Modelling the Halal-Wellness Nexus: A Strategic Evaluation of Destination Competitiveness through Penta-Helix Collaboration in West Java
DOI:
https://doi.org/10.58229/jcsam.v3i2.463Keywords:
Wellness Tourism, Destination Marketing, Halal-Wellness Nexus, Strategic Matrix Analysis, Collaborative GovernanceAbstract
The post-pandemic global tourism landscape has experienced a paradigm shift toward health-oriented travel, positioning the halal-wellness nexus as a critical driver of destination competitiveness. Despite possessing world-class geothermal resources and profound indigenous healing traditions, West Java's wellness tourism sector remains constrained by fragmented regional branding and infrastructure bottlenecks. This study quantitatively evaluates West Java's strategic market posture to bridge the gap between latent destination potential and actionable marketing execution. Utilizing a quantitative descriptive design, the research employs the Internal Strategic Factors Analysis Summary (IFAS) and External Strategic Factors Analysis Summary (EFAS) matrices through structured expert consultations involving a panel of 15 purposively selected Penta-Helix stakeholders. These experts comprise representatives from academia, government (Disbudpar), industry (spa/resort operators), community leaders, and tourism media. The findings reveal equivalent IFAS and EFAS scores of 2.77, mapping the destination into Cell V (Hold and Maintain) of the Internal-External Matrix. This positioning indicates a stable yet under-optimized ecosystem that must transition toward an aggressive growth posture. Through a consensus-driven process linking macro-environmental factors to granular interventions, the study formulates a strategic TOWS mix centred on a "Heritage-Health-Harmony" brand architecture. Actionable recommendations from the expert panel include integrating Mega Mendung batik motifs into the destination’s visual identity, optimising tourist buses for regional wellness corridors, and facilitating interest-free financing schemes to elevate local hospitality standards ethically. This framework provides a data-driven blueprint for policymakers to transform West Java into a resilient, globally competitive halal-wellness hub.
References
Adriani, I., & Francoise, J. (2024). Indonesia in Halal Tourism: Overcoming Challenges to Stay on Top. Jurnal Ilmiah Hubungan Internasional, 20(1), 1–13. https://doi.org/10.26593/jihi.v20i1.5651.1-13
Almeida, G. G. F. de, & Almeida, P. (2024). Researching Destination Branding in Pandemic Crises: A Research Agenda. European Journal of Tourism Hospitality and Recreation, 14(1), 165–178. https://doi.org/10.2478/ejthr-2024-0012
Almeira, D. K., Safitri, A., & Surwandono, S. (2023). Halal Tourism Branding Strategy: A Study on the Collaboration of Government, Nahdlatul Ulama and Muhammadiyah in Indonesia. Dinika Academic Journal of Islamic Studies, 8(1), 92–114. https://doi.org/10.22515/dinika.v8i1.7490
Burhanudin, B., Windy, R. R., & Bokhari, S. M. H. (2023). How Customer Engagement Leads to Word-of-Mouth and Continuance Intention? The Mediating Role of Satisfaction. JMK (Jurnal Manajemen Dan Kewirausahaan), 8(3), 166. https://doi.org/10.32503/jmk.v8i3.4071
Dávid, L. D., Rahmat, A. F., & Priatmoko, S. (2024). Main Trends in the Tourism Industry in Indonesia Between 2020–2023. Journal of Infrastructure Policy and Development, 8(11), 8162. https://doi.org/10.24294/jipd.v8i11.8162
Figueiredo, N., Abrantes, J. L., & Costa, S. (2024). Mapping the Sustainable Development in Health Tourism: A Systematic Literature Review. Sustainability, 16(5), 1901. https://doi.org/10.3390/su16051901
Hanie, Md Said, N. F., Othman, R., Wan Sulaiman, W. S. H., Mohd Hatta, F. A., & Ramya, R. (2023). The Benefits, Challenges, and Opportunities of Halal Gastronomy Tourism – A Review Perspective. Halalpshere, 3(1), 90–96. https://doi.org/10.31436/hs.v3i1.68
Hunold, M., Kesler, R., & Laitenberger, U. (2020). Rankings of Online Travel Agents, Channel Pricing, and Consumer Protection. Marketing Science, 39(1), 92–116. https://doi.org/10.1287/mksc.2019.1167
