Artificial intelligence-driven approaches for halal tourism and hospitality: a framework for enhancing consumer trust and meeting Muslim travelers’ needs

Purpose This study aims to develop a conceptual framework that explores how artificial intelligence (AI)-driven solutions can enhance halal tourism and hospitality experiences by fostering consumer trust. The framework proposes key variables influencing trust, emphasizing how AI tools can meet the specific needs of Muslim travelers while aligning with Shariah principles. Design/methodology/approach This study uses a conceptual synthesis of halal tourism, AI and Islamic marketing to propose a trust-centered adoption framework. Signaling Theory is positioned as the micro-level mechanism that shapes the core adoption beliefs specified by Technology Acceptance Model, Unified Theory of Acceptance and Use of Technology and Diffusion of Innovations (e.g. perceived usefulness, compatibility, social influence, observability, user experience /privacy). These beliefs, made salient by credible and clear halal assurance signals, build consumer trust in AI-enabled halal services. Findings This study identifies five factors that influence consumer trust in AI-driven halal tourism: perceived usefulness, compatibility with Islamic values, user experience design, security/privacy and innovation in service offering. Originality/value This paper contributes to the literature on Islamic marketing, AI and tourism by presenting a novel framework that bridges the gap between technology and Shariah compliance. It offers practical insights for AI solutions that enhance consumer trust and meet the religious and cultural expectations of Muslim travelers in halal tourism.