SELLING RELIGIOUS RITUALS IN INDONESIA: Commodification of Umrah Pilgrimage by Travel Agents
نویسندگان
چکیده
The flourishing lucrative business of Umrah pilgrimage in Indonesia has disrupted pilgrims from the substantial meaning as a form worship. travel industry designs some umrah packages merely commonplace packages, instead devoted Innumerable number agents relentlessly promote attractive for at an affordable price using any possible marketing strategies to win customers, attempts which downgrade mere traded commodity. This paper aims reveal strategies their packages, is highly correlated with commodification religion. article finds two primary agents: product design various celebrity endorsement, involvement managers religious social institutions distributors, and giving bonuses. process carried out by incorporating popular cultural sentiments products, turns into worship that offers convenience.
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ژورنال
عنوان ژورنال: Journal of Indonesian Islam
سال: 2022
ISSN: ['2355-6994', '1978-6301']
DOI: https://doi.org/10.15642/jiis.2022.16.2.399-425