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SHARIA TOURISM DEVELOPMENT STRATEGY  
IN NATURAL RECREATION SITES OF BATU CITY, EAST JAVA 

 

Azzah Fauziyah Cholis1, Luchman Hakim2, Edriana Pangestuti3 

1Master Program of Enviromental and Development Studies,  

Universitas Brawijaya, Indonesia 
2Biology Departement, Faculty of Mathematics and Natural Science,  

Universitas Brawijaya, Indonesia 
3Department of Business Administration, Faculty of Administrative Science,  

Universitas Brawijaya, Indonesia 

email: 1azzahbio@gmail.com, 2luchman@ub.ac.id, 3edriana_fia@ub.ac.id    

 

ABSTRACT 
Batu city has abundance natural recreation sites, in which many of them have been visited 
by tourists. With the recent development of sharia-based tourism industry, there are 
opportunities for Batu to develop sharia based tourism in Batu, especially in natural 
recreation sites. The purpose of this research is to identify the implementation of sharia 
value in natural recreatin sites and Sharia Tourism development strategy in the area of 
Natural Tourism Batu City. Data were obtained from questionnaires given to 84 
respondents consisting of visitors, tourism employees, tour manager, and policymaker 
then being analyzed for the implementation of sharia tourism and strategy on the 
development of natural tourism. SWOT strategy was used to determine every aspect of 
tourism development (weight 0.00 to 1.00). The results of the analysis with SWOT 
quadrant shows that implementation most of it has been applied. While sharia 
development strategy in nature tourism of Batu city is at the quadrant I which is 
Aggressive strategy. The Alternative strategy that used is SO strategy (Strengths-
Opportunities) which includes: (1) mproving the quality of service that will lead to the 
system of sharia tourism; (2) utilizing all resources as a attraction of sharia tourism; (3) 
involving all the stakeholders in cooperation planning and management of natural tourism 
principled sharia; and (4) improving foreign language skills to all employees and 
management of tourism. 
 
Keywords: Batu city, sharia tourism development strategy, natural recreation, SWOT. 
 

INTRODUCTION 

Sharia tourism is a tourism activity that emphasizes the material and methods of 

handling halal based on sharia (Hasan, 2017). The sharia principles applied in tourism 

originate from two sources namely Al-Qur'an (Muslim holy books) and As-Sunnah (Islamic 

teachings conveyed by the Prophet Muhammad) (Mohsin, et. al., 2016; El-Gohary, 2016). 

Majelis Ulama Indonesia (MUI) has also issued a fatwa on the implementation of tourism 

based on sharia principles no: 108/DSN-MUI/IX/2016 (Hasan, 2017). The fatwa contains 

mailto:azzahbio@gmail.com
mailto:luchman@ub.ac.id
mailto:edriana_fia@ub.ac.id


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about the implementation of sharia-compliant tours including, among others, tourists, 

travel agencies, tourism entrepreneurs, hotels, tour guides and therapists. 

Sharia tourism development aims to attract more foreign tourists from Muslim-

populated countries such as Malaysia, Brunei Darussalam, Middle Eastern countries and 

other Islamic countries. In addition, it’s also to attract foreign investors to invest business 

in the new tourism sector in Indonesia and becoming the best sharia tourist destination in 

ASEAN (Firdausi, et. al., 2017). 

Batu City is located in east Java province is one of the tourist destinations because 

of the potential for a very beautiful nature and climate-owned because it is located in the 

foot of mountains and slopes (BPS Kota Batu, 2017). Based on its geographical aspects, 

Batu city benefited from the natural beauty of the surrounding area, the types of natural 

tourism that can be enjoyed in the form of waterfalls, adventure tours, natural hot spring 

tours, and ecotourism (Purnomowati and Ismini, 2014), in which many of them has been 

visited by tourist. This is evidenced by visits from year to year that are increasing, namely 

in 2015 as many as 2.249.201 visits, and in 2016 increased by 2.878.199 visits, in 2017 

increased by 4. 188.910 visits (BPS Kota Batu 2016, BPS Kota Batu 2017, BPS Kota 

Batu 2018). 

