Customer Solution and Communication in Religious Tourism: A Penta-Helix Based Revitalization Strategy at "Syekh Wasil" Kediri

Abstract

Introduction/Main Objectives: The recovery of religious tourism after the COVID-19 pandemic has not been fully optimized as a strategic driver of local income and economic growth in Kediri. This study aims to formulate policy recommendations for managing the Syekh Wasil religious tourism destination through a customer-oriented and integrated marketing strategy involving all penta-helix elements. Background Problems: The research is driven by the lack of professionalism and absence of integrated destination marketing, as identified through informant insights. These challenges highlight the need for a sustainable marketing strategy centered on customer orientation. Novelty: This study presents an innovative approach by integrating economic, educational, and religious values into a tourism marketing strategy, grounded in the roles of each penta-helix actor. It moves beyond traditional studies focused solely on religious or historical perspectives. Research Methods: Using a qualitative, transcendental phenomenological method, the study applies five analytical stages. Informants were selected from the five penta-helix sectors: government, community (Pokdarwis), academia, tourism businesses, and media, based on 5R criteria. Finding/Results: Stakeholders emphasize the need for a revitalization strategy centered on sustainable customer value, focusing on customer solutions and communication. This approach is expected to strengthen Syekh Wasil’s branding and support Kediri’s tourism industry. Conclusion: The establishment of a professional and integrated DMO is crucial. Improving visitor infrastructure and service quality will enhance the site’s appeal as a religious, educational, and historical destination. Study limitations include the absence of managerial perspectives and contextual variation.