Journal of Rural Tourism
type: channel
description: Welcome to official Journal of Rural Tourism (abreviation JoRT), a peer-reviewed journal that explicitly focuses on the interface rural tourism, sustainable development, community empowerment, and local gastronomy. We seek articles with clear evidence of this interaction, and articles that are not related to rural tourism will not be considered. This journal equally encourages scientists and professionals to publish original scientific papers, review articles.... View full aims & scope
publisher: Borneo Novelty Publishing
language: en
publication name: Journal of Rural Tourism
issn: 3063-9484
items: Level of soft skills proficiency among hospitality management students in the Philippines
items: Upcycling a condemned bus into an eco-hotel simulator for lodging management education in the Philippines
items: Kasibu, Nueva Vizcaya’s readiness for homestay expansion towards ASEAN homestay standards
items: Culinary heritage in practice: Native ingredients and hotel menu innovation
items: The mediating influence of music festival experience in the relationship between event quality, perceived value, and revisit intentions of gen z consumers on Metro Manila
items: A model for destination branding of iconic architectural tourist attractions in Bali, Indonesia
items: AI-enabled ecotourism business models for socio-economic development of local communities: An empirical study on developing smart villages in West Bengal, India
items: Intrinsic vs. extrinsic motivation: Which drives long-term employee productivity in hotels?
items: Ecotourist attitude homogeneity in biodiversity hotspots: A multi-dimensional sustainability analysis from Meghalaya, India
items: Antecedents of tourist loyalty in rural tourism: A PLS SEM and IPMA anaylsis
items: Exploring research trends in sustainable mountain and rural tourism (SMRT): A bibliometric study with biblioshiny and VOSviewer
items: Influencer marketing in the tourism industry: A systematic review of theories, methods, and findings
items: A concentrate on difficulties and potentially open doors looked at by feminist business visionaries in the tourism industry in India
items: Social-ecological resilience of coastal tourism to climate change: A case study of Depok Beach, Bantul, Indonesia
items: https://ruraltourism.borneonovelty.com/index.php/jort/article/view/79
items: Evaluating service performance and customer satisfaction in coffee shops: A SERVPERF analysis
items: Toward regenerative tourism: The role of regenerative technologies and storytelling in the perception of regenerative value and tourist satisfaction
items: The interplay of HRM practices, organizational climate, and employee outcomes on organizational outcomes in accommodation facilities in the Central Philippines
items: Community awareness and participation in Argungu Fishing Festival, Kebbi State, Nigeria
items: Rural ecotourism: A qualitative analysis of exceptional sites from Southern Bengal, India
items: Utilizing jackfruit seed and dragon fruit peel in swiss rolls: Waste valorization for local culinary tourism development
items: The mediating role of interactive media on the relationship of LGU-run museum attributes to visit and re-visit intention
items: The dynamics of regional language attitudes as a cultural asset for sustainable tourism: A study of Balikpapan’s multilingual communities amid IKN development
items: A comprehensive assessment of travel motivations and constraints faced by solo female travelers visiting tourism destinations of Kashmir and Ladakh Region
items: An exploratory study of the Jola Ethnic culture and tourism promotion in the Gambia
items: Community engagement and participation in ecotourism development in Ikogosi Warm Spring and Arinta Waterfall Corridors
items: Analyzing sentiments in hotel booking reviews with Natural Language Processing (NLP)
items: Experiential graphic design in rural tourism: A model for navigation, identification, and experience
items: The transformation of personalisation in hospitality through the implementation of artificial intelligence (AI)
items: Rural tourism development through the role of village government: Study of Purbayan Tourist Village, Indonesia

Level of soft skills proficiency among hospitality management students in the Philippines
type: item
description: Purpose – This study aims to assess the level of soft skills proficiency among Hospitality Management students at Nueva Vizcaya State University, Bambang, Nueva Vizcaya, focusing on communication, leadership, teamwork, problem-solving, and adaptability, as well as examining differences based on demographic profiles. Design/Methodology/Approach – A quantitative descriptive–correlational design was employed, involving 271 students selected through total population sampling. Data were collected using a structured questionnaire measuring multiple soft skill domains. Descriptive statistics and inferential analysis using F-tests were applied to determine proficiency levels and examine differences across variables such as age, gender, year level, parents’ occupation, and household income. Findings – The results indicate that students demonstrate moderate to high proficiency in key soft skills, with teamwork and problem-solving identified as the strongest competencies. Communication and adaptability emerged as areas requiring improvement. Age was found to have a significant influence on proficiency, with older students exhibiting higher skill levels. No significant differences were observed across gender, year level, parents’ occupation, or household income, suggesting relatively equitable development across these groups. Originality/Value – This study provides empirical insights into soft skills development within hospitality education, highlighting the importance of targeted interventions to enhance communication, leadership, and adaptability. It underscores the role of institutional support and experiential learning in preparing students for professional readiness in the hospitality industry.
subject: Article in press
  topic: section
subject: Hospitality
  topic: category
subject: Soft skills
  topic: keywords
subject: Hospitality management students
  topic: keywords
subject: Communication
  topic: keywords
subject: Leadership
  topic: keywords
subject: Teamwork
  topic: keywords
subject: Problem-solving
  topic: keywords
subject: Adaptability
  topic: keywords
creator: Marina R. Dapnit
creator: Joan M. Nebrida
creator: Angelica D. Dungcayan
creator: Jenelyn M. Milio
creator: Zyra Ann T. Pawid
creator: Riza L. Silvano
creator: Romelia C. Tagami
creator: Ranel F. Montemayor
creator: Evangeline H. Castro
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
doi: 10.70310/jrt.2026.030212116

Upcycling a condemned bus into an eco-hotel simulator for lodging management education in the Philippines
type: item
description: Purpose - This study examines the transformation of a condemned university bus into an eco-hotel simulator as an experiential learning tool for lodging management students at Nueva Vizcaya State University. Specifically, it aims to evaluate the simulator’s design features, sustainability components, and the practical challenges encountered in integrating sustainability-focused, hands-on learning within hospitality education. Design/Methodology/Approach - The study involved 67 respondents, comprising 60 lodging management students and 7 faculty members, who engaged directly with the eco-hotel bus simulator. Data were gathered through participant engagement and reflective inputs, and thematic analysis was employed to analyze perceptions related to functionality, visual appeal, space arrangement, sustainability features, and challenges associated with upcycling the condemned bus. Findings - The findings indicate that the simulator’s spatial arrangement, visual appeal, and functional areas effectively support experiential learning and the development of operational skills. Sustainability features, such as the use of recycled materials, energy-efficient systems, and eco-friendly design elements, were positively perceived and recognized as valuable for sustainability education. However, challenges related to limited space, ergonomic considerations, and the integration of sustainable features within a mobile structure were also identified. Originality/Value - This study highlights the potential of upcycled, simulation-based learning environments as innovative tools for enhancing practical competencies and sustainability awareness in hospitality education. The eco-hotel bus simulator presents a novel, cost-effective, and environmentally responsible approach that helps bridge the gap between theoretical instruction and real-world application.
subject: Article in press
  topic: section
subject: Hospitality
  topic: category
subject: Eco-hotel Simulator
  topic: keywords
subject: lodging management
  topic: keywords
subject: experiential learning
  topic: keywords
subject: Sustainability education
  topic: keywords
creator: George Allen A. Primero
creator: Joan Nebrida
creator: Julie Anne B. Yaos
creator: Rein Justine C. Balawid
creator: Chrismarry Deanne P. Carino
creator: Mark Anthony M. Jimena
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
doi: 10.70310/jrt.2026.030212114

