Leveraging the Concept of a Meaningful Journey for Halal Tourism Development in Indonesia

Indonesia possesses significant potential for halal industry development, particularly in the food, non-food, and services sectors. Among these, halal tourism has gained prominence due to its appeal in providing leisure, lifestyle fulfilment, and personal well-being. This study investigates the concept and strategic application of a meaningful journey within halal tourism, focusing on ESQ Tours and Travel Indonesia. Using a qualitative descriptive approach and a case study method, data were collected through interviews, questionnaires, and documentation. Managerial-level representatives were selected via purposive sampling, and data analysis was conducted using NVivo 12 Plus software. The findings reveal that the meaningful journey concept, specifically the dimension of meaningfulness, plays a critical role in creating memorable tourism experiences. These experiences positively influence post-trip performance and increase revisit intentions. The study concludes that fostering meaningfulness is essential for sustaining engagement in halal tourism.