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All Journal Journal of Indonesian Tourism and Development Studies Journal of Business Management Education (JBME) Lekesan: Interdisciplinary Journal of Asia Pacific Arts SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS Jurnal Pemberdayaan Masyarakat: Media Pemikiran dan Dakwah Pembangunan Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Journal of Indonesian Tourism, Hospitality and Recreation JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat) Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Jurnal Bisnisman : Riset Bisnis dan Manajemen Journal of Tourism Sustainability Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Prosiding Seminar Nasional Pengabdian Masyarakat Tatar Pasundan: Jurnal Diklat Keagamaan Journal Integration of Social Studies and Business Development Journal of Consumer Study and Applied Marketing Journal of Event, Travel and Tour Management Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Barista : Jurnal Kajian Bahasa dan Pariwisata Abdi Wisata: Jurnal Pengabdian Kepada Masyarakat Journal of Tourism, Hospitality and Travel Management (JTHTM) E-Journal of Tourism Jati Emas (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat)
Eko Susanto
Politeknik Negeri Bandung
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Improving Digital Competence of Tourism Academics and Professionals Through AI-Based Workshops in Indonesia and Vietnam Tomy Andrianto; Nono Wibisono; Rivan Sutrisno; Eko Susanto; Abdul Malik Sayuti; Moch Yusup
JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat) Vol. 10 No. 1 (2026): Jati Emas (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat)
Publisher : DPD Jatim Perkumpulan Dosen Indonesia Semesta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The international community service program between Politeknik Negeri Bandung (Polban) and Duy Tan University (DTU) aims to strengthen the digital competencies of academics and tourism professionals in Indonesia and Vietnam. The program focuses on mapping digital transformation needs, conducting AI-based capacity-building workshops, and evaluating tourism courses syllabus toward digital readiness. Using survey data from 449 respondents analyzed through PLS-SEM, the results highlight self-readiness and system quality as key predictors of AI utilization in tourism education. The implementation included workshops in Vietnam (19 and 20 August 2025) emphasizing AI use among students for tourism analytics and digital content creation, and in Indonesia (October 2025) focusing on integrating AI applications into tourism courses. These collaborative initiatives bridge academic and industry gaps while promoting experiential learning and syllabus innovation, contributing to a more inclusive and sustainable digital tourism ecosystem in Southeast Asia.
Resolving the Willingness-to-Pay Paradox: A Pricing Justice Perspective on Destination Loyalty in Emerging Tourism Contexts Susanto, Eko; Modupe, Ajayi Olubunmi
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 1 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i1.462

Abstract

Traditional tourism pricing models often fail to explain the "Willingness-to-Pay (WTP) Paradox," where high environmental commitment among tourists does not translate into financial readiness. This study moves beyond generic satisfaction-loyalty frameworks by empirically adjudicating the structural mechanisms linking justice-based pricing antecedents to destination loyalty in volatile emerging markets. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Importance-Performance Matrix Analysis (IPMA) with a sample of 350 tourists, the research examines how price transparency, integrity, and social comparison influence behavioral intentions. The findings reveal a critical theoretical shift: price integrity significantly outperforms mere informational transparency in establishing perceived price fairness. Furthermore, the analysis validates a sequential dual-mediation framework, demonstrating that the path from pricing justice to loyalty is strictly contingent upon the formation of both perceived destination value and destination trust. IPMA results identify a structural asymmetry: these relational mediators—value and trust—have the highest predictive importance but exhibit suboptimal performance, placing them in the high-priority quadrant for intervention. This research extends Equity Theory by demonstrating that loyalty in nascent regulatory environments is anchored in institutional reliability rather than transient price advantages. Ultimately, it offers Destination Management Organizations (DMOs) a data-driven roadmap to harmonize pricing strategies and secure competitive resilience.
AI Adoption For Accelerating Tourism Destination Development In Indonesia Eko Susanto; Bintari Pangesti Putri; Mega Fitriani Adiwarna Prawira; Chandrawulan
Journal of Tourism, Hospitality and Travel Management Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jthtm.v3i2.411

