Sustainable Event and Festival In Cirebon, Indonesia: In Islamic Marketing Perspective / Evento y Festival Sostenible en Cirebon, Indonesia: En Perspectiva del Marketing Islámico

Abstract

ABSTRACT

This article will explore the sustainability of events and festivals on tourism activities held in Cirebon, Indonésia. The city, known as the ‘City of Guardians’, is very popular with religious tourism destinations that are branded for tourism products. Events and festivals that are held on an ongoing basis can become tourist attractions, used as a marketing place, and a strategy to create an image of the destination, thus attracting tourists' visits. The methodology used is the document review approach and trend analysis to observe and analyze the various events and festivals held from 2015 to 2019 and the shariah marketing mix that they apply. This article concludes that the shariah marketing mix in promoting events and festivals from various existing tourism segments, such as religious and traditional tourism, arts and cultural tourism, culinary tourism, nature tourism, and local economic tourism, has demonstrated a new concept for marketing tourism products, which emphasizes aspects of locality and uniqueness. So that this tourist destination is not only more potential and crowded by tourists, but also has shown the sustainability of the event and the festival itself.

KEYWORDS

Tourism; Events; Festivals; Islamic Marketing; Shariah Marketing Mix; Cirebon, Indonesia.

RESUMEN

Este artículo explorará la sustentabilidad de eventos y festivales sobre actividades turísticas realizadas en Cirebon. La ciudad, conocida como la "Ciudad de los Guardianes", es muy popular entre los destinos de turismo religioso que son marcados por los productos turísticos. Los eventos y festivales que se realizan de manera continua pueden convertirse en atracciones turísticas, utilizados como espacio de marketing es una estrategia para crear una imagen de destino, atrayendo así las visitas de los turistas. La metodología utilizada es el enfoque de revisión de documentos y el análisis de tendencias para observar y analizar los diversos eventos y festivales celebrados de 2015 hasta 2019 y la combinación de marketing de Shariah que aplican. Este artículo concluye que la mezcla de marketing de la Shariah en la promoción de eventos y festivales de varios segmentos turísticos existentes, como el turismo religioso y tradicional, el turismo artístico y cultural, el turismo culinario, el turismo de naturaleza y el turismo económico local ha demostrado un nuevo concepto para comercializar productos turísticos, que enfatiza aspectos de localidad y exclusividad.  Para que este destino turístico no solo sea más potencial y lleno de turistas, sino que también tenga mostrado la sustentabilidad del evento y del propio festival.  (Translate: Ronaldo L. Diaz).

PALABRAS CLAVE:  

Turismo; Eventos; Festivales; Marketing Mix Islámico; Shariah Marketing Mix, Cirebon, Indonesia. 

AUTORIA

Aan Jaelani – Doctor. Associate Professor Department of Islamic Economics, Institut Agama Islam Negeri Syekh Nurjati, Cirebon, Indonesia. Orcid: http://orcid.org/0000-0003-2593-7134 Email: iainanjal@gmail.com.

Edy Setyawan – Doctor. Associate Professor Department of Islamic Economics, IAIN Syekh Nurjati, Cirebon, Indonesia. Orcid: http://orcid.org/0000-0001-9304-2549 Email: edysetyawano@gmail.com

Abdul Aziz – Doctor. Associate Professor Department of Islamic Economics, Institut Agama Islam Negeri Syekh Nurjati, Cirebon, Indonesia. Orcid: http://orcid.org/0000-0003-2407-3557 Email: razi_ratnaaziz@yahoo.co.id

Nining Wahyuningsih - Senior Lecturers, Department of Islamic Management, Institut Agama Islam Negeri Syekh Nurjati Cirebon, Indonesia. Orcid: http://orcid.org/0000-0002-1683-104X Email: niningwahyuningsih1973@gmail.com.

Diana Djuwita - Senior Lecturers of Management. Department of Islamic Management, Institut Agama Islam Negeri Syekh Nurjati Cirebon, Indonesia. Orcid: http://orcid.org/0000-0003-3528-6558 Email: dianadjuwita12@gmail.com

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PROCESSO EDITORIAL

Recebido: 7 FEV 20; Aceito: 24 SET 20.