Ketut, S., Swandewi, D. M. M., Pratama, I. G. Y., & Widnyana, I. K. (2023). Coffee Agrotourism Development Strategy in Belok Sidan Village, Petang District, Badung Regency. International Journal of Applied Sciences in Tourism and Events, 7(2), 170–181. https://doi.org/10.31940/ijaste.v7i2.170-181
Lada, S., Chekima, B., Ansar, R., Fook, L. M., Bouteraa, M., Adis, A.-A. A., Karim, M. R. A., & Yong, K. (2024). Strategic Alternatives for Muslim-Friendly Homestay in Sabah Malaysia: A SWOT/TOWS Analysis. Journal of Islamic Marketing, 15(6), 1534–1559. https://doi.org/10.1108/jima-04-2023-0133
Listiani, W., Ningdyah, A. E. M., & Rohaeni, A. J. (2026). Desire to Revisit: Memorable Experiences Drive Domestic Tourists to Return to Bali. Jurnal Kajian Bali (Journal of Bali Studies), 14(1), 147–168. https://doi.org/10.24843/jkb.2024.v14.i01.p07
Liu, C. Y. N. (2025). The Evolving Complexity of Wellness Tourism: A Multidisciplinary Framework for Future Research. International Journal of Tourism Research, 27(6). https://doi.org/10.1002/jtr.70149
Mohammadian, H. D., Alijani, O., Moghaddam, M. R., & Ameri, B. (2024). Evolving Visitors/Tourists’ Demands, Preference and Future Expectations, Related to 7PS Sustainability During and After the Pandemic Through the X.0 Wave/Tomorrow Age Theory (When X.0=5.0). Worldwide Hospitality and Tourism Themes, 16(6), 775–815. https://doi.org/10.1108/whatt-08-2024-0186
Nursanty, E., & Wulandari, A. (2023). Unveiling the Authenticity of Islamic Values: The Evolution and Transformation of Traditional Villages. Journal of Islamic Architecture, 7(4), 595–612. https://doi.org/10.18860/jia.v7i4.21258
Parani, R., & Juliana, J. (2023). A Storytelling-Based Marketing Strategy Using the Sigale-Gale Storynomics as a Communication Tool for Promoting Toba Tourism. International Journal of Sustainable Development and Planning, 18(4), 1209–1217. https://doi.org/10.18280/ijsdp.180425
Pascual-Fraile, M. d. P., Villacé-Molinero, T., Ballestero, P. T., & Chaperon, S. (2024). Post-Pandemic Collaborative Destination Marketing: Effectiveness and Impact on Different Generational Audiences. Journal of Vacation Marketing, 31(3), 665–682. https://doi.org/10.1177/13567667231224091
Phuthong, T., Anuntavoranich, P., Chandrachai, A., & Piromsopa, K. (2023). Causal Modelling of the Key Competitiveness Assessment Factors of Wellness Tourism Destinations: A DEMATEL Approach. Journal of Human, Earth, and Future, 4(2), 121–152. https://doi.org/10.28991/HEF-2023-04-02-01
Pratiwi, R., Takhim, M., Wardhani, W. N. R., Ragimun, C. T., Sonjaya, A., Rahman, A., Basmar, E., & Pambudi, B. (2024). The Collaboration of Penta Helix to Develop Halal Tourism Villages in Batang, Cental Java. International Journal of Sustainable Development and Planning, 19(7), 2753–2761. https://doi.org/10.18280/ijsdp.190732
Prawira, M. F. A., Pamungkas, Y., Agustin, D. L. I., Tanisa, F. S., Alviana, A. D., Anisa, D. N., & Syam, R. (2023). Halal Tourism Destination from Tourist Perspectives: A Review. Journal of Tourism Sustainability, 3(1), 50–60. https://doi.org/10.35313/jtospolban.v3i1.75
Ratnasari, D., Mahdi, S., Purwani, S., Herawati, T., Budiono, R., Subartini, B., Sukono, S., & Laksito, G. S. (2023). Tourist-Interest Analysis in Visiting Halal Tourism Post Covid-19 in West Java, Indonesia Using SEM. International Journal of Professional Business Review, 8(9), e01755. https://doi.org/10.26668/businessreview/2023.v8i9.1755
Rianty, R., Arafah, W., Nurbaeti, N., Ingkadijaya, R., & Djati, S. P. (2024). Charting a Strategic Model for Post-Covid-19 Tourism Destination Development: Insights From Riau Islands’ Top Foreign-Tourist Cities, Indonesia. International Journal of Professional Business Review, 9(3), e4423. https://doi.org/10.26668/businessreview/2024.v9i3.4423
Ruhaeni, N., Yusdiansyah, E., & Aqimuddin, E. A. (2024). Revisiting Indonesia halal tourism policy in light of GATS. Journal of International Trade Law and Policy, 23(2/3), 154–167. https://doi.org/10.1108/JITLP-12-2023-0064
