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All Journal International Journal of Management Science and Information Technology (IJMSIT) Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan
Sujatmiko Sujatmiko
Universitas Muhammadiyah Karanganyar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Implementation of Short Video Digital Marketing to Increase Sustainable Tourism Visits: Study Batik Girilayu Tourist Village in Karanganyar Regency Hasni Dyah Kurniawati; Tiara Indah; Sujatmiko Sujatmiko
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.v10i1.2264

Abstract

This study aims to analyze the effectiveness of short video marketing in increasing tourist interest in visiting Batik Girilayu Tourism Village. A quantitative approach was used through an experimental design with an intervention group (short video) and a control group (posters/photos), using the Mann–Whitney test to see the differences between the groups. The test results showed significant differences in most variables, such as visual perspective, visual content, narration appeal, and travel intention, where the intervention group obtained a higher mean rank than the control group. To reinforce the quantitative results, in-depth interviews were conducted with seven respondents from the intervention and control groups, as well as representatives of the tourism village management. The interview results showed that short videos provided a more immersive, interesting, and memorable experience, making them more effective in building interest in visiting. In addition, tourism village managers assessed that short videos were easier to go viral on social media and contributed to increasing the interaction of potential tourists with the management. This study confirms that short video marketing is an effective promotional strategy in attracting tourists, although there are still limitations in the scope of the sample, the social media platforms studied, and the number of interview respondents. Therefore, further research with a broader scope, the use of various digital platforms, and long-term evaluation are needed to strengthen the findings.
Building Sustainable Branding in the Hospitality & Tourism Industry: Integrating Corporate Identity, Social Responsibility, and Reputation Suyamto Suyamto; Dian Deliana; Sujatmiko Sujatmiko
International Journal of Management Science and Information Technology Vol. 5 No. 2 (2025): July - December 2025
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v5i2.4609

Abstract

This study explores the association of corporate identity, social responsibility, and reputation in the development of successful sustainable branding in the hospitality and tourism sector of Indonesia. We used mixed methods applying quantitative analysis and collect the data in a systematic arrangement from various big cities considering the tourists. A 1,219-panel sample of small to medium-sized businesses were surveyed. Our conclusions are that many companies have successfully created an organizational identity internally through the alignment of communicated values and management's daily actions. Social and environmental obligations are demonstrated in supporting local communities, energy conservation and preservation of the culture. There are still a few that are not officially documented, but everybody knows these to be part of the company’s overarching strategy. Corporate image, from a job evaluation standpoint, is supported by open communication, listening to feedback and a digital presence. The results of the path analysis support the effect of corporate identity on social action and reputational perception. And the connection between social responsibility and reputation is robust. Relationships between variables remain constant, while regional comparisons reveal diverse trends. Bali is the most advanced when it comes to identity and reputation, with Lombok and Labuan Bajo concentrating more on community engagement. Interviews and focus groups reveal that involvement of the staff in social activities also contributes to sense of ownership and pride in the workplace. The fusion of values, participation and regular behavior author the maintenance of public trust in an industry so based on perception.
Guest Perception of Service Quality Decline Due to Employee Multitasking in the Era of Digital Transformation in Star-Rated Hotels Suyamto Suyamto; Dian Deliana; Erwin Purbosaputro; Sujatmiko Sujatmiko
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6978

Abstract

The development of digital technology in the hospitality sector has led to changes in employee work patterns, particularly related to multitasking practices in service activities. This condition must be able to influence the perception of service quality by guests, especially in face-to-face contact. Research Objective: This study aims to examine the effect of multitasking in service on the perception of service quality by guests in star-rated hotels. Research Design: A quantitative approach and exploratory survey design were used. Data were collected using an online questionnaire with a five-point Likert scale from 172 respondents obtained through purposive sampling. We focused on guests who stayed at star-rated hotels during the past year and had experience interacting directly with employees. Descriptive analysis and simple linear regression were used in examining the data. Based on the results, the employee multitasking variable was found to be at a high level and service quality was in the medium category. The Responsiveness and Empathy dimensions received the lowest scores compared to other dimensions. As we can see from the regression, employee multitasking negatively and significantly affected service quality (β = −0.487, P = 0.000). Thus, these results indicate that the more staff multitasked, the lower the service quality perceived by guests. These findings have implications for hotel management to balance employee workload so that service quality is not compromised.
Co-Authors Dian Deliana Erwin Purbosaputro Hasni Dyah Kurniawati Suyamto Suyamto Tiara Indah