Sharia Marketing Management in the Halal Tourism Industry: A Value-Based Strategic Study in Pangandaran, Indonesia

Abstract

Background: The rapid growth of the halal tourism industry has encouraged faith-based marketing practices aligned with Islamic values. Pangandaran, as a developing destination, offers significant potential for integrating Islamic principles into marketing management, particularly in the context of local halal tourism.

Methods: This qualitative-descriptive study examines Sharia marketing strategies applied in Pangandaran’s tourism sector. Data were collected through interviews, observations, and documentation analysis involving local stakeholders, business actors, and Islamic scholars. The analysis framework is based on core Islamic marketing values such as halal, thayyib, falah, ukhuwah, and rahmatan lil ‘alamin.

Results: The study reveals that most marketing efforts prioritize ethical promotion, product transparency, and fair pricing. However, gaps remain in strategic planning and digital literacy rooted in Sharia values. The inclusion of religious narratives and community-based marketing is shown to strengthen customer trust and loyalty.

Discussion: The findings highlight the need for integrated Sharia-based marketing approaches that not only meet economic objectives but also fulfill moral and social responsibilities. Synergizing local wisdom with Islamic ethics strengthens destination branding and enhances global competitiveness in halal tourism.

Conclusion: Pangandaran’s halal tourism industry can benefit from structured Islamic marketing management strategies, especially those that emphasize ethics, sustainability, and community empowerment.

Novelty: This study offers a contextual model of Islamic marketing within the halal tourism sector, contributing to the development of value-based strategies aligned with both local culture and global Islamic principles.