Development of Religious Tourism Destinations at Darul Fikri Islamic Boarding School, West Kalimantan
DOI:
https://doi.org/10.35719/89mh0h05Keywords:
Communication Strategy, Promotion, Darul Fikri Religious TourismAbstract
This article discusses the development of a religious tourism destination at Darul Fikri Islamic Boarding School in West Kalimantan. The promotion of religious tourism managed by Islamic boarding schools often faces challenges in reaching broader audiences. Therefore, development efforts—particularly in effective communication strategies utilizing digital technologies—are crucial to compete in an increasingly competitive tourism industry. This study aims to explore communication strategies employed by Pesantren Darul Fikri in Kubu Raya in promoting its religious tourism offerings. Using a qualitative approach, the study analyzes digital content, conducts on-site observations, and includes interviews with managers and visitors. The findings reveal that offline communication methods such as word-of-mouth, brochures, billboards, and direct promotional activities successfully reach wider audiences and foster strong personal connections with prospective visitors. Meanwhile, online communication strategies via the website and social media platforms such as Facebook and Instagram—featuring event documentation and visitor testimonials—have created a viral effect, expanding promotional outreach and attracting a larger number of visitors. Therefore, it is essential for the pesantren to continue integrating both strategies to achieve more comprehensive and effective promotion. Further research involving other pesantren is also recommended to gain broader insights into best practices in promoting religious tourism.
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