1Junarti, 2Tri Budi Astuti, 3Saiful Anwar 1Pasca Sarjana Keuangan Syariah, STIE Ahmad Dahlan, Jakarta 2Pasca Sarjana Keuangan Syariah, STIE Ahmad Dahlan, Jakarta 3Pasca Sarjana Keuangan Syariah, STIE Ahmad Dahlan, Jakarta
(junarti92@gmail.com) tbastuti1967@gmail.com
olieanwar@gmail.com
Abstract: The development of tourism, developmental tourism of the world, has been sparking the spirit of Indonesia to develop the existing sharia tourism which is potential. This discourse is not merely a sense of bare idea rather than, finally, a set of fixed concept by considering the geographical location and its fourth country with the largest population of the world that will not rule out Indonesia to become a major tourist destination of foreign Muslims. One of efforts made by the government in developing Islamic tourism is by preparing several provinces to be established as destinations for sharia tourism. In accordance with the idea, this study will examine more deeply related to appropriate strategies to develope the sharia tourism. The research was conducted at Bongo-Gorontalo Religious Tourism Village using SWOT and ANP as its analysis. The results showed that SWOT analysis is a good environmental condition and geographical location (strength), low community support (weakness), chance to explore tourism of Gorontalo Province (opportunities) and of its existance, the tourism could attract visitors from various regions that may create local crime (threat). While the strategic alternative is to improve access and facilities, to cooperate with the community, to create jobs, to preserve the environment and establish vision and mission. The priority strategy, based on the SWOT Matrix, is a strategy that minimizes weaknesses by exploiting existing opportunities, i.e. by creating job opportunities for surrounding communities and improving access / facilities to tourism objects.
Keywords: Sharia Tourism, Strategy, SWOT
Introduction
The world Muslim market potential is highly tempting especially for business man or trader at the concern of tourism. Based on the data by Thomson Reuters, data taken from 55 countries in the Global Islamic Economy Report 2014 - 2015, states that the total world Muslim expenditures in 2013 in the halal food and beverage sector reached US $ 1.292 billion or 10.8 percent of the world's food and drink consumption of the worldwide society, in turn, it will reach US $ 2,537 billion or 21.2 percent of global food and beverage expenditures by 2019. In the travel sector, in 2013 the world's Muslims expenditures is about US $ 140 billion for travelling or about 7.7 percent of global expenditures. It is estimated that the number will increase to US $ 238 billion or 11.6 percent of the global travel sector expenditures in 2019 (excluding Hajj and Umrah). In the media and recreation sector, the world's Muslims expenditures is about US $ 185 billion or 7.3 percent of global expenditures by 2013, and is estimated to reach US $ 301 billion in 2019 or about 5.2 percent of global expenditures (Reuters & DinarStandard, 2014).
The development of world tourism has sparked the Indonesia to develop the potential of existing sharia tourism. Indonesia has already had better base capital than other countries with the largest Muslim population in the world, so it is very conducive in welcoming Muslim tourists. By emerging the branding
Proceeding: International Conference on Economy, Entrepreneurship and Technology (ICEEH 2018) (ISBN: 978- 967- 15597- 1- 0) Hotel Bangi - Putrajaya, Selangor, Malaysia.
83 "Wonderful Indonesia", it illustrates that Indonesia has diverse and interesting potential with its natural and cultural richnesses. Lucidly, it does not rule out Indonesia to become a major tourist destination for foreign Muslims (Ariqa, 2015: 2).
The condition of sharia tourism in Indonesia is still in maintenance. In fact, if the sharia tourism is seriously accomplished, the development of sharia tourism potential in Indonesia is entirely significant. In addition, Indoneisa is the largest Muslim population in the world. Indonesia also has a beautiful tourism that invites foreign tourists to come. The importance of developing the potential of sharia tourism was stated by former President, Susilo Bambang Yudhoyono, at the launch of the Sharia Economic Movement (SEM) in the cross area of Monas, on November 17, 2013. Indonesian President, Susilo Bambang Yudhoyono, said that Indonesia has many reasons to develop the potential of sharia tourism, among other things, the existence of sharia economics is important to reduce the vulnerability between the financial system and the real sector, thus avoiding economic bubbles, avoiding fluctuating financing, and strengthening social safeguards.