Kasibu, Nueva Vizcaya’s readiness for homestay expansion towards ASEAN homestay standards
type: item
description: Purpose – This study aims to examine the level of readiness of Kasibu for homestay expansion based on the ASEAN Homestay Standards, with a focus on host capabilities, accommodation quality, management practices, sustainability initiatives, and operational dimensions, as well as to analyse the relationship between readiness and perceived development challenges. Design/Methodology/Approach – A quantitative descriptive–correlational design was employed. Data were collected from 68 respondents, including local residents from Binogawan and Capisaan and municipal tourism staff, using a structured survey instrument based on ASEAN Homestay Standards. The instrument demonstrated high reliability (Cronbach’s alpha = 0.93). Descriptive statistics (mean and standard deviation) and Pearson’s product–moment correlation were used to analyse readiness levels and their relationship with perceived challenges. Findings – The results indicate moderate to high readiness for homestay development, particularly in host capabilities and location sustainability, while lower readiness is observed in sustainability initiatives and marketing. Perceived challenges are high across environmental, economic, and socio-cultural dimensions. A significant positive relationship between readiness and perceived challenges suggests that greater awareness of challenges corresponds with more cautious readiness among stakeholders. Originality/Value – This study provides empirical insights into community readiness and sustainability challenges in a rural Philippine context. It offers practical implications for policymakers and local stakeholders to enhance capacity-building, environmental management, marketing strategies, and institutional support to align with ASEAN Homestay Standards and ensure sustainable homestay development.
subject: Article in press
  topic: section
subject: Hospitality
  topic: category
subject: Homestay readiness
  topic: keywords
subject: ASEAN Homestay Standards
  topic: keywords
subject: Sustainable homestay development
  topic: keywords
subject: Community participation
  topic: keywords
subject: Rural tourism
  topic: keywords
subject: Socio-cultural challenges
  topic: keywords
creator: Roy O. Allawas
creator: Joan Nebrida
creator: Xyra Mae B. Corpuz
creator: Daisyrel Joy D. Palayao
creator: Shenalyn A. Pugong
creator: Princess Meliza Junette O. Way-as
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
doi: 10.70310/jrt.2026.030212115

Culinary heritage in practice: Native ingredients and hotel menu innovation
type: item
description: Purpose – This study aims to investigate the diversity of native, endemic, and heirloom ingredients in Central Luzon and to evaluate their acceptance and integration into hotel restaurant menus, particularly in relation to cultural preservation and indigenous food systems. Design/Methodology/Approach – The study adopts an exploratory sequential mixed-method design, combining qualitative exploration of indigenous ingredients and culinary traditions with quantitative assessment of their acceptance in selected hotel restaurants. This approach enables a comprehensive understanding of both cultural significance and practical applicability in the hospitality sector. Findings – The findings reveal that indigenous cuisines remain underrepresented in hotel menus despite their strong presence in local traditions, festivals, and cultural practices. The inclusion of indigenous foods is shown to strengthen cultural identity, foster reconnection among indigenous communities, and promote values of reciprocity and harmony. Additionally, food is recognized not only as sustenance but also as a form of traditional medicine. The study highlights the need for greater integration of these ingredients into contemporary culinary practices. Originality/Value – This study proposes a strategic framework for incorporating native, endemic, and heirloom ingredients into hotel restaurant menus. Its value extends beyond the culinary domain by supporting cultural preservation, economic empowerment, environmental sustainability, culinary innovation, and educational development within the tourism and hospitality industry.
subject: Article in press
  topic: section
subject: Hospitality
  topic: category
subject: Gastronomy
  topic: category
subject: Culinary heritage
  topic: keywords
subject: Heirloom
  topic: keywords
subject: Indigenous cuisine
  topic: keywords
subject: Theory of planned behavior
  topic: keywords
subject: Sequential exploratory mixed-method
  topic: keywords
creator: Lena N. Canet
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
doi: 10.70310/jrt.2026.030212080

The mediating influence of music festival experience in the relationship between event quality, perceived value, and revisit intentions of gen z consumers on Metro Manila
type: item
description: Purpose – This study aims to examine the mediating role of Music Festival Experience in the relationships between event quality, perceived value, and revisit intentions among Generation Z consumers in Metro Manila. Design/Methodology/Approach – A quantitative approach was employed using a structured survey targeting Gen Z attendees aged 18 to 27. Data were analysed through regression and mediation analyses to explore the relationships among event quality, perceived value, music festival experience, and revisit intentions. Findings – The results indicate that event quality significantly influences perceived value, which in turn positively affects revisit intentions. Furthermore, Music Festival Experience serves as a key mediating variable, strengthening the relationship between perceived value and revisit intentions. These findings highlight the importance of delivering high-quality and engaging festival experiences to enhance attendee satisfaction and encourage repeat participation. Originality/Value – This study contributes to event and tourism literature by emphasizing the mediating role of experiential factors in shaping behavioural intentions among younger audiences. It provides practical insights for event organizers and marketers to design immersive and value-driven festival experiences, while also suggesting avenues for future research, including comparative studies across generations, the role of sponsorship and sustainability, and the use of qualitative approaches to capture deeper emotional engagement.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Event quality
  topic: keywords
subject: Perceived quality
  topic: keywords
subject: Revisit intentions
  topic: keywords
subject: Music festival experience
  topic: keywords
subject: Generation Z
  topic: keywords
creator: Mary Jean Lopez
creator: Jasmine Loberanes
creator: Glenn Gerard Agoo
creator: Ma.Cristina Q. Trinidad
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
starting page: 179
ending page: 198
doi: 10.70310/jrt.2026.03021285

