Integrating Maqasid Sharia in Responsible Tourism Marketing: A Case Study of Rinding Allo Village Attractions

Abstract

Modern tourism requires a sustainability oriented approach to preserve the authenticity and beauty of tourism products. Rinding Allo Village is a developing destination that currently pays insufficient attention to carrying capacity, potentially leading to negative impacts from tourism activities. This study aims to explore the implementation of Responsible Tourism Marketing (RTM) from the perspective of Maqasid Sharia in relation to tourist attractions in Rinding Allo Village. The research employed a marketing analysis based on segmenting, targeting, and positioning (STP), with data collected through direct observation. The sample was determined using snowball sampling, comprising 20 participants including stakeholders, destination managers, and tourists. The findings indicate that Rinding Allo Village possesses several tourist attractions with strong potential to support the implementation of RTM based on Maqasid Sharia principles. These attractions include swimming at Rentekasimpo Waterfall, participating in agricultural activities at Buntu Lemo Agrotourism, enjoying the Pangngaru dance performances, learning to weave Rongkong traditional cloth, and camping at Tabuan Mountain. The application of RTM guided by the Maqasid Sharia approach can offer a sustainable solution to mitigate negative impacts from tourism. It emphasizes environmental and cultural preservation through measures such as developing a comprehensive tourism guidebook for Rinding Allo Village.