Segmentation Analysis and Target Market Identification of Halal Tourism in Aceh Province

: This study aims to identify market segments and appropriate target markets for halal tourism in Aceh Province. The research method used is quantitative with data collection through questionnaires. The study findings show that Aceh Province has great potential as an attractive halal tourism destination, with the majority of respondents willing to pay more for high-quality halal tour packages. The study also identified different market segments with specific needs and preferences, which can help tourism industry players to develop targeted marketing strategies and products that meet the diverse needs of halal tourists. Suggested recommendations include development and promotion, provision of high-quality tour packages, increased awareness and visitation, targeted product development, provision of affordable travel options, and improved facilities and services. These recommendations are expected to help tourism industry players in Aceh Province to optimize the potential of halal tourism and increase Aceh's attractiveness as a global tourism destination.


INTRODUCTION
Halal tourism has become a major focus in the development of the tourism sector in various countries, including Indonesia.Aceh Province, with its rich culture and Islamic heritage, has great potential to become a major halal tourism destination.In this context, segmentation strategies and target market identification are of key importance in understanding the preferences and needs of travelers seeking a shariah-compliant tourism experience.With the rapid growth of the tourism industry, it is important to understand the consumer behavior and preferences of potential markets.Through appropriate segmentation strategies, tourism industry players can identify market groups that have similar needs and preferences, to design appropriate and effective offerings.
In the context of halal tourism in Aceh Province, this study aims to investigate effective market segmentation strategies and identification of appropriate target markets for halal tourism.With a deep understanding of the preferences and needs of potential tourists, it is expected that effective marketing strategies can be formulated to increase the attractiveness of halal tourism destinations in Aceh Province, so as to maximize Aceh's potential as a world-class halal tourism destination.

LITERARUR REVIEW 2.1 Halal Tourism
Halal tourism aligns with Islamic teachings, encompassing sharia-compliant accommodations and food.It's a form of religious tourism that upholds Islamic behavior and lifestyle.As defined by Kemenpar (2012), it includes facilities that adhere to sharia principles.The Indonesian Ulema Council's definition (108/DSN-MUI/X/2016) extends to travel conforming to sharia, for recreation and self-improvement.Halal tourism integrates Islamic values, offering not just worldly enjoyment but also sharia compliance.It safeguards aspects like faith, intellect, lineage, and property, blending pleasure with religious devotion.This concept caters to the needs of Muslim travelers in both Muslim-majority and non-Muslim-majority countries, covering a broad spectrum of tourism activities beyond just religious ones.

Travelers
Tourists are defined as people visiting places outside their usual residence for varied purposes without seeking permanent residence or employment (Yoeti, 1985, p.123).The United Nations Economic and Social Council describes tourists as individuals who spend at least 24 hours in a destination country for various reasons, including holiday, health, research, religion, sports, business, or family visits.According to A.J. Norwal, tourists are individuals who visit another country for non-employment purposes and spend money from sources outside the visited country.In Indonesia, as per Presidential Instruction No. 9 of 1969, a tourist is someone who travels for enjoying tourist experiences.The International Union of Official Travel Organization (IUOTO) categorizes tourists as visitors staying at least 24 hours but not more than 12 months for various personal or professional reasons, while excursionists are those who stay for less than 24 hours.Kotler (2006) defines market segmentation as the division of a market into distinct groups of buyers that require separate products and/or marketing strategies.The importance of this strategy in tourism is to target each market segment specifically.Meanwhile, Yoety (2002) explains that market segmentation is grouping consumers into homogeneous groups, which are divided into four main categories: Geography, Socioeconomics and Demographics, Psychographics, and Behavior.

RESEARCH METHODOLOGY
This research uses quantitative methods defined by Siyoto and Sodik as research that involves extensive use of numbers from data collection, analysis, to presentation.The main objective, as explained by Hardani (2020), is to develop and apply mathematical models, theories, and hypotheses related to natural phenomena.According to Khusniyah & Hakim (2019), quantitative research is used as a characteristic approach that can generalize social phenomena that occur By using a questionnaire survey in collecting data directly from respondents, it allows researchers to collect specific information related to demographics, perceptions, attitudes of tourists towards halal tourist destinations in Aceh.

