MODEL PENGEMBANGAN GRAND MADANI HOTEL SEBAGAI PRODUK UNGGULAN WISATA SYARIAH DI KOTA MATARAM

Rozita Rozita; Denok Lestari; Firman Sinaga

doi:10.47492/jrt.v6i1.4160

Rozita Rozita Institut Pariwisata dan Bisnis Internasional (IPBI), Bali
Denok Lestari Institut Pariwisata dan Bisnis Internasional (IPBI), Bali
Firman Sinaga Institut Pariwisata dan Bisnis Internasional (IPBI), Bali

DOI: https://doi.org/10.47492/jrt.v6i1.4160

Keywords: Wisata Halal, Hotel Syariah, Grand Madani Hotel,Swot,Qspm,Pengembangan Produk Wisata.

Abstract

Perkembangan wisata halal yang pesat secara global menjadikan Kota Mataram sebagai wilayah potensial bagi pengembangan hotel syariah. Penelitian ini dilakukan di Grand Madani Hotel untuk menganalisis peluang, tantangan, serta merancang model pengembangan hotel syariah sebagai produk unggulan wisata halal. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan pendekatan studi kasus. Pengumpulan data dilakukan melalui wawancara, observasi, dan dokumentasi, yang kemudian dianalisis menggunakan matriks SWOT dan QSPM untuk menentukan strategi prioritas. Hasil penelitian menunjukkan Grand Madani Hotel memiliki kekuatan signifikan pada sertifikasi halal dan fasilitas ibadah, namun memerlukan peningkatan pada promosi digital dan fasilitas modern. Strategi prioritas yang dirumuskan meliputi branding Syariah Premium, penguatan digital marketing, serta diferensiasi layanan syariah murni. Kesimpulannya, strategi branding Syariah Premium menjadi fondasi utama model pengembangan hotel untuk mengoptimalkan potensi pasar muslim. Implementasi strategi ini sangat penting untuk memperkuat posisi hotel sebagai pemimpin pasar wisata halal di Mataram serta menjadi acuan bagi industri perhotelan syariah lainnya di Indonesia.

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