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All Journal Jurnal Celtic Apollo: Journal of Tourism and Business
Shella Gherina Saptiany
Department of Tourism, Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, Semarang, Indonesia
Economics, Econometrics & Finance Social Sciences

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Gamification with natural language processing: A pathway to improved English speaking for EFL students Shella Gherina Saptiany; C Susmono Widagdo; Abel Julia Istifary; Aruf Mustofa
Celtic : A Journal of Culture, English Language Teaching, Literature and Linguistics Vol. 12 No. 2 (2025): December 2025
Publisher : University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/celtic.v12i2.42320

Abstract

Advances in artificial intelligence and gamification have transformed language learning by offering interactive, feedback-rich, and engaging environments that go beyond traditional instruction. In this context, this study investigates the impact of Natural Language Processing (NLP)-based gamification applications on the English speaking performance of students learning English as a Foreign Language (EFL). Using a quasi-experimental design, 90 tourism students were divided into three groups: two experimental groups using ELSA Speak and Duolingo, and a control group following conventional learning methods. Speaking tests were administered before and after a ten-session intervention, and the results were analyzed using Quantitative. The findings revealed substantial improvements in the speaking skills of students using NLP-based gamification applications. Both ELSA and Duolingo produced significant gains in pronunciation, fluency, and overall speaking performance compared to the control group, with Duolingo demonstrating slightly more consistent improvements. Large effect sizes confirmed the practical significance of these results, while the negligible changes in the control group underscored the effectiveness of technology-based interventions.
Digital Tourist Journey: The Transformation of Tourist Experiences in the Era of Digital Tourism Irma Juwita Telaumbanua; Shella Gherina Saptiany
Apollo: Journal of Tourism and Business Vol. 5 No. 1 (2027): January 2027
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v5i1.774

Abstract

The rapid advancement of digital technology has transformed tourists’ behavior throughout the travel journey. This study explores how tourists use digital technology across travel stages, identifies the platforms employed, and examines their roles in supporting travel experiences. A descriptive qualitative approach involved eight Indonesian domestic tourists aged 18–40 who had independently or semi-independently undertaken leisure travel within Indonesia during the previous year using at least three digital platforms. Sample adequacy was guided by information power, with interviews continuing until no new codes emerged. Semi-structured interviews followed a five-stage digital tourist journey framework: dreaming, planning, booking, experiencing, and sharing. Data were analyzed using thematic analysis. Findings show that tourists continuously integrate social media, online travel agencies, navigation applications, digital payments, communication platforms, and generative artificial intelligence across their journeys. The analysis identifies key behavioral mechanisms, including uncertainty reduction and trust-building through peer-generated content, cross-platform verification and switching, reliance on algorithmic curation, and emerging digital dependency. Digital technology enhanced convenience, efficiency, and decision-making confidence, while information overload, misleading reviews, technical failures, and privacy concerns remained challenges. Generative AI use by all participants is treated as an exploratory observation rather than a generalizable pattern. The findings extend understanding of digital tourist behavior and offer practical insights for destination management organizations, tourism businesses, and platform developers seeking more integrated, user-centered digital tourism services.
An Analysis of the Projected Destination Image of Ryukyu Mura as a Cultural Tourism Destination in Okinawa, Japan: Cultural Attributes, Staged Representation, and a Proposed Image-Formation Mechanism Samsiah Hardianto; Shella Gherina Saptiany
Apollo: Journal of Tourism and Business Vol. 5 No. 1 (2027): January 2027
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v5i1.779

Abstract

Destination image is conventionally understood as tourists’ perceptions, yet these perceptions interact with the image projected by destinations. This study focuses on the projected (supply-side) image of Ryukyu Mura, a reconstructed cultural village in Okinawa, Japan, examining how Okinawan heritage is curated and communicated through cultural attributes rather than measuring tourists’ perceptions. A qualitative visual-documentary design combined non-participant observation, analysis of interpretive signage, and systematic photographic documentation. Data were examined using six-phase reflexive thematic analysis supported by a written codebook, independent double coding, negotiated resolution of disagreements, and an audit trail. Three themes emerged: (1) traditional architecture and village environment, (2) cultural performances and activities, and (3) traditional lifestyle and material culture. Each attribute was further classified by heritage provenance and dominant mode of tourism mediation, distinguishing conserved heritage resources, reconstructed settings, cultural symbols, performative representations, and commodified tourism products. Drawing on staged, constructive, and emergent authenticity, the study proposes a five-stage mechanism: cultural attributes → curation and staging → cultural representation → visitor interpretation → destination image. Four interaction principles—redundancy, complementarity, symbolic condensation, and participation—explain how staged attributes may contribute to a distinctive and credible cultural destination identity. The study contributes an attribute-level, criteria-based framework for examining how reconstructed attractions assemble projected heritage images and offers a transferable analytical procedure for similar cultural tourism sites. The absence of visitor data remains the principal limitation and provides the basis for a planned second phase.
From Heritage Site to Hybrid Tourism Destination: Tourism Attraction Diversification at Prambanan Temple Rizki Avinda Pricilla; Shella Gherina Saptiany
Apollo: Journal of Tourism and Business Vol. 5 No. 1 (2027): January 2027
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v5i1.784

Abstract

Heritage destinations increasingly diversify their tourism products, yet the conditions under which diversification produces a distinct destination form remain insufficiently specified. This study examines the transformation of Prambanan Temple from a predominantly heritage-based destination into a hybrid tourism destination. An embedded single-case qualitative design was employed, combining semi-structured interviews with 20 participants, 14 protocol-guided observation visits, and 27 documents, analysed through reflexive thematic analysis. Seven forms of attraction diversification were identified: heritage and historical experiences, performing arts and cultural entertainment, culinary experiences, nature and recreation, creative economy and shopping, recreational mobility, and participatory cultural experiences. The evidence indicates that these products accumulated over time and are now integrated commercially and institutionally under a shared destination brand, while the temple remains the dominant visit motivation and interpretive frame. The study defines a hybrid tourism destination through four necessary conditions: domain heterogeneity, core anchoring, operational and commercial integration, and interpretive framing. Heritage compatibility is uneven: performance and participatory products extend heritage interpretation, whereas mobility, catering, and some nature-based products mainly expand visit purposes. Reported extensions of the visitor experience represent participants’ perceptions rather than measured behavioural outcomes. The study contributes empirically testable transformation criteria and proposes a Destination Diversification Assessment Framework for evaluating heritage compatibility, visitor-experience contribution, community participation, economic value, environmental impact, and cultural authenticity.
Co-Authors Abel Julia Istifary Aruf Mustofa C Susmono Widagdo Irma Juwita Telaumbanua Rizki Avinda Pricilla Samsiah Hardianto