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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 68 Documents
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Antecedents of tourist loyalty in rural tourism: A PLS SEM and IPMA anaylsis Basharat Hussain; S. Sumaira
Journal of Rural Tourism Vol. 3 No. 2 (2026): July - Desember (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.03021295

Abstract

Purpose – This study aims to examine the determinants of tourist loyalty in rural tourism, focusing on the relationships among cognitive image, perceived value, and tourist satisfaction in the Kashmir Valley.Design/Methodology/Approach – A quantitative approach was employed using data collected from 407 visitors. The study applied PLS-SEM and Importance-Performance Map Analysis to analyse structural relationships and evaluate the relative importance and performance of key constructs influencing tourist loyalty.Findings – The results indicate that cognitive image and perceived value significantly influence tourist satisfaction. However, only perceived value has a direct effect on tourist loyalty. The relationship between cognitive image and loyalty is fully mediated by satisfaction. Furthermore, IPMA results reveal that perceived value is the most critical determinant of loyalty but shows a relatively lower performance level compared to other factors, indicating a strategic improvement gap. These findings highlight that enhancing perceived value and maintaining high levels of satisfaction are essential to fostering tourist loyalty in rural destinations.Originality/Value – This study contributes to rural tourism literature by integrating structural and performance-based analysis to better understand loyalty formation. It provides practical insights for destination managers to prioritize perceived value enhancement strategies while sustaining tourist satisfaction to achieve long-term loyalty.
Exploring research trends in sustainable mountain and rural tourism (SMRT): A bibliometric study with biblioshiny and VOSviewer Vipan Kumar; Ashish Nag; Suman Sharma; Rohit Thakur; Ajay Bisht
Journal of Rural Tourism Vol. 3 No. 2 (2026): July - Desember (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212103

Abstract

Purpose – This study aims to analyse the development and trends of sustainable mountain and rural tourism research from 1990 to 2025, with a focus on identifying key themes, influential contributors, and emerging directions in the literature.Methodology/Design/Approach – The study employs a bibliometric analysis of Scopus-indexed publications, utilizing tools such as VOSviewer and Biblioshiny to map research clusters, authorship patterns, and geographic distributions.Findings – The results indicate that countries such as China, Spain, United Kingdom, and Italy are leading contributors to the field. Key research themes include socioeconomic empowerment, gender dynamics, rural demographic change, and sustainable tourism development. The findings also highlight a growing emphasis on balancing economic growth with environmental conservation, driven by increasing demand for nature-based tourism linked to health awareness and urban stress.Originality/Value – This study provides a comprehensive synthesis of sustainable mountain and rural tourism research, offering insights into evolving academic trends and future research directions. It underscores the importance of integrating community participation, policy innovation, and environmental stewardship to support resilient economies, ecosystem sustainability, and cultural heritage preservation.
A model for destination branding of iconic architectural tourist attractions in Bali, Indonesia Dinar Sukma Pramesti; Dwi Novita Cahyaningtyas Permatasari; Ong Chuan Huat
Journal of Rural Tourism Vol. 3 No. 2 (2026): July - Desember (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212106

Abstract

Purpose – This study aims to explore the potential of architectural tourist attractions in Bali, with particular emphasis on the diversity of traditional and contemporary architecture as part of cultural tourism experiences.Design/Methodology/Approach – The research adopts a qualitative approach, utilizing in-depth interviews with tourists and tourism stakeholders, complemented by a review of relevant literature to understand perceptions and the role of architecture in destination appeal.Findings – The findings indicate that tourists demonstrate a strong interest in architecture as a key component of cultural experiences. The study proposes a destination branding model, The Wonder of Architectural Diversity, supported by the 4A framework (Attractions, Amenities, Ancillary, Accessibility) and the STAR model (Storytelling, Event Tourism, Activities, and Reviews), to enhance destination attractiveness. Additionally, strengthening architectural promotion through cultural festivals, integrating traditional elements into modern developments, and improving supporting amenities are identified as crucial strategies to broaden tourist appeal.Originality/Value – This study contributes to tourism and destination branding literature by highlighting architecture as a strategic asset in cultural tourism development. It offers a novel integrative model that combines branding and tourism frameworks to enhance destination competitiveness while preserving cultural identity.
AI-enabled ecotourism business models for socio-economic development of local communities: An empirical study on developing smart villages in West Bengal, India Debarati Deb
Journal of Rural Tourism Vol. 3 No. 2 (2026): July - Desember (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212112

