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INDONESIA
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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Medical value tourism: A revival for post covid tourism industry in India George, Riya Raju; Sunil, S; Vijayan, K; Saleem, Shanimon
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.05010668

Abstract

Purpose - This paper aims to examine the economic potential, benefits, and cost-savings associated with India’s growing medical value tourism sector. It also explores how the healthcare industry, as a major driver of foreign direct investment, contributes to India’s broader goals of economic growth and employment generation. Methodology - The study employs a descriptive and analytical approach based on secondary data from government reports, budget documents, and tourism revenue statistics. It analyses the performance of the medical tourism industry before, during, and after the COVID-19 pandemic to understand growth trends and recovery patterns. Findings - India has emerged as a leading destination for medical value tourism due to its high-quality healthcare services, advanced medical infrastructure, and cost competitiveness compared to developed nations. Tourism revenue in India peaked at ₹20.342 trillion in 2018 but declined to ₹10.024 trillion by 2020 because of the pandemic, reflecting a negative average growth rate of -1% from 2015 to 2019. However, the sector began to recover, reaching an estimated ₹15.9 trillion in 2022, with an average growth rate of 39% during 2020–2021. This rebound highlights the resilience of the tourism sector and the increasing contribution of medical tourism to economic revitalization. Originality/Value - This paper provides a focused analysis of India’s medical value tourism as a strategic component of national economic policy and post-pandemic recovery. It highlights the integration of healthcare excellence, affordability, and government initiatives—such as the Union Budget 2023’s mission mode for tourism—as key enablers of sustainable growth in India’s tourism and healthcare sectors.
Analyzing sentiments in hotel booking reviews with Natural Language Processing (NLP) Basheer, Shakeel; Farooq, Sheezan
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.05010671

Abstract

Purpose - This study aims to analyze customer sentiments in hotel reviews to gain insights into guest experiences, service quality, and overall satisfaction. The goal is to demonstrate how sentiment analysis using natural language processing (NLP) can support decision-making, service enhancement, and strategic management in the tourism and hospitality industry. Methodology/Design/Approach - The research employs two main approaches for sentiment classification—lexicon-based (VADER) and machine learning-based (BERT). Textual hotel reviews are processed and categorized into positive, negative, and neutral sentiments. The performance of both methods is compared to evaluate accuracy and effectiveness in interpreting customer feedback. Findings - The results reveal that key sentiment drivers include service quality, cleanliness, and value for money. The BERT model outperforms the lexicon-based VADER method in classification accuracy, demonstrating its superior ability to understand contextual nuances in customer reviews. The study confirms that advanced NLP models can provide deeper and more reliable insights for reputation management and marketing strategies. Originality/Value - This paper contributes to the growing field of artificial intelligence applications in tourism by showcasing how NLP-based sentiment analysis can transform qualitative feedback into actionable intelligence. It highlights the potential of AI in improving customer experience analytics and suggests future research directions in multilingual sentiment analysis and real-time monitoring for dynamic decision support, benefiting hotels, travel agencies, and policymakers.
Perception of local inhabitants outside tourism structures in Governor Generoso, Mindanao, Philippines Ceniza, Chris Lloyd
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.05010676