A model for destination branding of iconic architectural tourist attractions in Bali, Indonesia
type: item
description: Purpose – This study aims to explore the potential of architectural tourist attractions in Bali, with particular emphasis on the diversity of traditional and contemporary architecture as part of cultural tourism experiences. Design/Methodology/Approach – The research adopts a qualitative approach, utilizing in-depth interviews with tourists and tourism stakeholders, complemented by a review of relevant literature to understand perceptions and the role of architecture in destination appeal. Findings – The findings indicate that tourists demonstrate a strong interest in architecture as a key component of cultural experiences. The study proposes a destination branding model, The Wonder of Architectural Diversity, supported by the 4A framework (Attractions, Amenities, Ancillary, Accessibility) and the STAR model (Storytelling, Event Tourism, Activities, and Reviews), to enhance destination attractiveness. Additionally, strengthening architectural promotion through cultural festivals, integrating traditional elements into modern developments, and improving supporting amenities are identified as crucial strategies to broaden tourist appeal. Originality/Value – This study contributes to tourism and destination branding literature by highlighting architecture as a strategic asset in cultural tourism development. It offers a novel integrative model that combines branding and tourism frameworks to enhance destination competitiveness while preserving cultural identity.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Destination Branding
  topic: keywords
subject: Iconic Architecture
  topic: keywords
subject: Tourist Attraction
  topic: keywords
creator: Dinar Sukma Pramesti
creator: Dwi Novita Cahyaningtyas Permatasari
creator: Ong Chuan Huat
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
starting page: 233
ending page: 251
doi: 10.70310/jrt.2026.030212106

AI-enabled ecotourism business models for socio-economic development of local communities: An empirical study on developing smart villages in West Bengal, India
type: item
description: Purpose – This study aims to evaluate the role of AI-enabled ecotourism business models in driving socio-economic development in rural areas of West Bengal, with a focus on developing smart ecotourism villages in Jhargram and Purulia. Design/Methodology/Approach – A quantitative research design was employed using data collected from 250 respondents, including ecotourism entrepreneurs, local community members, and government personnel. The study applied reliability and validity tests, factor analysis, and Structural Equation Modeling to examine relationships among digital literacy, community participation, entrepreneurial orientation, AI adoption, and socio-economic development. Mediation analysis was conducted using bootstrapping techniques in SPSS. Findings – The results reveal that digital literacy, community participation, and entrepreneurial orientation significantly and positively influence AI adoption, with entrepreneurial orientation identified as the strongest predictor. Furthermore, AI adoption has a positive impact on socio-economic development. Mediation analysis indicates that AI adoption partially mediates the relationship between entrepreneurial orientation and socio-economic development, highlighting its strategic role in rural development pathways. Originality/Value – This study contributes to the emerging discourse on smart tourism and rural development by integrating AI adoption into ecotourism business models. It provides practical insights for policymakers and stakeholders to foster digitally empowered, community-based ecotourism initiatives that enhance economic growth and sustainability in rural destinations.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: AI Adoption
  topic: keywords
subject: Entrepreneurial orientation
  topic: keywords
subject: Socio-economic development
  topic: keywords
subject: AI enabled
  topic: keywords
subject: Ecotourism
  topic: keywords
subject: Business models
  topic: keywords
creator: Debarati Deb
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
starting page: 218
ending page: 232
doi: 10.70310/jrt.2026.030212112

Intrinsic vs. extrinsic motivation: Which drives long-term employee productivity in hotels?
type: item
description: Purpose – This study aims to examine the influence of intrinsic and extrinsic motivation on long-term employee productivity in the luxury hospitality industry, with particular focus on organizational trust, psychological safety, and employee engagement as key determinants of workforce stability. Design/Methodology/Approach – The study adopts a conceptual and analytical approach by integrating established theoretical frameworks, including Self-Determination Theory, Kahn’s Engagement Model, and Job Demands-Resources Model. These models are used to evaluate how different motivational drivers shape employee engagement, performance, and retention in high-pressure hotel environments. Findings – The findings indicate that intrinsic motivation—such as autonomy, job satisfaction, and career development—has a stronger and more sustainable impact on long-term employee engagement and productivity. In contrast, extrinsic motivation, including salary, incentives, and promotions, tends to produce short-term performance improvements. The study also highlights the critical role of leadership, organizational trust, and open communication in fostering psychological safety, which enhances employee commitment and encourages service innovation. Cultural and organizational contexts are found to further influence motivational dynamics. Originality/Value – This study contributes to hospitality management literature by offering a comprehensive synthesis of motivation theories within the luxury hotel context. It provides practical recommendations for balancing financial and non-financial rewards, supporting human resource strategies aimed at reducing turnover, enhancing service quality, and strengthening long-term organizational performance.
subject: Original articles
  topic: section
subject: Hospitality
  topic: category
subject: organizational trust
  topic: keywords
subject: employee motivation
  topic: keywords
subject: psychologycal safety
  topic: keywords
subject: instric and extrinsic motivation
  topic: keywords
subject: luxury hotels
  topic: keywords
creator: Bhaskar Sailesh
creator: K Karthikeyan
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
starting page: 138
ending page: 154
doi: 10.70310/jrt.2026.03021272

Ecotourist attitude homogeneity in biodiversity hotspots: A multi-dimensional sustainability analysis from Meghalaya, India
type: item
description: Purpose – This study aims to examine the homogeneity of ecotourists’ attitudes toward sustainability and conservation behaviour in biodiversity-rich destinations, and to analyse the relationships between demographic characteristics, travel patterns, and five sustainability constructs: Nature-based Sustainable Development (NSD), Responsible Nature Tourism (RN), Knowledge Factors (KF), Environmental Consciousness (E), and Other Tourism Practices (OTP). Design/Methodology/Approach – A quantitative survey was conducted among 300 ecotourists visiting nature-based destinations in Meghalaya, a recognized biodiversity hotspot in India. The study utilized validated measurement scales and applied statistical techniques including factor analysis, reliability testing, and comparative analysis to assess sustainability constructs and behavioural patterns. Findings – The results identify five underlying sustainability factors with high reliability (α = 0.827–0.931). Contrary to expectations, no significant demographic differences were found in sustainability attitudes (p > 0.05), indicating a homogeneous conservation orientation among ecotourists. All constructs scored above the scale midpoint, reflecting strong pro-environmental attitudes. Environmental consciousness emerged as the most influential factor (M = 4.371), with moderate positive correlations among constructs (r = 0.099–0.207). The strongest relationship was observed between knowledge factors and environmental consciousness (r = 0.207, p < 0.001). Originality/Value – This study challenges conventional assumptions of demographic segmentation by demonstrating uniform sustainability attitudes among ecotourists in biodiversity hotspots. It highlights the role of destination attributes in attracting environmentally conscious tourists and provides insights for developing conservation-oriented ecotourism strategies that support sustainable development and community empowerment.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Ecotourism
  topic: keywords
subject: Biodiversity Hotspots
  topic: keywords
subject: Conservation Attitudes
  topic: keywords
subject: Tourist Segmentation
  topic: keywords
subject: Environmental Consciousness
  topic: keywords
subject: Sustainable Tourism
  topic: keywords
subject: Meghalaya
  topic: keywords
creator: Paramjeet Kumar
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
starting page: 155
ending page: 164
doi: 10.70310/jrt.2026.03021283