RESULT AND ANALYSIS 4.1 Segmentation Analysis
The questionnaire survey data collected amounted to 172 respondents with criteria who have an interest in halal tourism.Data collection consists of several aspects, namely demographics aspect, psychographics, preferences and needs, and potential to visit Aceh.

a. Demographics Aspect
Figure 1 shows that halal tourism is highly attractive to young people, especially 21-30 years old, suggesting the use of digital media and social media in marketing strategies.For 31-40 years old, emphasis on family aspects and children's education is needed, while for those under 20 years old, educational and interactive programs can be developed.For the 41-50 and above 50 age group, a focus on convenience and accessibility is important.Figure 2 shows the dominance of women in the halal tourism market with a percentage of 62.8%.This signifies the important role of women in halal travel decision-making, both individually and in the family context.Therefore, marketing strategies and product development should focus more on women's needs and preferences, including aspects of privacy, safety, and programs that support their spiritual and personal development.
Figure 3 on the last education level shows the majority of high school graduates (44.8%), followed by bachelor's degree (36.0%) and diploma (16.3%).This indicates that halal tourism is attractive to a wide range of educational levels, especially popular among middle and higher educated people, who may have a deeper understanding of halal standards and Islamic values.Informative and knowledge-based marketing and educational materials could be an effective marketing tool for this segment.The graph shows that students (30.8%) are the largest segment interested in halal tourism, followed by private sector workers (29.7%), and self-employed (20.9%).This indicates a strong interest in halal tourism from those who are still in school and those who are employed.The fact that students and college students are potential markets shows the opportunity for integration of halal tourism marketing with educational activities.The presence of a significant number of private workers and self-employed indicates an opportunity for customized halal tourism packages, as well as cooperation with companies for halal business travel packages.
Figure 5 shows the distribution of interest in halal tourism based on the province of origin of respondents.DKI Jakarta and Central Java dominate as the largest source of respondents, indicating higher awareness or better access to information on halal tourism in these two regions.West Java and East Java also recorded significant numbers, confirming Java's role as a key market.Despite fewer respondents from Aceh, there are opportunities to improve marketing and education on halal tourism, requiring effective communication strategies to engage local communities in the development of halal tourism in Aceh.
Figure 6 monthly income shows that most of the respondents have income below IDR 5 million, indicating that halal tourism should be offered at affordable prices for this market.For the segment with an income of IDR 5 million -IDR 10 million, there is a middle market opportunity that may be looking for value-added travel options.Meanwhile, the segment with income of more than Rp 10 million, although smaller, offers opportunities for premium halal tourism products and services.Figure 7 highlights that spiritual and religious experiences are highly prioritized in halal tourism, followed by the importance of halal food and Islamic accommodation.This shows the importance of meeting halal standards in every aspect of travel.In addition, leisure and relaxation also received high ratings, indicating travelers' desire for a relaxing yet halal-compliant travel experience.
Figure 8 shows that most of the respondents, 88 people, often choose tourist destinations based on the availability of halal facilities, giving the highest score of 5.This signifies the importance of halal facilities in their decision making.A score of 4 was also recorded high with 51 respondents, confirming the importance of this factor, albeit with some flexibility.The lower numbers for scores 1 to 3 suggest there are a small number of respondents who may place less importance on halal facilities in choosing a destination.Figure 9 highlights that information from social media and advertisements are most influential in choosing a halal travel destination, followed by recommendations from family and friends.This underscores the importance of digital marketing and direct recommendations in influencing consumer decisions.Online reviews and testimonials were also considered significant, demonstrating the huge influence of a destination's online reputation.Meanwhile, previous travel experience and price had a lower influence on the decision, indicating that cost or previous experience were not key considerations.
Figure 10 shows that social media is the most important source of information about halal tourism destinations, with 143 respondents relying on it.Recommendations from family and friends also play an important role, emphasizing the value of social trust in decision making.Review sites such as TripAdvisor and Google Review follow in providing reliable information.While travel agents are still relevant, their usage is lower than other online sources.
Figure 11 shows that respondents' main difficulty in finding halal travel destinations is getting accurate information, highlighting the importance of reliable sources of information.Other challenges include communicating with local communities, requiring a more inclusive and interactive approach, and higher travel costs.Lack of halal facilities and limited choice of destinations are also considerations, pointing to the need for more affordable and varied halal tourism options.Figure 14 illustrates the frequency of halal tourism trips by respondents.The majority of respondents make such trips sometimes (1-2 times a year), while a smaller segment does it more often (more than 3 times a year).Some travel infrequently (less than 1 time a year), and some have never traveled but are interested.This indicates a large interest and potential market that may not be fully tapped for halal tourism.
Figure 15 shows that halal culinary tourism is the activity that respondents are most interested in, emphasizing the important role of food in the halal tourism experience.This is followed by interest in visits to historical and cultural sites and outdoor activities, indicating a desire for experiences that involve exploring nature and culture.Spiritual activities were also quite prominent, emphasizing the importance of the religious aspect.Art and culinary workshops and adventure activities such as hiking or camping, although less popular, are still included in halal travel preferences.Figure 17 shows the importance of sharia facilities and services in tourism, with the highest score of 5 given by 123 respondents.This highlights that Shariah compliance is an important aspect of the travel experience, not just an add-on.Factors such as places of worship and halal food are key in respondents' travel decisions.Figure 18 shows that 47.1% of respondents allocate a budget of IDR 1 million to IDR 3 million per trip, signaling a preference for budget travel.A total of 27.3% of respondents have budgets below Rp 1 million, emphasizing the demand for very affordable travel options.Only 9.3% allocated a budget of more than Rp 5 million, indicating that the market for premium travel is relatively limited.
Figure 19 shows that security, safety and affordability are the main factors for respondents in choosing halal accommodation or tour packages.Quality of service and customer experience, as well as adequate worship facilities are also very important.Privacy and comfort of accommodation are the next important considerations, while diverse and educational tour programs, as well as childfriendly family activities, are lower priorities, emphasizing the importance of basic factors such as safety, price, and shariah compliance are key in the decision to choose a halal tour package.Figure 20 indicates that the majority of respondents, 93%, are willing to pay more for a high quality, well-equipped halal tour package.Only a small number, 7%, are not willing to pay more.This indicates that there is a sizable market for luxury halal tour packages that meet consumer expectations of facilities and services offered.

