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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 167 Documents
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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.
Analisis Value Chain dalam Mengakomodasi Preferensi Wisatawan Gen-Z di Desa Wisata Budaya Dokan Nova Bernedeta Sitorus; Shofia Hamida Hasibuan; Miladdia Putri; Nurhafizhah Khairi; Febryola Indra
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.v5i2.8160

Abstract

This study aims to analyze the tourism value chain in accommodating Generation Z tourist preferences in Desa Wisata Budaya Dokan. The research employed a mixed-method approach combining qualitative and quantitative methods through Conjoint Analysis. Data were collected using questionnaires, in-depth interviews, observation, and documentation involving 100 Gen-Z tourists selected through purposive sampling. The findings reveal that cultural aspects are the primary motivation for tourists, reflected by the highest utility value, while public facilities received negative utility scores, indicating weaknesses in basic tourism services. Facilities emerged as the most important attribute influencing travel decisions among Gen-Z tourists. Furthermore, the value chain analysis indicates that tourism management in Dokan Village remains fragmented and insufficiently integrated, particularly in terms of facilities, digital marketing, institutional support, and local economic value creation. Therefore, strengthening the tourism value chain through authentic cultural experiences, improved facilities, and digital promotion strategies aligned with Gen-Z characteristics is essential to enhance destination competitiveness and sustainability.
Bangkit Dari Krisis: Dinamika Motivasi Kerja dalam Membangun Resiliensi Pekerja Pariwisata di Kawasan Wisata Ubud Pasca Krisis Pandemi I Putu Andre Adi Putra Pratama; Putu Ade Wijana; Isvari Ayu Pitanatri; Ni Putu Lilik Widyayanthi
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.v5i2.8350

Abstract

The COVID-19 pandemic crisis has historically exerted extreme economic pressure on tourism workers in Ubud, particularly within the highly vulnerable non-star accommodation sector. This study aims to explore and analyze the dynamics of work motivation as a core element shaping post-pandemic tourism worker resilience, utilizing the conceptual framework of ERG (Existence, Relatedness, Growth) Theory. This research applies a qualitative method with a phenomenological approach, gathering data through in-depth interviews with employees and business owners in the guest house, homestay, villa, and bungalow sectors. The findings reveal an intriguing paradox: the severe threat to Existence Needs, caused by the sudden loss of income, actively reawakened a survival instinct that triggered strong work perseverance and adaptive flexibility. Furthermore, the workers' emotional stability was maintained through the fulfillment of Relatedness Needs, which are deeply rooted in the local cultural wisdom of “Menyama Braya” (brotherhood/kinship). This cultural concept created a psychological safety net and fostered profound worker loyalty despite the complete absence of financial incentives. Moreover, the crisis situation significantly stimulated Growth Needs, driving workers to adapt through role expansion (multitasking), the acquisition of new skills, and the adoption of digitalization. In conclusion, the resilience of tourism workers in Ubud is not merely a passive capacity to endure, but an active motivational transformation and a strategic effort in role renegotiation and competency enhancement amidst profound uncertainty.
Analisis Parade Budaya Colorful Medan Night Carnival dalam Memperkuat City Branding Kota Medan sebagai Destinasi Wisata Multikultural Eni Kusuma Amalia Ningrum; Vivianti Novita
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.v5i2.8371

Abstract

This study aims to examine the contribution of the Colorful Medan Night Carnival Cultural Parade in strengthening Medan City’s city branding as a destination based on cultural diversity. The development of urban tourism demonstrates that cultural identity plays a strategic role in enhancing destination competitiveness through city image formation, the creation of meaningful tourism experiences, and the strengthening of local community participation. This study employed a qualitative method with a descriptive approach. Data were collected through field observations, in-depth interviews, documentation, and relevant literature reviews. The data analysis process was conducted through several stages, including data selection and organization, data presentation, and interpretation to formulate research conclusions.The findings indicate that the Colorful Medan Night Carnival serves as a cultural representation space that showcases the ethnic diversity, traditional values, and creativity of Medan’s communities. The cultural parade functions not only as a form of entertainment or tourism attraction but also as a strategic communication instrument for constructing city identity through cultural symbols, visual aesthetics, performing arts, and authentic tourism experiences. The involvement of various stakeholders, including local government, cultural communities, local residents, and tourists, plays an essential role in supporting the sustainability of the event as part of the city branding strategy. This study concludes that the Colorful Medan Night Carnival contributes to strengthening Medan’s image as a multicultural city while enhancing its position as a culture-based tourism destination.
Analisis Empiris Perilaku Perjalanan Wisata Berbasis Kota Populer Media Sosial Angelia Putriana
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.v5i2.9176

Abstract

Social network information has become a decisive factor in travel decision making alongside the emergence of internet celebrity cities and key opinion leaders, yet the mechanism through which information sources and information quality shape both travel intention and actual travel behavior remains insufficiently understood. This study aims to reveal the psychological transmission mechanism of social network information on travel intention and travel behavior by integrating the Stimulus Organism Response theory, the theory of planned behaviour, and the technology acceptance model into an integrated choice and latent variable (ICLV) model. A quantitative survey was conducted across six popular destinations in two prominent cities, yielding 522 valid responses that were analyzed using structural equation modeling and ICLV model calibration. The results indicate that the information quality of key opinion leaders is the most dominant stimulus for travel motivation with a coefficient of 0.588, travel attitude is the strongest predictor of travel intention at 0.741 while serving as the primary mediator, and destination image and information quality form a parallel rather than a linear relationship in stimulating tourists' psychological organism. The ICLV model outperforms the conventional binary logit model, with the coefficient of determination rising from 0.2649 to 0.4185 and the hit rate improving from 74.27 percent to 85.25 percent. These findings bridge the cognitive separation between intention and action and provide a strategic foundation for destination marketing in the digital era.

Page 17 of 17 | Total Record : 167

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