THE EFFECTIVENESS OF SOCIAL MEDIA IN PROMOTING MOUNT KAWI AS AN INDONESIA HALAL TOURIST DESTINATION

Abstract

This research deeply examines the potential of Pesarean Gunung Kawi, a historical and religious site in Indonesia, as a halal tourism destination. Through a qualitative approach, this research reveals how social media can be utilised as an effective tool to promote the site to global Muslim travellers. The findings show that Pesarean Gunung Kawi has unique characteristics that fit the demands of halal tourism. However, challenges such as limited infrastructure and lack of targeted promotion hinder its full potential. This research highlights the important role of social media platforms such as Instagram and TikTok in increasing the visibility of the site and attracting Muslim tourists. By analysing the effectiveness of various social media strategies, this study contributes to the growing literature on halal tourism and digital marketing. The findings offer valuable insights for policy makers, tourism stakeholders, and local communities seeking to develop sustainable and inclusive tourism destinations. This research makes a unique contribution by identifying specific strategies that can be implemented to overcome these challenges, as well as highlighting the importance of involving local communities in the tourism development process.