How destination image and knowledge shape loyalty to halal tourism destinations: The role of social media

The image and knowledge of a destination play a crucial role in influencing travel decisions. Within the context of Islamic traditions, many Muslim travelers prioritize halal certification when choosing a destination to visit. This study examines how destination image, destination knowledge, and social media contribute to shaping loyalty toward halal tourism destinations. A secondary data collection method was employed, drawing on scholarly databases to gather relevant information on halal tourism and the use of social media. A systematic approach guided the review process, ensuring the inclusion of credible and diverse sources. The analysis reveals that social media has become a critical driver in promoting both the image and knowledge of tourism destinations. Online reviews, travel vlogs, and user-generated content significantly shape positive perceptions of halal-certified destinations, thereby encouraging tourist loyalty. By analyzing keywords and themes from secondary data, the study establishes the interconnections between destination image, destination knowledge, and social media. In recent years, social media influencers and platforms have increasingly shaped travelers’ perceptions by highlighting halal-friendly facilities and services. This type of digital promotion builds trust, enhances awareness, and motivates potential visitors to choose halal-certified destinations. Consequently, the role of social media in fostering destination loyalty cannot be overlooked.