Artificial Intelligence in Personalizing Halal Tourism Marketing: A Study on Online Travel Platforms

Baiq Fera Susmita Putri, Dedy Iswanto, Baiq Reinelda Tri Yunarni

Abstract


Abstract: This study explores the role of artificial intelligence (AI) in personalizing halal travel marketing on online travel platforms through a Systematic Literature Review (SLR) approach. This study identifies trends, challenges, and opportunities in the application of AI to enhance the Muslim traveler experience. Data were collected from indexed academic databases such as Scopus, DOAJ, and Google Scholar with a publication range of 2015-2025. Inclusion and exclusion criteria were set to ensure the relevance of the studies, while the quality evaluation of the literature was conducted using the PRISMA method. Data analysis was conducted through thematic analysis and meta-synthesis approaches to identify key patterns in AI implementation. The results show that AI contributes to recommendation systems, chatbots, and predictive analysis to improve personalization of halal tourism services. In addition, the integration of smart tourism and sharia marketing also strengthens the attractiveness of halal destinations. However, key challenges such as data limitations, technology integration difficulties, and high implementation costs remain. Research gaps include the lack of studies on the effectiveness of AI platforms in engaging Muslim travelers and the lack of universal standards in verifying the halalness of AI-based services. Therefore, future research should focus on developing more accurate AI algorithms in halal services as well as digital regulations to ensure Shariah compliance and increase Muslim travelers' trust.


Keywords


Artificial Intelligence, Personalized Marketing, Halal Tourism, Online Travel Platform, Systematic Literature Review.

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References


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