Antecedents of tourist loyalty in rural tourism: A PLS SEM and IPMA anaylsis
type: item
description: Purpose – This study aims to examine the determinants of tourist loyalty in rural tourism, focusing on the relationships among cognitive image, perceived value, and tourist satisfaction in the Kashmir Valley. Design/Methodology/Approach – A quantitative approach was employed using data collected from 407 visitors. The study applied PLS-SEM and Importance-Performance Map Analysis to analyse structural relationships and evaluate the relative importance and performance of key constructs influencing tourist loyalty. Findings – The results indicate that cognitive image and perceived value significantly influence tourist satisfaction. However, only perceived value has a direct effect on tourist loyalty. The relationship between cognitive image and loyalty is fully mediated by satisfaction. Furthermore, IPMA results reveal that perceived value is the most critical determinant of loyalty but shows a relatively lower performance level compared to other factors, indicating a strategic improvement gap. These findings highlight that enhancing perceived value and maintaining high levels of satisfaction are essential to fostering tourist loyalty in rural destinations. Originality/Value – This study contributes to rural tourism literature by integrating structural and performance-based analysis to better understand loyalty formation. It provides practical insights for destination managers to prioritize perceived value enhancement strategies while sustaining tourist satisfaction to achieve long-term loyalty.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Cognitive destination image
  topic: keywords
subject: Perceived value
  topic: keywords
subject: Tourist satisfaction
  topic: keywords
subject: Tourist loyalty
  topic: keywords
creator: Basharat Hussain
creator: S. Sumaira
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
starting page: 165
ending page: 178
doi: 10.70310/jrt.2026.03021295

Exploring research trends in sustainable mountain and rural tourism (SMRT): A bibliometric study with biblioshiny and VOSviewer
type: item
description: Purpose – This study aims to analyse the development and trends of sustainable mountain and rural tourism research from 1990 to 2025, with a focus on identifying key themes, influential contributors, and emerging directions in the literature. Methodology/Design/Approach – The study employs a bibliometric analysis of Scopus-indexed publications, utilizing tools such as VOSviewer and Biblioshiny to map research clusters, authorship patterns, and geographic distributions. Findings – The results indicate that countries such as China, Spain, United Kingdom, and Italy are leading contributors to the field. Key research themes include socioeconomic empowerment, gender dynamics, rural demographic change, and sustainable tourism development. The findings also highlight a growing emphasis on balancing economic growth with environmental conservation, driven by increasing demand for nature-based tourism linked to health awareness and urban stress. Originality/Value – This study provides a comprehensive synthesis of sustainable mountain and rural tourism research, offering insights into evolving academic trends and future research directions. It underscores the importance of integrating community participation, policy innovation, and environmental stewardship to support resilient economies, ecosystem sustainability, and cultural heritage preservation.
subject: Review article
  topic: section
subject: Tourism
  topic: category
subject: Rural tourism
  topic: keywords
subject: Bibliometric analysis
  topic: keywords
subject: VOSviewer
  topic: keywords
subject: Biblioshiny
  topic: keywords
subject: Sustainable mountain tourism
  topic: keywords
creator: Vipan Kumar
creator: Ashish Nag
creator: Suman Sharma
creator: Rohit Thakur
creator: Ajay Bisht
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
starting page: 199
ending page: 217
doi: 10.70310/jrt.2026.030212103

Influencer marketing in the tourism industry: A systematic review of theories, methods, and findings
type: item
description: Purpose - This study aims to analyse behavioural outcomes shaped by social media influencers in tourist decision-making, identify dominant theoretical and methodological approaches, and examine how influencer marketing has been applied within the tourism sector. Methodology/Design/Approach - A systematic literature review was conducted using the PRISMA approach. Publications from 2010 to 2025 indexed in Web of Science and Scopus were screened. Following the stages of identification, screening, eligibility, and inclusion, 32 relevant studies on influencer marketing in tourism were selected for in-depth analysis. Findings - The results indicate that influencer marketing has become an effective communication tool for many organisations; however, academic research in tourism remains limited and methodologically fragmented. Key factors influencing travel intention, destination loyalty, word-of-mouth, and experience sharing include credibility, authenticity, emotional engagement, parasocial interaction, and influencer–destination fit. Emerging themes such as virtual influencers, platform-specific content, ethical promotion, and green tourism messaging are also evident. Overall, influencer marketing significantly affects tourist behaviour when aligned with audience preferences, destination branding, and emotionally engaging narratives, although contextual differences highlight the need for comparative and integrative research. Originality/Value - This study contributes to tourism literature by mapping the evolution of influencer-based destination promotion, identifying theoretical and empirical gaps, and proposing directions for future research while offering practical insights for data-driven influencer collaboration strategies.
subject: Review article
  topic: section
subject: Tourism
  topic: category
subject: Influencer Marketing
  topic: keywords
subject: Travel Intention
  topic: keywords
subject: Destination Markeyting
  topic: keywords
subject: Source Credibility
  topic: keywords
subject: Social Media Platforms
  topic: keywords
creator: Sadakat Akram
creator: Rukhsana Majeed
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-04-19
publication date: 2026-04-19
starting page: 252
ending page: 277
doi: 10.70310/jrt.2026.030212111

A concentrate on difficulties and potentially open doors looked at by feminist business visionaries in the tourism industry in India
type: item
description: Purpose - This article examines the challenges and opportunities faced by feminist women entrepreneurs in India's tourism industry, focusing on the originality of their business approaches. It aims to explore how these women navigate gender-related barriers while also identifying opportunities for innovation and empowerment within the industry. Methodology/Design/Approach - The article analyzes the experiences of feminist women entrepreneurs in the tourism sector, looking at the structural barriers they face—such as discrimination and unequal access to resources—and the opportunities they find for innovation. The study emphasizes sustainable business practices, community-based empowerment, and gender-inclusive tourism. Finding - The findings reveal that while women entrepreneurs in tourism face significant gender-related challenges, they also create innovative and empowering business models. These models not only overcome barriers like discrimination and stereotypes but also contribute to the development of a more inclusive and sustainable tourism industry. The entrepreneurs highlight opportunities for promoting sustainable practices and gender-inclusive tourism. Originality/Value - The study offers fresh insights into the role of feminist women entrepreneurs in driving social and economic change within India’s tourism sector. It underscores their contributions to shaping a more inclusive and sustainable industry by creating original business models that challenge traditional gender norms and promote empowerment.
subject: Original articles
  topic: section
subject: Hospitality
  topic: category
subject: Women empowerment
  topic: keywords
subject: Economic development
  topic: keywords
subject: Social justice
  topic: keywords
subject: Tourism
  topic: keywords
subject: Entrepreneurs
  topic: keywords
creator: Khushboo Bilal
creator: Sajad Ahmad Bhat
creator: Danish Iqbal Raina
creator: Ajaz Dar
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-02-08
publication date: 2025-02-08
doi: 10.70310/jrt.2025.03010637

