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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 157 Documents
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Model Peningkatan Pengetahuan dan Pendapatan melalui Agrowisata Kopi di Desa Sapit Lombok Timur NTB I Gusti Ngurah Aryawan Asasandi; M. Yusuf
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.5303

Abstract

The potential for agrotourism as Indonesia’s main tourism priority is very large considering the country’s status as an agricultural country. The purpose of this study is to: (1) find out in detail the ins and outs of coffee agrotourism run by the “Sapit Farm” agrotourism in increasing tourist knowledge of coffee farming. (2) Find out the economic impacts caused by farming integrated with tourism, namely coffee agrotourism, with the example in this study being the “Sapit Farm” Agrotourism. This study uses a case study method by focusing on an in-depth study related to the “Sapit Farm” agrotourism, which is one way of approaching agricultural education for tourists who want to learn more about coffee agribusiness. The study yielded the following results: run by the "Sapit Farm" Agrotourism in Sapit Village is very effective in increasing participants' knowledge in understanding coffee farming. (2) In terms of income, the management of the "Sapit Farm" Agrotourism has received significant profits with income of up to Rp. 120,000,000 per year from the coffee bean harvest and the sale of seeds amounting to Rp. 75,000,000 per year.
Pengaruh Customer Experience dan Customer Value terhadap Repurchase Intention di The Balcone Suites & Resort Liza Nuryanti; Waryono, Waryono
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.5312

Abstract

This research is motivated by the phenomenon of repurchase intention caused by customer experience and customer value. The purpose of this study is to analyze the influence of customer experience and customer value on repurchase intention at The Balcone Suites & Resort. The research method used in this study is quantitative descriptive research with a causal-associative approach. The population of this study consisted of guests staying at The Balcone Suites & Resort, with a sample size of 120 respondents selected using Purposive sampling techniques. The study instrument used in this study was a questionnaire with a Likert scale. The data obtained were analyzed using SPSS version 26.00 and the results of the analysis are presented in tabular form. The results of this study are: Customer experience is rated 86.5% in the "very good" category, customer Value are rated 85.5% in the "very good" category and repurchase intention is rated 86.3% in the "very good" category. Multiple linear regression tests with T-tests for customer experience and customer value variables have an effect on the repurchase intention variable at The Balcone Suites & Resort. The F-test value of customer experience and customer value variables simultaneously has an effect on the repurchase intention variable at The Balcone Suites & Resort. The adjust R square value of 0,621 means that 62% of the customer experience (X1) and customer value (X2) variables influence repurchase intention variable (Y), while the remaining 38% is influenced by other factors outside this research model. The implementation of the results of this study is that the management of The Balcone Suites & Resort can improve the quality of services and facilities to ensure a positive guest experience, as well as evaluate pricing strategies to increase guest perceived value, thereby encouraging repeat purchase intentions.
Instagrammable Tourism: Analisis Dampak Visualisasi Destinasi di Era Media Sosial Wahyu Wibowo; Ahmad Choiri; Nur Azizah Panggabean; Nur Fatiha; Nur Rahmi irfaniah
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.5383

Abstract

The development of social media, especially Instagram, has driven a paradigm shift in global tourism practices, from physical experiences to digitally curated visual experiences. One manifestation of this change is the emergence of the phenomenon of Instagrammable tourism, a tourism trend based on visual aesthetics that encourages tourists to choose destinations not only because of cultural or natural values, but also because of their shareable visual appeal. This study aims to systematically and critically examine the literature that discusses destination visualization in the context of social media, especially Instagram, with a focus on the construction of meaning, aesthetic curation, and its implications for tourist behavior and destination branding strategies. Using a literature study approach, this article identifies six main themes: the conceptualization of Instagrammable tourism, visual representation of destinations, digital aesthetics and visual culture, the influence of content on tourist intentions and loyalty, social media-based branding strategies, and the ethical and ecological impacts of visual dominance. The results of the study show that destination visualization not only shapes tourist perceptions but also forms new norms in tourism consumption and space production. On the other hand, excessive aestheticization also presents serious challenges such as the overcommodification of local culture, loss of authenticity, and ecological pressures due to digital overtourism. This study suggests the need for a sustainable, contextual and ethical visual approach in social media-based tourism development.
Pengaruh Lingkungan Fisik, Kualitas Pelayanan dan Fasilitas terhadap Kepuasan Konsumen Menginap di Duolos Phos Hotel Bintan Hetty Yulianti Sihite; Fitriana Baitanu; Nensi Lapotulo
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.5828

