Digital communication era has impacts on the life, one of them is in the world of marketing communications. Based on data obtained, it was started in the end of 2016 to early 2017 that became the beginning of the turmoil of the modern retail market. One by one the modern retail market fell because modern society was not only to want comfortable shopping activities and places, but also practical and efficient. This was offered by online shopping, a lot of benefits coulbe be gains, such as making people prefer to online shopping activities rather than shopping conventionally. There were many benefits that offered by online shopping, the modern retail market should anticipate and implement several programs to maintain its existence in the market. It aims to make the life of the modern retail market more exist. In the era of the development of digitalization of communication needs alternative way to anticipate unexsistansion in society. So, that was no longer the process of fall of the conventional market in the digital era.

The rapid development of the digital age has led humans to adapt new habits in communication. Communication activities are even very easy to do through digital platforms such as Instagram social media. Virtual communication activities conducted through halal culinary content are considered capable of creating information exchange. It is this exchange of information that makes participation happen virtually. Participation can not be considered as an activity without meaning, but when participation is done repeatedly, then the participation activity becomes a form of culture that has a certain meaning and interest. This research reveals virtual communication conducted by Muslim Instagram users who are actively producing kulier (Muslim foodgram) content through halal culinary content. The virtual ethnographic method was used by researchers to examine Henry Jenkins' theory of participation culture combined with smith's concept of researcher meaning. Based on the results of the study conducted for approximately eight months, researchers obtained data that virtual communication activities conducted by Muslim foodgrams are divided into several forms of participation such as affiliation, expression, collaboration, and circulation. not only a form of participation, researchers found that participation activities carried out by Muslim foodgrams through virtual communication occur continuously to form a culture. Participation culture formed from virtual communication activities include participation based on appreciation, participation based on existence, participation based on pleasure. The establishment of a culture of participation in virtual communication turns out to contain several meanings such as reputational interests, self-image, awards, hobbies, to careers.Perkembangan era digital yang semakin pesat telah membawa manusia pada adaptasi kebiasaan baru dalam berkomunikasi. Aktifitas komunikasi bahkan dengan sangat mudah dilakukan melalui platfoam digital seperti media sosial Instagram. Aktifitas komunikasi virtual yang dilakukan melalui konten kuliner halal dianggap mampu menciptakan pertukaran informasi. Pertukaran informasi inilah yang membuat adanya partisipasi terjadi secara virtual. Partisipasi tidak bisa dianggap sebagai aktifitas tanpa makna, tapi ketika partisipasi dilakukan berulang kali, maka aktifitas partisipasi menjadi bentuk budaya yang memiliki makna dan kepentingan tertentu. Penelitian ini mengungkap komunikasi virtual yang dilakukan oleh para pengguna Instagram muslim yang aktif memproduksi konten kulier (foodgram muslim) melalui sebuah konten kuliner halal. Metode etnografi virtual digunakan peneliti untuk mengkaji teori budaya partisipasi Henry Jenkins yang dikombinasikan dengan konsep makna peneliti dari Smith. Berdasarkan hasil penelitian yang dilakukan selama kurang lebih delapan bulan, peneliti mendapatkan data bahwa aktifitas komunikasi virtual yang dilakukan oleh foodgram muslim terbagi menjadi beberapa bentuk partisipasi seperti affiliation, expression, collaboration, dan circulation. tidak hanya bentuk partisipasi, peneliti menemukan bahwa aktifitas partisipasi yang dilakukan oleh foodgram muslim melalui komunikasi virtual terjadi terus-menerus hingga membentuk budaya. Budaya partisipasi yang terbentuk dari aktifitas komunikasi virtual meliputi participation based on appreciation, participation based on existence, participation based on pleasure. Terbentuknya budaya partisipasi dalam komunikasi virtual ternyata mengandung beberapa makna seperti kepentingan reputasi, citra diri, penghargaan, hobi, hingga karir.

This article aims to develop an appropriate strategy for halal tourism at the complex of Gus Dur’s cemetery. The aim of the study is to find out an appropriate marketing communication strategy that can be applied for halal tourism particularly in religious tourism complex, around Gus Dur’s cemetery. This study used descriptive qualitative method through a mapping approach in finding the data. The finding of the study is that the implementation of an appropriate marketing communication strategy of halal tourism around Gus Dur’s cemetery should consider several aspects including advertisement role, sales promotion, event enhancement, maximizing social relationships, social publicity, direct marketing with digital utilization, and growing good tourist image with the role of word of mouth. The marketing communication strategy that will be developed should refer to the concept of halal tourism; the so called Muslim-friendly environment. Throughout this marketing communication strategy, this will maximize the existence of religious tourism around Gus Dur’s cemetery both for local and international tourists.

Tourism is the main sector to replace oil and gas from the Republic of Indonesia, therefore the government is focusing on managing tourism with a communitybased system and management. The Community Based Tourism (CBT) system is one of the tourism management solution systems that are expected to be able to develop the tourism potential of each region. In the CBT system, communities around tourist attractions are the determinants of the success of tourism development itself, because the community will be fully involved in planning, management and development. In Carang Wulung Village, Wonosalam Subdistrict, Jombang District, the application of CBT system has not been optimally implemented because the skills of the people in tourism management are still minimal, and government support is not optimal.

The era of digitalization has made social media used to develop the tourism sector. Through a casual associative quantitative approach with purposive sampling technique, the researcher aims to reveal the relationship between social media marketing and tourism industry equity through the study of media ecology theory. Researchers show that the use of social media in the tourism industry must be planned and implemented systematically to increase visitor engagement, which will impact strengthening tourism industry equity. Tourism is a secondary need which is one reason why media ecology theory does not maximally prove the strong relationship between social media marketing and equity. The lack of equitable distribution of tourism management, the lack of maximum programs, the lack of consistency of the government in implementing sustainable marketing programs, and the lack of community empowerment are the reasons for the lack of interest in holidays in the Indonesian tourism industry.Era digitalisasi membuat media sosial dimanfaatkan untuk mengambangkan sektor pariwisata. Melalui pendekatan kuantitatif asosiatif kasual dengan teknik purposive sampling, peneliti bertujuan mengungkapkan hubungan antara sosial media marketing dengan ekuitas industri pariwisata melalui kajian teori ekologi media. Peneliti menunjukan bahwa, penggunaan media sosial dalam industri pariwisata harus direncanakan dan diterapkan secara sistematis untuk meningkatkan engagement pengunjung yang akan berdampak pada penguatan ekuitas industri pariwisata. Pariwisata merupakan kebutuhan sekunder yang menjadi salah satu alasan mengapa teori ekologi media tidak secara maksimal membuktikan adanya hubungan kuat antara social media marketing dengan ekuitas. Kurangnya pemerataan pengelolaan wisata, kurang maksimalnya program, hingga minimnya konsistensi pemerintah dalam melaksanakan program pemasaran secara berkelanjutan serta minimnya pemberdayaan masyarakat, menjadi alasan minimnya interest holiday pada industri pariwisata Indonesia.