Navigating the Pilgrimage: An Open Innovation Approach to Digitalizing Hajj Services in Indonesia

Purpose - This study aims to develop a strategic digital business transformation roadmap for Indonesia's Hajj and Umrah ecosystem through the lens of open innovation and the Dynamic Capabilities framework. It aims to modernize pilgrimage services by combining organizational capabilities with new technical advancements to assure long-term ecosystem sustainability.

Design/Methodology/Approach - The study employs a qualitative exploratory case study methodology focused on a focal pilgrimage financial agency. Data were gathered using a methodical four-phase methodology: a digital maturity assessment, expert Focus Group Discussions (FGDs) to evaluate company potential, priority assessment, and collaborative roadmap development with critical internal stakeholders and interdisciplinary experts.

Findings - The focal agency demonstrates a maturity level of "Embracing" with an average score of 66.35, indicating active digital integration into core operations. Hajj funding emerged as the primary priority for transformation. The resulting three-year roadmap outlines a transition from internal capability building to ecosystem co-creation and systemic reconfiguration.

Research limitations/implications - This study is confined to one primary institution inside a singular national context. Subsequent research ought to encompass a broader variety of stakeholders, including private travel providers and regulatory ministries, to substantiate the pathway across institutions.

Practical implications - The focal agency is recommended to transition from a conventional fund manager to an ecosystem orchestrator. It is advisable to establish a specialized corporate innovation institution to promote digital business expansion and navigate ecosystem intricacies.

Social Implications - Digitalization improves the pilgrim experience, promotes governance transparency, and aligns with the nation's vision by merging sacred services with the contemporary digital economy.

Originality/Value - This study presents a distinctive integrative framework that expands open innovation and ecosystem reconfiguration ideas into the inadequately explored domain of holy religious activities.