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