Media Wisata

Task To Tech: An Exploration of Generative Ai in Tourism Marketing through Student Experiments and Practitioner Interviews

Rifki Rahmanda Putra, Dicky Arsyul Salam — Mon, 18 May 2026 00:00:00 +0200

This study investigates the adoption and impact of Generative Artificial Intelligence (GenAI) in tourism marketing, exploring the intersection of technology performance, user adoption, and task suitability through the dual perspectives of emerging talent and established professionals. A multi-method research design was employed, combining a quasi-experiment with higher education tourism students and semi-structured interviews with industry practitioners. The experiment compared the performance of a control group against an AI-prompted group on standardized marketing tasks. The interviews explored real-world adoption drivers, guided by an integrated framework of Task-Technology Fit (TTF) and the Unified Theory of Acceptance and Use of Technology (UTAUT). Experimental results demonstrate that GenAI significantly enhances efficiency across all tasks. However, its impact on quality is task-dependent: it modestly improves long-form text, has a neutral effect on short-form content, and markedly decreases the quality of visual design outputs. The qualitative findings reveal that practitioner adoption is primarily driven by high TTF and strong Performance Expectancy. The study also identifies Effort Expectancy, Social Influence, and Facilitating Conditions as key factors, while highlighting Digital Literacy as a critical, overarching moderator that governs the effective utilization of AI tools. The study advocates for a fundamental shift in tourism education and professional development toward fostering critical AI literacy to ensure technology is leveraged as a collaborative tool that augments, rather than compromises, strategic and creative quality.

Forecasting Tourist Arrivals in the Riau Islands Province for 2026–2027 Using Macroeconomic Indicators and Google Trends Data (2010–2024)

Welli Braham Kurniawan, Fendy Kurniawan — Mon, 18 May 2026 00:00:00 +0200

This study aims to analyze macroeconomic and digital factors influencing tourist arrivals in the Riau Islands Province and to develop a multiple linear regression-based prediction model. The research utilizes monthly time-series data from January 2015 to June 2024, covering variables such as Gross Domestic Product (GDP), inflation, Rupiah–US Dollar exchange rate, and travel interest index derived from Google Trends. The findings reveal that the developed model demonstrates high accuracy, with an Adjusted R² of 0.87 and a Mean Absolute Percentage Error (MAPE) of 6.85%. Partially, GDP and the Google Trends index have a positive and significant effect on tourist arrivals, while inflation and exchange rate fluctuations show a negative and significant impact. Based on the model, tourist arrivals in the Riau Islands are projected to reach 2.45 million in 2025 and 2.62 million in 2026. These results highlight the importance of maintaining economic stability and strengthening data-driven digital marketing strategies to foster the tourism sector’s growth in the post-pandemic era.

The Role of Pentahelix Collaboration in The Management of Satupam Tourism Village South Tangerang City

Sean Suleman, Sri Pujiastuti — Mon, 18 May 2026 00:00:00 +0200

This study arose from the gap between the enormous potential of Satupam Tourism Village and the weak system of collaboration between actors that should support its sustainable management. Satupam Tourism Village in South Tangerang City has enormous potential for the development of community-based educational and culinary tourism, but still faces various coordination challenges and limited support from stakeholders. This study aims to analyze the role of pentahelix collaboration involving the government, academics, business actors, communities, and the media, as well as to identify the factors that hinder the formation of effective collaborative governance in Satupam. The research method uses a descriptive qualitative approach with in-depth interviews, field observations, and documentation techniques. The results show that pentahelix collaboration in Satupam has begun to take shape but is still informal and not yet institutionally structured. The community and academia play the most active roles, while the government, business actors, and media still contribute only to a limited extent. The main obstacles include weak coordination, lack of policy and funding support, and low mutual commitment. The study concludes that the application of collaborative governance principles in Satupam is still in its early stages (initiating stage) and requires institutional strengthening and cross-sector communication to realize synergistic and sustainable collaboration.

Purchase Intention in Hotel Mobile Applications

Ni Kadek Nia Prabawathi, Putu Diah Sastri Pitanatri, Ni Wayan Chintia Pinaria — Mon, 18 May 2026 00:00:00 +0200

As mobile applications become more widely used in the hospitality industry, the way customers look for information, make reservations, and choose hotel services has also changed. However, booking intentions through hotel mobile applications remain relatively low or fluctuate over time, despite providing competitive prices and convenient amenities. This situation highlights the importance of understanding the factors that influence customers’ intentions to make purchases when using hotel mobile applications. This study aims to examine how perceived price and perceived ease of use influence the purchase intentions of hotel mobile application users. This study was conducted using an approach structured questionnaires distributed to 100 respondents who were familiar with the THG Apps. The obtained data were through descriptive statistics and multiple linear regression analysis with the assistance of SPSS. The results indicate that perceived price and perceived ease of use both have a positive and significant effect on purchase intention, with perceived price showing a slightly stronger influence. The findings of this study are expected to provide practical insights for hotel management in developing mobile application strategies that can enhance customer engagement and encourage reservations