Social-ecological resilience of coastal tourism to climate change: A case study of Depok Beach, Bantul, Indonesia
type: item
description: Purpose – This study aims to analyze how climate change impacts the sustainability of coastal tourism destinations, focusing on Depok Beach, Bantul. It explores the socio-ecological resilience of coastal communities and examines the adaptation and mitigation strategies developed to address environmental threats such as abrasion and extreme weather. Methodology/Design/Approach – Through documentation studies, in-depth interviews, and field observations, the research methodology employed descriptive qualitative approaches. Fishermen, traders, and managers of tourism awareness groups (Pokdarwis) were among the key informants. Findings – The findings indicate that cross-sectoral cooperation with the government and educational institutions, local organization strengthening, and economic resource diversification all contribute to the development of socio-ecological resilience. Reforestation programs, disposal of waste, and the implementation of eco-friendly tourism practices are all a component of mitigation efforts. Conversely, adaptation happens through modifications to corporate policies, innovations in digital marketing. Conversely, adaptation is achieved through modifications to corporate procedures, advancements in digital marketing, and readiness for abrasion effects. These results highlight how crucial it is to combine social, economic, and ecological factors in order to increase coastal communities' and tourism's resilience to climate change Originality/value – This study uniquely integrates socio-ecological resilience with practical adaptation and mitigation strategies in coastal tourism sustainability. Focusing on Depok Beach, Bantul, it highlights local collaboration among communities, government, and academia, while introducing digital marketing innovation as an adaptive response to climate challenges. The research contributes an integrative model linking ecological sustainability with socio-economic resilience in coastal destinations.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: socio-ecological resilience
  topic: keywords
subject: coastal tourism
  topic: keywords
subject: climate change
  topic: keywords
subject: adaptation
  topic: keywords
creator: I Putu Hardani Hesti Duari
creator: Robertus Saptoto
creator: Waode Asti Ananta
creator: Pedro Triadi Cahyo
creator: Mutiara Maulidina
creator: Naumi Berliana
creator: Apriasnita Apriasnita
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-11-03
publication date: 2025-11-03
starting page: 69
ending page: 76
doi: 10.70310/jrt.2025.030106100

https://ruraltourism.borneonovelty.com/index.php/jort/article/view/79
type: item
title: The mediating influence of place attachment in the relationship between affective image and customer’s psychosocial well-being towards revisit intention on co-working spaces in Metro Manila, Philippines
description: Purpose - This study aims to investigate the mediating role of place attachment in the relationship between affective image and customers’ psychosocial well-being, and how these factors influence revisit intention in coworking spaces in Metro Manila. Methodology/Design/Approach - A quantitative research design was employed, with data collected from 271 regular users of coworking spaces featuring coffee lounges. Structural equation modeling (SEM) was applied to test the relationships among affective image, place attachment, psychosocial well-being, and revisit intention. Findings - The results reveal that affective image has a positive impact on place attachment and psychosocial well-being. However, the mediating role of place attachment between affective image and psychosocial well-being was not statistically significant. Originality/Value - The study underscores the importance of both environmental and social factors in shaping customer experiences. For coworking spaces, balancing functional design with emotionally engaging features is essential to enhance customer satisfaction and foster revisit intentions.
subject: Original articles
  topic: section
subject: Hospitality
  topic: category
subject: affective image
  topic: keywords
subject: place attachment
  topic: keywords
subject: psychosocial well-being
  topic: keywords
subject: revisit intention
  topic: keywords
subject: coworking spaces
  topic: keywords
creator: Aleah Mae V. Quindoza
creator: Nicole Anne A. Mercado
creator: Edrian C. Peña
creator: Mark Chris M. Lapuz
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 40
ending page: 49
doi: 10.70310/jrt.2025.03010679

Evaluating service performance and customer satisfaction in coffee shops: A SERVPERF analysis
type: item
description: Purpose – This study aims to assess the service performance of selected coffee shops in Dumaguete City using the five SERVPERF dimensions: tangibility, reliability, responsiveness, assurance, and empathy. Methodology/Design/Approach – A descriptive-correlational research design was used, involving two respondent groups: 13 shop personnel (owners and employees) and 120 customers across six coffee shops, totaling 133 participants. Findings – Customers rated service positively across all SERVPERF dimensions, particularly in tangibility, reliability, and staff courtesy. Owners and employees also expressed confidence in their service quality. Demographic factors such as age, sex, occupation, nationality, frequency of visits, and spending significantly influenced satisfaction. Established coffee shops were perceived as more reliable. The results highlight the importance of maintaining high service standards and understanding customer profiles to enhance satisfaction and loyalty. Originality/Value – This study offers localized insights into coffee shop service quality in Dumaguete City using the SERVPERF model, providing practical guidance for improving customer satisfaction and long-term loyalty in the local coffee shop industry.
subject: Original articles
  topic: section
subject: Hospitality
  topic: category
subject: Coffee Shops
  topic: keywords
subject: Service Performance
  topic: keywords
subject: Customer Satisfaction
  topic: keywords
subject: Correlational Research
  topic: keywords
subject: Dumaguete City
  topic: keywords
creator: Arnie Villanueva
creator: Ryan Tayco
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-06-09
publication date: 2025-06-09
starting page: 144
ending page: 158
doi: 10.70310/jrt.2025.04021273

Toward regenerative tourism: The role of regenerative technologies and storytelling in the perception of regenerative value and tourist satisfaction
type: item
description: Purpose - This study examines how technologies and storytelling shape the perception of regenerative value within tourism experiences, and how this perception impacts visitor satisfaction. It is grounded in the growing movement toward regenerative tourism, which emphasizes restoring and enriching destinations rather than merely sustaining them. Methodology/Design/Approach - A conceptual model was developed to capture both the direct and indirect (mediated) effects of technologies and storytelling on visitor satisfaction. Data collected from 162 respondents were analyzed using Structural Equation Modeling (SEM) and Bootstrapping with 5,000 resamples to test the hypothesized relationships. Findings - The results reveal that technologies and storytelling significantly influence visitor satisfaction. However, their effects are largely mediated by visitors’ perception of contributing positively to the destination. Among the variables, perceived regenerative value emerged as the strongest predictor of overall satisfaction. Originality/Value - This study extends existing theories of value co-creation, transformational tourism, and experience design. It highlights the strategic role of technology and narrative as key enablers of meaningful, regenerative travel experiences that go beyond traditional notions of sustainability.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Regenerative tourism
  topic: keywords
subject: Regenerative technonolgy
  topic: keywords
subject: Storytelling
  topic: keywords
creator: Safa Chaieb
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-12-23
publication date: 2025-12-23
starting page: 88
ending page: 101
doi: 10.70310/jrt.2026.030106107

