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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 163 Documents
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Implementasi HACCP dan SSOP dalam Menjamin Kualitas Produk di Industri Pangan UMKM. Narrative Literature Review Bimo Kuncoro Jati; Putri Viona Amalia; Sheryl Candra Sasi
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i1.7286

Abstract

Food safety is a critical issue in the food industry, as each stage of production poses potential hazards that may reduce product quality and endanger consumer health, particularly in micro, small, and medium enterprises (MSMEs). Inadequate sanitation practices and weak process control remain major causes of food contamination. This study aims to examine the effectiveness of implementing Hazard Analysis Critical Control Point (HACCP) and Sanitation Standard Operating Procedures (SSOP) in ensuring food quality and safety based on previous research findings. The study employed a Narrative Literature Review approach with qualitative analysis through document review and content analysis of relevant scientific articles published between 2015 and 2025. The literature was analyzed to identify HACCP and SSOP implementation practices, types of food industries, hazard control measures, and challenges in their application. The results indicate that consistent implementation of HACCP and SSOP is effective in reducing microbiological contamination risks, improving product quality, and enhancing production processes. However, several obstacles remain, including limited sanitation facilities, low worker discipline, weak documentation systems, and insufficient internal supervision, particularly among MSMEs and online food businesses. It can be concluded that HACCP and SSOP are fundamental pillars of food safety management systems, yet their effectiveness strongly depends on human resource commitment, hygienic work culture, and continuous training and facility support. Therefore, strengthened assistance, capacity building, and collaboration among stakeholders are essential to achieve effective and sustainable food safety implementation.
Pengaruh Pelayanan Prima Front Dest Agent terhadap Kepuasan Tamu di The Zuri Hotel Pekanbaru Lisa Lestari; Rusella wong; Sri Febdarina Febdarina; Maryantina Maryantina; Asur Suryana
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i1.7367

Abstract

This study aims to identify front desk agent human resources profile, describe Standard Operational Procedures implementation for excellent service, measure implementation level, and analyze the effect of front desk agent excellent service on guest satisfaction at The Zuri Hotel Pekanbaru. This study uses a mixed method combining qualitative and quantitative approaches. The qualitative approach explores HR profile and SOP implementation, while the quantitative approach measures excellent service effect on guest satisfaction. The research sample consisted of 104 hotel guests selected through purposive sampling and three key informants: one front office manager and two front desk agents. Data collection was conducted through questionnaires, in-depth interviews, and documentation. Data were analyzed using descriptive statistics and simple linear regression with SPSS version 29.0.1.0. Results indicate that front desk agents possess relevant hospitality education and adequate work experience. The implementation of excellent service SOPs is performed effectively through friendly greetings, magic words, welcome drinks provision, and personalized service. The excellent service implementation level is in very good category with average score of 4.27. Regression analysis shows that excellent service has positive and significant effect on guest satisfaction with coefficient of determination of 82.1 percent and t-value of 21.747 at significance level 0.05. Guest satisfaction level is in very satisfied category with average score of 4.29. This study recommends that hotel management optimize service quality through regular training and consider adding Guest Relations Officer to continuously improve guest loyalty.
Penerapan SOP Waiter/waitress terhadap Kualitas Pelayanan untuk Meningkatkan Kepuasan Tamu di Restaurant Peterseli Kitchen Asur Suryana; Ika Fitria Hasibuan; Sri Febdarina; Dini Ramadhani; Maryantina Maryantina
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i1.7426

Abstract

Service quality is a crucial factor in determining customer satisfaction in the restaurant industry. This study aims to analyze the implementation of waiter/waitress SOPs, service quality, and guest satisfaction at Peterseli Kitchen Restaurant Pekanbaru. This research employed a qualitative descriptive method with data collection techniques through interviews, observations, and questionnaires. Research respondents consisted of 99 restaurant guests, 10 waiters/waitresses, 1 head captain, and 1 manager. Service quality was measured using five SERVQUAL dimensions (Tangible, Empathy, Reliability, Responsiveness, and Assurance), while guest satisfaction was measured through three indicators (meet expectation, repurchase intention, and willing to recommendation) using a 5-point Likert scale. The results showed that the implementation of waiter/waitress SOPs has been carried out very well through 15 consistent operational procedure stages. Service quality obtained an average score of 4.9, which is categorized as very good, with all dimensions showing optimal performance. Guest satisfaction was also in the very satisfied category with an average score of 4.9, indicating that guests have a high interest in making repeat visits and recommending the restaurant to others. This study concludes that the implementation of structured SOPs and strict supervision have a positive effect on service quality and guest satisfaction. It is recommended that the restaurant continues to maintain existing service standards while developing product diversification strategies to expand market segments.
Kajian Atraksi, Aksesibilitas, Amenitas dan Ancilliary pada Kawasan Strategis Pariwisata di Kabupaten Wonosobo Zam Zam Masrurun; Arina Nindyar Saraswati; Hardiman Hardiman; Atika Nur Hidayah; Andreas Yogi Prasetyo
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i1.7520

