The Influence of Social Media Marketing on Interest in Halal Travel among Millennials

Fathin Hamami, Baiq Reinelda Tri Yunarni, Dedy Iswanto

Abstract


Abstract: This study aims to analyze the effect of social media marketing on interest in halal travel among millennials using the Systematic Literature Review (SLR) approach. The literature used comes from Scopus, DOAJ, and Google Scholar, with a publication range of 2015-2025. The results showed that social media marketing has a significant impact on millennials' interest in choosing halal tourism, especially through digital strategies such as storytelling, Delta Model Marketing Strategy, electronic word-of-mouth (eWOM), and the role of social media influencers (SMIs). Psychological factors, including attitudes, subjective norms, and destination attractiveness, also influence tourists' decision to choose halal tourism. However, there are several challenges in marketing halal tourism through social media, such as cultural sensitivity, broad market segmentation, and the absence of formal halal standards, which can hinder the effectiveness of marketing strategies. In addition, there is a research gap regarding the effectiveness of each social media platform in building halal traveler loyalty and the long-term impact of digital marketing strategies on the sustainability of the halal tourism industry. Therefore, this research recommends further studies on digital marketing models based on artificial intelligence (AI) and content personalization to increase the effectiveness of halal tourism promotion and expand market reach globally.


Keywords


Social Media Marketing, Halal Tourism, Millennial Generation, Storytelling, Social Media Influencer, Electronic Word-of-Mouth, Halal Branding.

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References


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