Sustainable Event and Festival in Cirebon, Indonesia: in Islamic Marketing Perspective

Abstract

This article will explore the sustainability of events and festivals on tourism activities held in Cirebon, Indonésia. The city, known as the ‘City of Guardians’, is very popular with religious tourism destinations that are branded for tourism products. Events and festivals that are held on an ongoing basis can become tourist attractions, used as a marketing place, and a strategy to create an image of the destination, thus attracting tourists' visits. The methodology used is the document review approach and trend analysis to observe and analyze the various events and festivals held from 2015 to 2019 and the shariah marketing mix that they apply. This article concludes that the shariah marketing mix in promoting events and festivals from various existing tourism segments, such as religious and traditional tourism, arts and cultural tourism, culinary tourism, nature tourism, and local economic tourism, has demonstrated a new concept for marketing tourism products, which emphasizes aspects of locality and uniqueness. So that this tourist destination is not only more potential and crowded by tourists, but also has shown the sustainability of the event and the festival itself.

Re-Thinking Sustainable Development within Islamic Worldviews: A Systematic Literature Review

“…green Sukuk [93]; CSR and Islamic finance [94]; barriers for Islamic finance in Oman [95]; Purposes of Islamic law (Maqasid) in Islamic finance [96]; Islamic marketing [97,98]; bibliometric review of Islamic microfinance [99]; green Sukuk to meet the SDGs and mitigate climate change in Indonesia [48]; Sukuk for Waqf development in Malaysia [100]; Zakat and Islamic banking [101]; harnessing fintech and blockchain in Islamic finance [102]; interest free microfinance to combat poverty [56]; financing higher education in Nigeria using Islamic finance tools [51]; legal reform in Islamic banking [103]; Halal tourism [104]; public administration and value-based criteria for performance appraisal [105]; Waqf for cultural heritage in Palestine [31]; Takaful industry in Bangladesh and Indonesia [106]; Sukuk in GCC [30]; risks in Islamic finance in Nigeria [107]; using regression neural network models in Islamic finance to foster sustainability of capital markets [108]; applying digital Zakat in economic development in Indonesia [109]; Islamic monetary policy (Istisnaa) [110]; Islamic finance model inspired by well-being criterion (maslaha) [111]; the SDGs and Maqasid [112]; Halal food supply chain [113,114]; Zakah model for social cause marketing [115]; crowed funding for Waqf land model [116]; Waqf legal framework in Sri Lanka [34]; traditional water management in Bahrain [68]; energy management in OIC countries [117].…”

“…Sustainable marketing and events [97] This review contributes to the sustainable development paradigm by framing authentic cultural models and practices of sustainable development informed by Islamic values. The review shows a set of models that are characterized as moral-led, mission-driven, and people-centered models.…”