Media Uses Above The Line and Below The Line Media for The Promotion of Halal Destination in Indonesia and Malaysia Neni Yulianita(a), Nurrahmawati (b), Anne Maryani (c), Kiki Zakiah Darmawan (d)
Universitas Islam Bandung
Abstract
The tourism sector is the largest revenue sector for Indonesia in 2018. This activity is inseparable from the efforts of the government and the private sector in informing Indonesia-Malaysia halal tourism, through various events and media. For tourism targets, it is necessary to study of How media uses above the line and below the line media for the promotion of halal destination in Indonesia and Malaysia. The purpose of this study is to identify: 1) Media used for the promotion of ^halal destinations^ 2) Above the line and bellow the line media, 3) the considerations of using the above the line and bellow the line media 4) the barriers to using the above the line and bellow the line media for the promotion of ^halal destination. The research me-thod used is descriptive analysis with data collection techniques using questionnaires, observation, literature study, documentation analysis, and the internet. The research object is Muslim tourists who are interested in halal tourism in Indonesia and Malaysia. The results showed that the segmentation of tourists who are inter-ested in halal destinations in Indonesia and Malaysia is very diverse and spread across the three segmentation categories, namely psychological, demographic, and geographic tourists.
Keywords: The tourist psychographic segmentation, The tourist demographic segmentation, The tourist geographic segmentation
Topic: Economic Welfare in Terms of Islamic Perspective
