International Journal of Travel, Hospitality and Events

The Effectiveness of Digital Content Marketing Strategy, Community Participation, and Tourist Satisfaction on Promotion Improvement in Bahbolon Hutabayu Tourism Village

Sabrina Zahwa (Author); Budi Prayogi, Fizra Kartika, Oky Ratna Zega — Fri, 29 May 2026 00:00:00 +0000

This study aims to analyze the effect of digital content marketing, community participation, and tourist satisfaction on promoting Bahbolon Hutabayu Tourism Village. The background of this study stems from the weak promotion of tourism villages despite their great natural and cultural potential. This study uses a quantitative approach by distributing questionnaires to 50 tourist respondents. The data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression using SPSS 22 software. The results show that, partially, digital content marketing (X1) and tourist satisfaction (X3) have a significant effect on promotion improvement (Y), while community participation (X2) has no significant effect. Simultaneously, the three variables significantly affect promotion improvement with an Adjusted R² value of 0.600, which means that 60% of the variation in promotion improvement can be explained by variables X1, X2, and X3. These findings confirm that digital promotion strategies and tourist experiences are key factors in strengthening destination promotion, while increased community participation is still needed to support the sustainability of promotion. This study implies that tourism village managers need to strengthen digital content, improve service quality, and empower the community to create more effective and sustainable promotion.

The Influence of Service Quality on Guest Satisfaction at the Restaurant of Oakwood Premier Cozmo Jakarta

Anik Yuniati (Author); Yulianti, Alex Setiawan, Marcella Zailanty Destria — Fri, 29 May 2026 00:00:00 +0000

Purpose: This study was conducted to analyse the effect of service quality on customer satisfaction at Oakroom Restaurant, Oakwood Premier Cozmo Hotel Jakarta. The study aims to examine five dimensions of service quality (SERVQUAL), namely reliability, responsiveness, assurance, empathy, and tangibles in the context of the hospitality industry.

Research methods: This study uses an associative quantitative approach. Data were collected through questionnaires distributed to 50 respondents who had visited the restaurant at least twice. Data analysis was conducted using validity, reliability, normality, simple linear regression tests, and t-tests using SPSS version 29 software.

Result and discussion: The analysis results indicate that service quality has a positive and significant influence on customer satisfaction. This is evidenced by a regression coefficient of 0.353 and a significance value (p) < 0.001. In other words, every increase in service quality will be followed by an increase in guest satisfaction. Among the five dimensions, the responsiveness dimension has been proven to be the most dominant predictor influencing satisfaction.

Implication: The practical implication of this research is that the management of Oakroom Restaurant

is advised to prioritise improving efficiency and service responsiveness in order to enhance overall customer experience and satisfaction. Academically, these findings can serve as a basis or reference for further research exploring the relationship between service quality and satisfaction in the hospitality industry.

Exploring the Potential of Java Mountain Flora Collections as Interpretive Materials for Tourism at the Baturraden Botanical Garden

Fahriza Junizar (Author); Shafira Hanindita — Fri, 29 May 2026 00:00:00 +0000

Baturraden Botanical Garden is an ex-situ conservation area that have crucial role in the preservation of Javanese mountain flora, particularly endemic species such as Nepenthes adrianii, Scutellaria slametensis, and Homalomena bellula. This research aimed to explore the potential of this flora collection as material for guided tours and to design an appropriate interpretation concept aligned with tourist characteristics. This research methodology employed a qualitative descriptive approach through interviews, observation, and literature review. The results indicate Baturraden Botanical Garden possesses 722 plant species arranged taxonomically and thematically. Tourists are predominantly from the 17–27 age group, consisting mainly of students who tend to favor educational activities. Therefore, the most suitable interpretation technique is direct interpretation through guided walk with an educational and interactive approach. The guiding material focuses on introducing endemic flora and conservation values to enhance environmental awareness. The main constraints in implementing interpretation include limited human resources and the absence of certified guides. Findings of this study affirm that flora collection holds significant potential as a medium for conservation education and as a reinforcement of the destination's image as a sustainable ecotourism destination.

