The Strategy of the Aceh Provincial Culture and Tourism Office in Utilizing Digital Platforms to Promote Religion Tourism
DOI:
https://doi.org/10.36276/mws.v23i2.964Keywords:
Digital Strategy, Religious Tourism, Tourism Promotion, Social media, AcehAbstract
This research aims to analyse the strategy of the Aceh Provincial Department of Culture and Tourism in utilising digital platforms for promoting religious tourism. The background of the study is based on Aceh's religious tourism potential, such as the Great Baiturrahman Mosque and Islamic historical sites, which attract both domestic and international tourists. The development of digital technology has opened opportunities for promotion through social media, official websites, and online booking/travel applications, enabling information to be delivered quickly, widely, and interactively. The research method uses a qualitative descriptive approach with data collected through observation of official social media content (@disbudpar_aceh), browsing the acehtourism. travel website, document studies, and analysis of secondary data from official publications. Data analysis examines the types of platforms used, content quality and consistency, alignment with Sharia values, and the connection between digital strategies and trends in tourist visits. The results show that the consistent use of social media (Instagram, TikTok, YouTube, and Facebook) and the official website of Aceh Tourism. travel effectively increases awareness of Aceh's religious tourism, eases information access, and supports the growth of tourist visits. Collaboration with applications like Traveloka, Booking.com, and Google Maps further expands service convenience for tourists. Statistical data records an increase in tourist visits to Aceh from 6.9 million (2022) to 8.9 million (2023), with the Great Baiturrahman Mosque as the main destination
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