Sharia Marketing Development in Religious-Tourism: A Framework for Aligning Maslahah

May shinta Retnowati; Lailil Khilmiatul  Qomariah

doi:10.55380/tasyri.v7i01.1205

Authors

May shinta Retnowati UNIDA Gontor
Lailil Khilmiatul Qomariah Universitas Darussalam Gontor

DOI:

https://doi.org/10.55380/tasyri.v7i01.1205

Keywords:

Sharia Marketing, Religious-Tourism, Maslahah

Abstract

This study aims to analyze the application of sharia marketing concepts in restaurants in the Cheng Hoo Pasuruan religious tourism area and to design an appropriate approach to enhance Maslahah on marketing activities. The growing religious tourism industry presents strategic opportunities for culinary businesses to apply maslahah principles in reaching Muslim consumers. Design/Methodology/Approach: This study uses a descriptive qualitative method with observation techniques, in-depth interviews with restaurant owners and consumers, and documentation of supporting data. Findings: The results of the study show that some restaurants have applied the principles of honesty in promotion, price transparency, and the presentation of halal products. However, the implementation of these Sharia values is still informal and does not fully refer to the principles of Sharia marketing theory, such as the integration of the values of tauhid, akhlak, and maslahah. Limitations/implications of the study: This study is contextual because it only takes the study location in the Cheng Hoo tourist area, so the findings may not be widely generalized. Social implications: The proposed sharia marketing model has the Sharia marketing development can be effectively implemented in religiotourism, thereby creating impacts such as increasing Muslim consumers' trust, strengthening loyalty, and shaping a more ethical and spiritual brand image in accordance with Sharia principles, while providing social and spiritual benefits for all stakeholders.. Originality/Value: This study contributes to understanding how Islamic values can be practically integrated into the marketing strategies of local culinary SMEs

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