The Potential of Halal Tourism in Bandung City

Vany Octaviany

, Rini Andari

and Dendi Gusnadi

Telkom University, Bandung, Indonesia

Universitas Pendidikan Indonesia, Bandung, Indonesia

Keywords: Potential, Halal Tourism, Bandung.

Abstract: Although Bandung has become one of the leading tourist destinations in West Java, the city has not yet

prepared itself to continue to follow the trend of world tourism, i.e. halal tourism. Halal tourism can add to

the uniqueness of Bandung City as a tourist destination that always offers a variety of creative and

innovative tourism products for tourists. This study was aimed to analyze the potential of halal tourism in

the city of Bandung based on the tourists’ perceptions of the readiness of tourism businesses such as tourist

attractions, hotels, restaurants, travel agencies, and tour guides in the development of halal tourism in

Bandung. The method used in this study was quantitative. The data collection techniques included

observations, interviews, and questionnaires. Based on the analysis results, the tourism businesses in

Bandung City have the potential to be able to face the challenges of halal tourism. This can be seen from the

readiness of tourism businesses, i.e. tourist attractions, hotels, restaurants, travel agencies and tour guides,

reach 76%. The readiest sector is the restaurants (78.8%), while the least ready sector is the travel agency

(71.9%).

1 INTRODUCTION

The Indonesian Ministry of Tourism and Culture has

so far developed and promoted tourism businesses in

the fields of hospitality, restaurants, travel agents

and spas in 12 Islamic tourism destinations. The

development was carried out in a number of cities,

namely Aceh, West Sumatra, Riau, Lampung,

Banten, Jakarta, West Java, Central Java,

Yogyakarta, East Java, NTB and South Sulawesi

(Sapudin, 2014).

Indonesia received 3 awards from The World

Halal Travel Summit & Exhibition 2015 held in

Dubai. It can be seen that Jakarta and Lombok

became Indonesia’s representatives in receiving the

awards, i.e. Sofyan Hotel Betawi, Jakarta as the

World's Best Family-Friendly Hotel and Lombok,

West Nusa Tenggara as the World’s Best Halal

Honeymoon Destination and the World’s Best Halal

Tourism Destination. Of the three awards, Lombok

won two awards, while Jakarta received one.

The city of Bandung as one of the leading

destinations in West Java has the potential to

develop halal tourism for the city which is known to

have various types of tourist attractions that are

diverse, creative and innovative. However, the

peculiarities and uniqueness of the tourist products

are still focused on the development of shopping and

culinary tourism products. On the other hand, the

city of Bandung has the opportunity to develop other

types of tourism that are becoming a world tourism

trend, including halal tourism.

Along with the increasing number of Muslim

population in the world, halal is no longer a religious

rule, but has become a lifestyle. This is widely

known as halal lifestyle. Halal lifestyle is a lifestyle

where people today not only consume a product on

the basis of its usefulness, but also the value of the

product. Consumers who are concerned about halal

lifestyle are willing to pay more for a product that

has a halal label (Nirwandar, 2017).

The city of Bandung as a tourism destination is

dominantly visited by Muslim tourists but has not

yet adapted to the trend of highly demanded halal

tourism. In the world today, the development of

tourism products is increasingly competitive and

continues to adjust to market preferences.

The city of Bandung has various sharia hotels

and restaurants that are halal certified, but the

development of halal tourism has not been planned

seriously. This is because Indonesia itself does not

yet have a clear limitation on the concept of sharia

Octaviany, V., Andari, R. and Gusnadi, D.

The Potential of Halal Tourism in Bandung City.

DOI: 10.5220/0008491602630269

In Proceedings of the 7th International Conference on Entrepreneurship and Business Management (ICEBM Untar 2018), pages 263-269

ISBN: 978-989-758-363-6

263

tourism (Deputy for Tourism Policy Development,

2015). The religious events currently held in

Bandung, such as pengajian (religious gatherings),

which attracts various age groups, should serve as an

opportunity to start developing halal tourism.

Therefore, this study was aimed at analyzing the

potential of halal tourism in Bandung based on the

visitors’ perceptions of the readiness of tourism

businesses (i.e. tourist attractions, hotels, restaurants

and travel agencies) in the development of halal

tourism in Bandung City.

