AI Adoption in Islamic Tourism Stakeholders’ Business Orientation

  • Rafidah Abas
  • Salleh Mohd Radzi
  • Mohd Salehuddin Mohd Zahari


Despite the expanding worldwide Islamic tourism market, the industry is still largely untapped. As Islamic tourism market comprises of the technology-driven market dominated by the millennial, followed by gen Z and gen Alpha as the next successors, Islamic tourism stakeholders are urged to capitalize cutting-edge technology in their business orientation to gain competitive advantage and business sustainability. As such, this content-analysis paper aims to determine Islamic tourism stakeholders’ adoption of Artificial Intelligence (AI) in their business orientation. Findings indicated that Narrow AI is the most common AI types used by most of the Islamic tourism stakeholders. It was also found that both internal and external factors strongly influenced the AI adoption and it types among the stakeholders. Nevertheless, the organization’s financial health, the business size and scope, and the target market’s needs profoundly affect AI implementation by the business operators. As for the customers, the expected delivery performance, the service facilitating conditions and the expenses they have to pay were found to be significant in influencing them in their AI acceptance. AI adoption positively influences the Islamic tourism stakeholders’ business orientation and the organizations’ sustainability. Capitalizing AI in Islamic tourism business orientation helps to redress Islamic muamalat misconception and other religious related issues and practices,  promote understanding about divine religions, allows for greater flexibility in the differences in Fiqh implementation, pooling stronger and sound Muslim experts manpower capitalization and empowerment in various fields as technology and business, ensure Syariah compliance and conformance which results to greater efficiency, increase performance, competitive advantage and Islamic tourism business sanctity and sustainability. As AI is evolving, it is projected that the industry will fully capitalize this technology and establishes legal measures to cope with the industry standard and business sustainability while at the same time ensuring experience and value-driven service to the customers.  


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How to Cite
ABAS, Rafidah; MOHD RADZI, Salleh; MOHD ZAHARI, Mohd Salehuddin. AI Adoption in Islamic Tourism Stakeholders’ Business Orientation. International Journal of Business and Technology Management, [S.l.], v. 6, n. 1, p. 1-14, mar. 2024. ISSN 2682-7646. Available at: <>. Date accessed: 17 apr. 2024.
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