Exploring IMC (Integrated Marketing Communication) strategies in an Islamic tourist destination: The case of Sharia Beach, Santen Island, Banyuwangi

Abstract

This study was designed to explore the Integrated Marketing Communication (IMC) strategies in a Muslim tourist destination with a focus on Sharia Beach Santen Island in Banyuwangi. The tourism sector is an industry that is currently enjoying growing popularity in Indonesia. Since 2017, Sharia Beach has officially been declared as a Shariah-compliant beach; the beach that is guided by Islamic Regulation (Sharia Law). In order to achieve the aims of the research, a qualitative approach (i.e. observations and interviews with visitors, government representatives and beach administrators) were employed. The result reveals that some IMC strategies have been applied at the beach such as advertising, sales promotion, events and experiences, public relations, and direct personal selling. These strategies, however, have not been favouring Sharia elements in particular.

Keywords

• integrated marketing communication
• islamic tourist destination
• sharia beach
• indonesia