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All Journal Toba: Journal of Tourism, Hospitality, and Destination
Ni Putu Lilik Widyayanthi
Universitas Udayana
Social Sciences

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Bangkit Dari Krisis: Dinamika Motivasi Kerja dalam Membangun Resiliensi Pekerja Pariwisata di Kawasan Wisata Ubud Pasca Krisis Pandemi I Putu Andre Adi Putra Pratama; Putu Ade Wijana; Isvari Ayu Pitanatri; Ni Putu Lilik Widyayanthi
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 2 (2026): May 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i2.8350

Abstract

The COVID-19 pandemic crisis has historically exerted extreme economic pressure on tourism workers in Ubud, particularly within the highly vulnerable non-star accommodation sector. This study aims to explore and analyze the dynamics of work motivation as a core element shaping post-pandemic tourism worker resilience, utilizing the conceptual framework of ERG (Existence, Relatedness, Growth) Theory. This research applies a qualitative method with a phenomenological approach, gathering data through in-depth interviews with employees and business owners in the guest house, homestay, villa, and bungalow sectors. The findings reveal an intriguing paradox: the severe threat to Existence Needs, caused by the sudden loss of income, actively reawakened a survival instinct that triggered strong work perseverance and adaptive flexibility. Furthermore, the workers' emotional stability was maintained through the fulfillment of Relatedness Needs, which are deeply rooted in the local cultural wisdom of “Menyama Braya” (brotherhood/kinship). This cultural concept created a psychological safety net and fostered profound worker loyalty despite the complete absence of financial incentives. Moreover, the crisis situation significantly stimulated Growth Needs, driving workers to adapt through role expansion (multitasking), the acquisition of new skills, and the adoption of digitalization. In conclusion, the resilience of tourism workers in Ubud is not merely a passive capacity to endure, but an active motivational transformation and a strategic effort in role renegotiation and competency enhancement amidst profound uncertainty.
An Analysis of Event Experiences (A Case Study of The Script's Satellites World Tour at Jatim Expo, Surabaya) Ni Putu Lilik Widyayanthi; Isvari Ayu Pitanatri; Ni Kadek Sri Mirayani; Putu Wira Parama Suta
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): May 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.5162

Abstract

This study analyzes the event experience of The Script’s Satellites World Tour at Jatim Expo, Surabaya, focusing on four key dimensions: affective engagement, cognitive engagement, physical engagement, and experiencing newness. Using a case study design with a descriptive qualitative approach, data were gathered through surveys and semi-structured interviews with five concert attendees. The findings highlight that the concert successfully delivered a memorable audience experience across all four dimensions, providing both entertainment and reflective value. Nonetheless, some weaknesses were identified, especially regarding the placement of the festival area, which limited visibility and reduced the emotional connection for certain audience members. Despite these challenges, the event effectively engaged attendees affectively, cognitively, and physically, while offering them a sense of novelty and excitement. To further improve future audience experiences, it is recommended that concert organizers assess and enhance the technical setup and venue layout to ensure better visibility and stronger engagement for all attendees.
Inovasi Nelayan pada Ekowisata Kampoeng Kepiting, Tuban, Bali Putu Wira Parama Suta; Ni Putu Lilik Widyayanthi; Anak Agung Ayu Ratih Kesumadewi; Pande Putu Juniarta
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): May 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.5179

Abstract

Fishermen community in the Tuban area is well aware of the ongoing tourism activities and criticizes these activities for providing limited benefits to them. By utilizing the mangrove ecosystem, the local fishermen in Tuban are attempting to develop ecotourism based on education and mangrove conservation. This study aims to explore the innovations made by fishermen at Kampoeng Kepiting Ecotourism, Tuban, Bali. This research is important because the role of the fishing community in innovation at Kampoeng Kepiting Ecotourism can determine the sustainability of the mangrove ecotourism in Tuban Village. The discovery and development of innovations that utilize the mangrove ecosystem as a foundation make Kampoeng Kepiting ecotourism offer unique tourist attractions not found elsewhere. The research methodology used is qualitative, employing qualitative observation, interviews, and document analysis to examine field issues, complemented by a flowchart illustrating the relationship between participation and innovation in Kampoeng Kepiting Ecotourism. The results depict a mutually supportive relationship between the Wanasari fishermen group, ecotourism innovations, and Bali’s ecotourism programs in achieving the sustainability of Kampoeng Kepiting Ecotourism. The fishermen group, as the main actors, plays a role in innovation and program implementation, which contributes to the overall sustainability of the ecotourism. The role of the fishing community in effectively running ecotourism programs and the innovations at Kampoeng Kepiting Ecotourism are reflected in the creation and development of tourist attractions as well as the relationship between the fishermen’s roles and innovation.
Analisis Komunikasi Pemasaran Aston Denpasar Hotel & Convention Center dalam Membentuk Citra Positif Ni Kadek Sri Mirayani; I Gusti Ngurah Oka Widjaya; Ni Putu Lilik Widyayanthi; Putu Wira Parama Suta
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): May 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.5211

Abstract

Aston Denpasar Hotel & Convention Center is one of the hotels located in the center of Denpasar. This hotel has the challenge of forming a positive image as a differentiator from other hotels located around Denpasar City with similar facility offerings. This study aims to analyze the marketing communication used by the hotel in forming a positive image in the community and target market. This type of research is qualitative descriptive research. Data was collected through observation, interviews and documentation. The results of the study show that Aston Denpasar Hotel & Convention Center implements a digital marketing strategy. This is realized by using a website, Instagram, collaboration with national media, collaboration with influencers in introducing products. In addition, the hotel also implements a Corporate Social Responsibility (CSR) program as one proof that the hotel cares about the surrounding community so that it can strengthen the hotel's positive image. The marketing communication implemented by Aston Denpasar Hotel & Convention Center is very good, it just still needs some improvements such as the use of storytelling in promotional content, the use of more consistent hashtags, and being more interactive in promotional activities.
Festival Semarapura Tahun 2025 sebagai Event Budaya dan Ekonomi Kreatif di Kabupaten Klungkung Ni Kadek Sri Mirayani; I Gusti Ngurah Oka Widjaya; Ni Putu Lilik Widyayanthi; Isvari Ayu Pitanatri; Ni Putu Tiya Paristha
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i4.6749

Abstract

The Semarapura Festival is an annual cultural event organized by the Klungkung Regency Government through the Department of Tourism. The 7th Semarapura Festival in 2025 is held with the aim of strengthening local cultural identity while developing the community’s creative economy sector. This study aims to analyze the implementation of the 2025 Semarapura Festival as a cultural and creative economy event. The research method used is descriptive qualitative with a case study approach through observation, interviews, and documentation. The results show that the Semarapura Festival plays an important role as a medium for cultural preservation through traditional art performances and activities based on local wisdom, as well as serving as a platform for creative economic development for MSME actors in the culinary and craft sectors. In addition, the festival also applies environmentally friendly innovations and digital promotion strategies through social media to expand audience reach. However, challenges such as parking areas, lack of shaded spaces, and waste management still need attention to optimize the festival in the future. Overall, Semarapura Festival in 2025 succeeds in becoming a model cultural event that integrates tradition preservation, creative economy empowerment, and environmental sustainability.
Co-Authors Anak Agung Ayu Ratih Kesumadewi I Gusti Ngurah Oka Widjaya I Putu Andre Adi Putra Pratama Isvari Ayu Pitanatri Ni Kadek Sri Mirayani Ni Putu Tiya Paristha Pande Putu Juniarta Putu Ade Wijana Putu Wira Parama Suta