Adaptive Visual Strategies for Promoting Halal Destinations Using AI and Big Data Ferry Darmawan*, Sophia Novita, Wiki Angga Wiksana, Hana Nurul Fitri, Amelia Putri Febriyani
Universitas Islam Bandung
*ferry[at]unisba.ac.id
Abstract
This study aims to create adaptive and personalized visual communication strategies using Artificial Intelligence (AI) and Big Data to promote halal tourism destinations. The digital transformation in the tourism industry, especially through social media platforms, calls for a communication approach that is not only visually appealing but also aligned with the religious and cultural values of Muslim travelers.
The study was carried out using a mixed-method approach that included social media content analysis and online questionnaires. The results indicate that the most common and engaging halal tourism content comes from the culinary, religious, and recreational categories. Visual communication that features halal certification, worship environments, and Islamic narratives has proven effective in building audience trust and interest.
The questionnaire results emphasize the importance of a data-driven approach in creating content that matches user preferences. Respondents appreciated personalized visual content, technologies like AR/VR, and the inclusion of educational elements that showcase Islamic values in promotional stories.
The proposed visual communication strategy involves integrating AI to personalize promotional messages, using Big Data to understand user interests and habits, and tailoring content to local Muslim cultures. This approach centers Islamic values in visual design, framing technology as a tool that enhances social and religious acceptance of promotional content.
This research highlights the importance of visual communication strategies that are both technologically adaptable and culturally inclusive in promoting the halal tourism sector in the digital age.
Keywords: visual communication - halal tourism - artificial intelligence - big data - content personalisation - digital transformation
