Branding of Islamic Boarding Schools as New Edutourism in Madura

Abstract

The potential number of Islamic Boarding Schools or also known as Pesantren in Madura is very large, this is what characterizes the region in East Java. Edutourism is a program where participants make a tourist visit to a place to direct learning from the location visited. So far, Islamic boarding schools have only been seen as religious institutions that only fulfill learning matters related to religious knowledge. This study inform how tourism in terms of education is understood by the public and opportunities for the development of Islamic boarding schools in the Madura region. The existence of Islamic boarding schools can be an attraction for tourists in understanding religious-based educational institutions as well as the culture that is rooted in them. How Madura boarding school carry out branding and become a new educational tourism destination in Madura. This research utilize branding and Integrated Marketing Communication theory. The attraction of its has become a new force in the tourism industry in Madura. This is because Islamic Boarding Schools have their own uniqueness in science education and character building in society. This study is a new view that Islamic Boarding Schools are not exclusive institutions only for students who study religion but can also be used as new educational destinations or Edutourism in Madura. Synergy from the caretakers from Islamic boarding schools, then another informant viztour guide, tourism actors, and the Madura Tourism Association (ASPRIM) supports the process of developing branding as a chance to new edutourism in Madura.