Purpose The aim of this conceptual paper is to define Halal tourism based on the current practices and to explore the available innovative business opportunities in Halal travel industry that could be exploited by Halal entrepreneurs. Design/methodology/approach Critical assessment in Halal tourism literature is used to define Halal tourism and to link between Halal entrepreneurship and Halal tourism to explore innovative marketing opportunities for entrepreneurs. Findings New Halal tourism definition is suggested based on the current practices in this field. The paper also provided new prospects for Halal Entrepreneurs that could enable them to start new ventures in Halal tourism industry. Originality/value This study provides new theoretical and practical contribution in Halal tourism and Halal entrepreneurship. The findings could help tourism operators, Halal entrepreneurs to introduce Halal tourism products and services for catering Muslim traveler needs.

The Global Islamic Economy Indicator recognizes Malaysia as a global leader of the Islamic/Halal economy. Malaysia is also expanding its Islamic Economy and Business Ecosystem. Accordingly, the Ministry of Entrepreneur Development (MED) in Malaysia aims to produce a million small and medium enterprise (SME) entrepreneurs in 2019-2023. However, the Global Innovation Index in 2018 and 2019 ranked Malaysia in the 35th place globally, behind top Asian innovators like Singapore, South Korea, and Japan. This raises an important question: How can Malaysia foster its entrepreneurial economy using its advantageous position in the Halal industry? Malaysia must act now to prepare for a future led by innovation and technology. The country can use the Halal Entrepreneurship Success Scale to foster sustainable innovation and achieve the Sustainable Development Goals (SDGs). Measuring the success of Halal entrepreneurs in Malaysia can help it to achieve the SDGs. The religious background of Halal entrepreneurs motivates them to contribute positively to their society and environment. Halal entrepreneurship can be a driver of transformation that can help attain and deliver the SDGs while promoting sustainable economic growth. The findings of this paper can be useful to policy makers, regulators, practitioners, and academics.

Purpose The purpose of this paper is to examine how Halal entrepreneurs perceive success and accordingly develop a novel scale to measure Halal entrepreneurship success. Design/methodology/approach A sequential mixed methodology was used to develop the Halal entrepreneurship success scale (HESS). The qualitative phase began with a literature review to gain insights into (Halal) entrepreneurship success and identify gaps. Ten respondents were then interviewed to understand how they perceive success. The scale items were then generated based on insights from the literature and the interview findings. The quantitative phase was carried out in two cycles. In the first cycle, a questionnaire was developed and pilot data were collected from a representative sample of 100 respondents. In the second cycle, the revised scale was tested on 300 respondents to confirm its final items and dimensions. Exploratory factor analysis and confirmatory factor analysis were used in the quantitative phase. Findings The final HESS scale contains 24 items divided into four dimensions: Islamic success (seven items), economic success (six items), social success (five items) and environmental success (six items). Originality/value This scale is perhaps the first to measure entrepreneurial success in its association with religion. It is expected to be a useful contribution to entrepreneurship theory and the Halal industry. The paper presents a foundation for future works on how to define the measures of success of Halal entrepreneurs.

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.

Using automated services based on artificial intelligence (AI) has recently witnessed a tremendous leap across various industries. While the implementation of intelligent automation in the tourism and hospitality industry is increasing nowadays, Halal Tourism still needs more investigations. Therefore, the aim of this study is to explore how AI can be used to ameliorate the Muslim tourism experience during the tourism journey. This conceptual paper reviewed AI's role in every phase of the tourism journey: planning phase, staying phase, and evaluation phase which could be utilized to improve Muslim tourism experience. The implications of this study appear theoretically and practically. This conceptual paper tried to fill the gap relevant to AI research in Halal tourism, which is very limited, besides providing an overview of how AI can be used professionally in the tourism and hospitality industry.

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Innovation is essential for long-term competitiveness of firms. The lack of innovation can reduce the competitiveness of firms in the hospitality and tourism industry. Therefore, Halal entrepreneurs in the Halal travel market must prepare for a future led by innovation and technology and to build scalable, digitally enabled business models. There are many innovative opportunities that can be translated into Halal tourism product/services for Muslim and non-Muslim travellers. Some aspects of Halal travel may also satisfy the demands of the non-Muslim market. The paper discusses seven innovative opportunities that could be exploited by Halal entrepreneurs in the hospitality and tourism market. The findings are useful for entrepreneurs to develop Halal products and services for Muslim and non-Muslim travellers.

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