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
Homestay enterprises as vehicles for women’s economic empowerment: Intent, challenges, and opportunities in remote Cagayan Valley
Purpose - This study aims to examine the lived experiences of women-led homestay operators in the Cagayan Valley, Philippines, by exploring their motivations, challenges, and the opportunities emerging from their participation in homestay enterprises. Method - A qualitative research design was employed, using semi-structured interviews with 12 women actively managing homestays. Thematic analysis was conducted to identify core patterns related to motivation, operational constraints, skill development, and socio-cultural dynamics. Findings - The analysis reveals that economic empowerment, personal growth, skill development, and social recognition are the key motivations driving women’s engagement in homestay operations. Participants reported increased income, enhanced confidence, and improved competencies in hospitality management, marketing, and interpersonal communication. However, they also faced structural and socio-cultural barriers, including inadequate infrastructure, financial limitations, skill gaps, and heavy household responsibilities. Despite these constraints, women-led homestays generated positive community outcomes such as cultural promotion through collaborations with artisans and farmers, strengthened social visibility, and expanded livelihood opportunities. Originality/Value - This study provides nuanced insights into the transformative potential of women-led homestays as vehicles for inclusive rural development. By illuminating both empowerment pathways and persistent gendered challenges, it contributes valuable evidence for policymakers and development practitioners seeking to design targeted interventions—such as training programs, financial support mechanisms, and infrastructure improvements to enhance the sustainability and impact of women-driven tourism enterprises.
Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
Toward regenerative tourism: The role of regenerative technologies and storytelling in the perception of regenerative value and tourist satisfaction
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.
Social-ecological resilience of coastal tourism to climate change: A case study of Depok Beach, Bantul, Indonesia
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.
The dynamics of regional language attitudes as a cultural asset for sustainable tourism: A study of Balikpapan’s multilingual communities amid IKN development
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. Method - 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.
Experiential graphic design in rural tourism: A model for navigation, identification, and experience
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. Method - 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.
Utilizing jackfruit seed and dragon fruit peel in swiss rolls: Waste valorization for local culinary tourism development
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.
Adoption of online travel agency platforms by small and medium hotels in Srinagar: Barriers, benefits, and digital readiness
Purpose: This study aims to examine the adoption of Online Travel Agency (OTA) platforms, marketing strategies, and operational challenges faced by small and medium-sized hotels in Srinagar. The research focuses on identifying barriers and benefits associated with digital adoption and understanding how these hotels maintain competitiveness in a dynamic tourism environment. Methodology: A qualitative research design was employed, utilizing semi-structured interviews with hotel operators. Thematic analysis was conducted to identify recurring patterns and key themes, providing an in-depth understanding of operational practices and strategic choices. Findings: The analysis revealed five major themes: economic constraints, digital adoption challenges, relational marketing strategies, competitive pressures, and leveraging local cultural identity. While financial limitations restrict formal marketing, personalized guest engagement and promotion of cultural authenticity emerge as critical strategies. Digital tools such as OTAs and social media offer significant opportunities for market visibility but require training and capacity-building for effective use. Implications: The findings highlight the importance of context-specific strategies for small and medium-sized hotels. Recommendations include skill development programs, collaborative marketing initiatives, promotion of local culture, and policy support to enhance competitiveness and sustainability. These insights provide practical guidance for hotel operators, tourism planners, and policymakers in emerging urban tourism destinations.
Impact of Indian regional cuisines on international hotel menus
Purpose: This study investigates the impact of Indian regional cuisines on international hotel menus, focusing on how such culinary offerings influence guest satisfaction, authenticity perceptions, and strategic positioning in global hospitality. The research aims to explore the operational challenges and cultural significance of integrating regional dishes into hotel offerings for international clientele. Methodology: A qualitative thematic analysis was conducted using semi-structured interviews with chefs, managers, and international tourists across multiple five-star and four-star hotels offering Indian regional cuisines. Data were coded and analyzed to identify recurring patterns and themes, providing insights into both operational and experiential aspects of Indian cuisine in international hotel settings. Findings: The analysis revealed four major themes: guest experience and satisfaction, authenticity and adaptation, operational challenges, and cultural and strategic significance. Approximately 85% of participants emphasized enhanced guest satisfaction due to sensory appeal and cultural immersion, while 65% highlighted the challenges of balancing authenticity with adaptation for international palates. Operational concerns such as staff training, ingredient sourcing, and menu planning were noted by 70% of respondents. Additionally, 80% of hotel managers recognized Indian regional cuisines as valuable tools for cultural promotion and brand differentiation. Implications: The study highlights the importance of culturally informed culinary offerings in enhancing guest experiences, promoting India’s culinary heritage, and strengthening competitive positioning in the international hospitality industry. Hotels are encouraged to invest in staff training, strategic menu planning, quality ingredient sourcing, and cultural marketing to maximize the benefits of integrating regional cuisines.
