Digital Communication Management in Hajj and Umrah Services: A Systematic Literature Review on the Transformation of Services for Muslim Pilgrims in the Era of Platformization

Abstract

This article aims to analyze digital communication management in Hajj and Umrah services through a systematic literature review of the transformation of Muslim pilgrim services in the era of platformization. The digitalization of Hajj and Umrah services has altered communication patterns between the government, pilgrimage organizers, ritual guides (pembimbing manasik), travel agencies, and pilgrims. Services that previously relied heavily on administrative and face-to-face communication have now evolved through digital applications, official websites, social media, WhatsApp groups, information systems, and integrated service platforms. This study employs a Systematic Literature Review (SLR) approach, following the PRISMA 2020 flow. Data were obtained from journal articles, scientific proceedings, academic books, policy documents, and official reports relevant to the topics of digital communication, Hajj-Umrah services, social media, platformization, public trust, and Islamic communication. Analysis was conducted through thematic synthesis. The results of the study indicate that digital communication management in Hajj and Umrah services encompasses six main dimensions: pilgrim digital education, information transparency, public trust, risk communication, service platformization, and Islamic communication ethics. This article asserts that the digitalization of Hajj and Umrah services functions not only as an administrative instrument but also as a strategic communication system that shapes pilgrim experience, understanding, protection, and trust. The novelty of this article lies in the formulation of a conceptual framework for Hajj-Umrah digital communication management that integrates service management, digital communication, platformization, and Islamic communication perspectives.