With the recent development of sharia-based tourism industry, there are 

opportunities for Batu to develop sharia based tourism in Batu, especially in natural 

recreation sites. So, the purpose of this research is to identify the implementation of sharia 

value in natural recreatin sites and Sharia Tourism development strategy in the area of 

Natural Tourism Batu City. 

 

METHODS 

This research was carried out in the natural tourism area and the Batu City Tourism 

Office. Among these natural attractions are Coban Putri (waterfall tour), Coban Rais 

(ecotourism), Cangar Hot Water Bath (natural hot spring tour) and Banyak mountain 

paragliding (adventure tourism). The location of natural tourism is in the area of Batu City 

(Picture 1).  

 

 



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Table 1. 
Natural Attractions of Batu City 

 

Criteria 

Wisata 

Coban Putri Coban Rais Banyak 
Mountain 

Paradigling  

Cangar Hot 
Water Bath 

Type Waterfall Ecotourism Adventure  Natural hot 
spring 

Location Tlekung Village, 
Junrejo District, 
Batu  

Oro-Oro Ombo 
Village, Batu 

Songgokerto 
Village, Batu 

Sumber 
brantas 
Village, 
Bumiaji 
District, Batu 

Atraction Waterfall, 
tracking/hiking, 
camping, 
outbound, tour 
of pickking 
oranges  

Waterfall, 
hicking/tracking, 
camping, playing 
ATV, outbound, 
archery and 
airgun 

Paradigling Natural hot 
spring 

Sources: Culture and Tourism Office. 
 

 
Figure 1. 

Map of Batu Municipality (BPS Batu, 2017) 



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This research was conducted in August 2018. The method used is field 

observation to observe directly the object under study use note, camera and recorder. 

Then the questionnaire was distributed to find out the implementation of sharia tourism in 

the area of natural tourism which includes 1) legal aspects of policy; (2) social aspects; 

(3) economic aspects; (4) environmental aspects; and (5) ecological aspects. Data were 

obtained from questionnaires given to 84 respondents consisting of visitors and tourism 

employees then being analyzed for the implementation of sharia tourism. The 

questionnaire results were processed using a Likert scale using the scores that have been 

determined as follows (Hakim, 2014): 

Score 1 = Very Unavailable 

Score 2 = Not Available 

Score 3 = Neutral/Don't know 

Score 4 = Available 

Score 5 = Very Available 

Furthermore, the scores obtained from each statement will be calculated using the 

following formula: 

𝐀𝐢 =
(𝒂.𝟓)+(𝒃.𝟒)+(𝒄.𝟑)+(𝒅.𝟐)+(𝒆.𝟓)

𝒂+𝒃+𝒄+𝒅+𝒆
    

Information: 
Ai  : Public perception for i-statement 

a  : Number of respondents giving answers 5 

b  : Number of respondents giving answers 4 

c  : Number of respondents giving answers 3 

d  : Number of respondents giving answers 2 

e  : Number of respondents giving answers 1 

 
The results of the scores of each answer are then summed and averaged, then grouped 

so that the final results are known with the assessment index as follows: 

1 <x ≤ 1.8  : Very Unavailable 

1.9 <x ≤ 2.5  : Not Available 

2.6 <x 4 3.4  : Neutral/ Don’t Know 

3.5 <x 2 4.2  : Available 

4.3 <x ≤ 5  : Very Available 

 
While the tourism development strategy used EFAS (External Factor Analysis Strategy) 

and IFAS (Internal Factor Analysis Strategy) strategies by conducting interviews with 

tourism managers and tourism policy stakeholders. 