Abstract

This study aims to analyze the influence of physical environment, service quality, and facilities on customer satisfaction at Doulos Phos The Ship Hotel, a heritage-themed accommodation shaped like a historic ship located in the Lagoi tourism area, Bintan. A quantitative approach was applied, using purposive sampling of 32 hotel guests who met the research criteria. The research instrument was validated and proven reliable (r-count > 0.349 and Cronbach Alpha > 0.80). The results of multiple linear regression analysis revealed that all three independent variables significantly influenced customer satisfaction, with the physical environment emerging as the most dominant factor (B = 0.352; Sig. = 0.003). These findings support the disconfirmation of expectations theory and are consistent with previous studies highlighting the role of physical atmosphere in shaping customer experience. Managerial implications include enhancing the hotel’s visual and historical elements, delivering empathetic and culturally aware service training, and improving digital facility innovations and public space comfort. This research contributes to the management of thematic accommodations by emphasizing multisensory experiences as a key driver of customer satisfaction in the hospitality industry.
Pengaruh Kualitas Pelayanan dan Fasilitas terhadap Minat Berkunjung Ulang melalui Kepuasan Konsumen yang Menginap di Natuna Dive Resort, Kepulauan Riau Fitriana Baitanu; Hetty Yulianti Sihite; Ida Rahayu; Andre Junianda
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.5838

Abstract

This study aims to examine the influence of service quality and facilities on revisit intention through customer satisfaction at Natuna Dive Resort, Riau Islands. The research employed a quantitative approach, with data collected through questionnaires distributed to 155 respondents who were resort guests between January and December 2024. Instrument feasibility was assessed using validity and reliability tests, while data were analysed through multiple linear regression, including both partial and simultaneous significance tests. The findings reveal that both service quality and facilities significantly and positively affect guests’ revisit intention, with service quality emerging as the more dominant factor. The coefficient of determination (R²) of 0.602 indicates that 60.2% of the variance in revisit intention can be explained by the two independent variables, while the remaining percentage is influenced by external factors not covered in this model. This research highlights the crucial role of improving service quality and managing facilities sustainably to enhance guest loyalty in the hospitality sector—particularly in tourism destinations that offer natural and cultural uniqueness, such as Natuna Dive Resort. The results of this study may serve as a practical reference for resort managers in developing consumer experience-based marketing and service improvement strategies.
Pengembangan Business Model Canvas pada Destinasi Wisata Pantai di Wilayah Pesisir Balikpapan Timur Mochammad Henfi Abdul Khoir
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.5965

Abstract

The development project of the National Capital City (IKN) located not far from Balikpapan City also influences travel patterns and the need for the tourism sector, which directly increases the number of tourists coming to this city. In this context, Balikpapan Timur District, located in the eastern coastal area of ​​Balikpapan City, is one of the areas that has great potential to be developed as a strategic tourist destination, with increasingly rapid growth in demand from immigrant people and tourists. The purpose of this study is to formulate the development of a business process for coastal tourist attractions in Balikpapan Timur District using the Business Model Canvas approach. The research method used is descriptive qualitative because it aims to obtain a clear picture related to the main problems being studied. The results of the study recommend the development of a Business Model Canvas for coastal tourist attractions in Balikpapan Timur District. In order to support Balikpapan Timur District to become one of the centers of tourism development in Balikpapan City, it is necessary to strengthen each tourist attraction in this area both internally and externally, including in developing its business so that it can always be innovative and can adapt to the existing competitive climate.
Optimalisasi Pengelolaan Homestay sebagai Alternatif Akomodasi Wisata Studi Kasus: Destinasi Pulau Pahawang Rifka Simbolon; Yunita Fitri Yanti; Yudha Sakti Pratama
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.6000

