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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 Jurnal Pengembangan Wiraswasta JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat) Journal of Tourism Sustainability Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Journal Integration of Social Studies and Business Development Journal of Consumer Study and Applied Marketing Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Barista : Jurnal Kajian Bahasa dan Pariwisata Masyarakat Pariwisata: Journal of Community Services in Tourism Abdi Wisata: Jurnal Pengabdian Kepada Masyarakat Journal of Tourism, Hospitality and Travel Management (JTHTM)
Mega Fitriani Adiwarna Prawira
Politeknik Pariwisata NHI Bandung
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Bridging Cultures Through Brands: Exploring the Role of Cultural Authenticity and Identity Alignment in Shaping Revisit Intention Prawira, Nanang Ganda; Jeon, Jeong Ok; Prawira, Mega Fitriani Adiwarna; Prawira, Aura Bulan Andhara; Prawira, Mentari Putrirahayu
Journal of Tourism, Hospitality and Travel Management Vol. 2 No. 2 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jthtm.v2i2.305

Abstract

In the era of globalized tourism, destinations function not only as geographic spaces but as communicative platforms for cultural exchange. This study examines how place branding elements—brand image, cultural authenticity, and community engagement—influence revisit intention through the mediating roles of perceived cultural exchange and destination identity alignment. Drawing on theories of intercultural communication and symbolic interactionism, a structural equation modelling approach using PLS-SEM was applied to data collected from 235 tourists visiting culturally significant destinations in Indonesia. The results reveal that perceived cultural exchange is the strongest predictor of revisit intention, while cultural authenticity and brand image significantly shape identity alignment and intercultural engagement. Community involvement was also found to impact perceived cultural exchange positively. The findings offer theoretical contributions by reconceptualizing place branding as a dialogic and identity-forming process and practical implications for designing culturally responsive branding strategies rooted in local narratives and community participation.
From Screen to Seoul: How Korean Films Inspire Aspirational Travel Intentions Among Young Working Women Prawira, Mega Fitriani Adiwarna; Susanto, Eko; Gaffar, Vanessa; Ramadhani, Iqlima
Journal Integration of Social Studies and Business Development Vol. 3 No. 1 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jissbd.v3i1.312

Abstract

This study examines the influence of Korean film exposure on aspirational travel intention among young Indonesian working women, focusing on the mediating roles of aesthetic appeal, parasocial interaction, and destination image. Drawing on the Stimulus–Organism–Response (S-O-R) framework, the research employs a quantitative, cross-sectional design. It analyzes data from 287 respondents using Partial Least Squares Structural Equation Modeling (PLS-SEM). All hypothesized relationships were statistically supported. Korean film exposure significantly enhances both aesthetic appeal and parasocial interaction. Aesthetic appeal emerges as the dominant predictor of destination image, which in turn has a substantial impact on aspirational travel intention. Although parasocial interaction contributes positively, its effect is comparatively weaker. These findings highlight the dual psychological pathways—visual and emotional—through which media shapes tourism-related perceptions and long-term travel aspirations. The study contributes to the literature on media-induced tourism and offers practical insights for destination marketers and cultural content creators seeking to leverage cinematic narratives in promoting international travel.
Fishing Tourism Business Planning Strategy To Increase People's Income in Lancang Island, Kepulauan Seribu Mega Fitriani Adiwarna Prawira; Beta Budisetyorini
Journal of Tourism Sustainability Vol. 1 No. 1 (2021): Volume 1 Number 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtos.v1i1.2