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The results of the study were analyzed descriptively. While the data to find out the 

strategy of developing sharia tourism in the natural tourist area of Batu city was analyzed 

using SWOT analysis which included aspects of strengths, weaknesses, opportunities, 

and threats. The four aspects are related to each other. Every aspect of the swot is carried 

out according to the weight of 0.00 to 1.00, if each factor (internal/external) is added, it 

will get weights 1. after the weight also ranks to determine the level of importance in all 

aspects (1 = not important; 2 = rather important; 3 = important; 4 = very important). Then, 

the weight is multiplied by the rating. The number of internal/external factors is then added 

to create a SWOT quadrant in determining the development strategy (Parmawat et. al., 

2018).  

 

RESULT AND DISCUSSION 

Implementation of Islamic Values in the Batu Nature Tourism Area  

The implementation of sharia referred to in this article is everything that has 

indirectly been applied to a sharia tourism system in the area of Batu Nature Tourism. 

This implementation is viewed from five aspects, namely legal, economy, social, 

environmental and ecological legal aspects. On legal and policy aspects, natural tourism 

in Batu city has fulfilled environmental permits as a government effort in controlling and 

controlling the environment. 

Tabel 2. 
Respondents perceptions of the implementation of  

sharia value in natural recreation site 
 

Aspect indikator 
Skor 

CP* CR* 
BM
P*  

NH
SC* 

Legal and Policy 

 Enviromental permit 4,33 3,86 4,10 4,14 

 Regulations for tourism 
managers and employees 

4,10 4,24 4,33 3,95 

 Regulations for all tourist 4,14 4,14 4,33 4,43 

 Penalties for rule violators 3,19 3,57 3,76 3,95 

Economy 

 Prices of food and drinks are too 
expensive than regular prices 

2,76 3,57 3,62 3,19 

 Liquor seles 2,05 2,62 2,62 2,48 

 Halal certified of restaurants 2,67 3,14 3,14 2,90 



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 Packaging food and drinks are 
labeled MUI 

3,76 3,71 3,48 3,48 

Social 

 Hospitality and courtesy of tour 
managers and employees 

4,33 4,43 4,33 4,43 

 tourist managers and employees 
dress decently than female 
employees wear a veil 

4,43 4,29 3,81 3,67 

 Muslim tourists use dress 
decently 

3,95 4,38 4,24 4,29 

 There are worship facilities 
(mosques/prayer rooms and 
other prayer tools 

4,05 4,67 4,19 4,29 

 Separate prayer places between 
men and women 

3,62 3,71 3,38 3,38 

 Adzan reverberates every prayer 
time 

2,76 3,33 2.33 2,86 

 Separate toilets between men 
and women 

3,24 3,86 4,10 4,29 

 There is immorality 2,38 2,57 2,81 2,86 

Enviromenal  

 Beautiful and comfortable 
environmental conditions 

4,67 4,62 4,81 4,57 

 Clean environment maintained 4,38 4,48 4,57 4,05 

 Scheduled clean environment 
activities 

4,05 3,86 4,14 4,10 

 Availability of trash bins 4,52 4,62 4,52 4,62 

 There is a toilet 4,57 4,76 4,67 4,67 

 There is a place of wudlu 3,71 4,48 4,48 4,43 

 Availability of clean water 4,62 4,67 4,48 4,62 

 A separate tourism attractions 
between men and women 

2,10 2,43 2,00 2,81 

Ecological 

 Hunting of wild animals (birds, 
squirrels, monkeys, etc.) 

