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Halal tourism and ChatGPT: an overview of current trends and future research directions

Mohamed Battour (College of Business Administration, A’Sharqiyah University, Ibra, Oman and Faculty of Commerce, Tanta University, Tanta, Egypt)
Khalid Mady (Faculty of Commerce, Kafrelsheikh University, Kafr el-Sheikh, Egypt)
Mohamed Salaheldeen (Faculty of Commerce, Menoufia University, Shebin El-Kom, Egypt and College of Business Administration, A’Sharqiyah University, Ibra, Oman)
Ririn Tri Ratnasari (Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia)
Ramzi Sallem (College of Business Administration, A’Sharqiyah University, Ibra, Oman)
Saleh Al Sinawi (College of Business Administration, A’Sharqiyah University, Ibra, Oman)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 30 April 2024

243

Abstract

Purpose

The huge Muslim population has increased the demand for halal tourism products and destination factors in this niche tourism segment. Despite the growing body of research conducted regarding ChatGPT’s revolutionary impact on the tourism industry, the use of such an artificial intelligence (AI) tool in halal tourism needs more attention. This study aims to provide a comprehensive an overview of using ChatGPT in the tourism industry, specifically in halal tourism, and offer an agenda for further essential research questions exploration.

Design/methodology/approach

Through the intensive examination of the tourism literature dealing with AI and halal tourism, this review identifies the implications related to the use of ChatGPT for Muslim travelers and future trends in halal tourism.

Findings

This paper identified the possible utilization of ChatGPT in assisting Muslim travelers across various stages of their journey, encompassing pre-trip, staying and post-trip phases. Subsequently, this paper identified the opportunities and challenges associated with implementing ChatGPT in the context of halal tourism. Finally, the paper delves into potential avenues for future research.

Practical implications

The findings serve as crucial implications, contributing to the theory of halal tourism development and the applications of ChatGPT in halal tourism.

Originality/value

This paper provides essential foundational knowledge for upcoming research on halal tourism theory, ChatGPT and the development of halal tourism sector.

Keywords

Acknowledgements

Funding: This work was supported by Project ASU/IRG/22/23/02.

Citation

Battour, M., Mady, K., Salaheldeen, M., Ratnasari, R.T., Sallem, R. and Al Sinawi, S. (2024), "Halal tourism and ChatGPT: an overview of current trends and future research directions", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-11-2023-0379

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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