Reshaping Tourism Industry in Indonesia: The Attraction of Halal Tourism Practices and the Drive of Digitainability

Tourism is undeniably a burgeoning industry segment, as Muslim visitors actively seek sites that cater to their specific requirements, such as dietary restrictions, appropriate attire, and religious ceremonies. There has been a significant increase in the market for halal tourism. Nevertheless, there is a dearth of study on the extent to which Muslim tourists are content with their experiences in non-Muslim nations based on the significance and effectiveness of Islamic characteristics. Contemporary organisations include tourism operators necessitate resource orchestration to a greater extent due to their predominant emphasis on immediate profits, disregarding any contemplation of the future. Entrepreneurial capabilities are essential in reshaping the tourism industry for successfully operating in the dynamic and chaotic business environment, and satisfying client demands especially related to halal tourism concern. This research suggests a strategic framework to transform the tourist business in Indonesia. It identifies entrepreneurial bricolage and adaptable capability as the main factors, halal tourism practices as the mediator, and digitainability as the moderator. The proposed framework validates this perspective, as the main catalysts of economic performance are an intricate interplay of internal and external factors that impact tourism through digitalisation and alignment with halal concerns. By analysing the connections between different variables and applying the Dynamic Capabilities View and Diffusion of Innovation theories, this proposed strategic framework can confirm Indonesia's appeal as a halal tourism destination. Further investigation is necessary to gain a deeper understanding of the several crucial factors that will ensure the efficacy of this framework in the sector.