Abstract

Lancang Island is one of the islands in the Kepulauan Seribu Regency with the potential for tourism and fishing activities. Some residents of Lancang Island took advantage of the opportunity by establishing a fishing charter business. This study aims to provide a proper planning strategy for the tourist business unit to increase public income on Lancang Island. The fishing tourism business in Lancang Island includes four units such as Fishing Charter, Boat Rentals, Catering, and Accommodation. The data used are primary and secondary, and the research method is qualitative and presented descriptively. According to research using the BCG Matrix, the entire fishing charter units on Lancang Island are in the Cash Cow quadrant, so concentric diversification is a viable planning strategy. The planning strategies consist of product planning, market and marketing planning, and technology planning tailored to each business unit.
Development of Asahan River Tourism Activities in Support of National Tourism Strategic Area of Lake Toba Prawira, Mega Fitriani Adiwarna; Budisetyorini, Beta; Adisudharma, Deddy; Salam, Dicky Arsyul; Wulandari, Wisi; Susanto, Eko
Journal of Tourism Sustainability Vol. 1 No. 2 (2021): Volume 1 Number 2 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtos.v1i2.15

Abstract

Following up on the Development of The National Tourism Strategic Area of Lake Toba, which was directed in the study "Integrated Tourism Masterplan for Lake Toba" (ITMP Danau Toba) in 2018, one of which was the development of river-based natural tourism attractions allocated in the Asahan Watershed including Asahan Regency, Tanjung Balai Municipality, Toba Samosir Regency, and Simalungun Regency. Regarding the policy of river-based tourism attractions, this research is focused on developing river tourism activities that will have implications for the development of the natural attraction of the Asahan River. This study has produced a mixed method of sustainable tourism development strategies by prioritizing the benefits of the ecological, socio-economic and cultural environment. Development is directed towards packaging special interest tourism products following the characteristics of available resources.
Examining Customer Loyalty in AYCE Dining: A Qualitative Investigation of Experience-Driven Factors Utomo, Sherly; Prawira, Mega Fitriani Adiwarna
Journal of Tourism Sustainability Vol. 4 No. 3 (2024): Volume 4 Number 3 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtospolban.v4i3.152

Abstract

The all-you-can-eat (AYCE) restaurant model has gained popularity by offering unlimited food at a fixed price, attracting customers seeking variety, value, and social engagement. However, customer loyalty in AYCE settings remains underexplored, as existing models focus on service quality and customer satisfaction, overlooking experiential factors that drive retention. This study addresses this gap by identifying key psychological, social, and hedonic dimensions shaping AYCE customer loyalty and proposing a new conceptual model. Using a qualitative exploratory approach with grounded theory methodology, this study conducted semi-structured interviews and participant observations in AYCE restaurants across West Java, Indonesia. A total of 25 participants—20 customers and five industry practitioners—provided insights into dining behaviors and operational strategies. Findings reveal three core determinants of AYCE customer loyalty: psychological comfort, social bonding, and perceived food abundance. Customers valued dining autonomy, fostering a relaxed experience, while social bonding reinforced emotional connections through shared meals. Perceived food abundance enhanced hedonic satisfaction, strengthening value-for-money perceptions. However, when variety exceeded quality expectations, dissatisfaction emerged, highlighting the need to balance quantity and quality. This study introduces a conceptual model positioning customer satisfaction as a mediating factor between experience-driven motivators and loyalty outcomes. The findings expand experience-based loyalty research and offer practical insights for AYCE operators.
Tourists' Local Food Experience: Linking Cultural Value, Knowledge, and Product Quality to Consumption Emotion and Satisfaction Andih, Deisy Christina; Prawira, Mega Fitriani Adiwarna; Karnawati, Hennidah
Journal of Tourism Sustainability Vol. 5 No. 4 (2025): Volume 5 Number 4 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtospolban.v5i4.178