The interplay of HRM practices, organizational climate, and employee outcomes on organizational outcomes in accommodation facilities in the Central Philippines
type: item
description: Purpose – This study investigates how HRM practices, organizational climate, and employee outcomes affect organizational outcomes in accommodation facilities in Central Philippines. Methodology/Design/Approach – Using a correlational design, the study examined the relationships among HRM practices, organizational climate, employee outcomes, and organizational performance. Data were collected via survey from 805 respondents (123 supervisors/managers and 682 staff) across various registered accommodation facilities, including hotels, resorts, inns, pension, and lodging houses. The findings are more applicable to larger operations like hotels and resorts. Findings – Results show a significant relationship between HRM practices, organizational climate, and employee outcomes with organizational performance. Facilities with favorable HRM practices, positive organizational climate, and strong employee outcomes tend to have better organizational performance. Originality/Value – This study uniquely explores the combined influence of HRM practices, organizational climate, and employee outcomes on hotel performance in Central Philippines, offering localized insights for strategic hospitality management and regional business sustainability.
subject: Original articles
  topic: section
subject: Hospitality
  topic: category
subject: HRM
  topic: keywords
subject: organizational climate
  topic: keywords
subject: empployee outcomes
  topic: keywords
subject: organizational outcome
  topic: keywords
creator: Ryan Tayco
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: 61
ending page: 71
doi: 10.70310/jrt.2025.03010667

Community awareness and participation in Argungu Fishing Festival, Kebbi State, Nigeria
type: item
description: Purpose - This study aims to evaluate the level of community awareness and participation in the Argungu Fishing Festival in Kebbi State, Nigeria. It seeks to identify key factors influencing local engagement and to propose strategies for strengthening community involvement in order to support heritage preservation and sustainable tourism development. Methodology/Design/Approach - A cross-sectional survey design was employed, integrating primary data collected through self-administered questionnaires, interviews, and field observations with secondary data from government publications. A total of 440 respondents (community members) were sampled. Data analysis was performed using SPSS version 23. Findings - This study indicate that 95% of community respondents were highly aware of the festival, with strong familiarity reported for its major activities. Furthermore, significant relationships were found between the frequency of participation and socio-demographic factors such as age, sex, education, occupation, and marital status (r = 0.106, p < 0.05). In contrast, monthly income did not significantly influence participation (r = 0.07, p > 0.05). These results suggest that cultural attachment and community identity may outweigh economic factors in driving festival engagement. Originality/Value - The study underscores the need for targeted promotional strategies to bridge the awareness gap among non-community participants and enhance overall festival participation. By elucidating the socio-cultural dynamics underlying local engagement, this research contributes valuable insights to the field of tourism. It offers practical recommendations for policymakers and stakeholders seeking to develop sustainable tourism initiatives, ensuring that cultural festivals like the Argungu Fishing Festival can effectively promote both heritage preservation and economic development in Nigeria.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: community awareness
  topic: keywords
subject: community participation
  topic: keywords
subject: Argungu fishing festival
  topic: keywords
subject: cultural tourism
  topic: keywords
subject: nigeria
  topic: keywords
creator: T.T. Olubunmi-Ojo
creator: W.O. Adebayo
creator: O.M. Orimaye
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-04-17
publication date: 2025-04-17
starting page: 104
ending page: 113
doi: 10.70310/jrt.2025.04021261

Rural ecotourism: A qualitative analysis of exceptional sites from Southern Bengal, India
type: item
description: Purpose - This study examines the economic, social, and ecological contributions of rural eco-tourism units in South 24-Pargana, West Bengal, India. These units focus on nursery gardens and organic farms instead of typical natural attractions, aiming to understand how such businesses can integrate tourism and achieve sustainability. Methodology/Design/Approach - A qualitative approach was used with three case studies of rural eco-tourism units. Data was collected through interviews with founders using semi-structured questionnaires and analyzed inductively. Findings - The study shows that eco-tourism can be both profitable and sustainable. Adding a tourism element to less successful businesses like nursery gardens and organic farms has made them economically viable. Visitors are willing to pay premium prices due to the ambiance, experience, and effective marketing. Originality - This study offers a unique perspective on rural eco-tourism in a region without traditional attractions, highlighting how tourism can enhance the viability of existing businesses. It emphasizes the role of social media, word-of-mouth, and government support in promoting such eco-tourism units.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Rural eco-tourism
  topic: keywords
subject: qualitative case study
  topic: keywords
subject: inductive thematic analysis
  topic: keywords
subject: economic viability
  topic: keywords
subject: environmental sustainability
  topic: keywords
subject: indigenous community development
  topic: keywords
creator: Satabdee Banerjee
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-04-04
publication date: 2025-04-04
starting page: 91
ending page: 103
doi: 10.70310/jrt.2025.04021259

Utilizing jackfruit seed and dragon fruit peel in swiss rolls: Waste valorization for local culinary tourism development
type: item
description: Purpose – This study aims to develop a nutritionally enhanced Swiss roll by incorporating jackfruit seeds and dragon fruit peel as locally sourced ingredients, and to position the product as a distinctive Indonesian culinary innovation that could strengthen the attractiveness of local gastronomic tourism. Methodology/Design/Approach – A quantitative approach was applied using a hedonic sensory test involving trained panelists to evaluate product acceptability across several formulations. Findings – The Swiss roll was formulated by integrating jackfruit seed powder into the batter and using dragon fruit peel as the filling. Sensory evaluation results showed aroma acceptability scores of 4.23 for Formula 1 (F1), 4.07 for Formula 2 (F2), and 3.57 for Formula 3 (F3) on a 5-point Likert scale, indicating an overall positive (“like”) response from panelists. F1 demonstrated the highest acceptance level. These findings confirm that the product is well-received and presents a nutritious, locally sourced alternative that has the potential to enhance the diversity and appeal of Indonesian culinary tourism. Originality/Value – This study highlights the valorization of food by-products in pastry innovation, demonstrating how jackfruit seeds and dragon fruit peel can be transformed into a marketable gastronomic product. The approach contributes to sustainable local food development while adding value to regional tourism offerings.
subject: Original articles
  topic: section
subject: Gastronomy
  topic: category
subject: jackfruit seed
  topic: keywords
subject: dragon fruit peel
  topic: keywords
subject: waste valorization
  topic: keywords
subject: Swiss roll innovation
  topic: keywords
subject: culinary tourism
  topic: keywords
creator: Enita Rahayu
creator: Maria Veronika Simanjuntak
creator: Praseptia Gardiarini
creator: Firda Rahmayanti
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-01-30
publication date: 2026-01-30
doi: 10.70310/jrt.2026.03010688

The mediating role of interactive media on the relationship of LGU-run museum attributes to visit and re-visit intention
type: item
description: Purpose – This study aims to examine the role of local government unit (LGU)-run museums in fostering community identity and cultural preservation, and to analyse how museum characteristics influence Generation Z visitors’ intention to visit and revisit, particularly through the lens of Uses and Gratification Theory. Design/Methodology/Approach – The study employs a quantitative approach using path analysis to explore the relationships between museum attributes and visitor intentions. A cross-sectional survey design with Likert-scale instruments was used to collect data, with a particular focus on the mediating role of interactive media features. Findings – The findings indicate that interactive media features play a significant, though limited, mediating role in influencing the relationship between museum characteristics and Generation Z’s visitation and revisit intentions. While interactive elements enhance engagement, their impact does not fully compensate for other underlying museum qualities. Originality/Value – This study provides valuable insights into the evolving expectations of younger audiences in the context of cultural institutions, highlighting the need for LGU-run museums to strategically integrate digital and interactive experiences. It contributes to the literature by emphasizing a balanced approach that aligns technological innovation with the core objectives of cultural preservation and community engagement.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Interactive media
  topic: keywords
subject: LGU-run museums
  topic: keywords
subject: Generation Z
  topic: keywords
subject: Visit and revisit intention
  topic: keywords
subject: Uses and Gratification Theory
  topic: keywords
subject: Digital transformation
  topic: keywords
creator: Kelvin Carl M. Otilla
creator: Jehan R. Nepomuceno
creator: Jamuel J. Neo
creator: Honesto O. Camino
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-01-28
publication date: 2026-01-28
starting page: 102
ending page: 121
doi: 10.70310/jrt.2026.03010678

