article · Journal of Islamic marketing
Demand for halal tourism products and destinations is expanding alongside the global Muslim population. While artificial intelligence tools such as ChatGPT are transforming the wider travel sector, their specific role within halal tourism remains underexamined. An analysis of the existing literature on artificial intelligence and halal tourism explores how conversational agents can support Muslim travellers. The findings map out potential uses for ChatGPT across every phase of travel, including pre-trip planning, the stay itself, and post-trip activities. The review also outlines key opportunities and operational challenges linked to adopting ChatGPT in halal tourism, while establishing a set of research priorities to guide subsequent theoretical and practical exploration in this emerging niche.
Halal tourism is a rapidly expanding segment of the global travel market with specific cultural and religious requirements. Understanding how artificial intelligence can assist Muslim travellers helps the travel sector adapt digital services to meet these needs, offering insights into how emerging conversational tools can support culturally sensitive trip planning, on-site experiences, and post-travel engagement.
The work points towards digital applications that assist Muslim travellers during pre-trip, on-site, and post-trip phases, which could inform conversational travel tools for tourism operators and destination managers. However, as the abstract describes a literature review mapping opportunities, challenges, and future research questions rather than an applied technological trial, the findings represent early-stage conceptual research that is distant from direct commercial deployment.
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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.
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DOI: 10.1108/jima-11-2023-0379
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