniora.v24i1.36579

SOCIAL MEDIA IN GUIDING AND MARKETING RELIGIOUS TOURISM: THE CASE OF UMRAH AND HAJJ SERVICES

Ute Lies Siti Khadijah, Evi Novianti, Rully Anwar

Abstract

The media played a central role in communication between people, including religious matters. In religious tourism, there were scouting activities between the committee, ustadz, and congregation in the context of worship that was carried out well. The most prominent in this religious tourism was the pilgrimage and umrah. Thus, there were many Hajj and Umrah communities in a Muslim-majority country like Indonesia. This study aims to determine the role of social media in religious tourism guidance and marketing activities. This study used a micro-sociological analysis of qualitative data from activities at one of the Hajj and Umrah guidance centers in Bandung, Indonesia. Using social network analysis, it was found that social media’s role was essential to disseminate information between Hajj and Umrah guidance institutions and their congregations. The use of Facebook for the profile of the guidance institution was beneficial for pilgrims to understand the various opportunities and obstacles that exist in the Hajj/Umrah pilgrimage. WhatsApp was the most frequently used to communicate interactively with the congregation so the clerics and committees. Social media is quite helpful in marketing when the assembly connects with friends and family in telling their experiences when worshiping in Mecca and Medina in Saudi Arabia.

Keywords

marketing promotion; digital interaction; religious tourism

Full Text:

PDF

References

Allen, M. (2017). Web 2.0: An Argument Against Convergence. In Media Convergence and Deconvergence (pp. 177–196). Springer International Publishing. https://doi.org/10.1007/978-3-319-51289-1_9

Arief. (2015). Menag : Sosmed Jadi Salah Satu Sumber Informasi. Kemenag RI. https://kemenag.go.id/read/menag-sosmed-jadi-salah-satu-sumber-informasi-leapv

Baeva, L. V. (2016). Virtual Communication. International Journal of Technoethics, 7(1), 51–61. https://doi.org/10.4018/IJT.2016010104

Barrett, L. F., Adolphs, R., Marsella, S., Martinez, A. M., & Pollak, S. D. (2019). Emotional expressions reconsidered: Challenges to inferring emotion from human facial movements. Psychological Science in the Public Interest, 20(1), 1–68.

Bashir, H., Beigh, R. A., Rumysa, Bashir, S., Bazaz, A. Y., Beigh, A. A., & Farooq, R. (2017). Experience of Umrah Trip to Saudi Arabia from Kashmir India: Model Study on Management and Facilities to Pilgrims by Custodian of Holy Mosques Kingdom of Saudi Arabia. Journal of Tourism & Hospitality, 06(06), 269–2167. https://doi.org/10.4172/2167-0269.1000328

Benckendorff, P. J., Xiang, Z., & Sheldon, P. J. (2019). Tourism information technology. Cabi.

Beniger, J. (2009). The control revolution: Technological and economic origins of the information society. Harvard university press.

Castells, M. (2011). The rise of the network society. John Wiley & Sons.

Dewi, M., Susanti, E., Susanti, R., Yenni, Z., & Eliza, E. (2020). the Effect of Mindset Personal on Behavior of Internet Entrepreneurship Students of Universitas Putra Indonesia Yptk Padang. Sosiohumaniora, 22(1), 1–7.

Drew, R. (2016). Technological Determinism. In A Companion to Popular Culture (Vol. 38, pp. 165–183). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781118883341.ch10

Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126. https://doi.org/10.1016/j.jbusres.2016.05.001

Fukuda, K. (2020). Science, technology and innovation ecosystem transformation toward society 5.0. International Journal of Production Economics, 220, 107460. https://doi.org/10.1016/j.ijpe.2019.07.033

Gope, S., Elia, G., & Passiante, G. (2018). The effect of HRM practices on knowledge management capacity: a comparative study in Indian IT industry. Journal of Knowledge Management, 22(3), 649–677. https://doi.org/10.1108/JKM-10-2017-0453

Griffin, K., & Raj, R. (2007). The globalization of pilgrimage tourism? Some thoughts from Ireland. In Religious tourism and pilgrimage management: an international perspective (pp. 57–78). CABI. https://doi.org/10.1079/9781780645230.0057

Hancock Bob, D. R. . A. (2006). Doing Case Study Research (13th ed.). Teachers College Press. http://libgen.io/t.p?md5=404809EB2ABBE10922CC4A5118068B94&key=PVY30LLIVFAXRH0R

Jacobson, M. (2019). Marketing madness: A survival guide for a consumer society. Routledge.

Jovanovic, M. N. (2020). Trans-border business activities. In Evolutionary Spatial Economics. Edward Elgar Publishing.

Khan, E. A., & Shambour, M. K. Y. (2018). An analytical study of mobile applications for Hajj and Umrah services. Applied Computing and Informatics, 14(1), 37–47. https://doi.org/10.1016/j.aci.2017.05.004

Kumar, V., & Gupta, S. (2016). Conceptualizing the Evolution and Future of Advertising. Journal of Advertising, 45(3), 302–317. https://doi.org/10.1080/00913367.2016.1199335

Mani, Z., & Chouk, I. (2017). Drivers of consumers’ resistance to smart products. Journal of Marketing Management, 33(1–2), 76–97. https://doi.org/10.1080/0267257X.2016.1245212

McClendon, G. H., & Riedl, R. B. (2019). From pews to politics: religious sermons and political participation in Africa. Cambridge University Press.

Nechita, A. (2012). Mass self-communication. Journal of Media Research, 5(3), 29. https://www.mrjournal.ro/docs/R2/14MR4.pdf

Nwanne, B. (2016). Journalism and new media in Nigeria: Issues, challenges and prospects. International Journal of Academic Research and Reflection, 4(3), 86–92. http://www.idpublications.org/ijarr-vol-4-no-3-2016/

Pandey, P., & Pandey, M. M. (2021). Research Methodology Tools and Techniques. Bridge Center.

Ratnamulyani, I. A., & Maksudi, B. I. (2018). Peran Media Sosial Dalam Peningkatan Partisipasi Pemilih Pemula Dikalangan Pelajar Di Kabupaten Bogor. Sosiohumaniora, 20(2), 154–161.

Sharpley, R., & Jepson, D. (2011). Rural tourism. Annals of Tourism Research, 38(1), 52–71. https://doi.org/10.1016/j.annals.2010.05.002

Steinert, S. (2016). Taking Stock of Extension Theory of Technology. Philosophy & Technology, 29(1), 61–78. https://doi.org/10.1007/s13347-014-0186-3

Weber, M. (2002). The Protestant ethic and the” spirit” of capitalism and other writings. Penguin.

DOI: https://doi.org/10.24198/sosiohumaniora.v24i1.36579