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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 53 Documents
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The effects of youtube video on the tourism destination image (Case study of tourism in Shogran, Pakistan) Alam, Mohammad; Aqeel, Muhammad
Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.04021262

Abstract

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.
Congratulations on the publication of the first issue of Journal of Rural Tourism Ghozi, Saiful
Journal of Rural Tourism Vol. 1 No. 1 (2024): January - June
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/wb2ev849

Abstract

We are delighted to announce the publication of the first issue of the Journal of Rural Tourism. This marks a significant milestone in our collective efforts to explore, understand, and contribute to the sustainable development of rural tourism around the world. This journal serves as a platform for academics, practitioners, and policymakers to share ideas, research findings, and best practices that highlight the richness and potential of rural destinations. As we celebrate this inaugural issue, we extend our heartfelt congratulations to all authors, reviewers, and the editorial team who have made this publication possible. In the future, this journal will introduce a diverse range of innovative studies, interdisciplinary approaches, and both global and local perspectives that are expected to enrich the discourse on rural tourism. We also hope the journal will become a vibrant space for dialogue, inspiration, and collaboration among all stakeholders. We look forward to continued partnerships and collective growth as we build a dynamic academic community in the field of rural tourism.
Congratulation letter for launching Journal of Rural Tourism Gozali, Gozali
Journal of Rural Tourism Vol. 1 No. 1 (2024): January - June
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/wb2ev850

Abstract

I would like to express my sincere congratulations to you on the publication of the first edition of the new journal Journal of Rural Tourism. I believe that this journal represents a significant and timely contribution to the scientific literature in a field that, while growing rapidly in importance, remains underrepresented in academic discourse. Rural tourism is increasingly recognized as a vital driver of sustainable development, cultural preservation, and economic diversification in many parts of the world. In numerous countries, rural areas are no longer seen solely as agricultural zones, but as vibrant destinations that offer unique cultural experiences, natural beauty, and a slower, more mindful pace of life, qualities that are becoming ever more sought after in our fast-paced global society. A defining characteristic of rural tourism is its deep connection with local communities, traditions, and landscapes. It offers a window into ways of life that are often overlooked or undervalued, while also fostering appreciation and respect for regional identities. The challenge and opportunity lie in developing this form of tourism in ways that are both economically beneficial and culturally sensitive. Importantly, rural tourism is not just about destination marketing, it encompasses complex issues such as land use, community empowerment, heritage preservation, and environmental stewardship. These multifaceted themes deserve careful, interdisciplinary exploration, and I am confident that this journal will serve as a crucial platform for such dialogue. The Journal of Rural Tourism will undoubtedly provide valuable insights into the diverse dimensions of rural tourism and help guide both academic research and practical development strategies. It has the potential to shape a more inclusive and sustainable tourism narrative, one that centers the voices and experiences of rural communities worldwide. I wish the journal every success and look forward to its growth and continued contributions to this important field.
Actors’ contributions to the development of tourist attraction (Study in Nyalembeng, Central Java, Indonesia) Fajri, Desy Nur Aini; Illahi, Rossa Estu
Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.04021256

Abstract

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.
Significance and roles of the public and private sectors and the community in the touristy process of war relics Ishii, Yoji
Journal of Rural Tourism Vol. 3 No. 1 (2025): January - June
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.03010665

Abstract

Purpose - This paper argues for the significance and role of the public sector, private sector, and local communities in the tourism development process of war relics. Methodology - The approach is conceptual and argumentative, focusing on the analysis of stakeholder roles and the interrelationships required to support sustainable and meaningful tourism centered on war relics. Findings - The study finds that the public sector needs to take the lead in establishing a long-term vision for regional development. The private sector plays a key role in providing funding diversity and improving service quality. In addition, local community participation is essential for building consensus on the interpretation of war relics and for coordinating stakeholder efforts in a balanced and effective way. Originality - This paper offers an integrated perspective that emphasizes the importance of aligning public leadership, private sector engagement, and community consensus in the development of war-related tourism, with a focus on peace-building and sustainable regional progress.
Jyapunhi Jatra of Panauti: Wonderful festival tourism product of Nepal Dulal, Lok Nath; Adhikari, Radha; Lakoju, Surya Prasad
Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.04021266

Abstract

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.
The interplay of HRM practices, organizational climate, and employee outcomes on organizational outcomes in accommodation facilities in the Central Philippines Tayco, Ryan
Journal of Rural Tourism Vol. 3 No. 1 (2025): January - June
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.03010667

Abstract

Purpose – This study investigates how HRM practices, organizational climate, and employee outcomes affect organizational outcomes in accommodation facilities in Central Philippines. Methodology/Design/Approach – Using a correlational design, the study examined the relationships among HRM practices, organizational climate, employee outcomes, and organizational performance. Data were collected via survey from 805 respondents (123 supervisors/managers and 682 staff) across various registered accommodation facilities, including hotels, resorts, inns, pension, and lodging houses. The findings are more applicable to larger operations like hotels and resorts. Findings – Results show a significant relationship between HRM practices, organizational climate, and employee outcomes with organizational performance. Facilities with favorable HRM practices, positive organizational climate, and strong employee outcomes tend to have better organizational performance. Originality/Value – This study uniquely explores the combined influence of HRM practices, organizational climate, and employee outcomes on hotel performance in Central Philippines, offering localized insights for strategic hospitality management and regional business sustainability.
Cultural heritage and traditional medicine: A cartography of healing practices Canet, Lena N.
Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.04021269

Abstract

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.
A community-based tourism strategy: Homestays towards sustainable development Gautam, Sahadev
Journal of Rural Tourism Vol. 4 No. 2 (2025): July - December
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.04021270

Abstract

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.
Evaluating service performance and customer satisfaction in coffee shops: A SERVPERF analysis Tayco, Ryan; Villanueva, Arnie
Journal of Rural Tourism Vol. 4 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.

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