Reframing City Branding Through Islamic Marketing Values: A Systematic Review Toward Sustainable and Muslim-Friendly Destinations

Abstract

This paper aims to systematically review and reframe the concept of city branding through the integration of functional, symbolic, and experiential dimensions, while embedding Islamic marketing values. It explores how the incorporation of tawhid (oneness), ihsan (excellence), and amanah (trust) enhances the authenticity and sustainability of Muslim-friendly urban destinations. Using the PRISMA 2020 protocol, this study systematically reviews 234 Scopus-indexed articles (2002–2025) and applies bibliometric analysis through VOSviewer and RStudio to identify major themes, citation patterns, and theoretical gaps in city branding, halal tourism, and ethical governance. The review identifies three core dimensions—functional (infrastructure, accessibility, hospitality, governance), symbolic (heritage, identity, ethical representation), and experiential (tourist engagement, events, and digital storytelling)—that collectively enhance city brand effectiveness. Integrating Islamic marketing values strengthens trust, authenticity, and visitor satisfaction, resulting in higher revisit intention and brand loyalty. Southeast Asia, particularly Indonesia and Malaysia, emerges as a global hub for Muslim-friendly city branding research.