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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 67 Documents
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Experiential graphic design in rural tourism: A model for navigation, identification, and experience Atamaz, Elif
Journal of Rural Tourism Vol. 3 No. 1 (2026): Januari - June (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.03010694

Abstract

Purpose - This study aims to investigate how Experiential Graphic Design (EGD) can enhance sustainable rural tourism by improving spatial communication, strengthening cultural identity, and fostering emotionally engaging visitor experiences. It introduces the Navigation–Identification–Experience (NIE) framework as a conceptual model for integrating EGD into rural tourism planning.Method - The research draws upon theoretical foundations from Kevin Lynch’s spatial legibility, Yi-Fu Tuan’s topophilia, and Edward Relph’s notions of place and placelessness. Three award-winning EGD projects—Borough Yards (UK), Beyond Wayfinding (USA), and Forest Net(work) (USA)—were analyzed to extract design principles applicable to rural contexts. A design-based simulation was then developed for Lefke, a culturally rich but under-communicated rural town in Northern Cyprus, to demonstrate the practical implementation of the NIE framework. Findings - The analysis shows that EGD functions both as a practical communication system and as a cultural interface. It enhances orientation and spatial clarity, reinforces local heritage and identity, and creates immersive, participatory experiences for visitors. The simulation in Lefke demonstrates that employing vernacular symbols, sustainable materials, and community-rooted narratives can transform rural environments into meaningful, experience-driven destinations.Originality/Value - This study offers one of the first structured attempts to adapt urban-derived EGD design knowledge for rural tourism development. By proposing the NIE framework and demonstrating its applicability through a design-based simulation, it provides a transferable, practice-oriented model that can guide policymakers, designers, and rural communities in shifting from passive tourism consumption to deeper, place-based engagement.
The dynamics of regional language attitudes as a cultural asset for sustainable tourism: A study of Balikpapan’s multilingual communities amid IKN development Simatupang, Lisnawaty; Ranti Rustika; Abdul Gafur; Tri Retno Nugroho; Syarif, Febby Rio Pratama
Journal of Rural Tourism Vol. 3 No. 1 (2026): Januari - June (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.03021296

Abstract

Purpose - This study aims to examine the language attitudes of the Balikpapan community toward regional languages and to explore how these attitudes may influence regional identity and tourism development in the context of the new capital city (IKN) expansion. Method - A quantitative approach was employed, collecting survey data from 384 respondents with a 5% margin of error. Multiple factors influencing language attitudes—environmental, instructional (Indonesian as the language of instruction), family, media, and institutional factors—were analyzed using significance testing to determine their predictive effects. Findings - The results show that environmental factors (Sig. = 0.000) and media/institutional factors (Sig. = 0.029) exert significant positive effects on regional language attitudes. Conversely, the use of Indonesian as a language of instruction (Sig. = 0.012) has a significant negative effect. Family influence (Sig. = 0.533), although theoretically assumed to be the strongest factor, shows no significant impact in shaping respondents’ attitudes. Overall, the Balikpapan community demonstrates attitudes toward regional languages that could be strengthened through targeted interventions such as education-based initiatives, regional language promotion, enhanced family engagement, and the creation of language-friendly public spaces. Originality/Value - This study contributes novel empirical evidence on the sociolinguistic dynamics of a rapidly developing urban area located near the emerging national capital. It highlights how regional language attitudes intersect with cultural identity and tourism development, offering practical insights for policymakers seeking to preserve linguistic heritage while promoting culturally grounded tourism in the era of IKN development.
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.
Toward regenerative tourism: The role of regenerative technologies and storytelling in the perception of regenerative value and tourist satisfaction Chaieb, Safa
Journal of Rural Tourism Vol. 3 No. 2 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212107

Abstract

Purpose - This study examines how technologies and storytelling shape the perception of regenerative value within tourism experiences, and how this perception impacts visitor satisfaction. It is grounded in the growing movement toward regenerative tourism, which emphasizes restoring and enriching destinations rather than merely sustaining them. Methodology/Design/Approach - A conceptual model was developed to capture both the direct and indirect (mediated) effects of technologies and storytelling on visitor satisfaction. Data collected from 162 respondents were analyzed using Structural Equation Modeling (SEM) and Bootstrapping with 5,000 resamples to test the hypothesized relationships.Findings - The results reveal that technologies and storytelling significantly influence visitor satisfaction. However, their effects are largely mediated by visitors’ perception of contributing positively to the destination. Among the variables, perceived regenerative value emerged as the strongest predictor of overall satisfaction.Originality/Value - This study extends existing theories of value co-creation, transformational tourism, and experience design. It highlights the strategic role of technology and narrative as key enablers of meaningful, regenerative travel experiences that go beyond traditional notions of sustainability.
Intrinsic vs. extrinsic motivation: Which drives long-term employee productivity in hotels? Sailesh, Bhaskar; Karthikeyan, K
Journal of Rural Tourism Vol. 3 No. 2 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212072