Perceptions and conditions for sustainable energy and tourism development in Bali’s villages, Indonesia
Purpose - This study aims to examine community-level conditions and perceptions related to sustainable energy and tourism development in four Balinese villages—Banjarasem, Blimbingsari, Bongan, and Bantas. It seeks to identify how local demographics, economic sectors, and attitudes toward renewable energy influence sustainable rural development. Methodology/Design/Approach - Using community-level survey data, the study analyzes local perspectives on tourism engagement, renewable energy preferences, energy stability, financial considerations, and the perceived importance of green areas. Descriptive and comparative analyses were conducted to reveal trends and contextual differences among the four villages. Findings - Results show a strong community interest in adopting renewable energy, particularly Solar PV, though cost and limited technical understanding remain major barriers. Energy instability affects both public facilities and productive sectors such as agriculture and tourism. Despite these challenges, residents express a willingness to pay more for green energy and show interest in accessing credit facilities to support sustainable initiatives. Originality/Value - This study provides empirical insights into the intersection of rural energy transition and tourism development in Bali. By integrating community-level perceptions with sectoral energy needs, it offers valuable input for public administration strategies that aim to design inclusive, context-sensitive policies for sustainable rural transformation.
Jyapunhi Jatra of Panauti: Wonderful festival tourism product of Nepal
Purpose - This study examines Jyapunhi Jatra, a significant yet underrepresented intangible cultural heritage and festival tourism product of Panauti, Nepal. The research aims to explore its cultural relevance, celebration practices, and potential for tourism development. Methodology/Design/Approach - Using a qualitative approach with analytical and descriptive research design, the study draws on both primary data (interviews, observations) and secondary sources. Findings - Jyapunhi Jatra, held annually during Jestha’s full moon, embodies Panauti’s indigenous cultural identity through unique rites, processions, and customary practices. Despite its rich heritage value, the festival remains underutilized in the tourism sector. Originality/Value - This paper fills a gap in the documentation and promotion of Jyapunhi Jatra by highlighting its potential as a vibrant cultural tourism asset. It contributes to broader efforts to integrate intangible heritage into sustainable tourism strategies.
Significance and roles of the public and private sectors and the community in the touristy process of war relics
Purpose - This paper argues for the significance and role of the public sector, private sector, and local communities in the tourism development process of war relics. Methodology - The approach is conceptual and argumentative, focusing on the analysis of stakeholder roles and the interrelationships required to support sustainable and meaningful tourism centered on war relics. Findings - The study finds that the public sector needs to take the lead in establishing a long-term vision for regional development. The private sector plays a key role in providing funding diversity and improving service quality. In addition, local community participation is essential for building consensus on the interpretation of war relics and for coordinating stakeholder efforts in a balanced and effective way. Originality - This paper offers an integrated perspective that emphasizes the importance of aligning public leadership, private sector engagement, and community consensus in the development of war-related tourism, with a focus on peace-building and sustainable regional progress.
Cultural heritage and traditional medicine: A cartography of healing practices
Purpose - This research explores the intersection of cultural heritage and traditional medicine in the Philippines, emphasizing the importance of preserving indigenous healing practices such as Hilot and herbal medicine amid ongoing modernization and the expansion of formal healthcare systems. Methodology/Design/Approach - A mixed-methods approach was employed, combining qualitative interviews with traditional healers and community members, along with quantitative surveys to assess public perception and usage of traditional medicine. Findings - The study reveals that traditional healing practices remain deeply embedded in Filipino communities and are valued for their therapeutic efficacy. However, these practices face increasing threats from shifting societal attitudes and the economic pressures posed by modern healthcare systems. Originality/Value - This research contributes to the discourse on healthcare pluralism by highlighting the cultural and medical value of indigenous healing traditions. It underscores the need for inclusive health policies that integrate traditional knowledge into contemporary medical frameworks, supporting both cultural preservation and public health.
Evaluating service performance and customer satisfaction in coffee shops: A SERVPERF analysis
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.
coffee shops, service performance, customer satisfaction, correlational research, Dumaguete City
A community-based tourism strategy: Homestays towards sustainable development
Purpose – This study explores sustainable resource management through community-based tourism, focusing on Panauti Community Homestay as a model for integrating hospitality, cultural preservation, and local participation. Methodology – A qualitative approach was applied using ethnographic observations and checklist-based interviews, supported by both primary and secondary data. Findings – Homestays offer authentic experiences for travelers while enhancing community well-being. Collective decision-making and local engagement play key roles in sustaining tourism and preserving cultural and ecological values. Originality – This research presents community homestays as grassroots models for sustainable tourism, highlighting their potential to empower local communities and promote responsible travel practices.
