AI-enabled technologies to assist Muslim tourists in Halal-friendly tourism

Purpose 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/approach A 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. Findings The 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/value This 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.