Abstract

Local food consumption in tourism represents a cognitive and affective process through which visitors interpret cultural meaning and evaluate quality. This study develops and tests an integrative model linking cultural value, knowledge appreciation, and product quality to branding, perceived economic value, and consumption satisfaction. Data from 319 domestic and international tourists who experienced Indonesian gastronomy were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results show that cultural value and local identity strongly enhance knowledge and cultural appreciation, which in turn increase perceived product quality and support for local communities. These cognitive–ethical factors exert the greatest influence on emotional satisfaction, while branding alone shows no significant direct effect. Perceived quality and community alignment, rather than aesthetic branding, drive tourists' emotional engagement and satisfaction. Theoretically, this study introduces the concept of cognitive–ethical authenticity to explain how knowledge and moral resonance jointly produce satisfaction in gastronomic tourism. Managerially, the findings highlight that effective destination strategies should prioritise interpretive learning, transparent sourcing, and community-based experience design over symbolic branding. Overall, the research clarifies the cultural–cognitive pathway that underpins satisfaction in gastronomic experiences and advances a framework for authenticity-centred tourism development.
Ciletuh Geopark Destination Development: Integrating Alternative Food in Hanjeli Tourism Village and Surrounding Destinations Prawira, Mega Fitriani Adiwarna; Budisetyorini, Beta; Salam, Dicky Arsyul; Adisudharma, Deddy; Wulandari, Wisi
Journal of Tourism, Hospitality and Travel Management Vol. 1 No. 2 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jthtm.v1i2.139

Abstract

This study explores integrating alternative food practices into the development of the Ciletuh Geopark Destination, focusing on Hanjeli Tourism Village and its surrounding areas. The research aims to enhance visitor experiences and promote sustainable regional development by blending culinary diversity with tourism offerings. Employing a mixed-methods approach, data was collected through surveys, interviews, and field observations to assess the current state of alternative food integration and its impact on tourism development. Findings reveal significant opportunities for leveraging alternative food as a unique selling point for the destination, catering to diverse visitor preferences and contributing to the socio-economic growth of local communities. The study underscores the importance of strategic planning and collaboration among stakeholders to effectively integrate alternative food practices into destination development initiatives, ensuring the preservation of cultural heritage and environmental sustainability.
Peningkatan Kualitas Tata Kelola Desa Wisata Melalui Jejaring dan Kemitraan di Kabupaten Sukabumi Susanto, Eko; Widyastuti, Sri Utari; Prawira, Mega Fitriani Adiwarna
Abdi Wisata: Jurnal Pengabdian Kepada Masyarakat Vol. 1 No. 1 (2024): Abdi Wisata: Jurnal Pengabdian Kepada Masyarakat
Publisher : Politeknik Pariwisata Lombok

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55701/abdiwisata.v1i1.166

Abstract

Pengembangan desa wisata menjadi strategi utama dalam pengembangan pariwisata berkelanjutan di Indonesia. Pengabdian kepada masyarakat ini mengevaluasi implementasi pelatihan dan diseminasi konsep pengembangan desa wisata berbasis masyarakat di Kabupaten Sukabumi, Jawa Barat. Melalui pendekatan pentahelix, kegiatan ini melibatkan berbagai pemangku kepentingan, termasuk pemerintah, masyarakat lokal, sektor bisnis, akademisi, dan media. Pelatihan ini bertujuan untuk meningkatkan pemahaman tentang tata kelola desa wisata, peningkatan produk, kelembagaan, dan pemasaran. Dengan pendekatan interaktif, peserta diberikan kesempatan untuk mendiskusikan masalah terkait dan berbagi pengalaman. Hasilnya menunjukkan respons positif dari peserta, yang merasa lebih siap untuk berkontribusi dalam pembangunan destinasi pariwisata yang berkelanjutan. Dengan upaya kolaboratif dan penekanan pada prinsip-prinsip pariwisata hijau dan tata kelola yang baik, pengembangan desa wisata diharapkan dapat menjadi motor pertumbuhan pariwisata yang sehat dan berkelanjutan di masa depan.
Visiting Tourism Destination: Is It Influenced by Smart Tourism Technology? Susanto, Eko; Novianti, Syifaa; Rafdinal, Wahyu; Prawira, Mega Fitriani Adiwarna; Septyandi, Chandra Budi
Journal of Indonesian Tourism and Development Studies Vol. 8 No. 3 (2020)
Publisher : Graduate School, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jitode.2020.008.03.04

