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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Citation

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. https://doi.org/10.1108/JIMA-01-2022-0001