SOR Model in Halal Tourism: A Systematic Review of Digital Stimuli and Tourist Responses

Abstract

This study aims to synthesize the fragmented literature on the application of the Stimulus-Organism-Response (SOR) model within the digital halal tourism ecosystem and to formulate an integrative conceptual model. Using a systematic literature review (SLR) based on the PRISMA 2020 protocol, the research evaluated twelve Scopus Q1 articles published between 2020 and 2026. The results reveal a paradigm shift from static physical attributes to dynamic and immersive digital stimuli, including social media, virtual reality (VR), and artificial intelligence (AI). Furthermore, the findings indicate that Muslim tourists' loyalty and spiritual satisfaction are driven primarily by affective evaluation and sharia values rather than conventional price and quality metrics, with religiosity and digital halal literacy acting as crucial internal filters that moderate the conversion of digital stimuli into behavioral responses. Theoretically, this research contributes a conceptual model that effectively aligns spiritual dimensions with advanced digital technology. Practically, the study implies that successful digital marketing in halal tourism cannot rely on superficial commercial labeling, but must instead be built upon the genuine authenticity of the underlying ecosystem.