Efforts made by the Indonesian government in developing sharia tourism is by preparing several provinces to become a destination for sharia tourism with a preliminary assessment in terms of main aspects of products, human resources and institutional and promotion. One of the provinces that are considered able to become Indonesia's sharia destination is Gorontalo, a city known as Serambi Madinah. The province is located on the tip of the island of Sulawesi that is famous for its condition of society that is still strict to the culture and customs. Tourist attractions in the area consist of beautiful beaches and mountains.
There is a village in that province that holds the natural attraction of hills, beaches, and some historical relics. The blend of Islamic religious, natural, and historical cultural attraction has made Bongo Village privilege and become one of villages of the targeted villages in tourism development based on the Gorontalo Provincial Regulation No. 2 of 2014 on the Master Plan for Regional Tourism Development (RIPPDA) of Gorontalo Province. (Yumanraya, 2014: 2).
Religious Tourism Village is potentially to develop in the world of tourism. However, there are some things that concern. One of them is that the tourism is frequently crowded only with visitors at an event, for instance, of Walimah, which, this means means only once a year. In addition, the facilities of the environment continue to decline. Therefor, it needs to formulate a good management strategy, especially for the board managers of the tourism.
This study aims at determining any factors that play an important role in the development of sharia tourism in Indonesia, both internally and externally, as well as appropriate strategies to address these factors.
Theoretical Review
Sharia Tourism
The discourse concept of sharia tourism is a process of integrating religious values into the whole aspects of sharia tourism practices. The values of Islamic laws as a belief and trust, by which adopted by Muslims, become a basic reference in establishing tourism practices. Sharia Tour, by considering the basic values of Muslims in its presentation ranging from accommodation, restaurant, to the tourism practices, always refers to Islamic norms (Tourism Review, 2013)
Proceeding: International Conference on Economy, Entrepreneurship and Technology (ICEEH 2018) (ISBN: 978- 967- 15597- 1- 0) Hotel Bangi - Putrajaya, Selangor, Malaysia.
84 Based on the result of the Tourism Development Review (2015: 21), high economic growth in Asia and MENA (Middle East and North Africa) influences on the power of purchasing of Muslim tourists. While in Western Europe, although economic growth is not high, many middle class Muslims from other parts of the world are eager to explore new tourism attractions.
So far, the result of Tourism Development Review (2015: 26) added a sector of readiness assessment of tourism destinations that it can be seen from several major aspects of the tourism, namely: a) Product
The development of product should be based on the General Criteria and Standardization applied for Sharia Tourism Business and Attractiveness.
b) Human Resource and Institution
Personal competence about Islamic Tourism Profession should also be supported by Training and Education in accordance with the objectives of Competency Standards that Muslim Tourists need. c) Promotion
Act of promotional forms and marketing channels are tailored to the behavior of Muslim Tourists, World Islamic Tourism Mart (WITM), Arabian Travel Mart, Emirates Holiday World, Cresentrating.com, Halaltrip.com, etc.
The results of research conducted by Ramang in 2015 described the natural potential owned by Bongo Village tourism. Tourism potential of Bongo Village is excessive, and can be categorized into three categories: natural tourism potential, culture, and artificial potential. Each of these potentials is recorded per group on the following:
Natural Tourism Potential
a) Nature Activities
Mountains, on which the underground streams are pretty much, become natural scenery. Natural beauty of the mountains becomes capital for the development of Bongo Village tourism. The tourists then have opportunity to explore and expand their experiences with having hiking and another natural recreation on the mountains.
b) Agricultural Activities
Agricultural activities tend to the dryland farming. Agricultural activities are a tourist attraction in addition to the ecological potential. Agricultural activities in Bongo Village still use traditional methods, using a hoe to work on the garden, besides because of its hilly land.
c) Fisherman's Activities
Dulanga beach has white sand and calm waves because it is located in Tomini Bay. Tourists can have snorkeling on this beach because the sea is calm, and enjoy the beauty of the sea, also able to come with the fishermen who are fishing.
Artificial Resources Potential
This artificial recources, one of them, can be described as Walima Emas mosque and the Bongo Village landscapes. This mosque is located on a hill, with beautiful views of the sea of Tomini bay. The blue sea and coconut palms are waving a tropical landscape that embodies nature's sophistication and stunning architecture. The shape of this mosque is a mixture of modern architecture with local culture of the community. This mosque is the first mosque on the island of Sulawesi, which is, built on a hill with beautiful sea views. Distance from the City Districtis about 22 km. approximately it can be reached
Proceeding: International Conference on Economy, Entrepreneurship and Technology (ICEEH 2018) (ISBN: 978- 967- 15597- 1- 0) Hotel Bangi - Putrajaya, Selangor, Malaysia.
