Culture-Based Halal Tourism Branding: A Tourism Communication Perspective in Siak Sri Indrapura, Riau, Indonesia

Abstract

The development of tourism in Siak Sri Indrapura, the Province of Riau, Indonesia, holds a great promise, in line with the strengthening of halal tourism branding rooted in Malay culture. This opportunity is underpinned by the region’s rich local culture and its Malay-Islamic identity, which align with global trends in halal tourism. In this context, halal tourism is a social process that constructs the identity of the Siak Sri Indrapura community in Indonesia. This study aims to analyze the process of constructing halal tourism as both a destination and an identity, as well as the role of tourism communication in bridging and promoting Malay culture-based halal tourism. This study employs a qualitative, exploratory approach. Research data was obtained through observation and in-depth interviews with stakeholders (local government, tourism operators, local communities, and tourists). The results indicate that the local government plays a role in formulating policies and crafting a narrative for halal tourism, emphasizing Malay cultural values and Islamic principles as the foundation of the destination’s identity. This is realized through the development of halal tourism infrastructure and the regular organization of cultural events to strengthen the destination’s image. Furthermore, halal tourism branding is interpreted as a Malay culture-based destination through tourist experiences and social interaction. The role of tourism communication is to bridge, internalize, and promote Malay-culture-based halal tourism through various news reports and social media dissemination, as well as other communicative actions to enhance tourism appeal and preserve the identity of Siak Sri Indrapura as a heritage city.