Artificial Intelligence (AI) service adoption in Muslim-friendly hotels extending TAM with shariah-compliance trust, tech-savviness, and halal integrity threat

Azhan Fadzil, Nik Izzul Islam and Fuad, Asyraff (2026) Artificial Intelligence (AI) service adoption in Muslim-friendly hotels extending TAM with shariah-compliance trust, tech-savviness, and halal integrity threat. Journal of Contemporary Tourism and Hospitality, 2 (2). pp. 167-173. E-ISSN 3122-6744

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Abstract

This paper extends the Technology Acceptance Model (TAM) to examine the determinants of Artificial Intelligence (AI) service adoption within Malaysian Muslim-friendly hotels. Synthesizing literature across information systems, internal quality management, and Islamic hospitality, the study develops a robust conceptual framework that bridges technical automation with socio-religious values. The model maps out consumer tech-savviness and Shariah-compliance trust as independent variables, perceived usefulness and ease of use as mediators, and adoption intention as the dependent variable. The framework reveals that while trust and tech-savviness drive technical acceptance, perceived halal integrity threats act as a critical negative moderator that weakens adoption intentions. Ultimately, these insights provide hotel operators with a strategic blueprint to deploy smart features without compromising religious compliance, successfully protecting internal service quality while mitigating customer anxieties

Item Type:	Article (Journal)
Uncontrolled Keywords:	Artificial intelligence, Halal Integrity, Muslim- Friendly Hotels, Technology Acceptance Model
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > G156.5.S87 Sustainable tourism
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	DR. NIK IZZUL ISLAM FADZIL
Date Deposited:	03 Nov 2026 09:46
Last Update:	03 Nov 2026 09:46
Queue Number:	2026-10-Q5953
URI:	http://irep.iium.edu.my/id/eprint/132396
Indexed In:	UNSPECIFIED

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