The dynamics of regional language attitudes as a cultural asset for sustainable tourism: A study of Balikpapan’s multilingual communities amid IKN development
type: item
description: Purpose - This study aims to examine the language attitudes of the Balikpapan community toward regional languages and to explore how these attitudes may influence regional identity and tourism development in the context of the new capital city (IKN) expansion. Methodology/Design/Approach - A quantitative approach was employed, collecting survey data from 384 respondents with a 5% margin of error. Multiple factors influencing language attitudes—environmental, instructional (Indonesian as the language of instruction), family, media, and institutional factors—were analyzed using significance testing to determine their predictive effects. Findings - The results show that environmental factors (Sig. = 0.000) and media/institutional factors (Sig. = 0.029) exert significant positive effects on regional language attitudes. Conversely, the use of Indonesian as a language of instruction (Sig. = 0.012) has a significant negative effect. Family influence (Sig. = 0.533), although theoretically assumed to be the strongest factor, shows no significant impact in shaping respondents’ attitudes. Overall, the Balikpapan community demonstrates attitudes toward regional languages that could be strengthened through targeted interventions such as education-based initiatives, regional language promotion, enhanced family engagement, and the creation of language-friendly public spaces. Originality/Value - This study contributes novel empirical evidence on the sociolinguistic dynamics of a rapidly developing urban area located near the emerging national capital. It highlights how regional language attitudes intersect with cultural identity and tourism development, offering practical insights for policymakers seeking to preserve linguistic heritage while promoting culturally grounded tourism in the era of IKN development.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Language Attitudes
  topic: keywords
subject: Balikpapan
  topic: keywords
subject: Capital City Relocation (IKN)
  topic: keywords
subject: Tourism
  topic: keywords
creator: Lisnawaty Simatupang
creator: Ranti Rustika
creator: Abdul Gafur
creator: Tri Retno Nugroho
creator: Febby Rio Pratama Syarif
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2026-01-30
publication date: 2026-01-30
starting page: 122
ending page: 129
doi: 10.70310/jrt.2026.03010696

A comprehensive assessment of travel motivations and constraints faced by solo female travelers visiting tourism destinations of Kashmir and Ladakh Region
type: item
description: Purpose - This research explores the motivations and constraints of solo female travelers in Kashmir and Ladakh, focusing on their pursuit of independence and personal freedom while addressing social and cultural challenges. It also examines how these factors influence their destination choices. Methodology - A quantitative approach was used, with surveys distributed to 275 solo female tourists in popular Kashmir and Ladakh destinations. Data was analyzed using SPSS version 25.0. Findings - Solo female travelers are primarily motivated by independence, self-improvement, and unique experiences. Psychological factors such as escaping daily routines and boosting confidence were key, while sociocultural constraints like gender norms and family disapproval hinder independent travel. Originality - This study fills a gap in existing literature by focusing on solo female travelers in Kashmir and Ladakh. It offers valuable insights for tourism stakeholders to enhance the experiences of this emerging group and suggests strategies to boost female solo travelers' confidence and engagement.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: solo female travelers
  topic: keywords
subject: travel motivations
  topic: keywords
subject: travel constraints
  topic: keywords
subject: tourism destination
  topic: keywords
subject: Kashmir and Ladakh
  topic: keywords
creator: Sadakat Akram
creator: Rukhsana Majeed
creator: Javed Iqbal
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-04-04
publication date: 2025-04-04
starting page: 42
ending page: 57
doi: 10.70310/jrt.2025.04010657

An exploratory study of the Jola Ethnic culture and tourism promotion in the Gambia
type: item
description: Purpose – This study aims to analyse the Jola tribe by examining its cultural dimensions, way of life, and key socio-cultural characteristics that shape communal associations, as well as to explore its potential within cultural tourism development. Design/Methodology/Approach – This research adopts a descriptive approach, drawing on conceptual definitions and cultural analysis to examine the fundamental elements that define the lifestyle and social organization of the Jola people. Findings – The findings reveal that the Jola ethnic group possesses a rich and distinctive cultural heritage, reflected in core lifestyle components such as the FUTAMPAF initiation ritual, traditional food and beverages, and unique entertainment practices. These elements play a significant role in sustaining communal identity and offer strong potential as cultural tourism assets for both local and international engagement. Originality/Value – This study contributes to the discourse on cultural tourism by highlighting the underexplored heritage of the Jola tribe and emphasizing its value as a cultural resource that can support tourism promotion and marketing in the contemporary tourism and hospitality industry.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Tourism
  topic: keywords
subject: Tradition
  topic: keywords
subject: Culture
  topic: keywords
subject: Jola ethnic
  topic: keywords
creator: Mutiu Kolawole Ambali
creator: Admyre Sock
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-12-23
publication date: 2025-12-23
starting page: 197
ending page: 203
doi: 10.70310/jrt.2025.04021274

Community engagement and participation in ecotourism development in Ikogosi Warm Spring and Arinta Waterfall Corridors
type: item
description: Purpose - This study aims to evaluate the level of community engagement and participation in ecotourism development within the Ikogosi Warm Spring and Arinta Waterfall corridors in Ekiti State, Nigeria. It specifically investigates how socio-economic characteristics influence engagement, assesses current participation levels, and examines the functionality of governance structures supporting ecotourism initiatives. Methodology/Design/Approach - A cross-sectional survey involving 324 households was conducted using structured questionnaires and inferential statistical analyses. The data were used to characterize local socio-economic profiles, measure participation intensity, and evaluate governance mechanisms in both ecotourism corridors. Findings - The results reveal that younger and less tenured residents are more inclined to participate in ecotourism activities, while higher education levels and commercial livelihoods in Ikogosi predict stronger involvement. Despite high awareness levels across both sites, Ipole-Iloro demonstrates more consistent participatory practices—such as regular forums, inclusive planning invitations, and enhanced training opportunities. Governance assessments show that Ipole-Iloro maintains more functional and transparent structures, whereas Ikogosi struggles with irregular consultations and perceived non-functionality. The study highlights that awareness alone does not ensure sustained participation or effective governance. Originality/Value - This study contributes empirical evidence on how demographic, economic, and governance factors jointly shape community participation in ecotourism. By comparing two ecotourism sites with similar contexts but differing governance outcomes, it advances understanding of the mechanisms linking local capacity, institutional functionality, and sustainable tourism development in sub-Saharan Africa.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: ecotourism
  topic: keywords
subject: community engagement
  topic: keywords
subject: participation
  topic: keywords
subject: governance
  topic: keywords
creator: Olakunle Muyiwa Orimaye
creator: Samson Oluwagbemiga Ojo
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-11-12
publication date: 2025-11-12
starting page: 50
ending page: 60
doi: 10.70310/jrt.2025.03010677

