Analysis Of The Tourism Sector With Syariah Hotels

ANALYSIS OF THE TOURISM SECTOR WITH SYARIAH HOTELS The development of the tourism industry is currently continuing to increase so that there is no doubt that the tourism industry has an important role in increasing state revenues. On October 20, 2019, coinciding with the day President Joko Widodo was inaugurated at the beginning of his second term, he said that there were 5 work focuses in the second term of government in 2019-2024. There are two work focuses aimed at developing tourism, namely first, the Government will continue to build infrastructure that connects production areas with distribution areas, facilitate access to tourist areas, boost new jobs and accelerate the added value of the people's economy. Second, economic transformation where Indonesia must transform from dependence on natural resources to competitive manufacturing and modern services that have high added value for the prosperity of the nation for social justice for all Indonesian people. From these two work programs, it can be seen that President Joko Widodo emphasizes tourism development starting from access, accommodation, to development of natural resources and human resources. This is also proven by the government's aggressive development of the 10 New Bali destinations which aim to make these destinations surpass Bali as the main tourism in Indonesia today. The development of the Tourism Industry continues to be intensified because the tourism industry is considered the answer to facing various economic problems in Indonesia such as economic difficulties caused by declining non-oil and gas exports, increasing imports and unequal economic development which are seen as being able to be overcome by the tourism industry because the tourism industry can create new jobs that will be able to provide more economic opportunities, can improve the local economy and can also be a means to maintain and encourage regional/local economic development. Activities in the tourism sector have large multiplier effects because they are related to various other economic sectors and activities. Activities related to tourism include hotels, restaurants, the transportation sector (land, sea and air), and no less important is the productivity that benefits from tourist visits, both domestic and foreign. Tourism activities are very closely related to other economic activities, especially the hotel service industry. The relationship between the two is tourism as a tourist destination and accommodation as a service provider to enjoy and stay at the destination. When tourism experiences a decline in tourists, it will also affect the decline in hotel visitors who stay. Not only applies to hotels, but also to other service industries included in the tourism industry such as restaurants, transportation, UMKM, and so on. The hotel industry as part of the tourism industry is also now experiencing rapid development in Indonesia. The hotel service industry has its own characteristics, which are different from other industrial sectors because this service industry produces and markets its products at the same time as where the products are produced. Consumers can directly assess the performance and services offered by the hotel. According to Kotler (2010:152) "Services are actions or deeds offered by one party to another party, where the basic nature of the service is intangibles (not physically tangible) and does not result in ownership of something." In marketing science in the service industry, services offered to consumers are referred to as finished products, services are products according to the opinion of Bernard H. Booms and Mary J. Bitner (2011:4) "service as product," services are products. In 2019, Indonesia was ranked first as the Best Halal Tourism in the World according to the Global Muslim Travel Index (GMTI) outperforming 130 other participating countries. This achievement makes many parties optimistic that Indonesia has great potential in developing halal tourism. In addition, based on the 2019 Mastercard Crescentrating Global Travel Market Index (GMTI) Report, it is predicted that there will be 230 million Muslim tourists globally by 2026. Where there was an increase in 2018 there were only around 140 million Muslim tourists visiting Indonesia. It turns out that unlike halal tourism which is relatively new in Indonesia, Sharia Hotels were first established in Indonesia in the 1990s. Hotel Sofyan Betawi is one of the pioneers of the first sharia hotel in Indonesia. Initially, this hotel was still a conventional hotel since it was established in 1971, but over time in the period 1993-2003 this hotel changed direction to become a Sharia Hotel. Muhammad Rayhan Janitra, Noor Azzah Kamri et al (2015) put forward several terms that are often used in previous literature to explain the definition of a hotel that is in accordance with Islamic teachings, including Halal Hotel, Islamic Hotel, Muslim Friendly Hotel and Sharia-Compliance Hotel. The definition of Sharia Hotel in DSN-MUI Fatwa No. 108/DSN-MUI/X/2016 concerning Guidelines for Organizing Tourism Based on Sharia Principles is "Sharia hotel business is the provision of accommodation in the form of rooms in a building that can be equipped with food and beverage services, entertainment activities and/or other facilities on a daily basis with the aim of obtaining profits that are run in accordance with sharia principles". Based on the Decree of the Minister of Tourism, Post and Telecommunications No. KM. 94/KH.103/MPPT-87, namely sharia hotels and conventional hotels are a type of accommodation that uses part or all of the building to provide lodging services, food and beverages, and other supporting services for the public that are managed commercially and meet the provisions of the requirements set. In general, if viewed from the Decree of the Minister of Tourism, Post and Telecommunications No. KM. 94/KH.103/MPPT-87 there is no difference with the definition of a conventional hotel, but it turns out that in terms of purpose, these two hotels have very striking differences where Conventional Hotels aim only to fulfill consumer desires to stay in a comfortable and decent place, while sharia hotels are established in accordance with sharia (Islamic law) aiming to achieve Falah as the goal of every Muslim's life. Therefore, in its purpose, Sharia Hotels not only pay attention to material aspects but also prioritize spiritual aspects so that the facilities in this sharia hotel are also designed for Muslim tourists so that they can easily carry out their worship. Based on the presentation of the material above, it can be concluded that both sharia hotels and conventional hotels are very different in their objectives and to achieve these objectives, they certainly have different ways of achieving them. Hotels in achieving their objectives are highly dependent on the quality of service provided to guests because it is in accordance with the nature of the products offered in the form of services. The existence of differences in objectives in sharia and conventional hotels will certainly also have differences in the services provided by each hotel. To provide quality service, of course, quality human resources are also needed because in the service industry what is offered is service. In achieving quality human resources, management must first ensure employee job satisfaction. When hotel employees feel satisfied working at the hotel, the employee's performance will also increase and vice versa. Not only that, another advantage when employee satisfaction can be met is that the employee will also feel comfortable working at the hotel so that employee loyalty is formed in working. This applies to both Sharia Hotels and Conventional Hotels, but what distinguishes them is the factors that can influence employee job satisfaction. Based on previous research on the influence of work motivation and work environment on employee job satisfaction at hotels, it produced data that both variables influence employee job satisfaction at conventional hotels. Therefore, this study will also examine whether these factors can also influence employee job satisfaction at Sharia Hotels. However, this study will be different from previous studies because job satisfaction acts as an intervening variable.