Resumen de Halal Logo Branding to Attract Muslim Tourists

Tirta Mulyadi, Muhammad Hasyim, Fredy Olimsar, Sabar Hanadwiputra, Prety Diawati, Suhartina R

• Purpose: The Halal logo is the brand of a tourist attraction for Muslim tourists. With the branding  Halal, the visitors will assume if the food and drinks are Halal to eat or drink. This paper aims to introduce branding the Halal logo display on Halal tourism activities in Indonesia.

    Theoretical framework:  The approach used is communication semiotics. The data were obtained by an online-based survey of respondents who had travelled in Indonesia, particularly in tourist destination areas where the majority of the population was non-Muslim.

    Design/methodology/approach:  The approach used is communication semiotics. The data were obtained by an online-based survey of respondents who had travelled in Indonesia, particularly in tourist destination areas where the majority of the population was non-Muslim.

    Findings: This paper concludes that the way tourists determine food and at least Halal is by finding a restaurant with a Halal logo, searching the internet about Halal restaurants, asking the hotel staff about Halal restaurants and asking friends or family who has visited the same tourist destination about Halal restaurants in the area to visit   Research, Practical & Social implications:  The representation of Halal in a restaurant is the restaurants having a Halal certificate marked by a Halal logo label and those having no a Halal certificate with a Halal logo but offering Halal food.

    Originality/value:  This research contributed that the logo label represents Halal food although not all restaurants have Halal certificates. The Halal logo label is the branding that attracts Muslim tourists.