Branding of the Sultanate of Bangkalan as a Halal Tourism Attraction in Bangkalan
Allyvia Camelia , Dewi Quraisyin

Universitas Trunojoyo Madura

Abstract

History-based tourism is a component in the field of tourism development which is currently being carried out more intensively because of the consideration that each region has a different and unique history that other regions do not have. Mackellar, 2006. Reported from various source, the existence of the Bangkalan region cannot be separated from the long history of the West Madura Kingdom. The West Madura Kingdom appeared for the first time in 1531 with the center of government in the Arosbaya Palace, Bangkalan.
In general, the process of developing tourist attractions takes place spontaneously and naturally without going through careful planning, through several stages as stated by Foster and Greenwood (in Pujaastawa, 2013), namely the stages of discovery, localresponse ,and institutionalization.stage the discovery is the stage of finding a place that has the potential to become a tourist attraction- The two stages of Local Response
are the stage of emergence of local responses or initiatives which are a continuation of the discovery stage- The three stages of institutionalization or institutionalization are a continuation of the stage of emergence of local responses and initiatives to develop the potential that emerges and exists around the location.
In the perspective of the tourism business, the development of the Bangkalan sultanate destinations is inversely proportional to the existence of religious tourism in Bangkalan. Apart from the different tourism characters, the segmentation of the religious tourism market is slightly more dominant in Bangkalan. Preliminary findings in the field show that tourism development, both from promotion and infrastructure,
leads to religious tourism. This is because the Bangkalan leader is from family . Thus, this research raises the issue of Branding as a Halal Tourism Attraction in Bangkalan. This needs to be done considering that Bangkalan is rich in potential but has not maximized the promotion process. Ideally, both historical or sultanate tourism potentials and religious tourism have the same package in terms of tourism development in an area.
The theory that will be used is Frank Jeffkin^s image theory, branding theory, marketing communication, and tourism feasibility study. The big concept of developing historical tourism or the Bangkalan sultanate in the future must continue to be developed. The method to be used is descriptive qualitative R. Kyin. Where this case study method is very suitable to be used to be able to explore findings in the field. The mandatory achievement target in this research is one article published in a national scientific journal accredited SINTA 4. Additional outputs are HKI, Integrated Marketing Communication or other outputs.

Keywords: Branding, Sultanate tourism, Bangkalan Halal tourism

Topic: Other Social Sciences and Humanities