Abstract

Purpose – The purpose of this research is to understand the perception and attitude of the local inhabitants residing outside the tourism destinations in the Municipality of Governor Generoso, Davao Oriental, Philippines. This paper examines how local inhabitants perceive the emerging tourism industry in their area. Methodology/Design/Approach – The study utilized the qualitative research design, particularly the phenomenological research method. This method includes several stages, such as data gathering, data analysis, and thematic analysis. The data collection process involves in-depth interviews and focus group discussions. The collected data underwent a thematic analysis to identify themes that emerged in the findings and discussions, providing clear evidence of the participants' perceptions.Finding – The result of the research shows that residents’ perceptions and attitudes are relative to the benefits gained in the tourism industry. Residents benefiting from tourism have affirmative perceptions, while those who find it non-beneficial have negative and neutral perceptions, respectively. Those having an affirmative perception cite that tourism provides job opportunities, government income, beautification of the place, pride and honor for the locals, and leisure and enjoyment for the visiting tourists. Those having an adverse perception and attitude assert that tourism caused inconvenience and infringement on their fishing livelihood. Additionally, job opportunities are limited. It is a threat to their security and safety, and only a privilege for the rich. This affirms that the tourism industry brings about challenges and opportunities to residents living near tourism destinations. More importantly, it greatly affects the marginalized individual.Originality/Value – This study provides scientific and concrete information on how locals perceive the tourism industry developed in their place. This contributes to sustainable tourism development and enhances community well-being and quality of life. Acknowledging the importance of local support to tourism can lead to a sustainable industry, coupled with better-informed decision-making, enhances the cost-benefit analysis, which may be used in crafting better policies that will support and enhance the quality of life and well-being of the locals in the same manner as the tourism industry grows. This would particularly of great value to the local community and people of Governor Generoso, Mindanao, Philippines.
The mediating influence of place attachment in the relationship between affective image and customer’s psychosocial well-being towards revisit intention on co-working spaces in Metro Manila, Philippines Quindoza, Aleah Mae V.; Mercado, Nicole Anne A.; Peña, Edrian C.; Lapuz, Mark Chris M.
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.05010679

Abstract

Purpose - This study aims to investigate the mediating role of place attachment in the relationship between affective image and customers’ psychosocial well-being, and how these factors influence revisit intention in coworking spaces in Metro Manila. Methodology/Design/Approach - A quantitative research design was employed, with data collected from 271 regular users of coworking spaces featuring coffee lounges. Structural equation modeling (SEM) was applied to test the relationships among affective image, place attachment, psychosocial well-being, and revisit intention. Findings - The results reveal that affective image has a positive impact on place attachment and psychosocial well-being. However, the mediating role of place attachment between affective image and psychosocial well-being was not statistically significant. Originality/Value - The study underscores the importance of both environmental and social factors in shaping customer experiences. For coworking spaces, balancing functional design with emotionally engaging features is essential to enhance customer satisfaction and foster revisit intentions.
Impact of Indian regional cuisines on international hotel menus Tomar, Hritik; Patyal, Abhinav; Shah , Suhail Majid; Dar, Ajaz
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.05010691

Abstract

Purpose: This study investigates the impact of Indian regional cuisines on international hotel menus, focusing on how such culinary offerings influence guest satisfaction, authenticity perceptions, and strategic positioning in global hospitality. The research aims to explore the operational challenges and cultural significance of integrating regional dishes into hotel offerings for international clientele. Methodology: A qualitative thematic analysis was conducted using semi-structured interviews with chefs, managers, and international tourists across multiple five-star and four-star hotels offering Indian regional cuisines. Data were coded and analyzed to identify recurring patterns and themes, providing insights into both operational and experiential aspects of Indian cuisine in international hotel settings. Findings: The analysis revealed four major themes: guest experience and satisfaction, authenticity and adaptation, operational challenges, and cultural and strategic significance. Approximately 85% of participants emphasized enhanced guest satisfaction due to sensory appeal and cultural immersion, while 65% highlighted the challenges of balancing authenticity with adaptation for international palates. Operational concerns such as staff training, ingredient sourcing, and menu planning were noted by 70% of respondents. Additionally, 80% of hotel managers recognized Indian regional cuisines as valuable tools for cultural promotion and brand differentiation. Implications: The study highlights the importance of culturally informed culinary offerings in enhancing guest experiences, promoting India’s culinary heritage, and strengthening competitive positioning in the international hospitality industry. Hotels are encouraged to invest in staff training, strategic menu planning, quality ingredient sourcing, and cultural marketing to maximize the benefits of integrating regional cuisines.
Adoption of online travel agency platforms by small and medium hotels in Srinagar: Barriers, benefits, and digital readiness Shah , Suhail Majid; Dar, Ajaz
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.05010693

