Islamic Tourism Branding: An Autoethnography of Umra Tour Leader

This study explores Islamic tourism branding through the autoethnographic perspective of an Umrah tour leader. The rapid growth of Islamic tourism emphasizes the importance of branding strategies that focus not only on marketing aspects but also integrate spiritual values, service quality, and cultural authenticity. Using autoethnographic methods, the researcher reflects on personal experiences as an Umrah tour leader to examine how branding practices are implemented and perceived in the field. Data were collected through reflective narratives, field notes, and critical self-observation during several Umrah trips between 2022 and 2024. The results show that Islamic tourism branding is not only shaped through marketing communication strategies but also through the internalization of Islamic values ​​in service, leadership, and social interactions with pilgrims. The role of the tour leader is crucial as a living brand representing faith, spiritual guidance, and cultural representation. This study contributes to the discourse on Islamic tourism by providing an insider's perspective on how branding is shaped through daily practices, spiritual narratives, and relational engagement with pilgrims. The implications of this research emphasize the importance for Umrah tour operators to design branding strategies that align with religious values, consumer trust, and cultural expectations to strengthen competitiveness in the global Islamic tourism market.