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- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 1759-0833
- eISSN
- 1759-0833
- DOI
- 10.1108/jima-01-2022-0001
- Publisher site
- See Article on Publisher Site
Abstract
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/approachA 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.FindingsThe 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/valueThis 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.
Journal
Journal of Islamic Marketing – Emerald Publishing
Published: Apr 4, 2023
Keywords: Artificial intelligence; Muslim tourists; Halal-friendly tourism