Journal of Rural Tourism (JoRT)
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
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<![CDATA[Evaluating the quality of culinary tourism: Challenges and consumer perceptions ]]>
<![CDATA[Khotimah, Putri Indah Husnul]]>;
<![CDATA[Wahjudi, Marcella Claresta]]>;
<![CDATA[Ramli, Nanda Syhalom]]>
<![CDATA[ Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December ]]>
Publisher : <![CDATA[Borneo Novelty Publishing ]]>
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DOI: 10.70310/jrt.2025.04021214
<![CDATA[Purpose - The purpose of this research is to understand consumer perceptions and identify challenges in maintaining service quality in culinary tourism. It focuses on the challenges faced at Kopi Klotok, a culinary tourism destination.Methodology/Design/Approach - The study uses a qualitative approach, employing a literature study method to review academic journals and previous research on culinary tourism and quality management. Additionally, secondary data is analyzed from online review platforms such as social media and Google Reviews. The research also includes direct observation of the existing service process at Kopi Klotok. Finding - The study identifies several challenges that affect service quality, such as inconsistent service during peak hours, limited seating capacity, and long waiting times. These issues negatively impact the customer experience. The secondary data analysis also reveals that while consumers perceive traditional environments as offering authentic experiences, overcrowding and inadequate service management can disrupt this perception.Originality/Value - This research highlights the importance of operational efficiency and service consistency in maintaining customer satisfaction in culinary tourism. It emphasizes the need for effective service management to address the challenges faced during peak times and ensure a positive customer experience.]]>
<![CDATA[The transformation of personalisation in hospitality through the implementation of artificial intelligence (AI) ]]>
<![CDATA[Bilal, Khushboo]]>;
<![CDATA[Bhat, Sajad Ahmad]]>;
<![CDATA[Raina, Danish Iqbal]]>;
<![CDATA[Abdulla, Parvez]]>;
<![CDATA[Hussain, Zakir]]>;
<![CDATA[Azizah, Nur]]>
<![CDATA[ Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December ]]>
Publisher : <![CDATA[Borneo Novelty Publishing ]]>
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DOI: 10.70310/jrt.2025.04021245
<![CDATA[Purpose – This paper aims to explore the significant impact of Artificial Intelligence (AI) on personalizing guest experiences within the hospitality industry. It investigates how AI-driven solutions are revolutionizing the customization of services and improving operational efficiency.Methodology/Design/Approach - The study uses a qualitative approach, examining case studies, industry trends, and technological advancements in AI integration. It critically assesses the transformations in guest interactions, operational processes, and revenue management within the sector.Findings - The integration of AI has led to enhanced guest experiences, streamlined operations, and more effective revenue management strategies. However, challenges in adoption remain, including technological barriers and concerns around data privacy. Opportunities for further growth in AI application within the industry are also highlighted.Originality/Value - This paper provides new insights into the evolving landscape of personalized hospitality, offering valuable perspectives for both industry professionals and stakeholders. It contributes to the understanding of how AI is shaping the future of hospitality services, emphasizing both its potential and the hurdles it presents.]]>
<![CDATA[Rural tourism development through the role of village government: Study of Purbayan Tourist Village, Indonesia ]]>
<![CDATA[Sulistyo, Agung]]>;
<![CDATA[Yudiandri, Tri Eko]]>;
<![CDATA[Kusumawati, Fitri Dwi]]>;
<![CDATA[Kristianto, Dwi Agus]]>;
<![CDATA[Musadad, Musadad]]>
<![CDATA[ Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December ]]>
Publisher : <![CDATA[Borneo Novelty Publishing ]]>
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DOI: 10.70310/jrt.2025.04021255
<![CDATA[Purpose – This study aims to examine the role of village government in developing regional potential, particularly in rural tourism.Methodology/Design/Approach – This qualitative case study investigates how the village government develops the Purbayan Tourism Village through planned work programs. Data were collected via semi-structured interviews with selected stakeholders.Findings – The village government plays a key role in developing the Purbayan Tourism Village, acting as a driver in optimizing rural tourism potential. Programs emphasize sustainability through community deliberation, legal strengthening, external collaboration, and management innovation. Policies are responsive to local needs while aligned with regulations.Originality/Value – This study highlights village government policies that contribute to sustainable tourism development.]]>
<![CDATA[Rural ecotourism: A qualitative analysis of exceptional sites from Southern Bengal, India ]]>
<![CDATA[Banerjee, Satabdee]]>
<![CDATA[ Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December ]]>
Publisher : <![CDATA[Borneo Novelty Publishing ]]>
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DOI: 10.70310/jrt.2025.04021259
