MARKETING STRATEGY FOR SPIRITUAL ECOTOURISM BASED ON BUDDHIST VALUES IN THE HERITAGE DESTINATION OF MUARA TAKUS TEMPLE IN RIAU PROVINCE, INDONESIA

Abstract

This research aims to formulate an authentic and sustainable spiritual ecotourism marketing strategy for Muara Takus Temple, whose potential has not been worked on due to conventional marketing. Using a qualitative approach of case studies, this study adapts the 7P service marketing mix framework by integrating Buddhist fundamental values. Data was collected through in-depth interviews with key stakeholders and validated participatoryly. The result is a holistic strategy model that transforms products into spiritual experiences, implements value-based pricing, and prioritizes authentic promotion and local community empowerment. This study also recommends that the management of Muara Takus Temple also involve multi-parties so that Muara Takus Temple is not only known as a religious area but has greater benefits for the development of the economic level of the surrounding community.