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Sabam Syahputra Manurung
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Toba: Journal of Tourism, Hospitality, and Destination
Published by Yayasan Literasi Sains Indonesia
ISSN : -     EISSN : 28284100     DOI : https://doi.org/10.55123/toba
Core Subject : Social,
Social Sciences
TOBA (Journal of Tourism, Hospitality, and Destination) merupakan wadah publikasi naskah ilmiah dengan tema utama berkaitan dengan tourism, hospitality and destination yang diterbitkan 4 (empat) kali dalam setahun, yaitu pada bulan Februari, Mei, Agustus dan November. Naskah yang dipublikasikan merupakan hasil temuan, penelitian, rekomendasi, praktik lapangan, maupun sharing pengalaman dari akademisi, mahasiswa, praktisi dan stakeholder lainnya untuk kemajuan kepariwisataan Indonesia. Cakupan Jurnal ini merupakan publikasi ilmiah dengan tema kajian kepariwisataan yang ditelaah secara multidisiplin.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 6 Documents
 1 
Search results for , issue "Vol. 5 No. 2 (2026): May 2026" : 6 Documents clear
Peran Media Sosial Instagram dalam Memprediksi Jumlah Wisatawan Nusantara (Studi Kasus: Labuan Bajo, Nusa Tenggara Timur) Navika Artiari; Erna Nurmawati; Adelina Rahmawati; Teguh Sugiyarto
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 2 (2026): May 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i2.7577

Abstract

The use of big data derived from social media platforms such as Instagram has increasingly been adopted as an alternative data source in tourism analysis, particularly to understand destination promotion patterns and online audience engagement. This study aims to identify the main topics of tourism promotional content on social media and to examine their contribution to predicting the number of domestic tourist trips to the Province of East Nusa Tenggara. Topic modeling was conducted using the Latent Dirichlet Allocation (LDA) method on Instagram captions posted by tourism stakeholders in East Nusa Tenggara. The results of the topic modeling revealed three main topics, namely marine tourism attractiveness, tour package and sailing activity offerings, and trip and boat rental promotions. The analysis of engagement rates (ER) indicates that the average monthly ER of tourism-related accounts in East Nusa Tenggara reached 28.07. Among the identified topics, the marine tourism attractiveness topic recorded the highest average ER, at 42.24, indicating strong audience interest in visual content and narratives related to marine natural attractions. Furthermore, the prediction of domestic tourist trips was carried out by integrating macroeconomic variables, tourism indicators, and social media–based variables. The evaluation results demonstrate that the Long Short-Term Memory (LSTM) model incorporating all explanatory variables—including hotel occupancy rates, inflation, transportation price indices, the COVID-19 pandemic variable, account-level ER, and topic-specific ER—achieved the best performance. This model produced a Mean Absolute Percentage Error (MAPE) of 18.75 percent, a Mean Absolute Error (MAE) of 83,577.40, and a Root Mean Square Error (RMSE) of 111,630.97.
Melemahnya Citra Merek Global Akibat Fenomena Cancel Culture: Studi pada Starbucks di Rest Area Bogor Diah Renata Anggraeni; Dina Mayasari Soeswoyo; Anastasya Cecillia De Venus
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 2 (2026): May 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i2.7709

Abstract

The phenomenon of cancel culture, which has rapidly evolved through social media, has significantly reshaped global consumer behavior, including within the food and beverage industry integrated into the tourism sector. In the context of international social and political conflicts, consumers no longer base their decisions solely on product quality and brand reputation, but also consider moral values, corporate ethics, and digitally constructed public perceptions. This study aims to analyze the influence of brand image on consumer purchase decisions at Starbucks located in the KM45 Ciawi Rest Area following the emergence of global boycott issues. A quantitative approach was employed using a survey method involving 150 respondents selected through accidental sampling. Data were collected through a modified four-point Likert-scale questionnaire and analyzed using validity testing, reliability testing, classical assumption tests, and simple linear regression with SPSS version 26. The findings indicate that brand image has a positive and statistically significant effect on purchase decisions. However, the results also reveal that within the context of cancel culture, the influence of global brand image, while present, is no longer a dominant determinant of consumer purchase decisions in tourism-related areas. The study highlights the importance of adaptive, socially responsive, and value-based branding strategies to ensure the sustainability of food and beverage businesses within the tourism industry.
Festival Durian sebagai Penguatan Ekonomi dan Identitas Budaya Lokal: Studi Pustaka pada Tradisi Tahunan di Klaten Danang Vanamai; Taufikur Rohman
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 2 (2026): May 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i2.7711

