Noor, Nurhafihz, and Mustiko Aji, Hendy (2026) Exploring the Unintended Consequences of AI in Halal Tourism with the SOUL framework. In: Rafiki, Ahmad, Dana, Léo-Paul, Jaswir, Irwandi, and Tuah Putra Nasution, Muhammad Dharma, (eds.) Transformation and Integration in Halal Industry. De Gruyter Studies in Islamic Economics, Finance and Business, 13 . De Gruyter, Berlin, Germany, pp. 67-86.

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Abstract

The integration of artificial intelligence (AI) applications in halal tourism continues to transform the global Islamic economy and receive growing attention in industry and academia. While emerging research has focused on the benefits of AI in halal tourism, less attention has been given to how AI may interact with halal markets and lead to negative experiences. Understanding potential negative consequences is crucial for managing service experiences and mitigating any harm that may result from interactions between AI and halal tourism markets. Synthesizing the literature on artificial intelligence, hospitality and services marketing, and Islamic marketing, this conceptual study explores the unintended consequences of AI in halal tourism. To advance the analysis in our research, we introduce a novel SOUL framework consisting of the factors Shariah compliance, One-of-a-kind experience, Ummah well-being, and Laws and governance that span the micro-, meso-, and macro-levels of the business. We integrate the SOUL framework with the widely-used customer journey map tool to produce the SOUL-Customer Journey Map Matrix that holistically scans and illustrates unintended consequences of AI in halal tourism during the pre-, during-, and post-trip stages. In addition to contributing to the literature on the complex interplay between faith and AI in the context of halal tourism markets and the negative outcomes associated with AI use in hospitality, we provide practical guidance for halal tourism managers and policymakers through a manager’s checklist to help mitigate potential unintended consequences associated with AI in halal tourism.

Item ID:	94545
Item Type:	Book Chapter (Research - B1)
ISBN:	978-3-11-224819-5
ISSN:	2567-2568
Keywords:	artificial intelligence, halal tourism, Muslim-friendly travel, customer behavior, customer journey, unintended consequences
Copyright Information:	© 2027 Walter de Gruyter GmbH, Genthiner Straße 13, 10785 Berlin, Germany.
Date Deposited:	04 Nov 2026 02:18
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350804 Tourism marketing @ 50% 46 INFORMATION AND COMPUTING SCIENCES > 4602 Artificial intelligence > 460299 Artificial intelligence not elsewhere classified @ 50%
SEO Codes:	28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services @ 100%
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