Re-modelling Muslim-friendly tourism value chain ecosystem: the case study of West Sumatera, Indonesia

Figures & data

Figure 1. Value chain by Porter. Source: Porter (1985).

Table 1. List of respondents.

No	Respondent	Code
1	West Sumatera Provincial Government	A (key informan)
2	Ministry of Tourism and Creative Economy	B
3	DEKS-BI (Bank Indonesia sharia economic and financial department)	C
4	Office of Tourism of West Sumatra Province	D
5	Office of Industry and Trade of West Sumatra Province	E
6	Indonesian Halal Product Assurance Organizing Body (BPJPH)	F
7	West Sumatra Regional Planning and Development Agency	G
8	Halal Center Sumatera Barat Muhammadiyah University	H
9	PHRI (Hotel Association of the Republic of Indonesia) West Sumatra	I

Table 2. SWOT mapping.

No	Aspects	Research findings points
Internal aspect
1.	Strength	The latest technology (digital) has been adapted at several tourist attractions, especially for interpretation, information and destination marketing efforts. Academic support in conducting strategic studies has been widely provided Regulations have been strengthened through the issuance of West Sumatera Regional Regulation Number 19 of 2022 concerning the implementation of halal tourism and Number 3 of 2014 concerning the Tourism Development Master Plan, as well as technical regulations through the 2019–2024 halal tourism strategic plan All fundamental attributes (Halal accommodations are easy to find, local food and beverage products are halal certified, toilets and prayer facilities are very easy to find) Tourism resources (natural, cultural, artificial) in West Sumatra are assets that meet the criteria of Muslim-friendly tourism products.
2.	Weakness	The division of roles between stakeholders is not yet clear, so there is much overlap in performance In the tourism industry is still centralized in 3 big cities, namely, Padang, Padang Pariaman and Bukittinggi, resulting in unevenness Although the primary tourism resources are well available, they must be balanced with adequate activities/events, especially Muslim-friendly ones. There is no synergy and integration between stakeholders in developing Muslim-friendly tourism Community awareness and participation in tourism, especially Muslim-friendly tourism, is still deficient.
External aspect
3.	Opportunity	In connection with technological advances that some tourist attractions can adopt, further development can be carried out in the form of Smart Muslim-Friendly Utilization of e-collaborator and innovator factors to increase tourist satisfaction to generate word-of-mouth promotions and support destination marketing The characteristics of the Minangkabau tribe, as the indigenous people of West Sumatra who are closely tied to the Islamic religion, support implementing Muslim-friendly tourism in their region.
4.	Thread	The competitiveness of West Sumatra tourism in general and the Muslim-friendly tourism context, which tends to be low compared to other priority areas in Indonesia, threatens to lose tourist market interest Low public awareness regarding the potential of the tourism sector threatens the existence of the tourism sector itself The West Sumatra region, which is included in Indonesia’s disaster-prone zone, threatens the safety and security of visiting tourists.

Table 3. Strategy formulation matrix.

S-O strategies	W-O strategies
Implementation of the Smart Halal Tourism Destination concept in each tourist destination in West Sumatra to maximize technological sophistication in each stage of developing Muslim-friendly tourist destinations (planning, marketing, implementation, evaluation, development) Maximize the appearance of fundamental attributes and experience attributes of Muslim-friendly tourist destinations in each tourist destination in West Sumatra so that maximum tourist satisfaction with halal tourism experiences will be created and stimulate e-collaborator and innovator factors Academics need to conduct studies regarding the benefits that the community can gain from the development of Muslim-friendly tourism in their area so that they have the awareness to participate and participate in its development.	Improve and strengthen the position of each stakeholder through a transparent and open development system Utilization of the latest technology and systems to stimulate investment in areas where Muslim-friendly tourism development is still minimal Maximize the role of push and pull factors to stimulate tourists’ interest in visiting with the motif of halal tourism, Muslim-friendly tourism.
S-T strategies	W-T strategies
Strengthening competitiveness through improving experience attributes (improving tourism activities and Muslim-friendly events) as well as maximizing fundamental attributes. Providing and updating information regarding each Muslim-friendly tourist destination along with Muslim-friendly tourism products that can be accessed while at the destination Add studies regarding the resilience of Muslim-friendly tourist destinations to anticipate crisis conditions in the future.	Synergy and integration of each stakeholder in increasing competitiveness, especially through halal certification of each tourism business in the destination to provide guarantees for Muslim tourists Designation of several tourist destinations outside Padang City, Bukittinggi City and Padang Pariaman City as Muslim-friendly tourist destinations as priority/new focus for development to stimulate equality Empowering the community, especially MSMEs, in halal tourism events/festivals to increase the level of community involvement in Muslim-friendly tourism.

Figure 2. The process of establishing Muslim-friendly tourism values.

Figure 3. Muslim-friendly tourism value chain ecosystem.

Porter, M. E. (1985). The competitive advantage: Creating and sustaining superior performance. New York: New York Free Press.

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