Marsya Faradila Yunita, Marsya (2025) CONTENT ANALYSIS OF NAVITO HALAL AS HALAL FOOD EDUCATION FOR MUSLIM TOURIST. Hikari (Jurnal Bahasa dan Kebudayaan), 5 (1). pp. 415-434. ISSN 2809-2007

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Abstract

Abstract
The growing number of Muslim tourists visiting Japan has increased the demand for accessible information
on halal food and Muslim-friendly facilities. However, many travelers still face challenges in finding
accurate and practical guidance on halal-certified restaurants, prayer spaces, and trustworthy culinary
experiences. This study analyzes the role of Navito Halal, a Japanese content creator, in providing digital
educational guidance for Muslim tourists seeking halal food options in Japan. The research aims to identify
how social media content functions as both an informative and educational reference that supports the
development of halal tourism in a non-Muslim country. Employing a qualitative descriptive approach, the
study applies Holsti’s Content Analysis theory combined with Strauss and Corbin’s coding procedures
(open, axial, and selective coding) to categorize and interpret messages related to halal lifestyle, facilities,
education, motivation, and user reviews. The findings indicate that Navito Halal’s content not only presents
clear information about halal-certified products but also promotes awareness of prayer facilities, explains
halal values, and highlights user testimonials that enhance trust and engagement. These results
demonstrate that digital content can act as an effective medium for halal education and tourism promotion
by building consumer confidence and encouraging inclusive business practices. The study concludes that
social media serves as a strategic platform to strengthen halal awareness, promote cross-cultural
understanding, and support the global expansion of halal tourism..
Keywords: Content analysis, Muslim tourist, Digital media.

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