Abstract

Purpose – This study aims to examine the influence of intrinsic and extrinsic motivation on long-term employee productivity in the luxury hospitality industry, with particular focus on organizational trust, psychological safety, and employee engagement as key determinants of workforce stability.Design/Methodology/Approach – The study adopts a conceptual and analytical approach by integrating established theoretical frameworks, including Self-Determination Theory, Kahn’s Engagement Model, and Job Demands-Resources Model. These models are used to evaluate how different motivational drivers shape employee engagement, performance, and retention in high-pressure hotel environments.Findings – The findings indicate that intrinsic motivation—such as autonomy, job satisfaction, and career development—has a stronger and more sustainable impact on long-term employee engagement and productivity. In contrast, extrinsic motivation, including salary, incentives, and promotions, tends to produce short-term performance improvements. The study also highlights the critical role of leadership, organizational trust, and open communication in fostering psychological safety, which enhances employee commitment and encourages service innovation. Cultural and organizational contexts are found to further influence motivational dynamics.Originality/Value – This study contributes to hospitality management literature by offering a comprehensive synthesis of motivation theories within the luxury hotel context. It provides practical recommendations for balancing financial and non-financial rewards, supporting human resource strategies aimed at reducing turnover, enhancing service quality, and strengthening long-term organizational performance.
An exploratory study of the Jola Ethnic culture and tourism promotion in the Gambia Ambali, Mutiu Kolawole; Sock, Admyre
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.2025.04021274

Abstract

Purpose – This study aims to analyse the Jola tribe by examining its cultural dimensions, way of life, and key socio-cultural characteristics that shape communal associations, as well as to explore its potential within cultural tourism development.Design/Methodology/Approach – This research adopts a descriptive approach, drawing on conceptual definitions and cultural analysis to examine the fundamental elements that define the lifestyle and social organization of the Jola people.Findings – The findings reveal that the Jola ethnic group possesses a rich and distinctive cultural heritage, reflected in core lifestyle components such as the FUTAMPAF initiation ritual, traditional food and beverages, and unique entertainment practices. These elements play a significant role in sustaining communal identity and offer strong potential as cultural tourism assets for both local and international engagement.Originality/Value – This study contributes to the discourse on cultural tourism by highlighting the underexplored heritage of the Jola tribe and emphasizing its value as a cultural resource that can support tourism promotion and marketing in the contemporary tourism and hospitality industry.
The mediating role of interactive media on the relationship of LGU-run museum attributes to visit and re-visit intention Otilla, Kelvin Carl M.; Nepomuceno, Jehan R.; Neo, Jamuel J.; Camino, Honesto O.
Journal of Rural Tourism Vol. 3 No. 1 (2026): Januari - June (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.03010678

Abstract

Purpose – This study aims to examine the role of local government unit (LGU)-run museums in fostering community identity and cultural preservation, and to analyse how museum characteristics influence Generation Z visitors’ intention to visit and revisit, particularly through the lens of Uses and Gratification Theory.Design/Methodology/Approach – The study employs a quantitative approach using path analysis to explore the relationships between museum attributes and visitor intentions. A cross-sectional survey design with Likert-scale instruments was used to collect data, with a particular focus on the mediating role of interactive media features.Findings – The findings indicate that interactive media features play a significant, though limited, mediating role in influencing the relationship between museum characteristics and Generation Z’s visitation and revisit intentions. While interactive elements enhance engagement, their impact does not fully compensate for other underlying museum qualities.Originality/Value – This study provides valuable insights into the evolving expectations of younger audiences in the context of cultural institutions, highlighting the need for LGU-run museums to strategically integrate digital and interactive experiences. It contributes to the literature by emphasizing a balanced approach that aligns technological innovation with the core objectives of cultural preservation and community engagement.
Culinary heritage in practice: Native ingredients and hotel menu innovation Canet, Lena N.
Journal of Rural Tourism Vol. 3 No. 2 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212080