2,57 2,81 2,57 2,67 

 Waste in processed 2,90 3,00 3,14 2,86 

 Nature conservation activities 3,33 3,38 3,33 3,48 

 Information about environmental 
preservation 

3,14 3,43 3,62 3,48 

 Information about flora or fauna 
that live in natural tourism areas 

2,29 3,48 2,38 3,48 

*CP = Coban Putri; CR = Coban Rais; BMP = Banyak Mountain Paradigling; NHSC = 
Natural Hot Spring Cangar 

 
Fourth tourist sites also include rules for managers, employees as well as tourists 

in order to create a good travel management system. Likewise, sanctions provided by 



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rule violators are also applied. Other efforts in enforcing discipline in tourist areas can be 

in the form of warnings and direct prosecution by reporting to the authorities. Nonetheless, 

no natural tourism area in Batu City has received a sharia tourism certificate. In the 

economic aspect, there are no food stalls in tourist locations labeled sharia restaurants, 

but the food sold is mostly halal food in terms of ingredients, processing and how to get 

it. While most of packaged foods have received MUI halal certificates which are proven 

halal. Based on price, some locations sell food that is too expensive than the usual price. 

How to sell like this is used by sellers to get more profits but cannot give a good 

impression to visitors. 

Hospitality, politeness, courtesy and neat clothing by all employees are a social 

aspect that has been implemented in sharia values. According to Pratama (2013), tourism 

managers must be able to provide satisfying services to consumers to feel interested and 

happy to visit again. As well as fast service and friendly appearance, these are very 

possible for consumers to be interested in returning and informing others. Clothes that 

are polite and cover the nakedness in Islamic sharia is highly recommended because it 

can avoid views that can lead to the passions of the opposite sex (Q.S. An-Nur 31; Al-

Ahzab verses 33 and 59). Polite clothes will also give a good impression, the authority to 

the original nature of man. According to Satriana and Faridah (2018) that in the world of 

sharia tourism,polite employee clothing is a condition that can create a Muslim-friendly 

atmosphere. 

Mosque, ablution place, toilet and prayer tools are available at tourist location. But 

most of tourist locations don’t separate men and women. All natural location don’t 

reverberate summon of prayer when the prayer time arrives. As well as tourist attractions 

are not separate, except in a natural hot spring some separate place between men and 

women. Even so, no one committed immoral acts. 

In the environmental aspect, the natural tourist area in Batu City always strives to 

create beautiful and comfortable environmental conditions, as well as maintained 

environmental cleanliness. Efforts are being made that is by conducting a clean 

environment and providing regularly scheduled garbage dump in some places. 

Environmental cleanliness is closely related to physical and spiritual health because if the 

environment is clean and beautiful, the realization of a healthy and comfortable life will be 



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realized.If this is created in a sharia tourism environment, it can increase the values of 

worship such as increasing gratitude and positive thinking. Maintaining natural 

sustainability is an important and fundamental thing in building or developing goals in an 

environment. A beautiful environment will create harmony in the ecosystem. Nature is 

intended for common interests, can be used well and with a good attitude (Q. Luqman 

verse 20; Al-Qasash verse 77; Al-A'raf 56; Al-Syuara 'verse 183; Ar-Rum verse 41). 

Finally, the aspects of sharia ecology that have been implemented in the area of 

natural tourism are nature conservation activities and prohibiting the hunting of wild 

animals. There is still no processing of waste and waste in tourist locations. The garbage 

is only collected at the polling station and sent directly to the final landfill. In some tours 

there are also environmental preservation slogans and some information on the names 

of fauna living in tourist areas. This effort is made to provide knowledge to the public about 

the importance of the importance of preserving the environment.  

 

Sharia Tourism Development Strategy  

Based on the results of the weight assessment and IFAS rating in the natural tourist 

area of Batu city (table 1), it can be seen that the total weight multiplied by the rating on 

the internal factor is 1.61. While the total weight multiplied by the internal weakness factor 

is 1.56. So, the total internal factors of strength and weakness are 3.18. While the results 

of the weight assessment and EFAS rating can be seen that the total weight multiplied by 

the rating on the opportunity external factors is 1.92. While the total weight multiplied by 

the rating on external factors is 1.08. So, the total external factors opportunities and 

threats are 3.10.  