Abstract

Purpose – This study aims to evaluate the role of AI-enabled ecotourism business models in driving socio-economic development in rural areas of West Bengal, with a focus on developing smart ecotourism villages in Jhargram and Purulia.Design/Methodology/Approach – A quantitative research design was employed using data collected from 250 respondents, including ecotourism entrepreneurs, local community members, and government personnel. The study applied reliability and validity tests, factor analysis, and Structural Equation Modeling to examine relationships among digital literacy, community participation, entrepreneurial orientation, AI adoption, and socio-economic development. Mediation analysis was conducted using bootstrapping techniques in SPSS.Findings – The results reveal that digital literacy, community participation, and entrepreneurial orientation significantly and positively influence AI adoption, with entrepreneurial orientation identified as the strongest predictor. Furthermore, AI adoption has a positive impact on socio-economic development. Mediation analysis indicates that AI adoption partially mediates the relationship between entrepreneurial orientation and socio-economic development, highlighting its strategic role in rural development pathways.Originality/Value – This study contributes to the emerging discourse on smart tourism and rural development by integrating AI adoption into ecotourism business models. It provides practical insights for policymakers and stakeholders to foster digitally empowered, community-based ecotourism initiatives that enhance economic growth and sustainability in rural destinations.
Upcycling a condemned bus into an eco-hotel simulator for lodging management education in the Philippines George Allen A. Primero; Joan Nebrida; Julie Anne B. Yaos; Rein Justine C. Balawid; Chrismarry Deanne P. Carino; Mark Anthony M. Jimena
Journal of Rural Tourism Vol. 3 No. 2 (2026): July - Desember (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212114

Abstract

Purpose - This study examines the transformation of a condemned university bus into an eco-hotel simulator as an experiential learning tool for lodging management students at Nueva Vizcaya State University. Specifically, it aims to evaluate the simulator’s design features, sustainability components, and the practical challenges encountered in integrating sustainability-focused, hands-on learning within hospitality education.Design/Methodology/Approach - The study involved 67 respondents, comprising 60 lodging management students and 7 faculty members, who engaged directly with the eco-hotel bus simulator. Data were gathered through participant engagement and reflective inputs, and thematic analysis was employed to analyze perceptions related to functionality, visual appeal, space arrangement, sustainability features, and challenges associated with upcycling the condemned bus.Findings - The findings indicate that the simulator’s spatial arrangement, visual appeal, and functional areas effectively support experiential learning and the development of operational skills. Sustainability features, such as the use of recycled materials, energy-efficient systems, and eco-friendly design elements, were positively perceived and recognized as valuable for sustainability education. However, challenges related to limited space, ergonomic considerations, and the integration of sustainable features within a mobile structure were also identified.Originality/Value - This study highlights the potential of upcycled, simulation-based learning environments as innovative tools for enhancing practical competencies and sustainability awareness in hospitality education. The eco-hotel bus simulator presents a novel, cost-effective, and environmentally responsible approach that helps bridge the gap between theoretical instruction and real-world application.
Kasibu, Nueva Vizcaya’s readiness for homestay expansion towards ASEAN homestay standards Roy O. Allawas; Joan Nebrida; Xyra Mae B. Corpuz; Daisyrel Joy D. Palayao; Shenalyn A. Pugong; Princess Meliza Junette O. Way-as
Journal of Rural Tourism Vol. 3 No. 2 (2026): July - Desember (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212115

