Strategi Pengembangan Wisata Religi Madjid Raya An-Nur Kota Pekanbaru Provinsi Riau

Religious tourism is an event related to the activity or special place that connected with a religious value. Religious tourism is defined as a tourism activity that had special meaning by certain religion. These places are worship places and historical places or cemetery. This research conducted at An-Nur great mosque Riau Province. This research formulation clarified how was the strategy in developing religious tourism in An-Nur great mosque at pekanbaru City Riau Province, meanwhile the purpose in this research examined to know the strategy in developing religious tourism in An-Nur great mosque at Pekanbaru City Riau Province. The conceptual framework used in this research were Strength, Weaknesses, Opportunity, and threats as indicators to determine the strategy in developing religious tourism in An-Nur great mosque at Riau Province. This research used descriptive with mix method (qualitative and quantitative), where the population involved Pekanbaru society in year 2020 with 1.146.025 people and the sample in 100 respondents. Data collection technique in this research used questionnaire, observation and documentation. Data analysis technique used SWOT analysis, SWOT matrix, IE matrix and QSPM matrix. Based on data analysis result from questionnaire result showed that there was any positive influence and significant, it could be seen from IFAS and EFAS matrix. From twelve SWOT indicators in dimension strength, weaknesses, opportunity and threats, described from IFAS matrix in total score 5.44 and EFAS matrix in total score 2.83 and the result from QSPM analysis, main priority strategy that should be done referred to management and optimalization about the tourism attractiveness potential to be excellent potential, then improving tourism management performance with fulfilling social facility to support visitors’ activity improvement. The second strategy was optimalization the potential and uniqueness tourism object to face competition between tourism objects