SMART HALAL GASTRONOMY FOR TOURISM 2.0: AI, GOVERNANCE, AND DESTINATION COMPETITIVENESS IN ASEAN

Adlin Masood; Umi Hamidaton Mohd Soffian Lee; Nur Aqilah Hazirah Mohd Anim

doi:10.33102/p4jf3b28

Authors

Adlin Masood Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia, Author
Umi Hamidaton Mohd Soffian Lee Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia, Author
Nur Aqilah Hazirah Mohd Anim Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia, Author

DOI:

https://doi.org/10.33102/p4jf3b28

Keywords:

halal gastronomy, AI, Governance, destination competitiveness, ASEAN

Abstract

Halal gastronomy is emerging as a strategic component of Tourism 2.0 in ASEAN, where destinations face growing pressure to provide food experiences that are accessible, trustworthy, and digitally visible to Muslim travellers. This is especially significant in a region that combines Muslim-majority and non-Muslim destinations within a highly competitive tourism landscape. Yet ASEAN remains uneven in its ability to deliver halal food services that are responsive, well signalled, and supported by credible information systems. Against this backdrop, this paper examines how smart halal gastronomy can strengthen sustainable destination competitiveness in ASEAN through AI-enabled tourism systems and better coordinated governance. Using a systematic literature review guided by the PRISMA framework, the study analyses 18 peer-reviewed articles on halal gastronomy, Muslim friendly tourism, destination image, digital innovation, governance, and sustainability. The review focuses on how AI-enabled tools reduce traveller uncertainty and improve access to halal food experiences, while governance supports trust, assurance, and longer-term tourism sustainability. Overall, the review shows that smart halal gastronomy goes beyond digitalising halal food services. Its value lies in bringing AI, governance and inclusion together to support more sustainable destination development. The paper concludes that ASEAN destinations can strengthen competitiveness through intelligent service systems, coordinated governance, and culturally responsive tourism ecosystems that create long-term value for travellers, businesses, and destinations.

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