IMPLEMENTATION OF AI INTELLIGENCE STRATEGY IN HALAL TOURISM DEVELOPMENT: CASE STUDY OF CACABAN RESERVOIR

Abstract

This study aims to explore the implementation of artificial intelligence (AI) in the development of halal tourism, focusing on a case study of Cacaban Reservoir in Tegal Regency, Central Java. Halal tourism is a rapidly growing sector, particularly in countries with a majority Muslim population like Indonesia. In this context, Cacaban Reservoir holds significant potential to become a leading halal tourism destination through AI-driven strategies. This research employs surveys and interviews to collect data from Muslim tourists and local tourism industry stakeholders. The findings indicate that AI plays a critical role in enhancing the halal tourism experience, particularly through service personalization, optimized digital marketing, and real-time delivery of Sharia-compliant information. Furthermore, this study identifies key challenges in implementing AI, including limited technological infrastructure, insufficient understanding of AI concepts among industry players, and low levels of digital literacy within the local community. To address these challenges, the study recommends strengthening collaboration among local governments, industry stakeholders, and communities to support AI adoption. Initiatives such as technology training, investment in digital infrastructure, and integrated promotion efforts are essential for fostering sustainable halal tourism development. Consequently, the findings of this study are expected to serve as a reference for the development of AI-based halal tourism destinations in Indonesia.