Artificial Intelligence Applications in Halal Tourism to Assist Muslim Tourist Journey

Abstract

Using automated services based on artificial intelligence (AI) has recently witnessed a tremendous leap across various industries. While the implementation of intelligent automation in the tourism and hospitality industry is increasing nowadays, Halal Tourism still needs more investigations. Therefore, the aim of this study is to explore how AI can be used to ameliorate the Muslim tourism experience during the tourism journey. This conceptual paper reviewed AI's role in every phase of the tourism journey: planning phase, staying phase, and evaluation phase which could be utilized to improve Muslim tourism experience. The implications of this study appear theoretically and practically. This conceptual paper tried to fill the gap relevant to AI research in Halal tourism, which is very limited, besides providing an overview of how AI can be used professionally in the tourism and hospitality industry.