DMA Model: Understanding digital marketing adoption and implementation by Islamic Tourism Organizations

Islamic studies and Islamic research have gained a lot of interest and considerable attention from researchers, policy makers, and practitioners during the last few years as a result of the demanding desire to know more about Islam. However, regardless of the dominant position held by Islamic studies and Islamic research in today's research world, Islamic tourism is still very much less presented in the literature. This article aims to explore, analyze, and develop a clear understanding about the different factors affecting the adoption of digital marketing (D-marketing) by Islamic tourism organizations (ITOs) by building on the current body of knowledge in the field. The article systematically reviews the literature related to digital marketing adoption to understand its adoption by organizations working in Islamic tourism sectors. Based on this review and through linking digital marketing, technology adoption, technology diffusion, and Islamic Shariah theories, a conceptual model that links five factors (namely: internal environmental forces, external environmental forces, digital marketing adoption, digital marketing implementation, and digital marketing performance) is proposed to provide a clear understanding about the different factors affecting the adoption of digital marketing by Islamic tourism organizations. Future research is encouraged to build on this framework to test how internal and external environmental forces of Islamic tourism enterprises, along with its digital marketing implementation, influence its performance.