Tourist Attraction: Personal Branding and New Social Movement

Nindita Fajria Utami, Wilodati Wilodati, Siti Komariah, Mila Nabila

Abstract


Hijrah, pada saat ini merupakan sebuah fenomena yang sedang digandrungi oleh generasi milenial. terlihat di kota-kota besar anak muda banyak mengikuti event keagamaan yang diselenggarakan oleh komunitas Dak’wah, salah satunya “Pemuda Hijrah”, yang terletak di Masjid Al Lathiiif di kota Bandung, Jawa Barat. Akhir-akhir ini dikenal sebagai kawasan pergerakan anak muda dimana para pemuda dari berbagai kalangan dan komunitas ramai-ramai menuntut ilmu agama Islam di sana. Kegiatan ini juga secara tidak langsung dijadikan sebagai wisata religi bagi mereka. Penelitian ini bertujuan untuk mengungkap pergerakan pemuda kota Bandung sebagai fenomena wisata religi saat ini. Penelitian ini menggunakan pendekatan kuantitatif dan metode fenomenologis. Teknik pengumpulan data menggunakan observasi, survei, wawancara dan studi dokumentasi. Hasil penelitian ini antara lain menunjukkan bahwa kajian dakwah yang rutin dilakukan setiap minggu di tempat tersebut, menghadirkan fenomena wisata religi yang cukup banyak didatangkan wisatawan ke Kota Bandung.


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DOI: https://doi.org/10.17509/sosietas.v11i1.36094

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