Abstract

This study examines the condition of attractions, accessibility, amenities, and ancillary services within the Strategic Tourism Area of Kertek, Wonosobo Regency. Using a descriptive qualitative approach supported by field observations, interviews, and secondary document analysis, the research provides an integrated assessment of tourism components that shape the area’s development potential. Findings reveal that the region possesses a strong concentration of natural, special-interest, agro-tourism, and cultural–religious attractions, forming a diversified tourism landscape. Accessibility is supported by national and regional road networks, although local village roads and public transport connectivity remain limited. Amenities are primarily concentrated in urban corridors, resulting in service gaps in rural areas where key attractions are located. Ancillary support involving government agencies, local communities, and private actors is present but requires stronger institutional coordination to ensure cohesive governance. The study concludes that the Kertek tourism area holds substantial potential to strengthen Wonosobo’s tourism competitiveness. However, maximizing these potential demands improvements in intra-area connectivity, equitable distribution of visitor facilities, and enhanced collaborative governance to support sustainable tourism development.
Smart Service Interactions in Hospitality: Factors Influencing Customer Switching Intention to Chatbots Dendy Rosman; Muhammad Rojali
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i1.7620

Abstract

The rapid development of conversational artificial intelligence (AI) has transformed customer interaction patterns in the hospitality sector, with chatbots increasingly deployed as frontline support tools across multiple service touchpoints. However, while chatbot usage continues to grow, customer reactions to automated assistance remain mixed, prompting an examination of the technological factors that shape customers’ willingness to shift from human agents to chatbots. This study investigates how four key chatbot-related variables: comprehension, perceived humanness, synchronicity, and problem-solving ability, influence customer switching intentions in hospitality contexts. Using a quantitative method, data were collected from 149 Indonesian consumers with prior experience using both chatbots and human service agents during online hospitality-related transactions. Structural Equation Modeling (SEM) via SmartPLS was employed to test the proposed hypotheses. The results show that all four variables have a significant positive influence on switching intention, with problem-solving ability being the strongest predictor, followed by synchronicity, perceived humanness, and comprehension. These findings suggest that customers are more inclined to adopt chatbot-based support when the technology demonstrates efficient problem resolution, real-time responsiveness, and a degree of human-like interaction. The study contributes to chatbot adoption literature by focusing on technological interaction attributes rather than solely psychological acceptance factors and highlights the growing relevance of AI-mediated service encounters in hospitality. Limitations include the cross-sectional design, self-reported data, and sector-specific sampling. Future research is encouraged to investigate sectoral differences, adopt longitudinal or experimental approaches, and examine moderating influences such as digital literacy, trust propensity, or cultural background.
Pengembangan Paket Wisata Kebugaran Berbasis Stingless Bee Honey: Analisis Komponen 4A pada Gudem Bee Farm, Bintan Putri Fistyaning Army; Natasha Herawati
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i1.7476

Abstract

The growing trend of wellness tourism is driving increasing tourist demand for activities that support physical, mental, and emotional health. This study aims to develop a wellness tourism package based on education about stingless bee honey at Gudem Bee Farm as an effort to diversify local tourism products. Data were obtained through field observations of tourist facilities and activities, interviews with Gudem Bee Farm managers regarding the potential and needs for package development, and documentation in the form of photos, destination profiles, and other supporting data. The package planning was compiled by analyzing the 4A components (Attraction, Accessibility, Amenities, Ancillary Services). The results show that the main activities integrated into the package include tasting honey from the hive, making and using a natural mask made from stingless bee honey, nature bonding, mindful eating, and mindful drinking of wedang telang (blue telang tea). Accessibility and supporting facilities were deemed adequate, although there were obstacles such as changes in operational costs, limited field data, diverse tourist preferences, and potential weather disturbances. This planning resulted in a daily wellness tourism package design that is feasible to implement and has the potential to increase the attractiveness of Gudem Bee Farm through sustainable utilization of local potential.
Partisipasi Partisipasi Masyarakat dalam Pengembangan Desa Wisata Hariarapohan Kecamatan Hariarapohan Kabupaten Samosir Sumatera Utara Ika Fitria Hasibuan; Eni Sumiarsih; Sefrona Syaiful; Rahma Putri Andita; Rita Megawati Rajagukguk
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i1.7599

Abstract

Successful tourism development is a development that is carried out together, with the term "Building with the community" so that tourism development can provide benefits to the local community, and good management of tourist villages is one that involves community participation in it. This study aims to determine Community Participation in the Development of Hariarapohan Tourism Village, Hariarapohan District, Samosir Regency, North Sumatra. In this study using qualitative descriptive research methods of data collection through observation, distributing questionnaires, interviews, and documentation to obtain data related to the management of Tourism Villages, which are samples in the study, namely Village Officials and 100 community members. The problem in this study is the forms of community participation in Tourism Villages and the level of community participation in Tourism Villages, This study aims to analyze how the forms of community participation in Tourism Villages and how the level of community participation in Tourism Villages. The results of the study are community participation in the form of thoughts, energy, thoughts and energy, expertise, goods, money. And the results of the research show that the Hariarapohan Tourism Village community participated in the development of the Hariarapohan Tourism Village, and the level of community participation in the development of the Hariarapohan tourism village was high, so it can be concluded that the community participated in the development of the Hariarapohan Tourism Village, Hariarapohan District, Samosir Regency.
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.

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