Table 1. 
The results of IFAS weighting and rating in the Batu Nature Tourism Area 

 

Internal factors Weight Rating Weight x Rating 

Strength:    

 Religious environment 0,06 3,20 0,18 

 Hospitality around the tourist 
community 

0,07 3,60 0,24 

 The desire of managers natural 
tourism to participate in developing 
Islamic tourism 

0,06 3,00 0,18 



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 Food and drink packaging sold 
labeled MUI 

0,06 3,20 0,19 

 Positive perception of natural 
tourism managers in developing 
sharia tourism 

0,05 2,60 0,14 

 Openness of natural tourism 
managers in accepting local and 
foreign tourists 

0,07 3,40 0,23 

 Tourism managers and employees 
wear polite clothes and veil for 
women 

0,06 3,00 0,18 

Total 0,49  1,61 

Weakness:    

 Security procedures are less 
structured 

0,07 3,60 0,07 

 Tourism management has not 
implemented a sharia tourism 
system 

0,04 2,00 0,04 

 The skills of a foreign language tour 
guide are not enough 

0,05 2,80 0,05 

 Lack of skills of people around the 
tourist areas to speak foreign 
languages 

0,05 2,40 0,05 

 Tourists are less politedressed 0,06 3,00 0,06 

 Low quality of environmental 
hygiene 

0,07 3,60 0,07 

 Lack of environmental conservation 
programs 

0,07 4,00 0,07 

 Some facilities in the tourist area 
are not separated between men 
and women (toilets, prayer rooms 
etc.) 

0,05 2,60 0,05 

 Restaurants/canteens/stalls 
around the tour have not been MUI 
certified 

0,05 2,80 0,05 

Total  0,51  1,56 

Total IFAS 1  3,18 

 
Table 2. 

Results of the assessment and rating EFAS weight in Batu Nature Tourism Area 
 

External factors Weight Rating Weight x Rating 

Opportunity :    

 Government policy in supporting 
the development of sharia tourism 

0,06 2,80 0,18 



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in the natural tourist area of Batu 
City 

 Location and access to natural 
tourist area is strategic  

0,08 3,60 0,30 

 Potential for tourist visiting from 
abroad 

0,07 3,20 0,23 

 Potential tourists from domestic 
tourist 

0,09 4,00 0,37 

 The role of print media, social 
media and media from local and 
national television 

0,08 3,80 0,31 

 Collaboration between 
government, investors and the 
public 

0,07 3,20 0,23 

 There is no immoral action in 
natural tourism areas 

0,08 3,60 0,30 

Total 0,55  1,92 

Threat:    

 Competition with other regions in 
developing sharia tourism in 
natural tourism areas 

0,05 2,20 0,11 

 Environmental pollution 0,08 3,40 0,26 

 Changing the behavior and 
mindset of the people 

0,03 1,40 0,05 

 The presence of migrants 0,06 2,60 0,15 

 The expansion of tourist areas 0,06 2,20 0,13 

 Damage to environmental 
ecosystems 

0,06 2,40 0,14 

 Visitor interest decreases 0,06 2,80 0,18 

Total 0,42  1,08 

Total EFAS 1  3,10 

 
The next stage is the analysis SWOT quadrant which aims to determine the 

position of development of sharia tourism in the Batu City nature tourism Area. Calculation 

of parameters comes from the difference between internal factors and external factors, 

so the calculation is:  

 Determination of X coordinates 

Total strength score −  total weakness score = 1,61 −  1,56 =  0,05 

 Determination of Y coordinates 

Total odds −  total score threat  =   1,92 − 1,08 =  0,84 



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Figure 2. 

Result of SWOT quadrant   
 

Based on the results of the SWOT quadrant analysis in image 2, it can be seen 

that the position of developing sharia tourism in the natural tourist area of Batu is in 

quadrant I. This position is very beneficial in the development of sharia tourism in natural 

tourism areas. So, in this case the relevant parties can use the internal forces contained 

in Batu's natural tourist areas to take advantage of existing external opportunities. The 

strategy that must be implemented in developing sharia tourism in natural tourism areas 

is to support aggressive strategies to achieve maximum progress.  