Abstract

The development of technology has changed various sectors in life to be smart, including tourism. This study aims to analyze the effect of smart tourism technology attributes on visit intention and visiting tourist destinations. This study used a sample of 324 tourists in West Java Province, Indonesia. Partial Least Square is applied to test the relationship between variables. The results of the study revealed that smart tourism technology attributes such as smart information systems, smart tourism management, smart sightseeing, e-commerce systems, smart safety, smart traffic, and virtual tourism objects affect visit intention. The study also revealed the effect of visiting intentions on visits to tourist destinations. The findings of this study provide the basis for formulating strategies for implementing smart tourism technology that is appropriate in attracting tourist visits.Keywords: Smart tourism technology, Tourism destination, Tourist behavior, Visit intention.
The Mimicry of Identity: A Visual Semiotic Analysis and Pattern Recognition of City Branding in Indonesia Prawira, Nanang Ganda; Prawira, Mega Fitriani Adiwarna
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.v3i2.464

Abstract

In the era of regional autonomy, Indonesian jurisdictions are increasingly racing to articulate distinct promotional identities to compete for global capital and tourism. However, this pursuit of distinction often yields a landscape of visual conformity. This study investigates the visual DNA of N=13 purposively selected, officially verified promotional brands to understand the structural forces behind this homogenization, explicitly excluding administrative heraldry to resolve the issue of categorical conflation. Employing a multi-method qualitative approach, the research combines Visual Content Analysis (VCA) with a three-stage Social Semiotic protocol (denotation, connotation, and myth) adapted from Roland Barthes. The findings reveal a significant paradox: while ethnic markers are utilized to signal authenticity, they are predominantly framed within a Global Modernist shell. This is characterized by the overwhelming dominance of English-language slogans (76.9%) and standardized sans-serif typography (84.6%). The analysis unmasks the Myth of Uniqueness, demonstrating that the branding process is governed by mimetic isomorphism—a bureaucratic reflex to imitate successful peers to secure institutional legitimacy. Consequently, local heritage is often reduced to a commodified ornament, leading to identity drift and a dilution of the city’s Unique Selling Proposition (USP). The study concludes that to break the cycle of visual mimicry, municipal governance must shift from top-down administrative projects to participatory, narrative-centric brand management. The research introduces Semiotic Due Diligence as a strategic requirement for developing authentic and resilient place brands in emerging economies.
Co-Authors Abda Abda Adam Aliya Silmi Afgani, Kurnia Fajar Agustin, Dea Latul Inayah Allya Dini Alviana Alviana, Allya Dini Andar Danova Lastaripar Goeltom Anisa, Dian Nur Arief Johari Asep Darmansyah Aura Bulan Andhara Prawira Beta Budisetyorini Chandra Budi Septyandi Chandrawulan Dea Latul Inayah Agustin Deddy Adisudharma Deddy Adisudharma DEISY CHRISTINA ANDIH Dematria Pringgabayu Dian Nur Anisa Dicky Arsyul Dicky Arsyul Salam Eka Nuraisah Rosiana Eko Susanto Eko Susanto Fitriani Salsabil Tanisa Giovanni, Elvia Iqlima Ramadhani Jamhari Jamhari Jeon, Jeong Ok Karnawati, Hennidah Nana Ganda Nanang Ganda Prawira Octaviani Ratnasari Santoso Pamungkas, Yudha Prawira, Aura Bulan Andhara Prawira, Mentari Putrirahayu Putri, Bintari Pangesti Rachmat Syam Raden Aswin Rahadi Rafdinal, Wahyu Ronal Andrianto Rumba Septyandi, Chandra Budhi Septyandi, Chandra Budi Sherly Raka Siwi Putri Utomo Siti Yulia Irani Nugraha Suryana, Marceilla Syam, Rachmat Syifaa Novianti Tanisa, Fitriani Salsabil Utomo, Sherly Vanda Nirma Audita Vanessa Gaffar Vany Octaviany Wahyu Rafdinal Wanti Arumwanti Widyastuti, Sri Utari Wisi Wulandari Yudha Pamungkas Yunieta Anny Nainggolan, Yunieta Anny