Branding of Islamic Boarding Schools as New Edutourism in Madura
Fachrur Rozi, Nadya Poernamasari

Communication Science, Universitas Trunojoyo Madura, PO BOX 02 Kamal, Bangkalan, Indonesia

Abstract

The potential number of Islamic Boarding Schools or also known as Pesantren in Madura is very large, this is what characterizes the region in East Java. Almost every village in Madura has Islamic boarding schools. Edutourism is a program where participants make a tourist visit to a place to direct learning from the location visited. So far, Islamic boarding schools have only been seen as religious institutions that only fulfill learning matters related to religious knowledge. While there is still a lot of potential that the public does not know about Islamic Boarding Schools in shaping human civilization with character and morality in Madura. This is the main reason why Islamic boarding schools need to branded as new educational destinations for Madura. The existence of Islamic boarding schools can be an attraction for tourists in understanding religious-based educational institutions as well as the culture that is rooted in them.
How Madura boarding school carry out branding and become a new educational tourism destination in Madura. This study use Branding and Integrated Marketing Communication theory. The attraction of Islamic boarding school education has become a new force in the tourism industry in Madura. This is because Islamic Boarding Schools have their own uniqueness in science education and character building in society. In addition, the sociocultural community in Madura considers Islamic Boarding School education to be a complete education according to the treasures of human life.

Keywords: Branding, Islamic Boarding School, Pesantren, Edutourism, Madura

Topic: Other Social Sciences and Humanities