Abstract

Purpose – This study aims to examine the level of readiness of Kasibu for homestay expansion based on the ASEAN Homestay Standards, with a focus on host capabilities, accommodation quality, management practices, sustainability initiatives, and operational dimensions, as well as to analyse the relationship between readiness and perceived development challenges. Design/Methodology/Approach – A quantitative descriptive–correlational design was employed. Data were collected from 68 respondents, including local residents from Binogawan and Capisaan and municipal tourism staff, using a structured survey instrument based on ASEAN Homestay Standards. The instrument demonstrated high reliability (Cronbach’s alpha = 0.93). Descriptive statistics (mean and standard deviation) and Pearson’s product–moment correlation were used to analyse readiness levels and their relationship with perceived challenges.Findings – The results indicate moderate to high readiness for homestay development, particularly in host capabilities and location sustainability, while lower readiness is observed in sustainability initiatives and marketing. Perceived challenges are high across environmental, economic, and socio-cultural dimensions. A significant positive relationship between readiness and perceived challenges suggests that greater awareness of challenges corresponds with more cautious readiness among stakeholders.Originality/Value – This study provides empirical insights into community readiness and sustainability challenges in a rural Philippine context. It offers practical implications for policymakers and local stakeholders to enhance capacity-building, environmental management, marketing strategies, and institutional support to align with ASEAN Homestay Standards and ensure sustainable homestay development.
Level of soft skills proficiency among hospitality management students in the Philippines Marina R. Dapnit; Joan M. Nebrida; Angelica D. Dungcayan; Jenelyn M. Milio; Zyra Ann T. Pawid; Riza L. Silvano; Romelia C. Tagami; Ranel F. Montemayor; Evangeline H. Castro
Journal of Rural Tourism Vol. 3 No. 2 (2026): July - Desember (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212116

Abstract

Purpose – This study aims to assess the level of soft skills proficiency among Hospitality Management students at Nueva Vizcaya State University, Bambang, Nueva Vizcaya, focusing on communication, leadership, teamwork, problem-solving, and adaptability, as well as examining differences based on demographic profiles.Design/Methodology/Approach – A quantitative descriptive–correlational design was employed, involving 271 students selected through total population sampling. Data were collected using a structured questionnaire measuring multiple soft skill domains. Descriptive statistics and inferential analysis using F-tests were applied to determine proficiency levels and examine differences across variables such as age, gender, year level, parents’ occupation, and household income.Findings – The results indicate that students demonstrate moderate to high proficiency in key soft skills, with teamwork and problem-solving identified as the strongest competencies. Communication and adaptability emerged as areas requiring improvement. Age was found to have a significant influence on proficiency, with older students exhibiting higher skill levels. No significant differences were observed across gender, year level, parents’ occupation, or household income, suggesting relatively equitable development across these groups.Originality/Value – This study provides empirical insights into soft skills development within hospitality education, highlighting the importance of targeted interventions to enhance communication, leadership, and adaptability. It underscores the role of institutional support and experiential learning in preparing students for professional readiness in the hospitality industry.
Influencer marketing in the tourism industry: A systematic review of theories, methods, and findings Sadakat Akram; Rukhsana Majeed
Journal of Rural Tourism Vol. 3 No. 2 (2026): July - Desember (In Progress)
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2026.030212111

Abstract

Purpose - This study aims to analyse behavioural outcomes shaped by social media influencers in tourist decision-making, identify dominant theoretical and methodological approaches, and examine how influencer marketing has been applied within the tourism sector.Methodology/Design/Approach - A systematic literature review was conducted using the PRISMA approach. Publications from 2010 to 2025 indexed in Web of Science and Scopus were screened. Following the stages of identification, screening, eligibility, and inclusion, 32 relevant studies on influencer marketing in tourism were selected for in-depth analysis.Findings - The results indicate that influencer marketing has become an effective communication tool for many organisations; however, academic research in tourism remains limited and methodologically fragmented. Key factors influencing travel intention, destination loyalty, word-of-mouth, and experience sharing include credibility, authenticity, emotional engagement, parasocial interaction, and influencer–destination fit. Emerging themes such as virtual influencers, platform-specific content, ethical promotion, and green tourism messaging are also evident. Overall, influencer marketing significantly affects tourist behaviour when aligned with audience preferences, destination branding, and emotionally engaging narratives, although contextual differences highlight the need for comparative and integrative research.Originality/Value - This study contributes to tourism literature by mapping the evolution of influencer-based destination promotion, identifying theoretical and empirical gaps, and proposing directions for future research while offering practical insights for data-driven influencer collaboration strategies.

Page 7 of 7 | Total Record : 68

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