<![CDATA[Purpose - This study examines the economic, social, and ecological contributions of rural eco-tourism units in South 24-Pargana, West Bengal, India. These units focus on nursery gardens and organic farms instead of typical natural attractions, aiming to understand how such businesses can integrate tourism and achieve sustainability.Methodology/Design/Approach - A qualitative approach was used with three case studies of rural eco-tourism units. Data was collected through interviews with founders using semi-structured questionnaires and analyzed inductively.Findings - The study shows that eco-tourism can be both profitable and sustainable. Adding a tourism element to less successful businesses like nursery gardens and organic farms has made them economically viable. Visitors are willing to pay premium prices due to the ambiance, experience, and effective marketing.Originality - This study offers a unique perspective on rural eco-tourism in a region without traditional attractions, highlighting how tourism can enhance the viability of existing businesses. It emphasizes the role of social media, word-of-mouth, and government support in promoting such eco-tourism units.]]>
<![CDATA[Community awareness and participation in Argungu Fishing Festival, Kebbi State, Nigeria ]]>
<![CDATA[Olubunmi-Ojo, T.T.]]>;
<![CDATA[Adebayo, W.O.]]>;
<![CDATA[Orimaye, O.M.]]>
<![CDATA[ Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December ]]>
Publisher : <![CDATA[Borneo Novelty Publishing ]]>
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DOI: 10.70310/jrt.2025.04021261
<![CDATA[Purpose - This study aims to evaluate the level of community awareness and participation in the Argungu Fishing Festival in Kebbi State, Nigeria. It seeks to identify key factors influencing local engagement and to propose strategies for strengthening community involvement in order to support heritage preservation and sustainable tourism development.Methodology/Design/Approach - A cross-sectional survey design was employed, integrating primary data collected through self-administered questionnaires, interviews, and field observations with secondary data from government publications. A total of 440 respondents (community members) were sampled. Data analysis was performed using SPSS version 23.Findings - This study indicate that 95% of community respondents were highly aware of the festival, with strong familiarity reported for its major activities. Furthermore, significant relationships were found between the frequency of participation and socio-demographic factors such as age, sex, education, occupation, and marital status (r = 0.106, p < 0.05). In contrast, monthly income did not significantly influence participation (r = 0.07, p > 0.05). These results suggest that cultural attachment and community identity may outweigh economic factors in driving festival engagement.Originality/Value - The study underscores the need for targeted promotional strategies to bridge the awareness gap among non-community participants and enhance overall festival participation. By elucidating the socio-cultural dynamics underlying local engagement, this research contributes valuable insights to the field of tourism. It offers practical recommendations for policymakers and stakeholders seeking to develop sustainable tourism initiatives, ensuring that cultural festivals like the Argungu Fishing Festival can effectively promote both heritage preservation and economic development in Nigeria.]]>
<![CDATA[The effects of youtube video on the tourism destination image (Case study of tourism in Shogran, Pakistan) ]]>
<![CDATA[Alam, Mohammad]]>;
<![CDATA[Aqeel, Muhammad]]>
<![CDATA[ Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December ]]>
Publisher : <![CDATA[Borneo Novelty Publishing ]]>
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DOI: 10.70310/jrt.2025.04021262
<![CDATA[Purpose – The purpose of the research is to analyze how YouTube travel vlogs impact tourist opinions, contentment, and decision-making, with a focus on Shogran, a popular tourist site in Pakistan.Methodology/Design/Approach– The research uses both primary and secondary data sources. It analyzes YouTube travel vlog content and conducts viewer polls to determine how online visual content impacts destination image and effects tourism-related behavior. The study also investigates the use of public relations methods in digital tourist promotion.Findings – According to the study, YouTube has a considerable impact on the destination image of Shogran, impacting tourists' opinions and travel decisions. It demonstrates how digital platforms, particularly YouTube, have outperformed traditional marketing tactics in tourism promotion, particularly in developing nations such as Pakistan.Originality/value – This study adds to the expanding set of information about digital tourism marketing by providing insights into the effectiveness of user-generated material, notably YouTube vlogs, in promoting lesser-known locations. It underlines the importance of strategic public relations tactics in digital content generation to increase tourism appeal and reach.]]>
<![CDATA[Actors’ contributions to the development of tourist attraction (Study in Nyalembeng, Central Java, Indonesia) ]]>
<![CDATA[Fajri, Desy Nur Aini]]>;
<![CDATA[Illahi, Rossa Estu]]>
<![CDATA[ Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December ]]>