The Influence of Tourist Attraction on Revisit Intention at Karang Hawu Beach

Faizal Hamzah, Yosef Abdul Ghani, Rio Septa Nugraha Pamungkas, Wisnu Iskanda — Mon, 18 May 2026 00:00:00 +0200

Among its many attractions, Sukabumi Regency offers a wealth of cultural and natural wonders, which attract visitors with their enchanting charm. Karang Hawu Beach in Cisolok, Sukabumi, in particular, is renowned for its mysterious atmosphere associated with the myth of Nyai Roro Kidul, the queen of the southern coast. Although the number of tourist visits tends to increase, enhancing the attractiveness of the Karang Hawu destination through improved facilities and security measures can encourage repeat visits and support economic growth. The study findings underline the importance of attractions in influencing visitors’ intention to return, with a positive correlation observed between destination attractiveness and revisit intention. Enhancing the charm of the Karang Hawu destination in Sukabumi Regency is essential to attract and retain tourists. Recommendations for tourism managers include improving facilities, promoting natural beauty through social media, and fostering positive experiences to encourage repeat visits and word-of-mouth recommendations. Further research is recommended to explore additional variables or different settings within the same topic.

Development Strategy for a Tourism Village Based on Natural and Cultural Potential in Lambanapu Village, East Sumba Regency

Ani Wijayanti, Atun Yulianto — Tue, 19 May 2026 00:00:00 +0200

Village tourism has become one of the strategic approaches to promoting local economic development based on natural and cultural resources. Lambanapu Village in East Sumba Regency represents an area with distinctive tourism potential that has not yet been optimally developed. This study aims to formulate a development strategy for a tourism village based on natural and local cultural potential through a focused and sustainable approach. The research employed a descriptive qualitative method, with data collected through field observations, in-depth interviews, and documentation. The data were analyzed using SWOT analysis, IFAS, EFAS, and the IE Matrix techniques. The findings indicate that Lambanapu Village possesses significant strengths, including natural attractions such as Tanau Hill and Seribu Hill, rich cultural assets such as traditional dances and woven handicrafts, and the initial participation of the local community in tourism activities. However, several challenges remain, including limited infrastructure, inadequate public facilities, and insufficient human resource training, which hinder further development. Based on the strategic position in Quadrant I (Grow and Build), the development direction of the village is oriented toward a vertical integration strategy through strengthening infrastructure, enhancing community capacity, developing thematic tourism products, and fostering institutional collaboration. With an integrated and participatory strategy, Lambanapu Village has considerable potential to become a leading tourism destination in East Sumba while generating economic benefits and preserving cultural and environmental sustainability..

Community-Based Tourism and Economic Growth

Angger Hidayat, Nur Jumriatunnisah, Dhimas Setyo Nugroho — Tue, 19 May 2026 00:00:00 +0200

This study aims to comprehensively evaluate the performance and trends of scholarly publications regarding the impact of Community-Based Tourism (CBT) on economic growth through a bibliometric analysis. Despite the growing research interest in the economic dimensions of CBT over the last decade, there remains a significant gap in mapping the intellectual structure and bibliographic landscape of the literature produced to date. Utilizing 458 articles indexed in the Scopus database, the research employed Publish or Perish for data retrieval and VOSviewer for bibliometric mapping. The analysis encompasses publication growth, prominent authors, leading contributing countries and organizations, keyword co-occurrence, and co-authorship networks. The findings reveal the evolution of publication trends and identify both established and emerging research clusters. The analysis indicates a thematic shift from localized economic impacts toward the integration of sustainability and digital adaptation within the CBT framework. This study provides a foundational framework for understanding existing literature gaps. Future research is recommended to explore the integration of financial technology within CBT ecosystems and to conduct longitudinal analyses on the economic resilience of communities in a post-pandemic context, which remain underrepresented in current research clusters.