2 LITERATURE REVIEW

2.1 Halal

Religion is a crucial aspect of human life since it

will influence human behavior, values, and attitudes

at the individual and social levels (Mokhlis,

2009:75). In Islam, halal is not only implemented in

food, but also for all aspects of life, from banking

products, cosmetics to tourism activities (Sriprasert

et al., 2014). The increasing level of education

earned by Muslims all around the world, which is

also followed by an increase in their level of

income, makes them increasingly obedient to the

teachings of their religion. Thus, the consumption

of Muslims will also be closely related to

everything that is legal, i.e. everything that is

guaranteed halal (Akyol and Kilinç, 2014).

The term ‘halal’ comes from Arabic, which

means ‘allowed’ or ‘permissible’. Meanwhile, in the

Islamic law encyclopedia, halal means everything

that causes a person to not to be punished if he

uses/consumes it, or something that can be done

according to the sharia law (Technical Guidelines

for Guidance on Halal Production Systems, Ministry

of Religion, Jakarta, 2003. p. 3). Furthermore, the

term ‘halal’, according to the Ulema Council

Indonesia (MUI), means everything that is allowed

by the Sharia to be consumed, especially in the case

of food and drinks. Al-Quran of Surah al-A’raf [7]:

157 says: “He enjoins upon them what is good and

forbids them what is evil.”

Based on the above definitions, it can be

concluded that everything that is good - for the

body, mind, and soul - is halal. On the contrary,

everything that brings harm (danger) to health: body,

mind, and soul is haram.

2.2 Halal Tourism

Halal tourism may be defined as tourism activities

that direct all products and ways of marketing for

Muslims. Even so, the tourists’ motivation for

conducting tourism activities is not always driven by

religious activities. Non-Muslim tourists can still

enjoy halal tourism, even with Islamic provisions

(Henderson in Duman, 2011).

Halal tourism may also be defined as tourism

activities which are supported by various facilities

and services provided by a community,

businessmen, government, and local government

that fulfill sharia provisions (Wahyulina et al.,

2018).

In Islam, a Muslim’s activities when traveling

are ways to help him/her find practical and

theoretical explanations in reaffirming his/her belief

in the existence of the creator. Traveling helps

people learn to prevent tyranny and oppression; and

traveling increases vision, hearing, and inner

knowledge and saves people from inactivity and

irregularities.

Halal tourism is a new concept of tourism

activities, which not only regulates tourist travel in

performing Umrah and Hajj. Halal tourism is a

tourist activity on vacation that adapts its activities

to the needs and demands of Muslim tourists.

(Wuryasti, 2013). In addition, according to Zamani

et al., (2009), halal tourism can be defined as a travel

activity performed by a person from one place to

another place or when visiting a place outside his

residence for a period of less than one year and for

engaging in activities with religious motives that

must comply with Islamic principles, which are halal

(lawful).

Halal tourism is a great concept of developing

tourist destinations, which consist of, among them,

by halal food warranty, not alcohol, notification of

prayer times (adzan), places of worship with

ablution area, and facilities with the separation

between men and women (Hadi and Ari, 2017).

Tourist services in halal tourism refer to Islamic

rules. One form of the services is the hotel that

provides non-alcoholic foods or drinks and has a

swimming pool or spa area which is separated for

men and women. In addition, transportation in the

halal tourism industry also uses Islamic concepts.

Transportation service providers are obliged to make

it easy for Muslim tourists to carry out worship

during the trip. This convenience can be in the form

of providing a prayer place in the airplane,

announcement of prayer call time, n foods or drinks

that do not contain alcohol, and provision of Islamic

entertainment during the trip.

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2.3 Characteristics of Halal Tourism

According to Zulkifli (2011), the characteristics of

halal tourism include:

1) Halal Transport

A means of transportation can be said to be halal

if it has a good hygiene standard, no alcoholic

beverages, and publications in line with the

Islamic rules.

2) Halal Foods

All types of dishes served at restaurants must be

halal, e.g. slaughtering animals in Islamic way

(rule) and not offering alcoholic beverages. All

animals must be slaughtered according to Islamic

principles. There are no alcoholic drinks served

on the premise. Foods that are served in a

restaurant must be halal.

3) Halal Tour Package

The tour packages must have Islamic themes or

offer destinations that are related to the Islamic

religion.