The Analysis of Factors, Types, and Strategies for Handling Complaints by Front Office Employees of Hotel Sibayak International Berastagi

Thomas Maranatha Tambun (Author); Risnashari — Fri, 29 May 2026 00:00:00 +0000

Guest complaints regarding hotel front office operations remain a significant issue that affects service quality and guest satisfaction. However, previous studies have tended to focus solely on the descriptive identification of complaint types without providing an empirical explanation of the relationship between complaint handling strategies and improvements in service quality and guest satisfaction. This study aims to analyze the factors, types, and complaint handling strategies implemented by front office staff at Hotel Sibayak Internasional Berastagi, while also explaining how structured handling procedures contribute to improved service outcomes. This study employs a descriptive qualitative approach based on the author’s observations and work experience in the Front Office Department. The results of the study indicate that guest complaints stem from internal factors (service performance, professionalism, and communication) as well as external factors (facilities, room readiness, and operational constraints). There are five main categories of complaints: reservations, service, facilities, billing, and security. Key analytical findings indicate that the implementation of the ILEAD mechanism—Identify, Listen, Empathize, Apologize, and Deliver Solution—serves as a structured service recovery process to reduce guest dissatisfaction and support service consistency in accordance with operational standards. Theoretically, this study contributes to the hospitality service literature by demonstrating the role of structured complaint handling as a mechanism linking operational performance to guest satisfaction. Practically, the research findings provide managerial implications for hotel management to strengthen front-office training, standardize complaint-handling procedures, and improve service responsiveness to enhance guest satisfaction and the hotel’s reputation.

Application of Mactor Analysis for Halal and Sustainable Tourism Development in Posong, Indonesia

Fri, 29 May 2026 00:00:00 +0000

This study aims to analyze the role of stakeholders in the development of Posong Tourism Area as a halal and sustainable tourism destination. This research employs a qualitative approach using the MACTOR (Matrix of Alliances, Conflicts, Tactics, Objectives, and Recommendations) analysis to identify the level of influence and dependence among stakeholders. Data were collected through in-depth interviews with key actors involved in tourism development, including government institutions, tourism managers, tourism awareness groups (Pokdarwis), business actors, and local communities. The results show that the key stakeholders in the development of Posong Tourism as a halal and sustainable destination include the Department of Tourism and Culture, Posong tourism management, Tourism Awareness Group (Pokdarwis), village government, and MSMEs. These actors have high levels of influence and dependence, indicating their strategic role in determining the direction of tourism development. The findings highlight the importance of strengthening collaboration and coordination among stakeholders to support the effective implementation of halal and sustainable tourism. This study implies that stronger stakeholder synergy can enhance sustainable tourism development and contribute to strengthening the local economy.

The Effect of Location, Facilities, and Service Quality on Guest Satisfaction at Wimarion Hotel Semarang

Choirul Anwar (Author); Zahrina Nabila Abidin — Fri, 29 May 2026 00:00:00 +0000

This study examines the influence of location, facilities, and service quality on guest satisfaction at Wimarion Hotel Semarang. The rapid growth of tourism in Semarang has intensified competition among hotels, making guest satisfaction a key factor in maintaining competitiveness. This study aims to analyze the partial and simultaneous effects of location, facilities, and service quality, as well as to determine the most dominant variable affecting guest satisfaction. A quantitative approach was employed using primary data collected through questionnaires distributed to 95 guests who stayed at Hotel between March and May 2025. The sampling technique used was purposive sampling. Data analysis was conducted using multiple linear regression with SPSS version 21. The analysis included validity and reliability tests, classical assumption tests, t-test, F-test, coefficient of determination (Adjusted R²), and standardized beta coefficients. The results show that location, facilities, and service quality each have a positive and significant effect on guest satisfaction. Partially, location contributes significantly despite some accessibility limitations. Facilities also have a significant effect, indicating the importance of adequate physical amenities in supporting guest comfort. Among the three variables, service quality is the most dominant factor influencing guest satisfaction, as indicated by the highest standardized beta coefficient. Simultaneously, all independent variables significantly affect guest satisfaction, with an adjusted R² value of 0.696, meaning that 69.6% of the variation in guest satisfaction is explained by the model. These findings highlight the importance of improving service quality, enhancing facilities, and addressing location-related issues to increase guest satisfaction.

