Integrating ChatGPT in halal tourism: impact on tourist satisfaction, e-WoM and revisit intention

Abstract

Purpose This study aims to examine the impact of using ChatGPT on the Halal tourism experience. It examines the relationships among Halal-friendly travel motivations and satisfaction, revisit intention and electronic word-of-mouth (e-WoM) while testing the moderating effect of ChatGPT on the relationship between satisfaction and revisit intention. Design/methodology/approach This study employed a quantitative methodology. Using purposive sampling techniques, it approached about 800 tourists (from November 2023 to January 2024) from several halal tourism destinations in Indonesia. A total of 395 usable surveys were analyzed to test the relationships and moderation effects by SEM. Findings The study indicates that Halal-friendly travel motivations positively impact Muslim tourist satisfaction, which in turn influences e-WoM and revisit intention. Importantly, ChatGPT significantly moderates the relationship between satisfaction and revisit intention, thereby strengthening tourist loyalty for those using the AI tool. Practical implications The study’s findings provide practical guidelines for halal tourism providers to enhance Halal-compliant services and incorporate ChatGPT as an AI tool to boost Muslim travelers’ satisfaction, drive e-WoM and increase revisit intentions. AI technology gives Halal tourism companies an advantage in offering customized, immediate support, which leads to Muslim visitors becoming loyal. Originality/value The study fills a significant gap in the Halal tourism literature by examining AI’s impact on the market. It expands the Expectation-Confirmation Theory (ECT), the push-pull theory and word-of-mouth models in Halal tourism. It also contributes to AI adoption in Halal tourism by addressing how modern AI tools can influence tourist behaviors, improve satisfaction and encourage repeat visits.