85 about 60 minutes by two-wheeled vehicles and four wheels. During the trip to this place, very beautiful scenery can be an enjoyful relaxation.
The further is Goa (cave) museum and Batu (stone) museum. Goa museum and Stone museum are an artificial potential that are a relic of the ancestral community of Bongo Village. Goa museum is currently used as a Stone Museum; in addition there are several books of relics, which are historical, of the Bongo village. The historical objects are such stones that have been hundreds of years old and photos of the era of the Bubohu Kingdom.
Cultural Potential
Traditional art
The potential of art and culture that can be used as attractions or tourist attraction of the Bongo Village is Dikili. Dikili (it is called dzikir, which means to recite repeatedly, in the dialect of Gorontalo) is usually performed on every Thursday night, on which is then witnessed by the tourists, at the boarding school in Bongo Village. Various types of traditional dances such as the Longgo Tulaibala dance (martial arts of dance) can usually be performed at welcoming special guests such as officials or great guests.
An attraction of Walima Culture
The superior culture, which is potentially, that is considered potential and owned by the Bongo Village as well as the cultural assets of the Muslim community of Gorontalo is the tradition of Walima celebration. This tradition is the celebration of the birthday of Prophet Muhammad PBUH which must be held at every 12th of Rabiul Awal on Hijriah calendar, or every year held in January and February on the Christian calendar. Muslims in Indonesia recognize this celebration as the birthday of Prophet Muhammad PBUH with the term of Maulid. This celebration is very interesting for tourists who need to know and learn about the history of the kingdom and Islamic cultural traditions existing in Gorontalo.
Traditional market
Traditional market is one of the socio-cultural potential in Bongo Village. This market is a traditional dawn market and still uses a barter system. This system seems attractive the tourists who need to enjoy shopping without using cash payments but exchange it for goods. This market usually opens on every Wednesday and Sunday, and starts at 4 until 9 a.m. (Central Indonesian Time). Such opening time corresponds to the name of the dawn market.
Strategy
At the phase of strategy formulation using SWOT analysis, the company uses a strategy management process consisting of six phases, namely:
Conducting Internal Environmental Analysis
This analysis can be done by establishing a successful competitive strategy and requiring the company to increase its strength to overcome its weaknesses. The strength means a positive internal condition that gives relative advantages of competitors to the company (Hubeis and Najib, 2012: 23).
Conducting External Environmental Analysis
The aim of this analysis is to identify opportunities and threats that might have a real impact on the company, work environment, and those which are not directly related to, that are social environments. Opportunities are present or future environmental conditions that fortune the organization at this time or in the outcomes potential and threats of negative external forces that hinder the company's ability to achieve its vision, mission, goals, and objectives (Hubeis and Najib, 2012: 24).
Proceeding: International Conference on Economy, Entrepreneurship and Technology (ICEEH 2018) (ISBN: 978- 967- 15597- 1- 0) Hotel Bangi - Putrajaya, Selangor, Malaysia.
86
Expanding Lucid Vission and Mission
Vision means expectations that the company set to realize in the future. Vision itself provides a lucid description of where and how the organization will move. Without a vision the company does not have guidance or escort on the future path of how the organization runs. This will impact on the emergence of work of organization that is not focused on the goal. Therefore, companies need to formulate a vision that is easy to understand, provide spirit and have long term dimension (Hubeis and Najib, 2012: 25).
• Setting up Objective and Goal
Before setting up a comprehensive strategy, the company owner must first establish the company's goals and objectives of the company, and provide targets to be achieved as it is in accordance with a basis for evaluating the performances. Attribute objectives - the long-term and broad attributes that the company is trying to reach in a general sense. Goal is more specific performance targets (what and when done, as well as measured) that show things like profitability, productivity, growth, and other key aspects of the company (Hubeis and Najib, 2012: 25).
• Formulating the Strategic Options and Choosing the Right Strategy
Strategy is the way of setting up actions, by which, undertaken by corporate managers to achieve the mission, goals and objectives of the company. Up to the process of formulating this strategy, corporate managers must have a lucid description of the best actions (the implementation is in form of strategies and policies) to be excuted and the as the competitive advantages expected. Company managers must also understand the weaknesses and limitations of the company and its competitors. The next step is to assess strategic options, and then to prepare programs designed to achieve the company's mission, goals and objectives supported by budget and procedures (Hubeis and Najib, 2012: 26).
