Potensi Pariwisata Halal di Kota Pekalongan Melalui Faith-Based Service Needs Menurut Indonesia Muslim Travel Index

ARIQA NURWILDA S, Prof. Dr. M. Baiquni, M.A.

2020 | Tesis | Magister Kajian Pariwisata

Pariwisata halal telah menjadi tren bisnis baru di dunia. Tren ini berkembang tidak hanya di negara mayoritas muslim tetapi juga di negara-negara minoritas muslim yang telah memanfaatkan tren (industri) pariwisata halal sebagai pilar pertumbuhan pariwisata nasional. Indonesia dalam perkembangannya telah mengambil kesempatan ini, bahkan mencapai beberapa penghargaan internasional terkait pariwisata halal. Atas pencapaian ini, pemerintah Indonesia menjadi lebih serius dalam mengembangkan pariwisata halal dengan menunjuk 10 destitnasi wisata halal unggulan, salah satunya yaitu Jawa Tengah dengan menduduki peringkat 8 dengan total nilai 49 berdasarkan penilaian model acess, communication, environment, services (ACES). Salah satu kota berpotensi untuk dikembangkan dengan konsep wisata halal di Jawa Tengah yaitu Kota Pekalongan karena mempunyai daya tarik utama batik dengan branding World city of Batik dan kota kreatif dunia oleh UNESCO serta keragaman etnis dan daya tarik yang dapat dikemas dengan konsep pariwisata halal. Tujuan dari kajian ini adalah untuk mengeksplorasi potensi pariwisata halal di Kota Pekalongan melalui Model ACES dan faith-based service needs. Penelitian ini menggunakan pendekatan mix methods dengan mengkombinasi dua metode kualitatif dan kuantitatif dalam suatu penelitian sehingga diperoleh data yang lebih komprehensif, reliable, dan objektif. Penelitian ini menggunakan mix methods bertahap. Peneliti menggabungakn data yang ditemukan demgan pengumpulan data primer dan sekunder yang diperoleh terlebih dahulu, kemudian diikuti dengan data kuantitatif, dalam hal ini menggunkan kuesioner. Metode deskriptif kualitatif digunakan untuk penilaian faith based service needs dengan skala likert hasil kuesioner. Sedangkan komponen model ACES menggunakan metode analisis Nvivo 12 Plus dengan data sekender dan primer yang didapat. Hasil penelitian mengungkapkan beberapa fakta. Pertama, berdasarkan analisis faith based service needs kriteria pelengkap nice to have di Pekalongan memiliki poin tertinggi karena kriteria tempat wisata yang ramah dan dapat dikemas sebagai konsep pariwisata halal. Kedua, berdasarkan analisis komponen model ACES Indonesia Muslim Travel Index (IMTI) pariwisata halal di Pekalongan masih membutuhkan perbaikan infrastruktur transportasi kota dan lahan parkir. Ketiga, dukungan kontribusi pemerintah kota dalam mengeluarkan kebijakan, sinergi antar stakeholders dan peran kontibusi peneliti atau LSM untuk mendukung pariwisata halal. Upaya pemerintah dalam membangun pariwisata halal akan berdampak pada pendapatan asli daerah, kesempatan kerja, dan kesejahteraan masyarakat, khususnya para pelaku pariwisata.

Halal tourism has become a new business trend in the world. This trend is developing not only in Muslim-majority countries but also in Muslim minority countries that have taken advantage of the halal tourism (industry) trend as a pillar of national tourism growth. Indonesia in its development has taken this opportunity, even achieved several international awards related to halal tourism. For this achievement, the Indonesian government has become more serious in developing halal tourism by appointing 10 leading halal tourism destinations, one of which is Central Java, which is ranked 8th with a total score of 49 based on the assessment of the acess, communication, environment, services (ACES) model. One of the cities has the potential to be developed with the concept of halal tourism in Central Java, namely Pekalongan City because it has the main attraction of batik with the branding of World City of Batik and the world's creative city by UNESCO as well as its ethnic diversity and attractiveness that can be packaged with the concept of halal tourism. The purpose of this study is to explore the potential for halal tourism in Pekalongan City through the ACES Model and faith-based service needs. This study uses a mix methods approach by combining two qualitative and quantitative methods in a study in order to obtain more comprehensive, reliable, and objective data. This study uses mix methods in stages. The researcher combined the data found by collecting primary and secondary data obtained first, then followed by quantitative data, in this case using a questionnaire. The qualitative descriptive method was used to assess faith based service needs with a Likert scale questionnaire results. While the components of the ACES model use the Nvivo 12 Plus analysis method with secondary and primary data obtained. The research results reveal several facts. First, based on the analysis of faith based service needs, the complementary criteria for nice to have in Pekalongan have the highest points because the criteria for tourist attractions are friendly and can be packaged as a concept of halal tourism. Second, based on the analysis of the components of the ACES Indonesia Muslim Travel Index (IMTI) model, halal tourism in Pekalongan still requires improvements to urban transportation infrastructure and parking lots. Third, support the contribution of the city government in issuing policies, synergy between stakeholders and the contribution of researchers or NGOs to support halal tourism. The government's efforts in developing halal tourism will have an impact on local income, job opportunities, and the welfare of the community, especially tourism actors.

Kata Kunci : Pariwisata Halal, Kota Pekalongan, Faith-based service needs, Model ACES, Indonesia Muslim Travel Index