Rekonfigurasi Ekosistem Bisnis Umrah di Era Digital: A Systematic Literature Review
DOI:
https://doi.org/10.37385/ceej.v7i1.11439Keywords:
Umrah, Ekosistem Bisnis, Digitalisasi, Pariwisata Islam, Agen PerjalananAbstract
Penelitian ini melakukan tinjauan literatur sistematis terhadap perkembangan studi ekosistem bisnis umrah dalam era digital, dengan memetakan pola publikasi, tema dominan, kesenjangan penelitian, dan arah riset ke depan. Metode yang digunakan adalah PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) dengan basis data Scopus. Dari 4.075 dokumen awal, 25 artikel lolos seleksi setelah penyaringan ketat berbasis kriteria inklusi dan eksklusi. Analisis menghasilkan enam klaster tema: transformasi digital dan teknologi platform; tata kelola dan regulasi agen perjalanan; perilaku dan segmentasi jamaah; dampak krisis terhadap industri umrah; dimensi gender dan pengalaman spiritual; serta komersialisasi dan risiko penipuan. Arab Saudi dan Malaysia mendominasi kontribusi riset global. Tinjauan ini merupakan yang pertama memetakan ekosistem bisnis umrah secara khusus dari perspektif digital. Hasilnya adalah kerangka konseptual integratif yang menghubungkan dimensi teknologi, regulasi, perilaku pelanggan, dan kelembagaan.
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