d. Potential to Visit Aceh
Figure 21 shows that 44.2% of respondents have lived in or visited Aceh, while 55.8% have not.This indicates that most people may not be familiar with Aceh as a tourist destination, offering an opportunity to increase awareness and visitation through effective marketing and promotion.
Figure 22 shows that visitors who have been to Aceh particularly enjoy halal food and Acehnese culinary specialties, highlighting the importance of gastronomy in the tourism experience there.Aceh's natural beauty was also highly appreciated, while the cultural and historical heritage and hospitality of the local people received significant attention.Although spiritual experiences were considered lower, they remained an important aspect for some visitors.and Google Reviews are also important in helping them make decisions about destinations and accommodation.Online travel booking apps are also often used to ease the booking process.• Image: As a family-friendly destination, it provides fun and educational activities for all family members, with guaranteed comfort and halal facilities.This may include competitively priced tour packages that offer attractive value adds.• Improved Facilities and Services: Focus on improving facilities and services that meet safety, price, and Shariah compliance standards.This can include halal certification for accommodation and restaurants, as well as tourism infrastructure improvements.These recommendations are expected to help tourism industry players in Aceh Province to optimize the potential of halal tourism and increase Aceh's attractiveness as a global tourism destination.

Figure 9 .
Figure 9. Factors Affecting the Decision to Choose a Halal Destination

Figure 13
Figure13highlights that more than half of the respondents plan their halal tourism trips based on recommendations from friends or family, and an almost equal number plan their own through personal research.The use of tour packages from travel agents specializing in halal tourism is also quite popular.This trend reflects the desire for personal control in planning as well as the convenience offered by travel agents.Spontaneous planning is less common, indicating halal travelers' preference for more structured planning.

Figure 1 6Figure 1
Figure 1 6 .Important Factors and Facilities when Choosing a Halal Tourism Destination

Figure 24 .
Figure 24.Motivation to Visit Aceh

Figure 2 3 .•
Figure 2 3 .Interest in Halal Travel to Aceh Halal tourism in Aceh has significant potential, particularly among the younger generation and middle and upper secondary education.The high interest in halal tourism and willingness to pay more for a high-quality experience that complies with Islamic law indicates a strong market opportunity.Recommendations for further development to meet the specific needs of market segments for couples, groups/friends, solo travelers and families to tourism industry players in Aceh Province are as follows: Development and Promotion: Tourism industry players need to develop and promote Aceh Province as a halal tourism destination through effective marketing and promotion strategies.This can be done by utilizing Aceh's unique culture and rich Islamic heritage.• Provision of High-Quality Tour Packages: There is a need to provide high quality halal tour packages that meet consumer expectations of the facilities and services offered.A focus on luxury experiences and service quality can be a key attraction.• Increased Awareness and Visitation: Increase awareness and visitation to Aceh Province as a tourist destination through effective communication strategies.This could involve promotion through social media, cooperation with travel agents, and participation in tourism exhibitions.• Targeted Product Development: It is necessary to develop targeted marketing strategies and products that meet the diverse needs of halal travelers.This includes the development of tour packages that suit the preferences of various market segments, such as couples, groups/friends, solo travelers.• Provision of Affordable Travel Options: Provide affordable and value-added travel options for the middle-income segment.

2581-8341 Volume 07 Issue 01 January 2024 DOI: 10.47191/ijcsrr/V7-i1-24, Impact Factor: 6.789 IJCSRR @ 2024 www.ijcsrr.org 244
Target 1: Harmony Pairs • Positioning: "Aceh: Serenade of Serenity".It offers a romantic and tranquil experience, attracting couples looking for a combination of privacy, natural beauty and cultural experiences.• Image: Aceh is a paradise for couples, where they can enjoy natural beauty and culture in an atmosphere that supports halal values.As an ideal place for self-and spiritual exploration, it provides experiences that support self-reflection and spiritual pursuits, and offers comfort and safety for solo travelers.