Abstract

Purpose: This study aims to examine the adoption of Online Travel Agency (OTA) platforms, marketing strategies, and operational challenges faced by small and medium-sized hotels in Srinagar. The research focuses on identifying barriers and benefits associated with digital adoption and understanding how these hotels maintain competitiveness in a dynamic tourism environment. Methodology: A qualitative research design was employed, utilizing semi-structured interviews with hotel operators. Thematic analysis was conducted to identify recurring patterns and key themes, providing an in-depth understanding of operational practices and strategic choices. Findings: The analysis revealed five major themes: economic constraints, digital adoption challenges, relational marketing strategies, competitive pressures, and leveraging local cultural identity. While financial limitations restrict formal marketing, personalized guest engagement and promotion of cultural authenticity emerge as critical strategies. Digital tools such as OTAs and social media offer significant opportunities for market visibility but require training and capacity-building for effective use. Implications: The findings highlight the importance of context-specific strategies for small and medium-sized hotels. Recommendations include skill development programs, collaborative marketing initiatives, promotion of local culture, and policy support to enhance competitiveness and sustainability. These insights provide practical guidance for hotel operators, tourism planners, and policymakers in emerging urban tourism destinations.
Social-ecological resilience of coastal tourism to climate change: A case study of Depok Beach, Bantul, Indonesia Duari, I Putu Hardani Hesti; Saptoto, Robertus; Ananta, Waode Asti; Cahyo, Pedro Triadi; Maulidina, Mutiara; Berliana, Naumi; Apriasnita, Apriasnita
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.050106100

Abstract

Purpose – This study aims to analyze how climate change impacts the sustainability of coastal tourism destinations, focusing on Depok Beach, Bantul. It explores the socio-ecological resilience of coastal communities and examines the adaptation and mitigation strategies developed to address environmental threats such as abrasion and extreme weather.  Methodology/Design/Approach – Through documentation studies, in-depth interviews, and field observations, the research methodology employed descriptive qualitative approaches.  Fishermen, traders, and managers of tourism awareness groups (Pokdarwis) were among the key informants.  Findings – The findings indicate that cross-sectoral cooperation with the government and educational institutions, local organization strengthening, and economic resource diversification all contribute to the development of socio-ecological resilience.  Reforestation programs, disposal of waste, and the implementation of eco-friendly tourism practices are all a component of mitigation efforts.  Conversely, adaptation happens through modifications to corporate policies, innovations in digital marketing. Conversely, adaptation is achieved through modifications to corporate procedures, advancements in digital marketing, and readiness for abrasion effects.  These results highlight how crucial it is to combine social, economic, and ecological factors in order to increase coastal communities' and tourism's resilience to climate change Originality/value – This study uniquely integrates socio-ecological resilience with practical adaptation and mitigation strategies in coastal tourism sustainability. Focusing on Depok Beach, Bantul, it highlights local collaboration among communities, government, and academia, while introducing digital marketing innovation as an adaptive response to climate challenges. The research contributes an integrative model linking ecological sustainability with socio-economic resilience in coastal destinations.
Community engagement and participation in ecotourism development in Ikogosi Warm Spring and Arinta Waterfall Corridors Orimaye, Olakunle Muyiwa; Ojo, Samson Oluwagbemiga
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.05010677

