SELLING RELIGIOUS RITUALS IN INDONESIA: Commodification of Umrah Pilgrimage by Travel Agents

Q1 Arts and Humanities

Journal of Indonesian Islam Pub Date : 2022-12-01 DOI:10.15642/jiis.2022.16.2.399-425

Dede Nurohman

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引用次数: 0

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.

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在印度尼西亚出售宗教仪式:旅游代理商的朝圣商品化

当前位置在印度尼西亚，朝觐的繁荣和利润丰厚的生意扰乱了朝觐者对朝觐作为一种崇拜形式的实质意义的认识。旅游行业设计的一些朝觐套餐仅仅是普通的旅行套餐，而不是一种虔诚的崇拜形式。无数的朝觐旅行社不遗余力地以可承受的价格推广诱人的朝觐套餐，使用任何可能的营销策略来赢得客户，试图将朝觐贬为纯粹的交易商品。本文旨在揭示与宗教商品化高度相关的朝觐旅行社推销朝觐套餐的营销策略。本文发现朝觐旅行社的两种主要营销策略:在各种朝觐套餐中设计产品、名人代言、宗教社会机构管理者作为分销商的参与以及发放奖金。朝觐的商品化过程是将大众文化情感融入朝觐产品，使朝觐成为一种提供便利的崇拜产品。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Indonesian Islam Arts and Humanities-Religious Studies

CiteScore

1.00

自引率

0.00%

发文量

审稿时长

16 weeks

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.