Abstract

Artificial Intelligence (AI) is increasingly transforming tourism by enabling personalised experiences, optimising operations, and supporting sustainable destination development. While extensive research has explored AI applications in advanced economies, studies remain limited in emerging contexts such as Indonesia. Addressing this gap, this study investigates how AI adoption can accelerate tourism destination development in Indonesia, a country with rich natural and cultural assets but significant digital, infrastructural, and governance challenges. Employing a qualitative strategic management approach, this study integrates SWOT–TOWS analysis and expert panel validation to identify internal and external factors influencing AI readiness. The findings position Indonesia in the Strength–Opportunity (SO) quadrant, suggesting that AI technologies—such as recommendation systems, virtual storytelling, and predictive analytics—hold significant potential for destination differentiation and sustainability. However, persistent barriers include low AI literacy, fragmented data systems, and regulatory limitations. The study contributes theoretically by contextualizing Innovation Diffusion Theory and Smart Tourism frameworks within a developing economy. Practically, it offers a strategic roadmap for inclusive and ethical AI adoption in tourism. Future research should explore quantitative modeling, cross-country comparisons, and the development of tourism-specific AI governance frameworks.
GROWTH Framework: A Model for Human Capital Development in Tourism Through Vocational Higher Education Andar Danova Lastaripar Goeltom; Eko Susanto; Anwari Masatip; Herry Rachmat Widjaja; Ali Muhtasom
Journal of Tourism, Hospitality and Travel Management Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jthtm.v3i2.412

Abstract

In the face of evolving demands in the tourism sector, vocational higher education plays a strategic role in developing industry-ready human capital and empowerment to contribute to community-based sustainable tourism. This study proposes and validates the GROWTH Framework, a multi-theoretical model integrating Human Capital Theory, Stakeholder Theory, the Triple Helix Model, and Experiential Learning. The framework explores how curriculum quality, institutional support, contextual learning, and stakeholder participation affect graduate readiness, empowerment outcomes, and tourism ecosystem sustainability. Data were collected from 210 respondents, including vocational students, alumni, educators, and tourism village practitioners across several Indonesian provinces. All nine hypotheses were supported using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that experiential and context-specific learning significantly enhances graduate readiness and empowerment, while institutional and cross-sectoral collaboration fosters stakeholder participation and sustainable outcomes. This research contributes to the theoretical enrichment of vocational education discourse and offers practical recommendations for policymakers, educational institutions, and local tourism stakeholders. When strategically implemented, vocational tourism education catalyzes empowerment, innovation, and long-term sustainability in rural tourism ecosystems.
Navigating Faith in the Digital Age: A Behavioural Model of Religious Pilgrimage Among Urban Muslim Gen Z in Indonesia Chandra Budhi Septyandi; Eko Susanto; Sherly Raka Siwi Putri Utomo; Mega Fitriani Adiwarna Prawira
Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Vol. 10 No. 1 (2026)
Publisher : Research and Community Service Center, Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/jk.v10i1.2204

Abstract

Religious pilgrimage among Indonesia's urban Muslim Generation Z is undergoing a notable transformation, shaped by their digital fluency, heightened historical awareness, and evolving religious consciousness. This study explores these dynamics by extending the Theory of Planned Behavior (TPB) with six contextual variables: religious commitment, historical literacy, scientific skepticism, perceived relevance, destination attractiveness, and digital social norms. Using a structured online survey conducted over six weeks in August-September 2025, data were gathered from 400 respondents. We applied Structural Equation Modeling (Partial Least Squares) to analyze the model. Results reveal that religious commitment, historical literacy, and perceived relevance are key drivers of favorable attitudes toward pilgrimage, while scientific skepticism introduces a countercurrent—highlighting this generation's demand for authenticity and intellectual engagement in spiritual practice. Notably, digitally embedded social norms strongly influence intention, reflecting the performative nature of religious expression in online networks. Attitude and intention were found to significantly shape actual travel behavior, aligning with TPB while revealing impulsive tendencies rooted in strong ideological beliefs. These findings offer fresh perspectives on youth religiosity, digital spirituality, and the socio-cultural fabric of Islamic tourism. For practitioners, the study provides actionable insights into designing experiences that are historically grounded, culturally resonant, and digitally relevant for Indonesia's emerging cohort of Muslim travelers.
Mapping Community-Based Tourism Potentials in Semi-Urban Villages: A Triangulated Approach Tomy Andrianto; Eko Susanto; Any Ariani Noor; Marceilla Suryana; Deisy Christina Andih
Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Vol. 10 No. 1 (2026)
Publisher : Research and Community Service Center, Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/jk.v10i1.2289

