| Summary: | Equestrian and archery sports tourism is a popular tourist destination among Indonesian Muslim communities and is a new segment of religion-based tourism. Therefore, this study aims to determine the model of tourists' interpretation of Daarus Sunnah Equestrian tourism, which is one of the first tourism destinations in Indonesia that presents riding and archery. This research method is based on a qualitative method with a phenomenological approach. The results of this study conclude that the model of tourists' interpretation of Daarus Sunnah Equestrian tourism has a variety of meanings, among which are interpreted as sports tourism destinations, religious tourism destinations, have tourist communication attractiveness, and as Islamic missionary activities. The formation of religious meanings and experiences in tourists is inseparable from the role of tourism managers who present the message of Islamic da'wah through various media and ways of delivering messages, both verbal and non-verbal.
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