Development of Sharia Tourism in Riau Province Indonesia

Rusby, Zulkifli and Arif, Muhammad (2020) Development of Sharia Tourism in Riau Province Indonesia. African Journal of Hospitality, Tourism and Leisure, 9 (1). pp. 1-13. ISSN 2223-814X

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Abstract

This study sought to determine the Culinary Tourism Potential in the Development of Sharia Tourism in Riau Province. Data were obtained by distributing questionnaires to 250 respondents. The data analysis technique used a SWOT analysis followed by an Internal Factors Analysis Summary (IFAS) and External Factors Analysis Summary (EFAS) matrix. The analysis of priority strategies used the Quantitative Strategy Planning Matrix (QSPM). Based on the results of the Internal External (IE) matrix (IFAS and EFAS), it shows that there is a positive and significant influence on the culinary tourism potential in the development of Sharia tourism in Riau Province. The results showed that based on the IFAS matrix, the total value of the effect was greater than the EFAS matrix value. Based on the IFAS and EFAS matrices, it can be said that the culinary tourism potential in the development of Sharia tourism in Riau Province has the potential to be "good". Based on QSPM analysis, the first priority strategy that must be carried out is to hold a Sharia tourism and culinary event in Riau, Indonesia, by promoting it not only through brochures and banners, but also using social media while using Islamic hotels as a the venues. The second priority strategy was to combine the development of Sharia tourism with Riau culinary tourism by collaborating with the development of Sharia hotels and also entrepreneurs to preserve Riau's culinary traditions. Based on the IFAS and EFAS matrix, it can be said that the potential of culinary tourism in the development of Islamic tourism in Riau Province has the potential to be of a good standard.

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