Abstract

This study analyzes the potential of Community-Based Tourism (CBT) within a semi-urban village context, addressing a gap in the tourism literature that predominantly focuses on rural areas. Using an integrative qualitative approach, the research combines participatory mapping, in-depth interviews, and Focus Group Discussions (FGDs) in Ciwaruga Village, West Bandung Regency. The study triangulates perspectives from three local pillars: government, community, and academia. Data collection involved 10 key informants, approximately 20 FGD participants, and four rounds of field observations. Findings reveal that semi-urban tourism relies on scattered "micro-attractions" (natural, cultural, and artificial) rather than a single iconic site. While community readiness is characterized as "emergent", marked by high enthusiasm but low institutional structure, the study identifies that participatory mapping acts as a social technology to bridge this gap. The research concludes that a tri-pillar collaborative governance model is essential to transform semi-urban complexity into sustainable tourism destinations.
Integrating Islamic Ethics Into Pro-Environmental Behaviour: A Systematic Literature Review And Proposed Conceptual Framework Eko Susanto; Siti Hafsah Zulkarnain
Journal of Consumer Studies and Applied Marketing Vol. 4 No. 1 (2026)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v4i1.465

Abstract

The integration of Islamic ethics into pro-environmental consumer behavior has emerged as a rapidly expanding research domain; however, extant frameworks remain fragmented. This study aims to synthesize global literature on green consumption within an Islamic context through a Systematic Literature Review (SLR). Utilizing the PRISMA 2020 protocol, 78 Scopus-indexed articles published between 2015 and 2025 were analyzed to identify theoretical antecedents and behavioral barriers. The findings propose the Integrated Islamic Green Behavior Model (IIGBM), which incorporates three primary structural pathways: the Stewardship Pathway (Khalifah), the Balance Pathway (Mizan), and the Wholesomeness Pathway (Thayyib). The analysis reveals a significant "green gap," in which high spiritual intentions are frequently constrained by moderating factors such as premium pricing, limited product availability, and institutional policy constraints. This study concludes that transitioning from a "Halal" compliance orientation toward "Thayyib" ethical values is a critical strategy for converting transcendental accountability into tangible market actions. The theoretical contribution of this research adds a novel dimension to Norm Activation Theory by incorporating a divine ethical calculus into the discourse of sustainable consumerism. The findings further demonstrate that Islamic ethical principles provide explanatory mechanisms beyond conventional environmental behavior theories by embedding divine accountability into sustainable consumption decisions. The theoretical contribution of this research extends the Theory of Planned Behavior (TPB), the Value-Belief-Norm (VBN) theory, and the Norm Activation Theory (NAT) by integrating Khalifah (stewardship), Mizan (balance), and Thayyib (wholesomeness) as distinct pathways linking spiritual responsibility to pro-environmental behavior.
From Rationality to Reality: A Systematic Synthesis of Behavioral Biases and Irrationality in Global Real Estate Markets Muhammad Sahlan; Eko Susanto
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i2.466

