BRANDING STRATEGY OF ‘SEVEN LAKES FESTIVAL’ TOURISM BASED ON RELIGIOUS MODERATION IN SUPPORTING LOCAL ECONOMY

Abstract

Probolinggo Regency has a unique tourism potential through the concept of' Seven Lakes ' (Seven Lakes) which has not been maximized economically. This study aims to formulate tourism branding strategy 'Seven Lakes' by integrating the values of religious moderation as a competitive advantage. The use of moderation values is expected to create inclusive, harmonious and welcoming destinations for tourists from various backgrounds, while strengthening the social cohesion of local communities. The method used is the study of literacy/literature. Data were collected through literature review and documentation techniques. Data analysis techniques through data collection, data reduction, data presentation, and conclusion. The results of this research show that religious moderation-based branding strategies can be implemented through the provision of inclusive worship facilities, the promotion of local tolerance narratives, and the empowerment of the creative economy of communities that value diversity. This Branding is projected to increase tourist visits and directly have an impact on improving the local economy through employment and the development of MSMEs based on local wisdom.