Abstract

Purpose - This study aims to evaluate the level of community engagement and participation in ecotourism development within the Ikogosi Warm Spring and Arinta Waterfall corridors in Ekiti State, Nigeria. It specifically investigates how socio-economic characteristics influence engagement, assesses current participation levels, and examines the functionality of governance structures supporting ecotourism initiatives. Methodology/Design/Approach - A cross-sectional survey involving 324 households was conducted using structured questionnaires and inferential statistical analyses. The data were used to characterize local socio-economic profiles, measure participation intensity, and evaluate governance mechanisms in both ecotourism corridors. Findings - The results reveal that younger and less tenured residents are more inclined to participate in ecotourism activities, while higher education levels and commercial livelihoods in Ikogosi predict stronger involvement. Despite high awareness levels across both sites, Ipole-Iloro demonstrates more consistent participatory practices—such as regular forums, inclusive planning invitations, and enhanced training opportunities. Governance assessments show that Ipole-Iloro maintains more functional and transparent structures, whereas Ikogosi struggles with irregular consultations and perceived non-functionality. The study highlights that awareness alone does not ensure sustained participation or effective governance. Originality/Value - This study contributes empirical evidence on how demographic, economic, and governance factors jointly shape community participation in ecotourism. By comparing two ecotourism sites with similar contexts but differing governance outcomes, it advances understanding of the mechanisms linking local capacity, institutional functionality, and sustainable tourism development in sub-Saharan Africa.
Perceptions and conditions for sustainable energy and tourism development in Bali’s villages, Indonesia Halim, DK; Pramesti, Dinar; Nugroho, Jatmiko Wahyu; Permatasari, Dwi Novita Cahyaningtyas
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.05010682

Abstract

Purpose - This study aims to examine community-level conditions and perceptions related to sustainable energy and tourism development in four Balinese villages—Banjarasem, Blimbingsari, Bongan, and Bantas. It seeks to identify how local demographics, economic sectors, and attitudes toward renewable energy influence sustainable rural development.  Methodology/Design/Approach - Using community-level survey data, the study analyzes local perspectives on tourism engagement, renewable energy preferences, energy stability, financial considerations, and the perceived importance of green areas. Descriptive and comparative analyses were conducted to reveal trends and contextual differences among the four villages.  Findings - Results show a strong community interest in adopting renewable energy, particularly Solar PV, though cost and limited technical understanding remain major barriers. Energy instability affects both public facilities and productive sectors such as agriculture and tourism. Despite these challenges, residents express a willingness to pay more for green energy and show interest in accessing credit facilities to support sustainable initiatives. Originality/Value - This study provides empirical insights into the intersection of rural energy transition and tourism development in Bali. By integrating community-level perceptions with sectoral energy needs, it offers valuable input for public administration strategies that aim to design inclusive, context-sensitive policies for sustainable rural transformation.
Utilizing jackfruit seed and dragon fruit peel in swiss rolls: Waste valorization for local culinary tourism development Rahayu, Enita; Simanjuntak, Maria Veronika; Gardiarini, Praseptia; Rahmayanti, Firda
Journal of Rural Tourism Vol. 5 No. 1 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.04021288

Abstract

Purpose – This study aims to develop a nutritionally enhanced Swiss roll by incorporating jackfruit seeds and dragon fruit peel as locally sourced ingredients, and to position the product as a distinctive Indonesian culinary innovation that could strengthen the attractiveness of local gastronomic tourism. Methodology/Design/Approach – A quantitative approach was applied using a hedonic sensory test involving trained panelists to evaluate product acceptability across several formulations.Findings – The Swiss roll was formulated by integrating jackfruit seed powder into the batter and using dragon fruit peel as the filling. Sensory evaluation results showed aroma acceptability scores of 4.23 for Formula 1 (F1), 4.07 for Formula 2 (F2), and 3.57 for Formula 3 (F3) on a 5-point Likert scale, indicating an overall positive (“like”) response from panelists. F1 demonstrated the highest acceptance level. These findings confirm that the product is well-received and presents a nutritious, locally sourced alternative that has the potential to enhance the diversity and appeal of Indonesian culinary tourism.Originality/Value – This study highlights the valorization of food by-products in pastry innovation, demonstrating how jackfruit seeds and dragon fruit peel can be transformed into a marketable gastronomic product. The approach contributes to sustainable local food development while adding value to regional tourism offerings.

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