After describing the factors of strengths, weaknesses, opportunities and threats, 

then develop strategic factors related to efforts to develop sharia tourism in the region 

using the SWOT quadrant properties. In the SWOT quadrant, the strategies that can be 

chosen include Structural-Opportunities, W-O (Weaknesses-Opportunities) strategies, S-

T strategies (Strengths-Threats) and W-T strategies (Weaknesses-Threats). But based 

on the results of the SWOT analysis are in quadrant I (figure 2), so the alternative strategy 

used is the SO (Strengths-Opportunities) strategy. 

Strategies that must be prepared in order to take advantage of the strengths and 

opportunities that exist in developing sharia tourism in the natural tourist area of Batu 

City,then it is necessary to do the strategy factor as follows: 

1. Improve service quality 

Improving the quality of services are more directed towards the sharia tourism 

system. Important points in the planning of halal tourism marketing, including: 



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providing all information to tourists related to tourism offered; a good impression of 

tourists is a capital to tell to tourists who will visit; limit use of natural tourism to keep 

coastal conservation clean and beautiful; support all restaurants to get standard halal 

certification that must be done; and the presence of prayer rooms and location 

directives using Arabic and English (Chookaew, et. al., 2015).  

2. Increasing sharia tourist attraction. 

Utilizing all existing resources as sharia tourist attractions.Various types of natural 

tourism include: adventurous tours, hot spring tours, ecotourism, and waterfalls with 

beautiful, beautiful landscapes and strategic locations. Sharia tourist attraction can 

also be added attributes for sharia tourism development, given: Worship Facilities 

(Mosques or mosques in each destination, adzan reverberates every prayer time, 

qibla instructions, Qur'an available at the hotel,supply adequate water for self 

purification); Halal Products (halal food and beverages, special areas for women in 

hotels or destinations, swimming pool and sports area separate between men and 

women); Islamic morals (rules for sharia principles for halal tourism staff, awareness 

of wearing clothes that are in accordance with Islamic rules, prohibition of prostitution 

activities, adult TV censorship); and no alcohol and gambling activities (Pratiwi, 

2016). 

3. Increasing the role of stakeholders 

Involving all stakeholders in cooperation in planning and managing sharia tourism in 

natural tourism areas, this is to improve the local economy and increase human 

resources so as to avoid threats to tourism resources. Cooperation can be done with 

the surrounding community and the private sector. Stakeholders from the community 

around tourism have a very important role, not only as beneficiaries of development, 

but also as the driving force for the success of tourism development in their respective 

regions (Rokani, 2018; Muzha, 2013). 

4. Enhancing foreign language skills. 

Improving foreign language skills to all employees and travel managers to create 

sharia tourism that can be internationally competitive. The global language is English. 

The role of English is important for the tourism industry as a means of communicating, 

negotiating, and making transactions between tourists and tourism employees. As an 



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example in Thailand, the tourism industry is one of the fastest growing businesses so 

it plays an important role in the Thai economy (Prachanant, 2012).  

 

CONCLUSION 

Based on the results of the analysis that has been done, the implementation of 

sharia values in thenatural tourist area of Batu City has been most of them already exist 

after being reviewed based on five aspects which include: policy, economic, social, 

environmental and ecological law. While the strategy of developing sharia tourism in the 

natural tourist area of Batu City uses EFAS-IFAS and SWOT quadrant is obtained in 

quadrant I, which is an aggressive strategy. In this case, the alternative strategy used is 

the SO (Strengths-Opportunities) strategy. The strategy used is: (1) Improving the quality 

of services that lead to a system of sharia tourism; (2) Utilizing all existing resources as 

sharia tourist attractions; (3) Involving all stakeholders in cooperation in planning and 

managing sharia tourism in natural tourism areas; (4) Improving speaking skills to all 

employees and tour managers. 

 

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