The interplay of HRM practices, organizational climate, and employee outcomes on organizational outcomes in accommodation facilities in the Central Philippines
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.
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
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.
Community engagement and participation in ecotourism development in Ikogosi Warm Spring and Arinta Waterfall Corridors
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.
Perception of local inhabitants outside tourism structures in Governor Generoso, Mindanao, Philippines
Purpose – The purpose of this research is to understand the perception and attitude of the local inhabitants residing outside the tourism destinations in the Municipality of Governor Generoso, Davao Oriental, Philippines. This paper examines how local inhabitants perceive the emerging tourism industry in their area. Methodology/Design/Approach – The study utilized the qualitative research design, particularly the phenomenological research method. This method includes several stages, such as data gathering, data analysis, and thematic analysis. The data collection process involves in-depth interviews and focus group discussions. The collected data underwent a thematic analysis to identify themes that emerged in the findings and discussions, providing clear evidence of the participants' perceptions. Finding – The result of the research shows that residents’ perceptions and attitudes are relative to the benefits gained in the tourism industry. Residents benefiting from tourism have affirmative perceptions, while those who find it non-beneficial have negative and neutral perceptions, respectively. Those having an affirmative perception cite that tourism provides job opportunities, government income, beautification of the place, pride and honor for the locals, and leisure and enjoyment for the visiting tourists. Those having an adverse perception and attitude assert that tourism caused inconvenience and infringement on their fishing livelihood. Additionally, job opportunities are limited. It is a threat to their security and safety, and only a privilege for the rich. This affirms that the tourism industry brings about challenges and opportunities to residents living near tourism destinations. More importantly, it greatly affects the marginalized individual. Originality/Value – This study provides scientific and concrete information on how locals perceive the tourism industry developed in their place. This contributes to sustainable tourism development and enhances community well-being and quality of life. Acknowledging the importance of local support to tourism can lead to a sustainable industry, coupled with better-informed decision-making, enhances the cost-benefit analysis, which may be used in crafting better policies that will support and enhance the quality of life and well-being of the locals in the same manner as the tourism industry grows. This would particularly of great value to the local community and people of Governor Generoso, Mindanao, Philippines.
Evaluating the quality of culinary tourism: Challenges and consumer perceptions
Purpose - The purpose of this research is to understand consumer perceptions and identify challenges in maintaining service quality in culinary tourism. It focuses on the challenges faced at Kopi Klotok, a culinary tourism destination. Methodology/Design/Approach - The study uses a qualitative approach, employing a literature study method to review academic journals and previous research on culinary tourism and quality management. Additionally, secondary data is analyzed from online review platforms such as social media and Google Reviews. The research also includes direct observation of the existing service process at Kopi Klotok. Finding - The study identifies several challenges that affect service quality, such as inconsistent service during peak hours, limited seating capacity, and long waiting times. These issues negatively impact the customer experience. The secondary data analysis also reveals that while consumers perceive traditional environments as offering authentic experiences, overcrowding and inadequate service management can disrupt this perception. Originality/Value - This research highlights the importance of operational efficiency and service consistency in maintaining customer satisfaction in culinary tourism. It emphasizes the need for effective service management to address the challenges faced during peak times and ensure a positive customer experience.
Actors’ contributions to the development of tourist attraction (Study in Nyalembeng, Central Java, Indonesia)
Purpose – This research administers an analysis of actors’ contribution to the development of a tourist attraction. Methodology/Design/Approach – A qualitative descriptive approach was invoked. Data were collected through interviews, observation, and documentation. Three informants were selected using a purposive sampling technique and under two criteria, which were (1) being knowledgeable and (2) having engaged in developing the intended tourist attraction since its establishment. Data analysis was carried out through three stages, i.e., data reduction, data presentation, and conclusion drawing. Findings – This research founded that three contributions actors made to developing the tourist attraction of Bukit Tangkeban in Nyalembeng, Central Java, Indonesia, namely (1) Human resource capacity building, (2) Unique tourist attraction packaging, and (3) Digital information technology utilization. Originality/value – As it is limited to Bukit Tangkeban in Nyalembeng, the results cannot act as generalizations applicable to other tourist destinations with different characteristics. This research provides insight into best practices concerning the development of a tourist attraction in a village in a developing country.
The effects of youtube video on the tourism destination image (Case study of tourism in Shogran, Pakistan)
Purpose – The purpose of the research is to analyze how YouTube travel vlogs impact tourist opinions, contentment, and decision-making, with a focus on Shogran, a popular tourist site in Pakistan. Methodology/Design/Approach– The research uses both primary and secondary data sources. It analyzes YouTube travel vlog content and conducts viewer polls to determine how online visual content impacts destination image and effects tourism-related behavior. The study also investigates the use of public relations methods in digital tourist promotion. Findings – According to the study, YouTube has a considerable impact on the destination image of Shogran, impacting tourists' opinions and travel decisions. It demonstrates how digital platforms, particularly YouTube, have outperformed traditional marketing tactics in tourism promotion, particularly in developing nations such as Pakistan. Originality/value – This study adds to the expanding set of information about digital tourism marketing by providing insights into the effectiveness of user-generated material, notably YouTube vlogs, in promoting lesser-known locations. It underlines the importance of strategic public relations tactics in digital content generation to increase tourism appeal and reach.
