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All Journal Journal of Tourism Sustainability Journal of Tourism, Hospitality and Travel Management (JTHTM)
Utomo, Sherly Rakasiwi Putri
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Strategic Formulation for Tour Guide Competency Development: An Integrated AHP–TOWS Approach Susanto, Eko; Utomo, Sherly Rakasiwi Putri; Chendraningrum, Dinarsiah; Septyandi, Chandra Budi
Journal of Tourism, Hospitality and Travel Management Vol. 2 No. 1 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jthtm.v2i1.317

Abstract

As tourism becomes increasingly experience-driven and sustainability-focused, the role of tour guides has evolved into a strategic touchpoint that shapes visitor perceptions and destination image. This study aims to formulate and prioritize effective strategies for tour guide competency development using an integrated Analytical Hierarchy Process (AHP) and quantitative TOWS matrix approach. A panel of twelve experts representing government, training institutions, and tourism practitioners participated in structured pairwise comparisons and SWOT-based strategy scoring. The AHP results revealed that experiential learning-based training and national certification systems are the most critical and high-impact strategies supported by public-private partnerships and emerging digital tools. Through the TOWS mapping, each strategy was evaluated for its strategic fit within Strengths, Weaknesses, Opportunities, and Threats (SWOT), resulting in a prioritized roadmap for implementation. The study concludes that a tiered, context-sensitive strategy—grounded in institutional collaboration and adaptive learning models—offers a sustainable path to professionalizing the guiding sector. This research provides actionable insights for policymakers, tourism educators, and destination managers seeking to build resilient and skilled human capital in tourism.
A Quantitative SWOT Analysis of Rural Tourism Villages in West Java: Enhancing Community Empowerment Through Sustainable Tourism Development Utomo, Sherly Rakasiwi Putri
Journal of Tourism Sustainability Vol. 5 No. 2 (2025): Volume 5 Number 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtospolban.v5i2.162

Abstract

Rural tourism has been increasingly recognised as a strategic instrument for inclusive and sustainable development, particularly in regions with rich cultural and ecological assets. This study examines the strategic readiness of rural tourism development in West Java, Indonesia, through a quantitative SWOT analysis conducted using a desk study approach. Drawing upon 45 credible secondary sources—including government reports, academic literature, and development policy documents—20 key internal and external factors were identified, categorized, and evaluated using a structured weighting and rating process. Internal factors comprised strengths such as cultural richness, community participation, and institutional support, alongside weaknesses including poor infrastructure, limited human resource capacity, and weak digital marketing. External factors encompassed opportunities, such as the post-pandemic preference for nature-based tourism and increasing policy alignment, as well as threats, including environmental degradation and fragmented governance. The Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices yielded total scores of 2.85 and 3.10, respectively, positioning West Java's rural tourism within the aggressive strategy quadrant. This suggests that existing internal capacities can be leveraged to capitalise on favourable external conditions. Strategic implications include the need to develop localised, digitally integrated tourism products, foster public-private partnerships for infrastructure enhancement, and promote participatory governance frameworks. The study contributes to theoretical discourse by demonstrating the applicability of quantitative SWOT analysis using secondary data and offers practical insights for sustainable tourism planning in rural contexts. It concludes that with strategic alignment, rural tourism in West Java can serve as a model for culturally grounded, environmentally responsible, and community-driven development.
AI and Spiritual Compatibility: Examining Human-Technology Interaction in Gen-Z Muslim Pilgrimage Septyandi, Chandra Budhi; Utomo, Sherly Rakasiwi Putri
Journal of Tourism Sustainability Vol. 5 No. 2 (2025): Volume 5 Number 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtospolban.v5i2.183

Abstract

This study investigates the adoption of artificial intelligence (AI) in domestic Islamic pilgrimage (ziarah) among urban Generation Z Muslims in Indonesia. Using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach, the study tests a conceptual model that incorporates perceived usefulness, AI-spiritual compatibility, trust in AI-generated religious content, perceived social norms, attitude, behavioral intention, and actual use behavior. Based on responses from 323 participants, the results indicate that attitude toward AI-assisted pilgrimage is the strongest predictor of both intention and actual usage. Perceived usefulness, trust, and social norms also significantly influence behavioral outcomes, while AI-spiritual compatibility exerts a weaker yet positive effect. These findings suggest that a combination of individual evaluation and socio-cultural context shapes the adoption of spiritual technology. The study contributes to the growing discourse on digital religion by demonstrating how AI can facilitate meaningful religious experiences. Implications for developers, religious leaders, and policymakers are discussed, along with directions for future research.
Co-Authors Chendraningrum, Dinarsiah Eko Susanto Septyandi, Chandra Budhi Septyandi, Chandra Budi