Publisher : <![CDATA[Borneo Novelty Publishing ]]>
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DOI: 10.70310/jrt.2025.04021256
<![CDATA[Purpose – This research administers an analysis of actors’ contribution to the development of a tourist attraction.Methodology/Design/Approach – A qualitative descriptive approach was invoked. Data were collected through interviews, observation, and documentation. Three informants were selected using a purposive sampling technique and under two criteria, which were (1) being knowledgeable and (2) having engaged in developing the intended tourist attraction since its establishment. Data analysis was carried out through three stages, i.e., data reduction, data presentation, and conclusion drawing. Findings – This research founded that three contributions actors made to developing the tourist attraction of Bukit Tangkeban in Nyalembeng, Central Java, Indonesia, namely (1) Human resource capacity building, (2) Unique tourist attraction packaging, and (3) Digital information technology utilization.Originality/value – As it is limited to Bukit Tangkeban in Nyalembeng, the results cannot act as generalizations applicable to other tourist destinations with different characteristics. This research provides insight into best practices concerning the development of a tourist attraction in a village in a developing country.]]>
<![CDATA[Jyapunhi Jatra of Panauti: Wonderful festival tourism product of Nepal ]]>
<![CDATA[Dulal, Lok Nath]]>;
<![CDATA[Adhikari, Radha]]>;
<![CDATA[Lakoju, Surya Prasad]]>
<![CDATA[ Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December ]]>
Publisher : <![CDATA[Borneo Novelty Publishing ]]>
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DOI: 10.70310/jrt.2025.04021266
<![CDATA[Purpose - This study examines Jyapunhi Jatra, a significant yet underrepresented intangible cultural heritage and festival tourism product of Panauti, Nepal. The research aims to explore its cultural relevance, celebration practices, and potential for tourism development.Methodology/Design/Approach - Using a qualitative approach with analytical and descriptive research design, the study draws on both primary data (interviews, observations) and secondary sources. Findings - Jyapunhi Jatra, held annually during Jestha’s full moon, embodies Panauti’s indigenous cultural identity through unique rites, processions, and customary practices. Despite its rich heritage value, the festival remains underutilized in the tourism sector.Originality/Value - This paper fills a gap in the documentation and promotion of Jyapunhi Jatra by highlighting its potential as a vibrant cultural tourism asset. It contributes to broader efforts to integrate intangible heritage into sustainable tourism strategies.]]>
<![CDATA[Cultural heritage and traditional medicine: A cartography of healing practices ]]>
<![CDATA[Canet, Lena N.]]>
<![CDATA[ Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December ]]>
Publisher : <![CDATA[Borneo Novelty Publishing ]]>
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DOI: 10.70310/jrt.2025.04021269
<![CDATA[Purpose - This research explores the intersection of cultural heritage and traditional medicine in the Philippines, emphasizing the importance of preserving indigenous healing practices such as Hilot and herbal medicine amid ongoing modernization and the expansion of formal healthcare systems.Methodology/Design/Approach - A mixed-methods approach was employed, combining qualitative interviews with traditional healers and community members, along with quantitative surveys to assess public perception and usage of traditional medicine.Findings - The study reveals that traditional healing practices remain deeply embedded in Filipino communities and are valued for their therapeutic efficacy. However, these practices face increasing threats from shifting societal attitudes and the economic pressures posed by modern healthcare systems. Originality/Value - This research contributes to the discourse on healthcare pluralism by highlighting the cultural and medical value of indigenous healing traditions. It underscores the need for inclusive health policies that integrate traditional knowledge into contemporary medical frameworks, supporting both cultural preservation and public health.]]>
<![CDATA[A community-based tourism strategy: Homestays towards sustainable development ]]>
<![CDATA[Gautam, Sahadev]]>
<![CDATA[ Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December ]]>
Publisher : <![CDATA[Borneo Novelty Publishing ]]>
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DOI: 10.70310/jrt.2025.04021270
<![CDATA[Purpose – This study explores sustainable resource management through community-based tourism, focusing on Panauti Community Homestay as a model for integrating hospitality, cultural preservation, and local participation. Methodology – A qualitative approach was applied using ethnographic observations and checklist-based interviews, supported by both primary and secondary data.Findings – Homestays offer authentic experiences for travelers while enhancing community well-being. Collective decision-making and local engagement play key roles in sustaining tourism and preserving cultural and ecological values.Originality – This research presents community homestays as grassroots models for sustainable tourism, highlighting their potential to empower local communities and promote responsible travel practices.]]>