Community awareness and participation in Argungu Fishing Festival, Kebbi State, Nigeria
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.
Rural ecotourism: A qualitative analysis of exceptional sites from Southern Bengal, India
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.
The transformation of personalisation in hospitality through the implementation of artificial intelligence (AI)
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.
Rural tourism development through the role of village government: Study of Purbayan Tourist Village, Indonesia
Purpose – This study aims 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.
Analyzing sentiments in hotel booking reviews with Natural Language Processing (NLP)
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.
Medical value tourism: A revival for post covid tourism industry in India
Purpose - This paper aims to examine the economic potential, benefits, and cost-savings associated with India’s growing medical value tourism sector. It also explores how the healthcare industry, as a major driver of foreign direct investment, contributes to India’s broader goals of economic growth and employment generation. Methodology - The study employs a descriptive and analytical approach based on secondary data from government reports, budget documents, and tourism revenue statistics. It analyses the performance of the medical tourism industry before, during, and after the COVID-19 pandemic to understand growth trends and recovery patterns. Findings - India has emerged as a leading destination for medical value tourism due to its high-quality healthcare services, advanced medical infrastructure, and cost competitiveness compared to developed nations. Tourism revenue in India peaked at ₹20.342 trillion in 2018 but declined to ₹10.024 trillion by 2020 because of the pandemic, reflecting a negative average growth rate of -1% from 2015 to 2019. However, the sector began to recover, reaching an estimated ₹15.9 trillion in 2022, with an average growth rate of 39% during 2020–2021. This rebound highlights the resilience of the tourism sector and the increasing contribution of medical tourism to economic revitalization. Originality/Value - This paper provides a focused analysis of India’s medical value tourism as a strategic component of national economic policy and post-pandemic recovery. It highlights the integration of healthcare excellence, affordability, and government initiatives—such as the Union Budget 2023’s mission mode for tourism—as key enablers of sustainable growth in India’s tourism and healthcare sectors.
Optimizing the quality of service excellence through the application of technology in tourism destination
Purpose - The purpose of this study is to determine how the application of technology can impact the quality of excellent service at Bale Tirto, a tourism destination with a Javanese heritage concept located in Kiringan, Ponggok, Polanharjo, Klaten. Methodology/Design/Approach - The study uses a qualitative approach, gathering data through observation and interviews. It focuses on understanding the current manual operational system at Bale Tirto, such as handwritten bookkeeping and ordering, and how the introduction of technology can improve performance and service quality. Finding - The findings show that the application of technology at Bale Tirto has led to improved employee knowledge and ability to operate technology. This, in turn, has made the services provided to tourists and customers more optimal and efficient, resulting in enhanced service quality and overall performance. Originality/Value - This research highlights the significant role that technology can play in improving service quality at tourism destinations. By shifting from manual to technological systems, the study demonstrates how operational efficiency can be enhanced, leading to better customer experiences and improved business performance at Bale Tirto.
Planning and designing a masterplan for the toga industry eduwisata in Kebuntunggul Village, Mojokerto, Indonesia
Purpose - The purpose of this research is to describe the planning and design of the Toga Industry Edu-Tourism Masterplan for Kebontunggul Village, Gondang Subdistrict, Mojokerto Regency. The study aims to create a sustainable framework for long-term investment in the Toga industry, transforming the village into an educational tourism destination. Methodology/Design/Approach - The research uses a qualitative descriptive approach, consisting of several stages: data and information collection, analysis, and the preparation of design concepts. The data collection process involved in-depth interviews, focused discussions, and direct observations. Data analysis verified the parameters of the Toga tourism village with empirical facts and abstracted them to develop the masterplan concept. Finding - The study’s findings highlight the potential of Kebontunggul Village as a tourism village and Toga industry hub, focusing on its natural scenery, crops, water resources, and the Toga industry. The research provides a detailed direction for the development and regulation of the Toga industry edu-tourism masterplan, offering a framework for sustainable tourism and long-term investment. Originality/Value - This research provides a strategic approach to developing an educational tourism model for the Toga industry. It contributes to sustainable tourism development by outlining a masterplan that integrates education and industry, offering a unique framework for the growth of Toga-based tourism in the region.
A comprehensive assessment of travel motivations and constraints faced by solo female travelers visiting tourism destinations of Kashmir and Ladakh Region
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.