Purpose This study aims to examine how smart technology and environmental concerns drive destination innovation, holistic experiences and post-visit behaviours among young Muslim tourists in Islamic and non-Islamic destinations. Design/methodology/approach A quantitative approach was used to collect data from 698 young Muslim tourists in Indonesia, with 56% visiting Islamic destinations and 44% visiting non-Islamic destinations. The data were analysed using PLS-SEM to assess the relationships between innovation, experience quality and loyalty. Findings The results confirm that smart technology and environmental initiatives significantly enhance destination innovation and holistic tourist experiences across both destination types. These experiences positively influence young Muslim traveller’s perceived value, satisfaction and loyalty. Practical implications The findings suggest that destination managers should adopt smart technologies and sustainable practices to improve overall tourist experiences. This includes offering halal products, integrating digital tools and providing culturally immersive experiences tailored to young Muslim travellers in both Islamic and non-Islamic destinations. Originality/value This research provides new insights into how innovation, technology and sustainability shape young Muslim tourists’ experiences and loyalty, contributing to the growing discourse on Muslim-friendly tourism.
Suhartanto et al. (Tue,) studied this question.