The Impact of Applying Jurisprudential Rulings on Achieving Innovation in Destination Marketing

Abstract

This study examines the impact of applying Islamic jurisprudential rulings derived from authentic sources of Islamic law on enhancing innovation in destination marketing strategies, particularly in the field of religious tourism. Focusing on the Hashemite Kingdom of Jordan—rich in prominent religious and historical sites such as the Shrines of the Companions, the Cave of the Seven Sleepers, Mu’tah, and ancient Islamic castles—the research explores how Islamic legal principles can be integrated into innovative tourism marketing approaches. The study analyzes jurisprudential texts related to visiting religious and historical sites, as found in both classical and contemporary Islamic sources, emphasizing their role in strengthening faith and reflection on the history of nations. It proposes employing these rulings as a creative marketing tool to promote religious destinations, thereby supporting the sustainability of the tourism sector and achieving economic and cultural development.

The research problem addresses the extent to which the application of these rulings can foster innovation in destination marketing. To achieve this, the study adopts the inductive method for analyzing jurisprudential texts and the descriptive method for examining the current tourism context, aiming to produce scientifically grounded findings and practical recommendations.