Analysis of Lawang Sewu Museum as Dark Tourism in Semarang City

Ryan Dharmawan (Author); Wiwik Nirmala Sari — Fri, 29 May 2026 00:00:00 +0000

Lawang Sewu is one of the most iconic historical landmarks in Semarang, deeply associated with colonial heritage and tragic past events, particularly when its underground space functioned as a prison during the Japanese occupation. This historical background positions Lawang Sewu as a relevant subject within the framework of dark tourism, not merely through mystical narratives but as a medium of historical education, collective memory preservation, and humanitarian reflection. This study adopts a qualitative case study approach, employing observation, semi-structured interviews, and documentation. The analysis draws on dark tourism, cultural commodification, and phenomenology theories to illustrate how the visitor experience at Lawang Sewu extends beyond appreciating colonial architecture to engaging in historical understanding, emotional reflection, and the transformation of dark narratives into educational tourism value. The findings highlight that Lawang Sewu can be positioned as an ethical dark tourism destination that serves as a space for learning, reflection, and cultural identity reinforcement, thereby contributing positively to the development of heritage-based tourism in Semarang.

Communication Management Strategy in the Development of Culinary Tourism Destinations in Serang City

Fri, 29 May 2026 00:00:00 +0000

The development of culinary tourism in urban areas is increasingly viewed as a regional development strategy that not only boosts the local economy but also strengthens urban spatial planning and destination image. This study aims to analyze communication management strategies in the development of two culinary tourism destinations in Serang City, namely Pasar Lama Culinary Tourism and Kepandean Culinary Tourism, specifically in the process of vendor relocation, stakeholder coordination, and destination promotion. The study used a qualitative approach with a case study design. Data were collected through in-depth interviews, observation, and documentation, then analyzed using an interactive analysis model. The results show that the Serang City Government's communication strategy is implemented through policy communication to build relocation legitimacy, coordinative communication to strengthen collaboration between actors, and promotional communication through social media and events. However, the implementation of these strategies has not been fully optimal due to inconsistent promotional messages, weak destination branding management, and limited integration of cross-stakeholder communication. This study concludes that the successful development of culinary tourism based on urban planning requires planned, integrated, and consistent communication management to shape the destination image and increase regional competitiveness. The contribution of this research lies in strengthening the perspective of communication management in the development of urban culinary tourism, especially in the context of new destinations born from relocation policies and revitalization of regional assets.

The Influence of Lifestyle, Korean Wave, and Brand Image on Merchandise Purchase Decisions at Kwangya Café (Case Study: Lotte Shopping Avenue, South Jakarta)”

Fri, 29 May 2026 00:00:00 +0000

The popular culture-driven tourism sector in Indonesia has grown remarkably due to the widespread influence of the Korean Wave, which has reshaped the lifestyle and spending habits of younger generations. Nevertheless, scholarly research that holistically examines how lifestyle, Korean Wave exposure, and brand image jointly affect merchandise buying behavior at Korean-themed cafes remains scarce. This study investigates the impact of these three variables on merchandise purchase decisions at Kwangya Café, Lotte Shopping Avenue, South Jakarta, analyzing both individual and combined effects. A quantitative survey method was employed, and 100 respondents were chosen by purposive sampling according to criteria aimed at young tourists who are enthusiastic about Korean culture. A standardized Likert-scale questionnaire was used to collect the data, and SPSS version 26 was used to perform multiple linear regression analysis. The findings indicated that purchase decisions were positively and statistically significantly impacted by lifestyle (β = 0.199; sig. 0.010), Korean Wave (β = 0.361; sig. 0.000), and brand image (β = 0.381; sig. 0.000). Together, the three variables showed a substantial influence, with an explanatory power of 81.8% (Adjusted R² = 0.818) and an F-value of 163.924. The most important aspect was found to be brand image. In addition to offering practical suggestions for business stakeholders and legislators looking to maximize the potential of Korean Wave-inspired cultural tourism in Indonesia, this study theoretically adds to the expanding body of research on popular culture-based consumer behavior in the tourism sector..

