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AI-enabled technologies to assist Muslim tourists in Halal-friendly tourism

Mohamed Battour (College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates and Faculty of Commerce, Tanta University, Tanta, Egypt)
Khalid Mady (Faculty of Business and Economics and Social Development, Universiti Malaysia Terengganu (UMT), Kuala Terengganu, Malaysia and Faculty of Commerce, Kafrelsheikh University, Kafrel-Sheikh, Egypt)
Mohamed Salaheldeen (Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia (USIM), Nilai, Malaysia and Faculty of Commerce, Menoufia University, Shebin El-Kom, Egypt)
Mohamed Elsotouhy (Faculty of Commerce, Mansoura University, Mansoura, Egypt)
Israa Elbendary (Faculty of Commerce, Cairo University, Cairo, Egypt)
Erhan Boğan (Department, Adiyaman University, Tourism Faculty, Tourism Guiding Adıyaman, Turkey)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 31 March 2022

Issue publication date: 4 April 2023




This paper aims to present a theoretical account of the connection between artificial intelligence (AI) enabled technologies and Muslim-friendly tourism experiences (MFTX) using the customer experience (CX) theory, reference group theory and theory of tourism consumption systems.


A model research design is adopted to build a theoretical framework that predicts relationships between constructs. Critical assessment in tourism and AI literature is used to explore AI-enabled technologies in Halal-friendly tourism.


The findings of this paper have conceptualised the CX theory for Muslim travellers satisfying their religious needs in Halal-friendly tourism by suggesting a new construct called the MFTX. It also offered a theoretical model for using AI-enabled technologies to improve the MFTX.


This study provides a new theoretical model for using AI-enabled technologies to improve the MFTX. This paper is also expected to provide suggestions for tourism operators and service providers to cater to Muslim tourists’ needs using AI technologies.



This research was supported under Research Institute of Humanities and Social Sciences, Seed Research Grant, University of Sharjah (Project number 2103030423).


Battour, M., Mady, K., Salaheldeen, M., Elsotouhy, M., Elbendary, I. and Boğan, E. (2023), "AI-enabled technologies to assist Muslim tourists in Halal-friendly tourism", Journal of Islamic Marketing, Vol. 14 No. 5, pp. 1291-1309.



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