Analyzing sentiments in hotel booking reviews with Natural Language Processing (NLP)
type: item
description: Purpose - This study aims to analyze customer sentiments in hotel reviews to gain insights into guest experiences, service quality, and overall satisfaction. The goal is to demonstrate how sentiment analysis using natural language processing (NLP) can support decision-making, service enhancement, and strategic management in the tourism and hospitality industry. Methodology/Design/Approach - The research employs two main approaches for sentiment classification—lexicon-based (VADER) and machine learning-based (BERT). Textual hotel reviews are processed and categorized into positive, negative, and neutral sentiments. The performance of both methods is compared to evaluate accuracy and effectiveness in interpreting customer feedback. Findings - The results reveal that key sentiment drivers include service quality, cleanliness, and value for money. The BERT model outperforms the lexicon-based VADER method in classification accuracy, demonstrating its superior ability to understand contextual nuances in customer reviews. The study confirms that advanced NLP models can provide deeper and more reliable insights for reputation management and marketing strategies. Originality/Value - This paper contributes to the growing field of artificial intelligence applications in tourism by showcasing how NLP-based sentiment analysis can transform qualitative feedback into actionable intelligence. It highlights the potential of AI in improving customer experience analytics and suggests future research directions in multilingual sentiment analysis and real-time monitoring for dynamic decision support, benefiting hotels, travel agencies, and policymakers.
subject: Original articles
  topic: section
subject: Hospitality
  topic: category
creator: Shakeel Basheer
creator: Sheezan Farooq
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-10-04
publication date: 2025-10-04
starting page: 30
ending page: 39
doi: 10.70310/jrt.2025.03010671

Experiential graphic design in rural tourism: A model for navigation, identification, and experience
type: item
description: Purpose - This study aims to investigate how Experiential Graphic Design (EGD) can enhance sustainable rural tourism by improving spatial communication, strengthening cultural identity, and fostering emotionally engaging visitor experiences. It introduces the Navigation–Identification–Experience (NIE) framework as a conceptual model for integrating EGD into rural tourism planning. Methodology/Design/Approach - The research draws upon theoretical foundations from Kevin Lynch’s spatial legibility, Yi-Fu Tuan’s topophilia, and Edward Relph’s notions of place and placelessness. Three award-winning EGD projects—Borough Yards (UK), Beyond Wayfinding (USA), and Forest Net(work) (USA)—were analyzed to extract design principles applicable to rural contexts. A design-based simulation was then developed for Lefke, a culturally rich but under-communicated rural town in Northern Cyprus, to demonstrate the practical implementation of the NIE framework. Findings - The analysis shows that EGD functions both as a practical communication system and as a cultural interface. It enhances orientation and spatial clarity, reinforces local heritage and identity, and creates immersive, participatory experiences for visitors. The simulation in Lefke demonstrates that employing vernacular symbols, sustainable materials, and community-rooted narratives can transform rural environments into meaningful, experience-driven destinations. Originality/Value - This study offers one of the first structured attempts to adapt urban-derived EGD design knowledge for rural tourism development. By proposing the NIE framework and demonstrating its applicability through a design-based simulation, it provides a transferable, practice-oriented model that can guide policymakers, designers, and rural communities in shifting from passive tourism consumption to deeper, place-based engagement.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Experiential Graphic Design
  topic: keywords
subject: Rural Tourism
  topic: keywords
subject: Cultural Resilience
  topic: keywords
subject: Spatial Communication
  topic: keywords
subject: Environmental Psychology
  topic: keywords
subject: Place Identity
  topic: keywords
subject: Environmental graphic design
  topic: keywords
creator: Elif Atamaz
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-12-07
publication date: 2025-12-07
starting page: 1
ending page: 15
doi: 10.70310/jrt.2025.03010694

The transformation of personalisation in hospitality through the implementation of artificial intelligence (AI)
type: item
description: Purpose – This paper aims to explore the significant impact of Artificial Intelligence (AI) on personalizing guest experiences within the hospitality industry. It investigates how AI-driven solutions are revolutionizing the customization of services and improving operational efficiency. Methodology/Design/Approach - The study uses a qualitative approach, examining case studies, industry trends, and technological advancements in AI integration. It critically assesses the transformations in guest interactions, operational processes, and revenue management within the sector. Findings - The integration of AI has led to enhanced guest experiences, streamlined operations, and more effective revenue management strategies. However, challenges in adoption remain, including technological barriers and concerns around data privacy. Opportunities for further growth in AI application within the industry are also highlighted. Originality/Value - This paper provides new insights into the evolving landscape of personalized hospitality, offering valuable perspectives for both industry professionals and stakeholders. It contributes to the understanding of how AI is shaping the future of hospitality services, emphasizing both its potential and the hurdles it presents.
subject: Review article
  topic: section
subject: Hospitality
  topic: category
creator: Khushboo Bilal
creator: Sajad Ahmad Bhat
creator: Danish Iqbal Raina
creator: Parvez Abdulla
creator: Zakir Hussain
creator: Nur Azizah
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-03-13
publication date: 2025-03-13
starting page: 83
ending page: 90
doi: 10.70310/jrt.2025.04021245

Rural tourism development through the role of village government: Study of Purbayan Tourist Village, Indonesia
type: item
description: Purpose – This study examine to examine the role of village government in developing regional potential, particularly in rural tourism. Methodology/Design/Approach – This qualitative case study investigates how the village government develops the Purbayan Tourism Village through planned work programs. Data were collected via semi-structured interviews with selected stakeholders. Findings – The village government plays a key role in developing the Purbayan Tourism Village, acting as a driver in optimizing rural tourism potential. Programs emphasize sustainability through community deliberation, legal strengthening, external collaboration, and management innovation. Policies are responsive to local needs while aligned with regulations. Originality/Value – This study highlights village government policies that contribute to sustainable tourism development.
subject: Original articles
  topic: section
subject: Tourism
  topic: category
subject: Attraction
  topic: keywords
subject: Development
  topic: keywords
subject: Government
  topic: keywords
subject: Sustainable
  topic: keywords
subject: Tourist Village
  topic: keywords
creator: Agung Sulistyo
creator: Tri Eko Yudiandri
creator: Fitri Dwi Kusumawati
creator: Dwi Agus Kristianto
creator: Musadad Musadad
rights: Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
date: 2025-03-13
publication date: 2025-03-13
starting page: 73
ending page: 83
doi: 10.70310/jrt.2025.04021255