The Legal Politics of Halal Tourism in Indonesia: The Impact of Digital Advertising Interventions on Consumer Preference, Recommendations, and Engagement in the Digitalization Era

Sella Ellissa Devita Sari, Sapto Hermawan

Abstract


Abstract: This study explores the legal politics of halal tourism in Indonesia by highlighting the impact of digital advertising interventions on consumer interest, recommendations, and engagement. As one of the leading global tourism destinations, Indonesia is increasingly developing its halal tourism sector due to its significant potential to become a “halal tourism and Muslim-friendly” country. However, realizing this potential faces challenges in aligning the needs of Muslim tourists with effective digital marketing strategies. This research analyses how digital ads can influence consumer perceptions and interest, particularly in the era of globalization and digital transformation. Using a normative-empirical approach, the study draws on data from literature reviews, including an analysis of Indonesian government policies related to halal tourism and other official supporting literature. The findings show that appropriate digital advertising interventions can boost Muslim tourists' interest in visiting, encourage positive recommendations, and enhance consumer engagement. Additionally, supportive legal policies promoting halal tourism are crucial in creating competitive appeal in the global market. The results contribute to a deeper understanding of the legal politics of halal tourism in Indonesia, while offering strategic recommendations for the government and industry players to leverage digital advertising in supporting the sector's growth. The implications of this research are also relevant for building a sustainable halal tourism ecosystem amidst the dynamics of the digitalization era.


Keywords


Legal Politics, Halal Tourism, Digitalization.

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References


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