Abstract

Homestay is one of the alternative forms of accommodation that has been rapidly developing in community-based tourism areas. As part of sustainable tourism development strategies, homestays are expected not only to provide lodging but also to serve as a medium for interaction between tourists and local communities. This study aims to evaluate the implementation of homestay business standards based on the Regulation of the Ministry of Tourism and Creative Economy Number 9 of 2014 in Pahawang Island Tourism Village, Punduh Pidada Subdistrict, Pesawaran Regency. This research uses a qualitative approach with descriptive-analytical methods. Data were collected through field observation, in-depth interviews, documentation, and questionnaires involving eleven homestay units located in Dusun 3 Jelarangan. The results indicate that while most homestays meet the basic accommodation needs of tourists, they have not fully complied with national business standards. Two homestays were categorized as "good," while the remaining nine were classified as "adequate." Product aspects such as the availability of bedrooms and kitchens are generally fulfilled; however, safety facilities and supporting infrastructure remain inadequate. Service and management aspects are the main weaknesses, marked by the absence of Standard Operating Procedures (SOPs), administrative documentation, and training for homestay managers. The main barriers to standard implementation include limited resources, lack of understanding of regulations, and insufficient institutional support. In conclusion, homestays in Pahawang island hold great potential to be developed as competitive tourist accommodations. However, continuous assistance, managerial training, and integrated institutional support are needed to achieve optimal service quality and strengthen destination competitiveness.
Optimalisasi Media Sosial untuk Pemasaran Wellness Tourism Berbasis Komunitas Lokal Nerys Lourensius L. Tarigan; Edy Prayitno; Ferhadius Endi; Sugiman, Sugiman; Sri Setyowati
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i2.6161

Abstract

Wellness tourism based on local communities in Yogyakarta has significant potential for development through social media marketing, but it is often hindered by limited digital skills and resources. This study aims to analyze the effectiveness of social media in promoting wellness tourism by local communities and to formulate optimal strategies to enhance destination visibility. Using a qualitative approach, this study analyzes content from 10 Instagram and TikTok accounts managed by local communities in Yogyakarta (Sleman, Bantul, and Yogyakarta city) over the period of November 2024–April 2025, complemented by interviews with five account managers. The results show that interactive content (6.5%) and visual content (5.2%) generate higher engagement rates compared to narrative content (3.8%). Peak engagement occurred in December 2024 and April 2025, coinciding with holiday periods. Effective strategies include regular posting, collaboration with local influencers, and highlighting local culture such as jamu therapy. The main challenges are limited editing skills and promotional budgets. This study recommends increasing interactive content, producing high-quality visuals, and providing digital skills training to support the economic sustainability of local communities through wellness tourism.
Revitalization of Tourism in Palu Bay After the 2018 Disaster: The Role of Local Wisdom-Based Collaboration Idham, Idham; Bin Mukhtar, Dzulkifli
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i3.6075

Abstract

Six years after the 2018 earthquake and tsunami, the tourism sector in the Palu Bay area has yet to fully recover, largely due to the absence of disaster risk–based planning. Collaboration among diverse societal elements has become essential to ensuring the sustainability of the tourism industry in this post-disaster region. The concept of collaborative governance emphasizes voluntary cooperation, horizontal cross-sectoral relationships, and the active engagement of multiple public actors in tangible social initiatives. This study adopts an interpretive qualitative approach, aiming to deeply understand social phenomena without manipulation, with data gathered through in-depth interviews, participatory and non-participatory observation, and document analysis. The analysis follows a thematic approach to identify patterns emerging from stakeholders’ perspectives. The research explores the lived experiences of communities in developing the Palu Bay tourism industry before and after the disaster, while identifying collaborative strategies to restore the sector. Findings indicate that post-disaster tourism recovery requires synergy among all societal layers—particularly religious communities—by embedding local wisdom values as the foundation for developing religious tourism. This local wisdom serves not only as a cultural asset but also as a continuous reminder that Palu City lies within the disaster-prone Pacific Ring of Fire.
Pola Pergerakan dan Preferensi Wisata: Studi Kualitatif pada Wisatawan Gen Z Perempuan di Bandung Safira Wahida Fajri Ikhwan; Darmaesti, Darmaesti; Arinta Destri Larasati
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 4 No. 3 (2025): Agustus 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v4i3.6354

Abstract

A significant number of Gen Z tourists, particularly females, visit Bandung from various regions and backgrounds, often unconsciously forming specific travel movement patterns. The aim of this study is to identify the types of tourist attractions, accommodations, and modes of transportation preferred by Gen Z tourists, as well as their travel movement patterns during their visit. Generation Z refers to individuals born between 1997 and 2012. While traveling, Gen Z tourists typically visit multiple destinations, which gradually form specific movement patterns. Travel movement patterns are defined as the shifts or transitions made by tourist from one attraction to another. This research uses a qualitative research method, with data collected through semi-structured interviews involving ten female Gen Z tourists aged between 18 and 27 years. The finding indicate that they are prefer natural attractions as their main tourism interest. In terms of accommodation, hotels are the most preferred option, particularly 2 star, 3 star, and 4 star categories. Regarding transportation, private cars and public transportation are the most frequently chosen modes of travel while visiting Bandung. Additionally, the research identified three types of movement patterns among Gen Z tourists, with the most common being the single point and base site patterns.

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