Auditorium of Prof. Dr. Suwito, MA SPs UIN Jakarta, SPs NEWS - The Graduate School (SPs) of UIN Syarif Hidayatullah Jakarta held the 1649th Doctoral Promotion Exam in the Auditorium Room of Prof. Dr. Suwito, MA on Wednesday, January 7, 2026 with promovendus Mochamad Novi Rifa'i.

Novi is a student of the Doctoral program in Islamic Studies with a Concentration in Islamic Economics. His dissertation is titled "Destination Branding Model for Increasing Interest in Halal Tourism Visits in West Lombok Regency".

This research departs from anxiety over the multidimensional challenges faced by West Lombok. In the midst of the rapid flow of commercialization, Novi highlighted the risk of exploiting the local wisdom of the Sasak tribe. He emphasized that tourism development must not only pursue the number of visits, but must remain firmly established on the principles of ecological sustainability and the protection of authentic cultural capital.

In order to dissect this phenomenon, Novi uses Place Identity Theory as the main foundation to understand how the identity of a destination is formed. He also combines it with Evolutionary Governance Theory (EGT) as a dynamic policy governance framework. This approach allows for a healthy dialectic between the demands of modernity and the traditional values that live in society.

In-depth analysis is carried out by integrating various well-known managerial models. The quality of service was measured using the SERVQUAL model, while the brand identity was analyzed through the AC2ID Framework. For communication, the researcher referred to the three-level communication model of Kavaratzis, ensuring that the message conveyed to the market was in harmony with the reality on the ground.

The uniqueness of this research lies in the integration of local values and sharia principles. The concept of halal tourism is not seen as a restriction, but as an added value that is able to create unique and competitive destinations in the global arena. This strategy is expected to be able to position West Lombok as a friendly destination for Muslim tourists without losing its local identity.

The methodology used is classified as very comprehensive with a mixed method approach to concurrent embedded design. Quantitative data were obtained from 150 respondents and processed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Meanwhile, the qualitative side was strengthened through in-depth interviews, Focus Group Discussions (FGDs), and direct observation in the field.

The results of the study provide crucial findings: service quality, brand identity, and brand communication have been proven to have a significant effect on the interest of tourist visits. However, major challenges still loom, especially related to the community's understanding of the concept of halal tourism and the standardization of service quality that needs to be improved.

One of the most interesting findings in this dissertation is the placement of brand communication as the strongest influencing factor, beyond brand identity. This provides a new perspective that is slightly different from the classical theories of some previous experts. Novi emphasized that in the current digital era, an inclusive communication strategy is the spearhead in winning the hearts of tourists.

Novi also uses SWOT analysis and the Analytical Hierarchy Process (AHP) to map strategy priorities. As a result, synergy between stakeholders emerged as the main key. Collaboration between the government, business actors, and local communities must run harmoniously to create a sustainable halal tourism ecosystem.

This research also strengthens and enriches the existing literature. His findings are in line with the research of many international and national experts who emphasize the importance of a holistic approach. By providing concrete recommendations in the form of improving service quality and inclusive communication, this dissertation is expected to be a compass for policy makers in West Lombok.

This dissertation is expected to make a real contribution to the development of halal tourism in Indonesia that is more professional, identity, and still respects the cultural roots of the archipelago.

Mochamad Novi Rifa'i successfully defended his dissertation under the guidance of Prof. Dr. Andi Faisal Bakti, MA and Prof. Ir. Muh. Nadratuzzaman Hosen, MS, M.Sc, Ph.D, and tested in front of a board of examiners consisting of Prof. Dr. Zulkifli, MA, Prof. Dr. Andi Faisal Bakti, MA, Prof. Ir. Muh. Nadratuzzaman Hosen, MS, M.Sc, Ph.D, Prof. Dr. Muhammad Maksum, MA, Prof. Dr. Ade Sofyan Mulazid, S.Ag, MH and Dr. H.M. Nurul Irfan, M.Ag.

After paying attention to the writing of the dissertation, the comments of the examiner team and the answers of the promovendus, the examiner team determined that Mochamad Novi Rifa'i graduated with the title of Very Satisfactory. Mochamad Novi Rifa'i is the 1649th Doctor in the field of Islamic Studies, in the doctoral program of the Graduate School of UIN Syarif Hidayatullah Jakarta. (JA)