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Journal of Rural Tourism (JoRT)
Published by Borneo Novelty Publishing
ISSN : -     EISSN : 30639484     DOI : https://doi.org/10.70310/jrt
Core Subject : Economy, Humanities, Science, Social,
Humanities Earth & Planetary Sciences Economics, Econometrics & Finance Social Sciences
JoRT contains scientific papers from research/study results, reviews/conceptual, and policy analyzes related to the tourism sector with a particular emphasis on the Indonesian context and global perspective. 1. Tourism Destinations and Infrastructure including Marine and Coastal Tourism, Sustainable Tourism, Ecotourism, Border Tourism, Travel Patterns, and other topics related to the development of tourism destinations and infrastructure. 2. Tourism Marketing including Marketing Communications, Tourists Behavior and other relevant marketing topics. 3. Tourism Industry and Investment including Tourism Business, Tourism Business Technology and Information, tourism investment and other relevant topics in tourism industry and investment 4. Human Resources and Institutions including Tourism Planning and Policy, Tourism Workforce, Inter-institutional relations, and society empowerment topics in relation to human resources and institutions in the tourism
Arjuna Subject : Seni dan Humaniora - Seni dan Humaniora (Lain-Lain)
Articles 12 Documents
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Search results for , issue "Vol. 2 No. 2 (2025): July - December" : 12 Documents clear
Evaluating service performance and customer satisfaction in coffee shops: A SERVPERF analysis Tayco, Ryan; Villanueva, Arnie
Journal of Rural Tourism Vol. 2 No. 2 (2025): July - December
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.04021273

Abstract

Purpose – This study aims to assess the service performance of selected coffee shops in Dumaguete City using the five SERVPERF dimensions: tangibility, reliability, responsiveness, assurance, and empathy.Methodology/Design/Approach – A descriptive-correlational research design was used, involving two respondent groups: 13 shop personnel (owners and employees) and 120 customers across six coffee shops, totaling 133 participants.Findings – Customers rated service positively across all SERVPERF dimensions, particularly in tangibility, reliability, and staff courtesy. Owners and employees also expressed confidence in their service quality. Demographic factors such as age, sex, occupation, nationality, frequency of visits, and spending significantly influenced satisfaction. Established coffee shops were perceived as more reliable. The results highlight the importance of maintaining high service standards and understanding customer profiles to enhance satisfaction and loyalty.Originality/Value – This study offers localized insights into coffee shop service quality in Dumaguete City using the SERVPERF model, providing practical guidance for improving customer satisfaction and long-term loyalty in the local coffee shop industry.
Homestay enterprises as vehicles for women’s economic empowerment: Intent, challenges, and opportunities in remote Cagayan Valley Nebrida, Joan Minia
Journal of Rural Tourism Vol. 2 No. 2 (2025): July - December
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.040212110

Abstract

Purpose -  This study aims to examine the lived experiences of women-led homestay operators in the Cagayan Valley, Philippines, by exploring their motivations, challenges, and the opportunities emerging from their participation in homestay enterprises. Method - A qualitative research design was employed, using semi-structured interviews with 12 women actively managing homestays. Thematic analysis was conducted to identify core patterns related to motivation, operational constraints, skill development, and socio-cultural dynamics. Findings - The analysis reveals that economic empowerment, personal growth, skill development, and social recognition are the key motivations driving women’s engagement in homestay operations. Participants reported increased income, enhanced confidence, and improved competencies in hospitality management, marketing, and interpersonal communication. However, they also faced structural and socio-cultural barriers, including inadequate infrastructure, financial limitations, skill gaps, and heavy household responsibilities. Despite these constraints, women-led homestays generated positive community outcomes such as cultural promotion through collaborations with artisans and farmers, strengthened social visibility, and expanded livelihood opportunities. Originality/Value - This study provides nuanced insights into the transformative potential of women-led homestays as vehicles for inclusive rural development. By illuminating both empowerment pathways and persistent gendered challenges, it contributes valuable evidence for policymakers and development practitioners seeking to design targeted interventions—such as training programs, financial support mechanisms, and infrastructure improvements to enhance the sustainability and impact of women-driven tourism enterprises.

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