Strategic development of halal tourism in Bandung Raya: An IFAS and EFAS matrix analysis

Abstract

This study aims to formulate a strategic development model for halal tourism in the Greater Bandung Region (Bandung Raya) by analyzing internal and external environmental factors using the IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) matrices. Halal tourism in Indonesia is often narrowly perceived as pilgrimage tourism, while in fact, it encompasses broader values aligned with Islamic principles. This research employs a quantitative descriptive method with expert-based assessment through a snowball sampling technique involving six key stakeholders in the tourism sector. The SWOT analysis, supported by IFAS and EFAS matrices, reveals that halal tourism in Bandung Raya is positioned in Quadrant I (Aggressive Strategy), indicating a strong internal capability and high external opportunities. The study identifies key strengths such as strategic access, well-developed infrastructure, and existing halal tourism-supporting facilities. Meanwhile, major weaknesses include the lack of formal regulations and limited digital marketing efforts. Externally, the region benefits from its identity as a creative city and the growing demand for halal services, though challenges persist in public awareness and competition with other destinations. The implications of this study highlight the importance of government involvement in policy-making, increased public education on halal tourism, and the need for digital transformation to enhance promotion. The originality of this research lies in the application of a strategic matrix framework (SWOT, IFAS, EFAS) to halal tourism development at a regional level, offering a structured approach to policy and business strategy in an emerging niche market.