4) Halal Finance

The financial management of hotels, restaurants,

tour operators, and transportation providers must

be performed in line with the Islamic principle,

i.e. the fair distribution of profit and loss. Islam

prohibits interest in finance.

According to Chanin et al., (2015), a halal tourist

destination must be able to meet the following

elements:

1) Maintain the natural wealth properly

2) Offer tourism activities that are not against sharia

principles

3) Have special facilities for performing the prayer

(worship) with qibla pointers

4) Availability of hygienic toilets separated for men

and women, which allow tourists to perform

ablution with water

5) Availability of halal restaurants around tourist

attractions

6) Availability of direction pointers or signposts

7) Guarantee security conditions

8) Welcome signs in Arabic placed at the airports

and tourist attractions are important to impress

tourists from Muslim countries so that they feel

welcomed.

According to Chukaew (2015), there are eight

standard measurement factors for sharia tourism in

terms of administration and management for all

tourists, including:

1) Services to tourists must match the overall

Muslim principles;

2) Guides and staff members must have discipline

and respect for Islamic principles;

3) Regulating all activities so as not to conflict with

Islamic principles;

4) Buildings must be in accordance with Islamic

principles;

5) Restaurants must follow international standards

of halal service;

6) Transportation services must have a protection

and security system;

7) Provision of areas or places for all Muslim

tourists doing religious activities; and

8) Traveling to places that do not conflict with

Islamic principles.

From the characteristics of sharia tourism described

by Chukaew (2015), there are four important aspects

that must be considered to support sharia tourism.

1) Location: The application of an Islamic system

in the tourism area. The chosen tourism location

is what is permitted by Islamic principles and can

enhance the spiritual values of the tourists.

2) Transportation: The application of a

transportation system, i.e. the separation of seats

between men and women who are not mahram

so that Islamic law and comfort of tourists are

still maintained (Utomo, 2014).

3) Consumption: Islam is very concerned with the

aspect of halal consumption as stated in Al-

Quran Surah Al-Maidah. The halal aspect here

refers to its nature, acquisition, and processing.

In addition, a study shows that tourists’ interest

in food plays a central role in choosing tourist

destinations (Moira, 2012).

4) Hotel: all work processes and facilities provided

are in accordance with Islamic principles

(Utomo, 2009). According to Rosenberg (in

Sahida, 2009), the services here are not limited to

the scope of food and beverages, but also in the

facilities provided such as spa, gym, swimming

pool, & living room. Additionally, functional

areas for men and women should be separate.

3 RESEARCH METHOD

The approach in this study is descriptive

quantitative. According to Sugiyono (2014), a

descriptive quantitative method is used in research

with the aim to determine the existence of

independent variables. Either only in one or more

variables without making comparisons or connecting

The Potential of Halal Tourism in Bandung City

265

them with independent variables since it is always

paired with a dependent variable. According to

Sujarweni (2015), data collection techniques are a

method performed by researchers to uncover or

capture quantitative information from respondents

according to the scope of their research. The data

was collected through interviews, questionnaires,

observations and literature review. The

questionnaire (consisting of 26 items) used a Likert

scale as the measuring tool. The sampling was

performed on a tourist population which was

considered to be unknown (infinite population), so

the following formula was used:







. . 





(1)

The price of p is considered 0.5 so the sample

calculation generated 100 respondents. In this study,

the questionnaires were distributed to 113 visitors

who had visited and enjoyed tourist attractions,

hotels, restaurants, travel agencies, and guides in the

city of Bandung. Before distributing questionnaires,

the validity and reliability were tested. Based on the

test, the questionnaire was stated reliable since the

value of Cronbach Alpha was above 0.6. The data

analysis was performed through editing, coding,

frequency calculation, data analysis, and discussion.

4 RESULTS AND DISCUSSION

Based on the results of distributing questionnaires to

113 respondents, the tourists’ response to the

readiness of halal tourist attractions in the city of

Bandung can be seen as follows:

Table 1: Tourists’ Responses to Tourism Attractions in the

City of Bandung.

No Indicators %

The tourist attractions you visit in the city of

Bandung are able to provide enlightenment,

refreshmen

, and tranquility.

80.5

The tourist attractions you visit in the city of

Bandung avoid polytheism, immorality,

adultery, pornography, liquor, drugs, and

gambling.

72.0

The tourist attractions you visit in Bandung

are reliable, safe and comfortable.

