Halal Ethnomedicine as A Health Tourism Initiative: A Case Study from Bayan Village, Lombok

This study explores the integration of halal ethnomedicine (HE) into health tourism within Bayan Village, North Lombok, Indonesia. HE combines traditional medical practices with Islamic principles, offering a culturally resonant health care option. This research aims to assess the potential benefits and challenges of developing HE as a health tourism initiative.

Utilising a qualitative case study approach, this research was conducted in Bayan Village, North Lombok Regency, West Nusa Tenggara Province, Indonesia. Data were collected through interviews with local stakeholders, including policy-makers, residents, and health tourists, from November 2023 to January 2024.

The findings indicate that the Bayan community strongly supports the development of HE-based health tourism, primarily because of its economic potential and cultural preservation. The financial impact of HE was highlighted as the most significant, with the community recognising its capacity to generate income and attract investment. However, the health benefits, while acknowledged, were not as strongly prioritised. This study also identifies several challenges, including low local interest, a financial focus that may hinder long-term development, the spread of misinformation, and the limited quality of local human resources. To address these challenges, this research proposes a collaborative model involving public and private sector partnerships. This includes strategies for community engagement, capacity building, and marketing, emphasising the importance of aligning HE with broader tourism and health care infrastructure.

This study concludes that while HE holds promise as a health tourism product, its successful implementation requires overcoming significant sociocultural and operational barriers. This research contributes to the understanding of how traditional medicine can be integrated into modern health tourism, offering insights for policy-makers and stakeholders in similar contexts.