Evaluation of the Development of Tiga Rihit 'Kampung Warna Warni' Tourism Village Based on the Ten Steps of Green Tourism Village Development

Agatha Christie Saragi Napitu, Femmy Indriany Dalimunthe, Sumihar Sebastiana — Tue, 19 May 2026 00:00:00 +0200

This study aims to evaluate the development of Kampung Warna Warni Tiga Rihit Tourism Village in Simalungun Regency using the framework of the Ten Steps of Green Tourism Village Development. The research is based on the perspective of sustainable tourism and community-based tourism, which emphasize environmental sustainability, community participation, and equitable economic benefits. A qualitative approach was employed through observation, in-depth interviews with tourism village managers and visitors, and literature review. The evaluation was conducted using the Context, Input, Process, and Product (CIPP) model to assess the implementation of tourism village development. The findings indicate that several stages of development have been initiated, including building collective commitment, mapping village potential, preparing human resources, and improving environmental arrangements and supporting facilities. However, these stages have not been implemented comprehensively. In addition, the monitoring and evaluation system has not yet been institutionalized, resulting in limited evidence of economic improvement, community empowerment, environmental conservation, and enhancement of local quality of life. These findings suggest that strengthening participatory governance, capacity development, and systematic monitoring and evaluation is necessary to support the sustainable development of the tourism village.

Development of Digital Competencies of Tourism Human Resources in the Era of the Industrial Revolution 4.0

Tiara Sukma — Tue, 19 May 2026 00:00:00 +0200

The rapid development of digital transformation has brought significant changes to the competency requirements of human resources, including in the tourism sector. This study aims to examine the development of digital competencies among tourism human resources in facing digital transformation. This research employs a qualitative approach using a literature study method through the exploration of various relevant scientific sources, such as national and international journals, books, and official publications. The findings indicate that digital competence is a crucial factor in enhancing the competitiveness of tourism human resources in the digital era. These competencies not only include technical skills in using technology but also abilities in data analysis, critical thinking, creativity, and adaptability to technological advancements. Digitalization has also encouraged a shift in workforce roles from routine-based jobs to more strategic and technology-oriented work. In the tourism industry, mastery of digital technologies such as online platforms, social media, reservation systems, and the utilization of artificial intelligence has become an essential element in improving service quality and tourist experiences. Therefore, the development of digital competencies must be carried out continuously through reskilling and upskilling efforts, supported by organizations that are adaptive to technological developments. Thus, the development of digital competencies among human resources has become a strategic aspect in maintaining the sustainability and competitiveness of the tourism sector amid the Industrial Revolution 4.0.

Marketing Strategies of Busung Tourism Village for Achieving Sustainable Tourism in Bintan Regency

Debby Sri Chintya Panjaitan, Rahmat Darmawan, Ngatemin — Fri, 15 May 2026 00:00:00 +0200

Sustainable tourism has become a strategic issue in preserving environmental sustainability and local cultural heritage in Bintan’s tourism villages. This study aims to formulate effective marketing strategies for Busung Tourism Village in Bintan Regency using in-depth interviews and the Boston Consulting Group (BCG) Matrix analysis. Data were collected through interviews with representatives of the Bintan Office of Culture and Tourism, the Head of Busung Village, and the Generasi Pesona Indonesia (GenPI) Bintan community. The findings indicate that Busung Tourism Village has major strengths, including cultural diversity and natural attractions that enhance its appeal. However, limited promotional activities and inadequate hospitality services remain significant weaknesses. The study also identifies opportunities from the increasing global interest in sustainable travel, while competition from other destinations poses a major challenge. Based on the analysis, the recommended strategies include strengthening destination branding, optimizing digital promotion, and expanding collaboration with external stakeholders. The study concludes that integrated marketing strategies can improve the competitiveness of Busung Tourism Village while supporting sustainable tourism development and community empowerment.

Unveiling The Appeal of Wayang Jogja Night Carnival

Thu, 21 May 2026 00:00:00 +0200

The Wayang Jogja Night Carnival (WJNC) is a premier cultural street carnival in Yogyakarta that integrates traditional puppetry with modern technology. Despite its prominent role in destination branding, comprehensive studies balancing its socioeconomic benefits and urban management challenges remain limited. This study aims to analyze visitor demographics, economic impacts on local MSMEs, and evaluate the destination components using the 4A framework. A descriptive quantitative approach with a cross-sectional survey design was employed, gathering primary data from 487 randomly selected visitors and cluster-sampled local MSMEs during the event. Data were analyzed using descriptive statistics and cross-tabulation via SPSS. The findings reveal that visitors are predominantly female (57.1%) and dominated by Generation Z (50.3%). Economically, local MSMEs experienced a temporary boom, with daily turnover increasing by 150% to 300%. Evaluation of the 4A components indicates that 'attraction' scored the highest satisfaction (mean 4.45) , while 'amenities' scored the lowest due to limited sanitation facilities. Furthermore, the event induced traffic congestion within a 2-kilometer radius. In conclusion, WJNC significantly drives the local economy, but demands adaptive mobility management and upgraded public amenities for long-term sustainability. This research was institutionally supported and funded by the Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) Sekolah Tinggi Pariwisata AMPTA Yogyakarta, with data facilitation provided by the Dinas Pariwisata Kota Yogyakarta.