Abstract

The traditional paradigm of real estate finance is currently undergoing a fundamental transition from neoclassical "Rationality" to a more nuanced "Behavioral Reality." This study provides a systematic literature review (SLR) of the behavioral biases influencing global property markets, synthesizing evidence from 97 peer-reviewed documents indexed in Scopus and Web of Science over 26 years (1999–2025). Following the PRISMA 2020 protocol, the review addresses four critical research questions regarding the evolution, taxonomy, geographical distribution, and market impact of behavioral heuristics. The findings reveal a significant surge in publication density between 2020 and 2025, driven by global economic uncertainty and the digitalization of property markets. A comprehensive taxonomy identifies herding behavior as the most dominant bias, functioning as a psychological bridge between individual cognitive errors (e.g., anchoring) and collective social sentiment. Methodologically, the landscape is shifting from macro-econometric modeling toward experimental designs, particularly in measuring "investor mood." Geographically, a stark divergence is observed: emerging markets (e.g., China, Turkey, and Poland) exhibit significantly higher bias intensity and "intentional herding" compared to developed markets, primarily due to lower institutional transparency. Ultimately, the persistent decoupling of house prices from fundamental values during bubble formations confirms the limitations of the Efficient Market Hypothesis (EMH). The study advocates for the Adaptive Market Hypothesis (AMH) as a superior framework for understanding the "predictable irrationality" of market participants. These insights offer practical implications for investors, practitioners, and policymakers in developing behaviorally informed "early warning systems" to mitigate systemic volatility in the global real estate ecosystem.
Domestic Tourist Travel Patterns in Greater Bandung Area: A Geography and Human Mobility-Based Analysis Bintari Pangesti Putri; Eko Susanto
Journal of Event, Travel and Tour Management Vol.6 No.1 (2026)
Publisher : Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/jett.v6i1.2297

Abstract

This study examines the demographic, behavioral, and spatial dimensions of domestic tourist mobility in the Greater Bandung Area, Indonesia. Using a mixed-methods design, data were collected through field-based surveys, direct observation, and participatory group research conducted at multiple tourism destinations, including Farmhouse Lembang, Kawah Putih, Gedung Sate, and Grey Art Gallery. A total of 180 respondents participated in the study. Analytical interpretation combines Leiper's Tourism System framework with concepts from human geography, particularly spatial interaction and the production of tourism space. Findings reveal that domestic tourists are predominantly young (18–25 years), female, unmarried, and either students or early-career workers with limited travel budgets. Their trips are typically short, spontaneous, and driven by recreational, culinary, and aesthetic experiences shaped by social media. Spatial analysis identifies a radial mobility pattern, with Bandung City functioning as both a tourism hub and a transit node connecting peripheral destinations such as Lembang and Ciwidey. The study also highlights the digitally mediated construction of tourism space, where online representations and social interactions create hybrid zones that merge everyday life with tourist consumption. This research contributes to the understanding of urban–regional tourism systems in emerging economies by integrating behavioral insights with spatial analysis. It underscores the need for sustainable transport planning, digital engagement strategies, and equitable development across underutilized peri-urban destinations.
Rethinking Guest Experience Drivers in Hospitality: A Guest-Centered Perceived Asset Performance Model Siti Yulia Irani Nugraha; Eko Susanto; Sri Utari Widyastuti; Siti Hafsah Zulkarnain
Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Vol. 8 No. 1 (2026): Vol. 8 No. 1 (2026): February-July
Publisher : Politeknik Pariwisata Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33649/pusaka.v6i2.615

