{"title":"在印度尼西亚出售宗教仪式:旅游代理商的朝圣商品化","authors":"Dede Nurohman","doi":"10.15642/jiis.2022.16.2.399-425","DOIUrl":null,"url":null,"abstract":": The flourishing lucrative business of Umrah pilgrimage in Indonesia has disrupted pilgrims from the substantial meaning of Umrah as a form of worship. The travel business industry designs some umrah packages as merely commonplace travel packages, instead of as a form of devoted worship. Innumerable number of umrah travel agents relentlessly promote attractive packages for umrah pilgrimage at an affordable price using any possible marketing strategies to win customers, the attempts which downgrade the pilgrimage as a mere traded commodity. This paper aims to reveal the marketing strategies of Umrah travel agents to promote their umrah packages, which is highly correlated with the commodification of religion. This article finds two primary marketing strategies of umrah travel agents: product design in various umrah packages, celebrity endorsement, involvement of managers of religious social institutions as distributors, and giving bonuses. The process of commodification of Umrah is carried out by incorporating popular cultural sentiments in Umrah products, and turns umrah into a product of worship that offers convenience.","PeriodicalId":53455,"journal":{"name":"Journal of Indonesian Islam","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"SELLING RELIGIOUS RITUALS IN INDONESIA: Commodification of Umrah Pilgrimage by Travel Agents\",\"authors\":\"Dede Nurohman\",\"doi\":\"10.15642/jiis.2022.16.2.399-425\",\"DOIUrl\":null,\"url\":null,\"abstract\":\": The flourishing lucrative business of Umrah pilgrimage in Indonesia has disrupted pilgrims from the substantial meaning of Umrah as a form of worship. The travel business industry designs some umrah packages as merely commonplace travel packages, instead of as a form of devoted worship. Innumerable number of umrah travel agents relentlessly promote attractive packages for umrah pilgrimage at an affordable price using any possible marketing strategies to win customers, the attempts which downgrade the pilgrimage as a mere traded commodity. This paper aims to reveal the marketing strategies of Umrah travel agents to promote their umrah packages, which is highly correlated with the commodification of religion. This article finds two primary marketing strategies of umrah travel agents: product design in various umrah packages, celebrity endorsement, involvement of managers of religious social institutions as distributors, and giving bonuses. The process of commodification of Umrah is carried out by incorporating popular cultural sentiments in Umrah products, and turns umrah into a product of worship that offers convenience.\",\"PeriodicalId\":53455,\"journal\":{\"name\":\"Journal of Indonesian Islam\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-12-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Indonesian Islam\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.15642/jiis.2022.16.2.399-425\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"Arts and Humanities\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Indonesian Islam","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.15642/jiis.2022.16.2.399-425","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Arts and Humanities","Score":null,"Total":0}
SELLING RELIGIOUS RITUALS IN INDONESIA: Commodification of Umrah Pilgrimage by Travel Agents
: The flourishing lucrative business of Umrah pilgrimage in Indonesia has disrupted pilgrims from the substantial meaning of Umrah as a form of worship. The travel business industry designs some umrah packages as merely commonplace travel packages, instead of as a form of devoted worship. Innumerable number of umrah travel agents relentlessly promote attractive packages for umrah pilgrimage at an affordable price using any possible marketing strategies to win customers, the attempts which downgrade the pilgrimage as a mere traded commodity. This paper aims to reveal the marketing strategies of Umrah travel agents to promote their umrah packages, which is highly correlated with the commodification of religion. This article finds two primary marketing strategies of umrah travel agents: product design in various umrah packages, celebrity endorsement, involvement of managers of religious social institutions as distributors, and giving bonuses. The process of commodification of Umrah is carried out by incorporating popular cultural sentiments in Umrah products, and turns umrah into a product of worship that offers convenience.
期刊介绍:
Journal of Indonesian Islam (JIIS) publishes articles on Indonesian Islam from various perspectives, covering both literary and fieldwork studies. The journal puts emphasis on aspects related to Islamic studies in an Indonesian context, with special reference to culture, politics, society, economics, history, and doctrines. Journal of Indonesian Islam always places Indonesian Islam in the central focus of academic inquiry, and invites any comprehensive observation of Islamic expressions with various dimensions in the country. The journal, serving as a forum for the study of Indonesian Islam, supports focused studies of particular themes and interdisciplinary studies in relation to the subject. It has become a medium of exchange of ideas and research findings from various traditions of learning that have interacted in the scholarly manner.