Cultural Identity, Digital Branding, and Tourism Marketing: The Aengtong-Tong Keris Tradition In Sumenep, Indonesia
Abstract
Background: The rapid growth of Muslim-friendly tourism has created significant opportunities for destinations to integrate Islamic values, cultural heritage, and local wisdom into tourism development strategies. Sumenep Regency, known as the "City of Keris," possesses unique tourism assets through the Asta Tinggi Royal Cemetery and Aengtong-Tong Keris Tourism Village, which combine religious tourism, cultural heritage, local traditions, and spiritual experiences. Despite these strengths, the marketing of Muslim-friendly tourism in Sumenep remains fragmented and has not yet been supported by an integrated and sustainable tourism marketing framework. This study aims to explore existing Muslim-friendly tourism marketing practices and formulate a comprehensive marketing model based on phenomenological perspectives.
Method: A qualitative approach with phenomenological methodology was employed to understand the experiences, perceptions, and meanings constructed by stakeholders regarding Muslim-friendly tourism development. Data were collected through in-depth interviews, observations, and documentation involving tourism officials, destination managers, religious leaders, cultural figures, tourism entrepreneurs, academics, media representatives, and tourists. Data analysis was conducted through coding, thematic analysis, interpretation, and synthesis of meanings.
Results: The findings reveal that Muslim-friendly tourism marketing in Sumenep is predominantly value-based rather than system-based. The main strengths of the destination lie in its spiritual values, religious heritage, local wisdom, keris culture, and active community participation. Four major themes emerged from the analysis: Muslim-friendly tourism as an expression of religious and cultural values, destination attractiveness through spirituality and heritage experiences, the strategic role of local wisdom in destination branding, and stakeholder collaboration as a driver of sustainable tourism development. The study proposes a Muslim-friendly tourism marketing model that integrates Islamic values, cultural heritage, destination branding, local wisdom, and the Pentahelix collaboration framework. echnologies with authentic cultural experiences can foster responsible tourist behavior.
Conclusion: The findings suggest that sustainable Muslim-friendly tourism development requires not only halal-oriented services and facilities but also meaningful tourism experiences, cultural authenticity, and collaborative governance. The proposed model contributes theoretically to the development of Muslim-friendly tourism marketing literature and provides practical guidance for policymakers and tourism stakeholders in strengthening destination competitiveness and sustainability
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