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The disruption era creates great opportunities for halal tourism development by using technology to market halal tourism products. As a pilot project for the halal tourism development, Penyengat Island in Riau Island Province faces the challenges in building its image as a leading halal tourism destination. This study aims to analyze the halal tourism marketing, in this case, digital marketing, on Penyengat Island in the disruption era. This research used descriptive qualitative methods through a literature study with data sources derived from related journal articles and other literature. The efforts of halal tourism marketing for Penyengat Island are not implemented digitally. To market tourism of Penyengat Island, the local government and stakeholders use mass media advertising, billboards, annual festivals, and digital channels such as social media, online booking sites, and e-book guides at halaltrip.com. Yet, the media does not inform tourism events or indicate Penyengat Island as a halal tourism destination. It proves that inadequate information about the concept of halal tourism and/or other available information on halal tourism travel guides for Muslim tourists on the digital platforms used. The efforts to promote Penyengat Island as halal tourism using digital channels are the relevant interesting contents in digital marketing channels, the availability of information on the need for halal services, and innovation on tourism attractions.

The disruption era creates great opportunities for halal tourism development by using technology to market halal tourism products. As a pilot project for the halal tourism development, Penyengat Island in Riau Island Province faces the challenges in building its image as a leading halal tourism destination. This study aims to analyze the halal tourism marketing, in this case, digital marketing, on Penyengat Island in the disruption era. This research used descriptive qualitative methods through a literature study with data sources derived from related journal articles and other literature. The efforts of halal tourism marketing for Penyengat Island are not implemented digitally. To market tourism of Penyengat Island, the local government and stakeholders use mass media advertising, billboards, annual festivals, and digital channels such as social media, online booking sites, and e-book guides at halaltrip.com. Yet, the media does not inform tourism events or indicate Penyengat Island as a halal tourism destination. It proves that inadequate information about the concept of halal tourism and/or other available information on halal tourism travel guides for Muslim tourists on the digital platforms used. The efforts to promote Penyengat Island as halal tourism using digital channels are the relevant interesting contents in digital marketing channels, the availability of information on the need for halal services, and innovation on tourism attractions. ; Era disrupsi menciptakan peluang besar untuk pengembangan pariwisata halal dengan pemanfaatan teknologi dalam pemasaran produk wisata. Sebagai pilot project pengembangan pariwisata halal di Provinsi Kepulauan Riau, Pulau Penyengat menghadapi tantangan era disrupsi dalam membangun citra sebagai destinasi pariwisata halal unggulan. Penelitian ini bertujuan menganalisis pemasaran pariwisata halal di Pulau Penyengat pada era disrupsi, terutama dari aspek pemasaran digital. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif melalui studi pustaka dengan sumber data berasal dari artikel jurnal dan data literatur lainnya. Upaya pemasaran pariwisata halal di Pulau Penyengat secara digital belum dilakukan dengan maksimal. Pemasaran pariwisata cenderung menggunakan iklan media massa, baliho, dan festival tahunan. Saluran digital yang digunakan untuk mempromosikan pariwisata Pulau Penyengat terdiri dari media sosial, online booking site dan panduan e-book di halaltrip.com. Namun, penggunaannya masih terbatas pada informasi mengenai kegiatan pariwisata, dan belum memperkenalkan pariwisata halal secara riil. Hal ini terbukti belum optimalnya informasi mengenai konsep pariwisata halal dan belum tersedianya informasi tentang panduan perjalanan pariwisata halal bagi wisatawan Muslim di platform digital yang digunakan. Saran dalam upaya mempromosikan pariwisata halal Pulau Penyengat melalui saluran digital adalah pemilihan konten yang menarik di saluran pemasaran digital, ketersediaan informasi kebutuhan layanan halal, dan inovasi terhadap atraksi daya tarik wisata.

Penyengat Island in Riau Islands Province was appointed by the Ministry of Tourism as one of the leading halal tourism destinations. The development of halal tourism on Penyengat Island requires strategies that can increase Muslim tourist arrivals. This article aims to analyze alternative strategies for the development of halal tourism in Penyengat Island so that the number of tourist visits can increase and the application of the concept of halal tourism in Penyengat Island can be implemented, so as to obtain the recommended strategy. This research uses a qualitative descriptive approach through literature study with the use of journals that are in accordance with the research topic. The alternative policy evaluation uses evaluation criteria in the form of technical feasibility, economic feasibility, political feasibility and administrative feasibility. There are three alternative policies that can be implemented for the development of halal tourism on Penyengat Island, namely branding and marketing; easy access and visa; and the provision of Muslim tourist-friendly facilities. The policy recommendation is the provision of friendly facilities for Muslim tourists that can creat comfortable for Muslim tourists.

Pulau Penyengat is designated as a leading area for halal tourism development. The development of halal tourism on Pulau Penyengat requires cooperation and support from many parties. The less optimal role of stakeholders in tourism development cooperation makes the reason for the importance of this research being carried out. The purpose of this research is to identify the stakeholders involved, analyze the roles of stakeholders, analyze the relationships between stakeholders, and analyze supporting and inhibiting factors. The method uses a qualitative descriptive approach, with data collection techniques combining online interviews, documentation and observations. The results show that the development of the island's halal tourism destinations involves stakeholders with the pentahelix concept, consisting of academics, business, community, government and mass media. There are 38 stakeholders involved and classified into primary, key and secondary stakeholders. The role of stakeholders is reflected in the roles of policy creators, coordinators, facilitators, implementers and accelerators. The relationship between stakeholders is seen from the form and activities. Value and communication are supporting factors in the development of halal tourism destinations, and trust and policies are inhibiting factors. The suggestions conveyed are the issuance of halal tourism regulations, the formation of a special tourism agency for Pulau Penyengat ,increased coordination between stakeholders, increasing the role of academic and community stakeholders, improving halal tourism support facilities, and promoting halal tourism through digital channels.