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
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.
Copyright (c) 2025 The Author(s). Published by Borneo Novelty Publishing https://creativecommons.org/licenses/by/4.0
Level of soft skills proficiency among hospitality management students in the Philippines
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.
Upcycling a condemned bus into an eco-hotel simulator for lodging management education in the Philippines
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.
Kasibu, Nueva Vizcaya’s readiness for homestay expansion towards ASEAN homestay standards
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.
Culinary heritage in practice: Native ingredients and hotel menu innovation
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.
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
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.
A model for destination branding of iconic architectural tourist attractions in Bali, Indonesia
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.
AI-enabled ecotourism business models for socio-economic development of local communities: An empirical study on developing smart villages in West Bengal, India
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.
Intrinsic vs. extrinsic motivation: Which drives long-term employee productivity in hotels?
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.
Ecotourist attitude homogeneity in biodiversity hotspots: A multi-dimensional sustainability analysis from Meghalaya, India
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.
Antecedents of tourist loyalty in rural tourism: A PLS SEM and IPMA anaylsis
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.
Exploring research trends in sustainable mountain and rural tourism (SMRT): A bibliometric study with biblioshiny and VOSviewer
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.
Influencer marketing in the tourism industry: A systematic review of theories, methods, and findings
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.
A concentrate on difficulties and potentially open doors looked at by feminist business visionaries in the tourism industry in India
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.
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 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.
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.
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.
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.
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.
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.
The mediating role of interactive media on the relationship of LGU-run museum attributes to visit and re-visit intention
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.
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. 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.
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.
An exploratory study of the Jola Ethnic culture and tourism promotion in the Gambia
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.
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.
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.
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. 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.
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.