Abstract

Purpose – This study aims to investigate the diversity of native, endemic, and heirloom ingredients in Central Luzon and to evaluate their acceptance and integration into hotel restaurant menus, particularly in relation to cultural preservation and indigenous food systems.Design/Methodology/Approach – The study adopts an exploratory sequential mixed-method design, combining qualitative exploration of indigenous ingredients and culinary traditions with quantitative assessment of their acceptance in selected hotel restaurants. This approach enables a comprehensive understanding of both cultural significance and practical applicability in the hospitality sector.Findings – The findings reveal that indigenous cuisines remain underrepresented in hotel menus despite their strong presence in local traditions, festivals, and cultural practices. The inclusion of indigenous foods is shown to strengthen cultural identity, foster reconnection among indigenous communities, and promote values of reciprocity and harmony. Additionally, food is recognized not only as sustenance but also as a form of traditional medicine. The study highlights the need for greater integration of these ingredients into contemporary culinary practices.Originality/Value – This study proposes a strategic framework for incorporating native, endemic, and heirloom ingredients into hotel restaurant menus. Its value extends beyond the culinary domain by supporting cultural preservation, economic empowerment, environmental sustainability, culinary innovation, and educational development within the tourism and hospitality industry.
Ecotourist attitude homogeneity in biodiversity hotspots: A multi-dimensional sustainability analysis from Meghalaya, India Kumar, Paramjeet
Journal of Rural Tourism Vol. 3 No. 2 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.03021283

Abstract

Purpose – This study aims to examine the homogeneity of ecotourists’ attitudes toward sustainability and conservation behaviour in biodiversity-rich destinations, and to analyse the relationships between demographic characteristics, travel patterns, and five sustainability constructs: Nature-based Sustainable Development (NSD), Responsible Nature Tourism (RN), Knowledge Factors (KF), Environmental Consciousness (E), and Other Tourism Practices (OTP). Design/Methodology/Approach – A quantitative survey was conducted among 300 ecotourists visiting nature-based destinations in Meghalaya, a recognized biodiversity hotspot in India. The study utilized validated measurement scales and applied statistical techniques including factor analysis, reliability testing, and comparative analysis to assess sustainability constructs and behavioural patterns.Findings – The results identify five underlying sustainability factors with high reliability (α = 0.827–0.931). Contrary to expectations, no significant demographic differences were found in sustainability attitudes (p > 0.05), indicating a homogeneous conservation orientation among ecotourists. All constructs scored above the scale midpoint, reflecting strong pro-environmental attitudes. Environmental consciousness emerged as the most influential factor (M = 4.371), with moderate positive correlations among constructs (r = 0.099–0.207). The strongest relationship was observed between knowledge factors and environmental consciousness (r = 0.207, p < 0.001).Originality/Value – This study challenges conventional assumptions of demographic segmentation by demonstrating uniform sustainability attitudes among ecotourists in biodiversity hotspots. It highlights the role of destination attributes in attracting environmentally conscious tourists and provides insights for developing conservation-oriented ecotourism strategies that support sustainable development and community empowerment.
The mediating influence of music festival experience in the relationship between event quality, perceived value, and revisit intentions of gen z consumers on Metro Manila Lopez, Mary Jean; Loberanes, Jasmine; Agoo, Glenn Gerard; Trinidad, Ma.Cristina Q.
Journal of Rural Tourism Vol. 3 No. 2 (2026): Forthcoming Issue 1
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212085

Abstract

Purpose – This study aims to examine the mediating role of Music Festival Experience in the relationships between event quality, perceived value, and revisit intentions among Generation Z consumers in Metro Manila.Design/Methodology/Approach – A quantitative approach was employed using a structured survey targeting Gen Z attendees aged 18 to 27. Data were analysed through regression and mediation analyses to explore the relationships among event quality, perceived value, music festival experience, and revisit intentions.Findings – The results indicate that event quality significantly influences perceived value, which in turn positively affects revisit intentions. Furthermore, Music Festival Experience serves as a key mediating variable, strengthening the relationship between perceived value and revisit intentions. These findings highlight the importance of delivering high-quality and engaging festival experiences to enhance attendee satisfaction and encourage repeat participation.Originality/Value – This study contributes to event and tourism literature by emphasizing the mediating role of experiential factors in shaping behavioural intentions among younger audiences. It provides practical insights for event organizers and marketers to design immersive and value-driven festival experiences, while also suggesting avenues for future research, including comparative studies across generations, the role of sponsorship and sustainability, and the use of qualitative approaches to capture deeper emotional engagement.

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