Implementasi Etika Pemasaran Syariah pada Pengelola Wisata Telaga Sarangan

Anis Erlinda, Muhammad Ersya Faraby

Abstract


Tourism in Indonesia has undergone significant developments. The tourism sector has a significant impact on the economy. The rapid growth of the tourism sector is inseparable from the development and marketing of tourism. In Islam, marketing has its own set of rules. The principles of Islamic marketing aim to achieve falah (prosperity and well-being) in economic activities. Meanwhile, Telaga Sarangan tourism is one of the leading tourist attractions in Magetan Regency, which has contributed significantly to the local revenue. Based on this, the researcher conducted a study on the implementation of Islamic marketing in Telaga Sarangan tourism in Magetan Regency based on the theories of Hermawan Kertajaya and Muhammad Syakir Sula. The research employed a qualitative research design utilizing a descriptive qualitative approach. It involved field research, utilizing data collection methods such as observation, interviews, and documentation, involving key informants including the head of marketing department, marketing staff, and tourists. Triangulation of sources and techniques was utilized to ensure data validity. The research findings indicate that the ethics of Islamic marketing have been implemented by the management of Telaga Sarangan tourism in Magetan. However, the implementation is not yet comprehensive, as there are two ethical indicators, namely the ethics of behaving well and sympathetically (shidq) and the ethics of honesty and trustworthiness (al-Amanah) were stated to have not been applied by two tourists, indicating a need for improvement to ensure the complete implementation of Islamic marketing ethics.



Keywords


Islamic Marketing Ethics; Tourism Management; Telaga Sarangan.

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DOI: https://doi.org/10.37146/ajie.v5i2.285

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Al-Azhar Journal of Islamic Economics

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