Saffinee, S. S., Jamaludin, M. A., Rosli, N. L. I., Amid, A., & Hashim, K. S. H. (2024). Sustainable and Ethical Vicegerency in Halal Tourism Practices. Journal of Event Tourism and Hospitality Studies, 4, 111–126. https://doi.org/10.32890/jeth2024.4.8
Šerić, M., Vernuccio, M., & Pastore, A. (2024). Revising the Basic Principles Of integrated Marketing Communications During a Health-Related Crisis: The Case of Croatian Tourism and Hospitality Industry. Corporate Communications an International Journal, 29(2), 257–278. https://doi.org/10.1108/ccij-05-2023-0081
Shekhar, n., & Das, D. (2026). Pathway to ‘creating shared value’ in destination management organizations: Insights from literature review. Tourism and Hospitality Research, 26(1), 45–60. https://doi.org/10.1177/14673584241276275
Siregar, S. R., & WARDHANI, T. (2023). The Practice of Internet Marketing and Nation Brand Towards Indonesian Tourism Sectors. International Journal of Environmental Sustainability and Social Science, 4(2), 482–506. https://doi.org/10.38142/ijesss.v4i2.521
Sjafirah, N. A., Basith, A. A., Fadilah, E., Sjuchro, D. W., Nurfauzia, I., & Viannisa, N. (2024). Local Wisdom-Based Tourism Development and Communication Strategy in Sayang Heulang Beach. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 8(1), 173–182. https://doi.org/10.25139/jsk.v8i1.7321
Susanto, E., Adiwarna Prawira, M. F., Raharso, S., & Sumardi, V. (2022). Strategic Environmental Analysis of River-Based Special Interest Tourism Development in Sukabumi City. International Journal of Social Science Research and Review, 5(3), 212–225. https://doi.org/10.47814/ijssrr.v5i3.227
Susanto, E., Putri, B. P., Prawira, M. F. A., & Chandrawulan. (2025). AI Adoption For Accelerating Tourism Destination Development In Indonesia. Journal of Tourism, Hospitality and Travel Management, 3(2), 95–112. https://doi.org/10.58229/jthtm.v3i2.411
Torres-Pruñonosa, J., Batlle, À. A., Curiel, J. d. E., & Diéz‐Martín, F. (2023). The Intellectual Structure of Destination Image Research in Tourism (2001–2023): Background, Pre-Pandemic Overview, Shifts During COVID-19 and Implications for the Future. Journal of Vacation Marketing, 30(1), 143–165. https://doi.org/10.1177/13567667231205065
Wardhani, W. N. R., Purnomo, P., & Pratiwi, R. (2023). Collaborative Partnerships, Religious Reputation Culture, and Digital Tourism Promotion in Support of Halal Tourism Villages. Iqtishadia Jurnal Kajian Ekonomi Dan Bisnis Islam, 16(2), 265. https://doi.org/10.21043/iqtishadia.v16i2.24039
Wong, A. K. F., Kim, S., Liu, Y., & Baah, N. G. (2023). COVID-19 Research in Hospitality and Tourism: Critical Analysis, Reflection, and Lessons Learned. Journal of Hospitality & Tourism Research, 49(1), 188–204. https://doi.org/10.1177/10963480231156079
Yuan, F., & Vui, C. N. (2023). The Influence of Destination Image on Tourists’ Behavioural Intentions: Explore How Tourists’ Perceptions of a Destination Affect Their Intentions to Visit, Revisit, or Recommend It to Others. Journal of Advanced Zoology, 44(S6), 1391–1397. https://doi.org/10.17762/jaz.v44is6.2471
Yudha, A. T. R. C., Febriyanti, N., & Rofiqoh, I. (2023). The Polowijen Cultural Village Sector of Halal Destinations as A Medium for Regional Economic Resilience Post Covid-19 Pandemic. Ecoplan, 6(2), 175–189. https://doi.org/10.20527/ecoplan.v6i2.673
Yuniningsih, T., Dwimawanti, I. H., & Hanura, M. (2024). Collaboration Model in the Development of Halal Tourism in Indonesia: Case Study in Batam City, Riau Islands Province. Kne Social Sciences. https://doi.org/10.18502/kss.v9i7.15496
Zheng, X., & Chi, X. (2024). Investigation on Festival Consumption Promotion Mechanism in the Post-Pandemic Period: The Case of the Qingdao International Beer Festival. Sustainability, 16(15), 6286. https://doi.org/10.3390/su16156286
Zhong, L., Sun, S., Law, R., & Qi, X. (2024). Tourists’ Perception of Health Tourism Before and After COVID‐19. International Journal of Tourism Research, 26(1). https://doi.org/10.1002/jtr.2620
