Purpose This study aims to explore the role of chatbot adoption and Digital Halal Literacy (DHL) in shaping intention to visit halal destinations. Integrating Technology Acceptance Model (TAM) and Expectation Confirmation Model (ECM) models, the study examines the factors influencing users’ decisions to interact with chatbots with the intention to visit halal tourist destinations. Design/methodology/approach A quantitative approach was adopted, consisting of a survey of a diverse sample of 304 travelers. The structural equation method via AMOS 23 was used for data analysis. Findings The results show that DHL significantly affects the perceived usefulness and ease of use of chatbots, which in turn directly influences user satisfaction and perceived trust. These factors also impact intention to visit halal destinations. Originality/value To the best of the authors’ knowledge, this study is one of the first to examine the intersection between chatbot adoption and DHL in halal tourism. By combining concepts from TAM and ECM, the study provides new insights into the role of chatbots in the decision-making process of Muslim travelers.
Bouchnak et al. (Fri,) studied this question.