What were the main findings?

Religious tourism is a significant sector with growing potential, particularly in Muslim-majority countries.. An integrated marketing communication strategy is lacking in many Indonesian religious tourism destinations, hindering their development.. Social media promotion is crucial for marketing religious tourism.. Preserving cultural and religious diversity is vital for the sustainability of religious tourism.

How strong is the evidence?

Evidence strength is rated Moderate effect, based on a 2023 journal from Khazanah Jurnal Studi Islam dan Humaniora.

What are the limitations?

The study's focus on a single location may limit the generalizability of the findings to other religious tourism sites.

Short answer

Develop and implement a unified marketing communication strategy that leverages digital channels and respects the cultural and spiritual essence of the destination to enhance visitor experience and ensure long-term sustainability.

Field: Innovation & Markets
Source: Khazanah Jurnal Studi Islam dan Humaniora (2023)
Method: Qualitative research
Evidence: Moderate effect

A cohesive marketing communication strategy is essential for enhancing the spiritual experience and ensuring the sustainability of religious tourism destinations. This innovation & markets research insight is drawn from a 2023 study published in Khazanah Jurnal Studi Islam dan Humaniora. Using Qualitative research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Develop and implement a unified marketing communication strategy that leverages digital channels and respects the cultural and spiritual essence of the destination to enhance visitor experience and ensure long-term sustainability.

Study

Innovation & MarketsRecentModerate effect

Integrated Marketing Communication Boosts Religious Tourism Engagement

A cohesive marketing communication strategy is essential for enhancing the spiritual experience and ensuring the sustainability of religious tourism destinations.

Khazanah Jurnal Studi Islam dan Humaniora · 2023

Key Findings

01Religious tourism is a significant sector with growing potential, particularly in Muslim-majority countries.
02An integrated marketing communication strategy is lacking in many Indonesian religious tourism destinations, hindering their development.
03Social media promotion is crucial for marketing religious tourism.
04Preserving cultural and religious diversity is vital for the sustainability of religious tourism.

Application

Design takeaway

How to apply

When designing promotional campaigns for cultural or heritage sites, ensure all communication channels work together cohesively to deliver a consistent message and enhance the intended user experience.

Project actions

01Clearly define the target audience for your marketing communication strategy.
02Consider how different communication channels (e.g., social media, brochures, local events) can complement each other.

Method & Evidence

AimHow can an integrated marketing communication strategy be developed to enhance the spiritual experience and promote the sustainability of religious tourism at the Guru Sekumpul Tomb?

MethodQualitative research

ProcedureThe study involved interviews and a SWOT analysis to gather information and formulate a strategic communication plan for promoting the Guru Sekumpul Tomb as a religious tourism destination.

ContextReligious tourism, specifically at the Guru Sekumpul Tomb in South Kalimantan, Indonesia.

Variables

IVIntegrated marketing communication strategy

DVSpiritual experience, sustainability of religious tourism

Strengths & Limitations

Strengths

+Addresses a practical need in the tourism industry.
+Utilizes a qualitative approach to gain in-depth understanding.

Limitations

The effectiveness of a marketing strategy can be influenced by external factors like economic conditions or unforeseen events, which might be difficult to control in a design project.

Reliability & validity

Reliability could be enhanced through triangulation of data sources (e.g., adding observation data). Validity is strengthened by using a mixed-methods approach (interviews and SWOT).

Think critically

To what extent can a marketing communication strategy truly 'escalate' a spiritual experience, or does it primarily focus on external promotion?

Design Principles

"Integrated marketing communication enhances destination appeal and visitor engagement."

Many religious sites possess significant cultural and spiritual value but struggle to attract and retain visitors due to fragmented promotional efforts. Developing an integrated approach can lead to more impactful engagement, fostering deeper visitor experiences and supporting the long-term viability of these important cultural assets.

What This Means for Your Design

To make religious tourist spots more popular and keep them going, you need a well-planned way to tell people about them, using things like social media and making sure the special culture is respected.

How to use in your project

1.Use this research to justify the need for a comprehensive marketing strategy in your design project, particularly if it involves a cultural or heritage site.

Add to My Project

Quick Cite

Paragraph starter

This study highlights the critical role of an integrated marketing communication strategy in enhancing the visitor experience and ensuring the sustainability of religious tourism. By employing a cohesive approach that leverages digital platforms and respects the unique cultural and spiritual attributes of a destination, designers can create more impactful and enduring promotional campaigns.

Source

Khazanah Jurnal Studi Islam dan Humaniora

ESCALATING THE SPIRITUAL EXPERIENCE OF GURU SEKUMPUL TOMB'S RELIGIOUS TOURISM THROUGH MARKETING COMMUNICATION STRATEGY

journal · 2023

View source

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Questions About This Research

What does the research say about integrated marketing communication boosts religious tourism engagement?: Develop and implement a unified marketing communication strategy that leverages digital channels and respects the cultural and spiritual essence of the destination to enhance visitor experience and ensure long-term sustainability. Evidence: Khazanah Jurnal Studi Islam dan Humaniora (2023).
Why does "Integrated Marketing Communication Boosts Religious Tourism Engagement" matter for design?: Many religious sites possess significant cultural and spiritual value but struggle to attract and retain visitors due to fragmented promotional efforts. Developing an integrated approach can lead to more impactful engagement, fostering deeper visitor experiences and supporting the long-term viability of these important cultural assets.
How can designers apply this research?: Develop and implement a unified marketing communication strategy that leverages digital channels and respects the cultural and spiritual essence of the destination to enhance visitor experience and ensure long-term sustainability.
What were the main findings?: Religious tourism is a significant sector with growing potential, particularly in Muslim-majority countries.. An integrated marketing communication strategy is lacking in many Indonesian religious tourism destinations, hindering their development.. Social media promotion is crucial for marketing religious tourism.. Preserving cultural and religious diversity is vital for the sustainability of religious tourism.
What research method was used?: Qualitative research.
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2023 journal from Khazanah Jurnal Studi Islam dan Humaniora.
What should I do differently in my next project?: When designing promotional campaigns for cultural or heritage sites, ensure all communication channels work together cohesively to deliver a consistent message and enhance the intended user experience.
What are the limitations?: The study's focus on a single location may limit the generalizability of the findings to other religious tourism sites.