Muslim-Friendly Halal Tourism Development: A Case Study at Pesonna Hotel Tugu Yogyakarta

Abstract

The Pesonna Hotel Tugu Yogyakarta, now known as KHAS Tugu Hotel Yogyakarta,has been dedicated to developing a halal tourism concept through a Muslimfriendly approach. This research aims to analyze the development of facilities andservices supporting the halal tourism concept at this hotel, as well as to evaluatehow these efforts meet the needs of Muslim tourists visiting Yogyakarta.Employing a qualitative approach and a case study method, the data weregathered through in-depth interviews with hotel management, staff, and guests,alongside observations of the services and facilities provided. Thematic analysiswas performed to identify the main factors contributing to the implementation ofthe Muslim-friendly concept. The analysis technique used in this study followedMilles and Huberman (1994), which includes data reduction, data presentation,and conclusion. The results indicate that KHAS Tugu Hotel has offered variousfacilities aligned with halal tourism principles, such as certified halal food,comfortable prayer areas, and information on prayer times. Key factorssupporting the successful implementation of this concept include managementcommitment, staff training, and accessible information provision. However,challenges remain in promotion, enhancement of additional facilities, and serviceadjustments to meet the needs of Muslim tourists. This study concludes that thedevelopment of the Muslim-friendly concept at KHAS Tugu Hotel has positivelyaffected Muslim tourist satisfaction and the hotel branding as the pioneer of halaltourism in Yogyakarta. These findings can serve as a strategic model for othertourist destinations in promoting sustainable halal tourism.