Abstract

This study aims to analyze the role of the Durian Festival in Klaten Regency as an instrument for strengthening the local economy and cultural identity of agrarian communities. The research employs a qualitative approach using a library research method through the review of scholarly literature, academic books, media publications, and relevant institutional documents. The selection process adopted the PRISMA principles to ensure systematic and credible data collection. Data were analyzed using descriptive-analytical content analysis. The findings indicate that the Durian Festival functions not only as a harvest celebration but also as a medium for preserving communal values such as mutual cooperation, symbolizing agricultural abundance, and reinforcing the village’s identity as a durian-producing area. From an economic perspective, the festival creates business opportunities for farmers and MSMEs through increased trade activities and a multiplier effect during the event. Within the framework of gastronomy tourism and event management, the festival holds potential to be developed as a sustainable community-based tourism product. With more strategic and participatory management, the Klaten Durian Festival can serve as a model for cultural tourism development that supports economic self-reliance and the preservation of local identity.
Model Pendampingan UMKM Pendukung Pariwisata Berbasis Desa Wisata: Studi Kasus Desa Wisata Sungai Langka, Kabupaten Pesawaran, Provinsi Lampung Ni Made Ayu Windu Kartika; Meyliana Astriyantika; Enggar Dwi Cahyo; Deris Astriawan
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 2 (2026): May 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i2.7825

Abstract

Community-based tourism development requires the systematic and sustainable integration of micro, small, and medium enterprises (MSMEs) into the tourism ecosystem. This study aims to formulate an ecosystem-based mentoring model for tourism-supporting MSMEs through a case study in Desa Wisata Sungai Langka. The research employed an applied case study approach. Data were collected through participatory observation, in-depth interviews, focus group discussions (FGDs), and documentation, then analyzed using the Miles and Huberman interactive model and gap analysis. The findings reveal significant gaps in attraction integration, amenity standards, digital promotion, and institutional coordination. The proposed model consists of four main components such as: capacity building, experience-based product strengthening, digitalization and branding, and collaborative institutional reinforcement. The results confirm that an ecosystem-based mentoring approach is more effective than a sectoral approach in integrating MSMEs into the village tourism value chain. This model offers a replicable framework for emerging tourism villages aiming to enhance competitiveness and sustainable local economic development.
Pengembangan Wisata Kesehatan di Indonesia Sandra Maleachi; Suwinto Johan; Angelina L.M. Chuadrey
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 2 (2026): May 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i2.8115

Abstract

This study aims to analyze the development of health tourism in Indonesia through a comparison with Penang, Malaysia, as one of the main medical tourism destinations for Indonesian patients. The research employed a descriptive qualitative approach through in-depth interviews with three Indonesian patients who had received medical treatment in both Indonesia and Penang, along with accompanying family members. Secondary data were collected from academic journals, government reports, media publications, and regulations related to healthcare and tourism sectors. The findings indicate that Indonesian patients prefer medical treatment in Penang due to better healthcare service quality, professionalism of medical personnel, efficient hospital systems, competitive medical costs, and the ability of healthcare staff to communicate in the Indonesian language. Accessibility, service convenience, and Penang’s positive image as a trusted medical tourism destination also influence patient decisions. The study highlights that the development of health tourism in Indonesia requires strong government support, improvement of hospital quality, strengthening of healthcare human resources, and integration between healthcare and tourism sectors to enhance national competitiveness.
Peran Personalized Service, Komunikasi Interpersonal, dan Hospitality Behavior Front Office dalam Meningkatkan Positive Guest Experience Tamu Hotel Miftakul Isma; Irfa Arista; Agus Sudarsono
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 2 (2026): May 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i2.8127

Abstract

This study aims to analyze the role of personalized service, interpersonal communication, and front office hospitality behavior in improving the hotel guest experience. This study used a quantitative explanatory approach with data collection techniques through questionnaires to 41 respondents who were hotel guests. Data were analyzed using multiple linear regression to test the influence of each variable on positive guest experience. The results showed that hospitality behavior has a positive and significant influence on positive guest experience, personalized service and interpersonal communication did not affect positive guest experience. These findings indicate that behavioral aspects, such as empathy, friendliness, and staff responsiveness, are more decisive in shaping the guest experience than technical service aspects. Nevertheless, personalized service and interpersonal communication still play a role as supporting factors that strengthen the quality of interactions between staff and guests. This study concludes that improving hospitality behavior is key to creating a positive guest experience. The implication is that hotel management needs to prioritize the development of front office staff's soft skills and ensure consistency in the implementation of behavior-based services to increase the competitiveness of the hotel industry.

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