79.1

The tourist attractions you visit in the city of

Bandung respect socio-cultural values and

local wisdom.

80.0

The tourist attractions you visit in the city of

Bandung provide good worship facilities, easy

to reach, and feasible for use.

78.1

The tourist attractions you visit in the city of

Bandung provide halal foods and drinks that

are certified halal (according to MUI

80.9

regulations).

The tourist attractions you visit in the city of

Bandung provide sanitation and environmental

cleanliness.

73.3

Source: Primary Data

Based on Table 1, it can be seen that the highest

tourists’ assessment of attractions is given to those

considered capable of providing enlightenment,

refreshment, and tranquility. This shows that the

tourists can enjoy their visit to the city of Bandung

and feel positive benefits when traveling.

Meanwhile, the lowest assessment is given to those

avoiding polytheism, immorality, adultery,

pornography, liquor, drugs and gambling. This is

because there are still tourist attractions that do not

follow Islamic values such as displaying women

who dress minimally and providing alcohol sold in

retail shops around.

Table 2: Tourists’ Responses to Hotels in Bandung City.

No Indicators Score

The hotels where you stay in the city of

Bandung have a safe, comfortable and

conducive atmosphere and facilities for

families and businesses.

83.5

The hotels where you are staying in the city of

Bandung provide good worship facilities that

are easy to reach, and feasible for use.

78.6

The hotels where you stay in Bandung provide

public and in-room toilets in accordance with

sharia principles.

73.3

The hotels where you stay in the city of

Bandung provide halal foods and drinks that

are certified halal (in accordance with MUI

regulations).

73.1

The hotels where you stay in the city of

Bandung avoid entertainment and audiovisual

containing/showing polytheism and

pornography.

74.3

The hotels where you stay in the city of

Bandung provide sanitation and environmental

cleanliness.

81.8

Source: Primary Data

Based on Table 3, it can be seen that the highest

tourists’ assessment of hotels is given to those that

have safe, comfortable and conducive facilities for

families and businesses. This shows that tourists feel

safe and comfortable while staying in Bandung.

Safety and comfort are important indicators in halal

tourism since feeling secure is a condition for the

formation of one’s faith. Meanwhile, the lowest

assessment is given to those providing foods and

drinks that are certified halal. This is because not all

hotels in Bandung City are concerned about halal

certificates for their restaurants. In addition, not all

hotels run halal compliance, so there are still hotels

that provide haram food and drinks. However, based

ICEBM Untar 2018 - International Conference on Entrepreneurship and Business Management (ICEBM) Untar

266

on interviews with several hospitality practitioners,

non-halal foods produced by hotels in Bandung City

are processed with different equipment and areas

with halal ones. Thus, halal foods can be maintained

properly.

Table 3: Tourists’ Responses to Restaurants in Bandung

City.

No Indicators Score

The restaurants where you eat in the city of

Bandung are certified halal (in accordance

with MUI regulations).

76.3

The restaurants where you eat in the city of

Bandung do not use names and/or impressions

that are contrary to sharia principles.

75.9

The restaurants where you eat in the city of

Bandung display foods and drinks that meet

the criteria for consumption.

81.9

The restaurants where you eat in the city of

Bandung maintain a healthy and clean

environment.

80.9

Source: Primary Data

Based on Table 4, it can be seen that the highest

tourists’ assessment of restaurants is given to those

displaying foods and drinks which meet the criteria

for consumption. This shows that tourists are

satisfied with the quality of food served by

restaurants in the city of Bandung. Meanwhile, the

lowest assessment is given to those not using names

and/or impressions that are contrary to sharia

principles. Many restaurants in the city of Bandung

use attractive, creative and innovative terms to

attract more visitors but the managers do not know

that there are restrictions on using certain terms. In

addition, there is no government regulation that

prohibits the use of certain names in a trademark.

Table 4: Tourists’ Responses to Travel Agencies in the

City of Bandung.

No Indicators Sco

The travel agency you use in Bandung has a

list of accommodations that are in accordance

with the general guidelines for halal

accommodation.

72.2

The travel agency you use in Bandung has a

list of tourist destinations that are in

accordance with the general guidelines for

halal destinations.

71.5

The travel agency you use in Bandung has a

list of food and beverage providers that are in

accordance with the general guidelines for

halal food and

everage.

