Shaping the halal tourism industry landscape through NFT and metaverse: new horizons for halal brand and halal booking hotel

Abstract

Purpose

This study aims to examine the potential influence of Nonfungible Tokens (NFTs) and the Metaverse on the Halal tourism industry, with a particular emphasis on Halal brands and hotel booking platforms. This study also purpose to uncover the opportunities and challenges associated with the adoption of these technologies in the sector.

Design/methodology/approach

A qualitative research approach is employed, encompassing a comprehensive literature review of the halal tourism industry, NFTs and the Metaverse. Furthermore, this study utilizes case studies of brands and hotel-booking platforms that have experimented with or integrated these technologies. This study aims to provide a nuanced understanding of the implications of digital technologies in the context of the halal tourism industry.

Findings

The study uncovered several opportunities provided by NFTs and the Metaverse for the Halal tourism industry, such as enhanced authentication and traceability of halal products and immersive experiences tailored to Muslim travelers. However, it also identifies challenges including compliance with Islamic principles, data privacy, cybersecurity and equitable access to technology.

Research limitations/implications

While the study has several significant implications, it acknowledges potential limitations related to the nascent nature of NFTs and the Metaverse. Future research should delve deeper into ethical, legal and socioeconomic issues surrounding the application of these technologies in the halal tourism industry.

Practical implications

The findings of this study have practical implications for halal brands, hotel-booking platforms and regulators. This study provides a roadmap for harnessing the transformative power of NFTs and the Metaverse while addressing potential challenges.

Social implications

This research underlines the necessity for collaboration among industry stakeholders, technology providers and regulators to ensure equitable access and adherence to Islamic principles. This study preserves a more inclusive and ethically compliant use of these technologies, potentially shaping the future of the halal tourism industry.

Originality/value

This study focuses on the intersection of NFTs, the Metaverse and the Halal tourism industry. It provides fresh insights into the transformative potential of these technologies, aiding halal brands and hotel booking platforms in creating distinctive value propositions and experiences.

Citation

Aysan, A.F. and Syarif, M.F. (2024), "Shaping the halal tourism industry landscape through NFT and metaverse: new horizons for halal brand and halal booking hotel", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-07-2023-0206