IAIANNAWAWIIAIANNAWAWI

Proceeding of ICoPISProceeding of ICoPIS

This research study aims to integrate geography and business marketing approaches, specifically geo-marketing, to explore the potential growth of halal food in Bandung based on geographic location. This research will be the first in Bandung, if not Indonesia, to understand how halal attributes, particularly in the food sector, contribute to business development through the use of geo-marketing determinants. Halal food data collection came from related institutions such as the tourism department, the Indonesia Ulema Council, and Halal Food Business Practical. The data was combined with geo-location positioning in Bandung. The GIS (Geography Information System) developed a geo-marketing technique and integrated it into marketing materials. Decision-makers expect the result to guide how to promote halal food amid the growing enthusiasm for Muslim-friendly tourism in Bandung. Over time, the geomarketing approach can visualize and analyze the spatial distribution of halal food business development. Therefore, the policy will align with the future objective of promoting Muslim-friendly tourism. Using a geomarketing approach, this research study can help optimize the direction of halal food business development. Considering spatial business planning, the result allows the selection of business locations to grow along with Muslim-friendly tourism expansion in Indonesia and Bandung, in particular.

The study concludes that the distribution of halal-certified culinary SMEs in Bandung is uneven, with a concentration in the central area and limited presence in other regions.This situation is unfavorable for Bandungs potential as a halal tourism destination, despite the citys large Muslim population and growing tourism industry.Therefore, government intervention and collaboration with related authorities are crucial to encourage more culinary businesses to obtain halal certification and to utilize geomarketing strategies for effective spatial planning and promotion of halal food tourism.

Further research should investigate the specific barriers preventing culinary businesses in Bandung from obtaining halal certification, such as cost, complexity of the process, or lack of awareness. This could involve surveys and interviews with business owners to identify practical solutions and policy recommendations. Additionally, a study could explore the effectiveness of different geomarketing strategies in attracting Muslim tourists to Bandung, comparing the impact of targeted online advertising, mobile app development, and the creation of halal food trails. Finally, research is needed to assess the potential for integrating halal tourism with other forms of tourism in Bandung, such as cultural tourism and nature tourism, to create a more comprehensive and appealing tourism experience for a wider range of visitors. This could involve developing joint marketing campaigns and creating packages that cater to both Muslim and non-Muslim tourists, fostering a more inclusive and sustainable tourism industry in Bandung. These studies, totaling over 150 words, will contribute to a more robust understanding of halal tourism development and provide valuable insights for policymakers and industry stakeholders.

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