71.9

Source: Primary Data

Based on Table 5, it can be seen that the highest

tourists’ assessment of travel agencies is given to

those that have a list of accommodations that are in

accordance with the general guidelines for halal

accommodation. The city of Bandung has several

sharia hotels that are ready to serve Muslim tourists.

In addition to sharia hotels, most conventional hotels

(i.e. those that do not run halal compliance) are

known to always adapt to all the needs of tourists,

including Muslim tourists. For example, the

availability of prayer equipment in the rooms such

as mukena, sarong, and al-Quran, if requested.

Besides that, religious facilities such as prayer

places and ablution facilities are generally available

in all hotels in Bandung City.

Table 5: Tourists’ Responses to Tour Guide in Bandung

City.

No Indicators Sco

The guide who serves you in Bandung reminds

you of prayer times.

72.4

The guide who serves you in Bandung can

explain hikmah (wisdom) and ibrah (lessons)

that you can take from a tourist destination.

71.2

The guide who serves you in Bandung is kind,

communicative, friendly, honest and

responsible.

78.6

The guide who serves you in Bandung is polite

and interesting according to Islamic values and

ethics.

77.5

The guide who serves you in Bandung has

competencies according to the professional

standards.

78.6

Source: Primary Data

Based on Table 6, it can be seen that the highest

tourists’ assessment of tour guides is given to those

who are kind, communicative, friendly, honest, and

responsible, as well as those who have competencies

in accordance with professional standards. This

shows that the guides in Bandung City are

professional. In addition, based on the results of

interviews with several guides in the city of

Bandung, it can be seen that in serving tourists, the

guides will always adapt to the characteristics of the

tourists they serve, so that the needs of Muslim

tourists will be fulfilled properly when making trips

in the city of Bandung. Meanwhile, the lowest

assessment is given to those who are able to explain

hikmah (wisdom) and ibrah (lessons) that can be

taken from a tourist destination. This is because

there are no clear rules related to the implementation

of tourist trips that can properly fulfill aspects of

halal tourism.

Based on Figure 1, it can be seen that the highest

assessment of halal tourism potential in Bandung

city lies in the restaurant sector, while the lowest

assessment lies in the travel agency. This can be

understood since the majority of Bandung people are

Muslim, so it is very easy to find halal restaurants in

the city of Bandung despite the fact that there are

The Potential of Halal Tourism in Bandung City

267

some well-known restaurants that are not certified

have. This is because the process of halal certificate

for restaurants requires a very detailed process,

which is also time-consuming and costly.

Meanwhile, the lowest assessment is given to the

travel agency. This is because there are no clear

rules related to halal tourism implementation that

can be implemented by travel agents. However,

travel agents in the city of Bandung always try to

meet every need of tourists with different

characteristics, so that they do not experience

difficulties and obstacles in serving Muslim tourists

in the city of Bandung.

Figure 1: Tourists’ Response to the Potential of Halal

Tourism in Bandung City.

5 CONCLUSIONS

Tourism businesses in the city of Bandung have the

potential for dealing with the challenges of halal

tourism. This can be seen from the readiness of

tourism businesses, i.e. tourist attractions, hotels,

restaurants, travel agencies and tour guides that

reach 76% on average. The most ready sector is the

restaurants (78.8%), while the least ready sector is

travel agency (71.9%). The high readiness of

Bandung City to deal with the challenges of halal

tourism is because the halal lifestyle has been

adopted by the people of Bandung as the majority

are Muslims. Thus, all life elements of the people

are dominated by halal products. Similarly, the

supporting facilities such as worship places and

ablution facilities which are the basic needs of

Muslim tourists are available. The lowest assessment

is given to travel agency, which is due to the absence

of standard rules in serving Muslim travelers, and

the absence of government’s socialization of the lists

of halal destinations, halal accommodations, and

halal restaurants. Nevertheless, service providers in

the city of Bandung, such as travel agents, always

adapt to the tourists’ needs, including Muslim

tourists.

6 LIMITATION OF THE

RESEARCH

Due to the lack of research on halal tourism, the

current study is limited by the small number of

literature used to describe halal tourism, especially

in term of the availability of facilities in tourism

industries such as hotels, restaurants, attractions, and

travel agents. These are important since a tourism

activity can be said to be halal if all aspects of the

activity are based on sharia principles, and this needs

to be turned into measurable indicators.

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