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This study explores the role of digital visualization technology, specifically virtual reality (VR), in assessing daylight visual comfort, a critical aspect of indoor environmental quality (IEQ) in built environment.

A systematic literature review was conducted following PRISMA guidelines on articles published between 2019 and 2023, sourced from Scopus, ScienceDirect, Emerald Insight and Sage. A total of 17 articles were selected for final analysis. The study classifies factors affecting users’ emotions and behavioral responses in immersive virtual environments using the stimulus-organism-response (S-O-R) framework from environmental psychology.

The review reveals that most VR studies on visual comfort and lighting focus predominantly on office environments, highlighting a significant research gap in residential contexts where daylighting strategies differ considerably. The analysis identifies four major clusters of factors—window properties, light properties, natural properties and spatial properties—that influence emotional, physiological, cognitive and perceptual responses, leading to behavioral outcomes such as energy consumption, productivity and lighting preferences.

The experimental designs, protocols and measurement tools from the selected studies are analyzed to recommend best practices for future research. This research offers strategic insights for conducting empirical studies using VR to assess daylight visual comfort in buildings.

This study extends the S-O-R framework by proposing a conceptual model linking key elements of visual comfort in residential settings to users’ emotions and behavioral responses. This model serves as a foundation for future VR-based experiments on indoor daylight visual comfort evaluation.

This study aims to examine the impact of using ChatGPT on the Halal tourism experience. It examines the relationships among Halal-friendly travel motivations and satisfaction, revisit intention and electronic word-of-mouth (e-WoM) while testing the moderating effect of ChatGPT on the relationship between satisfaction and revisit intention.

This study employed a quantitative methodology. Using purposive sampling techniques, it approached about 800 tourists (from November 2023 to January 2024) from several halal tourism destinations in Indonesia. A total of 395 usable surveys were analyzed to test the relationships and moderation effects by SEM.

The study indicates that Halal-friendly travel motivations positively impact Muslim tourist satisfaction, which in turn influences e-WoM and revisit intention. Importantly, ChatGPT significantly moderates the relationship between satisfaction and revisit intention, thereby strengthening tourist loyalty for those using the AI tool.

The study’s findings provide practical guidelines for halal tourism providers to enhance Halal-compliant services and incorporate ChatGPT as an AI tool to boost Muslim travelers’ satisfaction, drive e-WoM and increase revisit intentions. AI technology gives Halal tourism companies an advantage in offering customized, immediate support, which leads to Muslim visitors becoming loyal.

The study fills a significant gap in the Halal tourism literature by examining AI’s impact on the market. It expands the Expectation-Confirmation Theory (ECT), the push-pull theory and word-of-mouth models in Halal tourism. It also contributes to AI adoption in Halal tourism by addressing how modern AI tools can influence tourist behaviors, improve satisfaction and encourage repeat visits.