article · Journal of Islamic marketing
This research theoretically explores the connection between artificial intelligence (AI) enabled technologies and Muslim-friendly tourism experiences (MFTX). It applies customer experience theory, reference group theory, and the theory of tourism consumption systems. The study adopted a model research design to build a theoretical framework, critically assessing existing literature on tourism and AI. Key findings include the conceptualisation of customer experience theory specifically for Muslim travellers, introducing the MFTX construct. Furthermore, it proposes a theoretical model demonstrating how AI-enabled technologies can be used to improve these Muslim-friendly tourism experiences. The work aims to offer guidance for tourism operators and service providers.
This research is important because it provides a framework for how AI can be used to better serve Muslim tourists, whose specific religious and cultural needs are often overlooked. By understanding how AI can enhance their travel experiences, the tourism industry can develop more inclusive and tailored services.
This is early-stage theoretical research, providing a conceptual model for how AI could be applied in the tourism sector. It could inform the development of AI-powered tools or platforms designed to assist Muslim tourists in finding and accessing Halal-friendly services. Potential users include tourism operators and service providers looking to cater specifically to this market segment, by offering suggestions for practical implementation.
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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.
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DOI: 10.1108/jima-01-2022-0001
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