Constructing Religious Branding in Sharia Tourism: A Weberian Case Study of Pamah Simelir

Masdarina Sinaga; Neila Susanti

doi:10.24256/pal.v11i2.12702

Authors

Masdarina Sinaga Universitas Islam Negeri Sumatera Utara, Indonesia
Neila Susanti Universitas Islam Negeri Sumatera Utara, Indonesia

DOI:

https://doi.org/10.24256/pal.v11i2.12702

Keywords:

Religiosity, Religious Branding, Sharia Tourism, Social Action, Pamah Simellir

Abstract

The development of Sharia-compliant tourism demonstrates that religion exists not merely as a personal belief but is also manifested in social life through symbols, practices, and spatial management. This study analyzes the branding formation process at the Pamah Simelir Sharia Tourism Park (TWS) in Langkat. This study used a qualitative case study approach and collected data through interviews, observations, and documentation. The data were analyzed using the Miles, Huberman, and Saldaña interactive model, incorporating Max Weber’s perspective on social action to explain the relationship between the managers' religious value orientations and their concrete actions in establishing the destination's religious character. The results indicate that religious branding is constructed based on managers' religious value orientations, which they manifest through religious symbols, facility naming, Sharia-based rules, worship facilities, and religious practices. The findings reveal that religious branding is not formed solely through the use of a "Sharia" label, but through a social process in which managers translate religious values into various forms of representation within the tourism space.

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