• Determining Control
Good planning requires a process of control on its implementation. Control includes the process of evaluating and providing feedback on the ongoing managerial process so that the plan can be realized properly. Changes that occur in the environment when a company implements a strategy may differ from assumptions that have been established when a strategy is formulated. Therefore, a good strategy control mechanism is needed so that differences in assumptions and realities can be solved according to the results obtained.
SWOT Matrix
The SWOT Matrix (TOWS) describes how external opportunities and threats faced by a company, which is in turn, can be juxtaposed with the strengths and weaknesses of the company itself. So, this produces the possibility of selected alternative strategies to be set up. The strategies mean the strategies that include internal and external combinations.
Proceeding: International Conference on Economy, Entrepreneurship and Technology (ICEEH 2018) (ISBN: 978- 967- 15597- 1- 0) Hotel Bangi - Putrajaya, Selangor, Malaysia.
87 Table 1
TOWS Matrix - IFAS – EFAS Interaction
Strength (S) Weakness (W) Oppor tu ni ty (O ) SO Strategy
a.A strategy that maximizes the power to take advantage of existing opportunities; b. Aggressive strategy; c.Comparative advantage.
WO Strategy
a.Strategies that minimize
weaknesses to take advantage of opportunities;
b. Turn around orientation strategy; c.Investment / divestment.
Thre
at
(T)
ST Strategy
a. A strategy that maximizes the power to deal with threats; b. Diversification strategy; c.Mobilization.
WT Strategy
a. Strategies that minimize weaknesses to address threats; b.Defensive strategy;
c.Control damage / risk strategy. Source: Nining I, Soesilo, 2002
Former Research
Research conducted by Ramin Husin Demolingo (2015) was concerning on internal and external analysis using SWOT matrix. The formulation of this strategy is to the develope the tourist destination and to increase tourist’s visits to Bongo Village as follows. SO strategy is the strategy of designing tourist attraction packages, increasing the promotion of tourist attraction. ST strategy is the strategy of planning and developing, also establishing local regulations governing and limiting the establishment of unappropriate sectors that can damage ecological potential, enhancing security and comfort of tourist destinations. WO strategy is the strategy of improving the quality of human resources (HR), cultural revitalization and local handicraft, cooperation between business actors and local figures. WT Strategy is the strategy of forming a tourism management institution, of preserving the environment and nature conservation of Bongo Village, and of the contribution of tourism to the local economy.
Research conducted by Yumanraya Noho (2014) as written in his writings that the results showed that most local managers have not shown high capacity in managing tourism villages. At the individual level, there is a good enough capacity of the awareness aspect to pioneer the development of tourism potential, and the ability to grow souvenir business. However, there are still many shortcomings in terms of knowledge and understanding of the concept of religious tourism, attraction management, and service to tourists, which still needs to be maintained.
Research Methodology
Research Design
In the process of collecting and compiling this report, the type of research is holistic qualitative in which all factors are taken into account as a whole, interdependent on one another for the benefit of all. Therefore, more theories are needed because they have to be adapted to the growing phenomenon in the field. (Sugiono, 2012: 213)
Research Objective
The object of this research is the village of religious tourism Bubohu located in the village of Bongo Batudaa District, Gorongtalo Province.
Proceeding: International Conference on Economy, Entrepreneurship and Technology (ICEEH 2018) (ISBN: 978- 967- 15597- 1- 0) Hotel Bangi - Putrajaya, Selangor, Malaysia.
88
Data Resource
In qualitative research, the sample of data source was chosen purposively and was snowball sampling. Determination of data source sampling, the proposal is still temporary and will develop soon after the researchers are observing in the field.
Data Collection Procedure
Through this research the researchers use several collection procedures to obtain relevant data and information that equal to the research focuses. The data collection procedures used in this study are:
• Observation
It is a way to collect data and information by plunging directly into the field by observing and distributing questionnaires to respondents regarding research on the development of Religious Bubohu Tourism Village. The field research was conducted on November 2nd to 4th, 2017.
• Interview
It is a way to collect data and information by doing direct interaction with resources by questioning them some questions concerning on this research. Some of the parties who became resources in this study are as follow:
a)The managers
The managers became informants as to represent the internal parties that manage directly the the tourism object (Religious Bubohu Tourism Village)
b)The figures of the local society
The figures also became informants as to represent the parties who directly feel the impact of the presence of the tourism attraction. The figure means the chief of the village of Bongo, as