Brand Image and Memorable Culinary Experience as Determinants of Repurchase Intention: A Case Study of Uma Oma Café Jakarta

Nurrizka Putri Ayuningtias (Author); Ramon Hurdawaty — Fri, 29 May 2026 00:00:00 +0000

This study examines the impact of brand image and memorable culinary experiences on customers’ repurchase intention at Uma Oma Cafe. A quantitative research approach was employed, using a survey of 100 respondents who had visited the café. Data were collected through structured questionnaires and analyzed using multiple linear regression. Data analysis used SPSS 24 software. The research results indicate that both brand image and memorable culinary experiences have a positive and significant effect on repurchase intention (Sig = 0.000; F = 19.855). The coefficient of determination shows that 29% of variables contribute to explaining a portion of customers’ repurchase behavior, while the remaining variance is influenced by other factors not examined in this study. These findings highlight the importance of maintaining a strong brand image and delivering memorable dining experiences as strategic efforts to enhance customer loyalty in the culinary industry. This study contributes to the literature by providing empirical evidence on the combined role of brand image and experiential factors in shaping repurchase intention.

Collaborative Project-based Learning of Travel Business Management at Tourism Department, Bali State Polytechnic

Fri, 29 May 2026 00:00:00 +0000

The purpose of this study is to report the outcomes of tourism subjects collaboration that was conducted by implementing project-based learning model in the classroom. Those three involved subjects were Travel Business Management, Travel Accounting, and Business Ethics in Tourism. Data were collected by observation, interview, literature review, and documentation. The findings are showing a positive impact on outcomes that were unable to realize by traditional learning model. Three out of five groups of student have successfully sold their tour packages that were created during the study. One out of two groups that have not sold any tours, however successfully submitted their tour to online tour agency, namely GetYourGuide. It was later accepted and listed on their website. Their success is known has exceeding the curriculum’s learning outcomes that is enacted by the tourism department of Bali State Polytechnic. Therefore, this writing proposes the successful model of project-based learning which can be run on subjects of applied science, such as tourism. Thus, the model can improve the understanding and skills of tourism students in the future.

Service Innovation of Nakaza Tour on Customer Satisfaction

Ahmad Rafi kurniawan (Author); Heru Suheryadi, Imas Masriah — Fri, 29 May 2026 00:00:00 +0000

Purpose: This study aims to examine the effect of service innovation on customer satisfaction in the context of Nakaza Tour. Specifically, the research investigates how different aspects of service innovation such as digital technology usage, ease of access to information, and improvements in service delivery contribute to perceived service quality and ultimately affect customer satisfaction.

Methods: The study adopts a descriptive quantitative approach. Data were collected from 100 customers who had used Nakaza Tour services within the past six months, using structured questionnaires and interviews. The data were analyzed using Structural Equation Modeling (SEM) with the SmartPLS software to measure both direct and indirect relationships among the variables: Service Innovation (independent), Service Quality (mediating), and Customer Satisfaction (dependent). The SERVQUAL model was applied to assess service quality dimensions, while the Innovation Diffusion Theory provided a theoretical basis for understanding customer adoption of service innovations.

Conlusion: The results indicate that service innovation has a significant positive impact on both service quality and customer satisfaction. Specifically, service innovations such as personalized travel packages, responsive online booking systems, and active communication via digital platforms significantly enhance service quality perceptions. Furthermore, service quality plays a mediating role in strengthening the impact of innovation on satisfaction. The SEM model explains 64% of the variance in customer satisfaction and reveals a total effect of 0.77 for service innovation.