Enhancing Gastronomy Tourism Strategy Through Free Halal Certification Program in East Java

Abstract: This study aims to explore the implementation of free halal certification for small and micro business products. Halal certification is considered an important factor in attracting Muslim tourists who are a large market segment. This study analyzes the impact of the Free Halal Certification (SEHATI) program on culinary business actors, tourist perceptions, and the development of gastronomic tourism as a whole. The research methods include surveys, interviews, and quantitative and qualitative data analysis. The results of the study indicate that business actors and tourists in East Java have a positive perception of halal certification and see it as an important factor in supporting a halal lifestyle. Halal certification has a positive impact on business actors because it increases consumer confidence in their products so that they can expand their market reach. This is certainly in line with the development of gastronomic tourism in East Java. Although there are several challenges, ongoing efforts need to be made to increase public knowledge about halal certification, facilitate access to halal certification for business actors, and increase the credibility of halal certification institutions. Thus, halal certification can play a more optimal role in improving the quality of halal products, protecting consumer rights, and encouraging the progress of gastronomic tourism in East Java. The results of this study recommend the following policies: 1). strengthening the halal ecosystem from upstream to downstream, 2) improved standards and regulations, covering global standards and tighter regulation, 3) increased consumer awareness including consumer demand and consumer education, 4) product and service diversification including new products and innovation in certification, 5 ) collaboration between countries and organizations including international cooperation and global certification organizations, 6) increased transparency and accountability including audit, supervision, and reporting, and 7) increase the promotion of halal gastronomy tourism through social media on a massive scale. It is hoped that this policy recommendation can increase the development of halal gastronomic tourism in East Java. Abstrak: Penelitian ini bertujuan untuk mengeksplorasi penerapan sertifikasi halal gratis bagi produk usaha kecil dan mikro. Sertifikasi halal dinilai sebagai faktor penting dalam menarik wisatawan muslim yang merupakan segmen pasar yang besar. Penelitian ini menganalisis dampak program Sertifikasi Halal Gratis (SEHATI) terhadap pelaku usaha kuliner, persepsi wisatawan, dan pengembangan wisata gastronomi secara keseluruhan. Metode penelitian meliputi survei, wawancara, serta analisis data kuantitatif dan kualitatif. Hasil penelitian menunjukkan bahwa pelaku usaha dan wisatawan di Jawa Timur memiliki persepsi positif terhadap sertifikasi halal dan melihatnya sebagai faktor penting dalam mendukung gaya hidup halal. Sertifikasi halal berdampak positif bagi pelaku usaha karena meningkatkan kepercayaan konsumen terhadap produknya sehingga dapat memperluas jangkauan pasarnya. Hal ini tentu sejalan dengan pengembangan wisata gastronomi di Jawa Timur. Meskipun terdapat beberapa tantangan, perlu dilakukan upaya berkelanjutan untuk meningkatkan pengetahuan masyarakat tentang sertifikasi halal, mempermudah akses sertifikasi halal bagi pelaku usaha, dan meningkatkan kredibilitas lembaga sertifikasi halal. Dengan demikian, sertifikasi halal dapat berperan lebih optimal dalam meningkatkan kualitas produk halal, melindungi hak konsumen, dan mendorong kemajuan wisata gastronomi di Jawa Timur. Hasil penelitian ini merekomendasikan kebijakan sebagai berikut: 1). penguatan ekosistem halal dari hulu sampai hilir, 2) perbaikan standar dan regulasi, meliputi standar global dan regulasi yang lebih ketat, 3) peningkatan kesadaran konsumen termasuk permintaan konsumen dan edukasi konsumen, 4) diversifikasi produk dan layanan termasuk produk baru dan inovasi dalam sertifikasi, 5) kolaborasi antar negara dan organisasi termasuk kerja sama internasional dan organisasi sertifikasi global, 6) peningkatan transparansi dan akuntabilitas termasuk audit, pengawasan, dan pelaporan, dan 7) peningkatan promosi wisata gastronomi halal melalui media sosial secara masif. Rekomendasi kebijakan ini diharapkan dapat meningkatkan pengembangan wisata gastronomi halal di Jawa Timur.