Abstract

This study investigates how contemporary experience drivers—digital guest experience, sustainability perception, brand authenticity, and service personalization—shape perceived asset performance and customer loyalty in the Indonesian hospitality context. Using data collected from 367 hotel guests across Indonesia, the research develops and tests an integrated structural model grounded in Experience Economy Theory, Service-Dominant Logic, and Customer Engagement Theory. While prior literature often assumes that all experience drivers uniformly enhance guest value, this study reveals a more nuanced mechanism: some drivers (e.g., authenticity, personalization) directly influence experiential value, while others (notably digital guest experience) primarily drive customer engagement. The findings identify experiential value and customer engagement as critical mediators that link experience design to perceived asset performance. Specifically, the study demonstrates that guest engagement is essential for converting technological features into favorable asset evaluations. By shifting the focus from traditional financial metrics to guest-centered perceived asset performance, this research emphasizes the psychological and emotional dimensions of hospitality value. Theoretical contributions include clarifying differentiated experience pathways and empirically validating a guest-centric model of asset performance. For practitioners, the results highlight the need to align digital innovation with emotionally resonant service strategies to foster loyalty in emerging hospitality markets like Indonesia.
Co-Authors Abdul Malik Sayuti Adam Aliya Silmi Afgani, Kurnia Fajar Ali Muhtasom Ananda, Ayu Andar Danova Lastaripar Goeltom Andar Danova Lastaripar Goeltom Anggoro, Yudo Annisa Rachmah Fujianti Annisa Rizkia Syaputri Anwari Masatip Any Noor Arief Johari Asep Darmansyah Aura Bulan Andhara Prawira Ayu Ananda Az Zahra, Hana Shofiyyah Azizah Salsabila Nugraha Beta Budisetyorini Bintari Pangesti Putri Bintari Pangesti Putri Boediman, Alfred Cahaya Juniarti Cahaya Juniarti Candra Irawan Cantika, Wa Ode Ananda Yayang Chandra Budi Septyandi Chandrawulan Deddy Adisudharma Deddy Sobarna Sutadji Deddy Sobarna Sutaji Deddy Sobarna Sutaji Deisy Christina Andih Dematria Pringgabayu Dewi, Aprilia Nurmala Dicky Arsyul Salam Dinarsiah Chendraningrum Distria, Tiara Fadila Dzulfa Putri Luthfiya Fajar, Kurnia Febrianty, Ilma Amilia Fitria Rahayu Khaerani Fitriani, Tiara Fujianti, Annisa Rachmah Gaffar, Mohammad Rizal Hakam, Dzikri Firmansyah Herry Rachmat Widjaja Husniah, Diana Hutahaean, Agnes Fidela Agrefina Indrayana, Gun Gun Iqlima Ramadhani Irfa Rizkiani Safitri Juniarti, Cahaya Larisa Nabila Putri Lestari, Gita Meilia Lili Adi Wibowo Marceilla Suryana Marceilla Suryana Mega Fitriani Adiwarna Prawira Melissa Shasya Bonita Melissa Shasya Bonita Moch Yusup Modupe, Ajayi Olubunmi Mohammad Rizal Gaffar Mohammad Rizal Gaffar Muhammad Sahlan Nadia Annisa Putri Nana Ganda Nanang Ganda Prawira Nono Wibisono Nugraha, Azizah Salsabila Nurkholifa, Tika Octaviani Ratnasari Santoso Puluhulawa, Rosemery Pauline Rumayar Putri Luthfiya, Dzulfa Raden Aswin Rahadi Rafdinal, Wahyu Rahadi, Raden Aswin Rahman, Bimo Falah Abdul Ratih Hurriyati Ratna Padmi Trihartanti Rivan Sutrisno Rosadi, Asep Santosa Sanjaya Satriani Siti Nurlaila Satriani Siti Nurlaila Septyandi, Chandra Budhi Septyandi, Chandra Budi Sherly Raka Siwi Putri Utomo Siti Hafsah Zulkarnain Siti Hafsah Zulkarnain Siti Yulia Irani Nugraha Siti Yulia Irani Nugraha Sri Hastuti Sri Sumarni Sri Utari Widyastuti Sulistiana, Oktavera Suryana, Marceilla Suryana, Marceilla Sutardi, Acip Syifaa Novianti Syukri, Muhammad Yazidus Tamara Herlinda Erwin Tiara Fadila Distria Tomy Andrianto Utomo, Sherly Rakasiwi Putri Vanessa Gaffar Vany Octaviany Wahyu Rafdinal Widyastuti, Sri Utari Wisi Wulandari Yunieta Anny Nainggolan, Yunieta Anny ZULKARNAIN, SITI HAFSAH