PROCEEDINGS

International Conference on
Responsible Tourism and Hospitality
(ICRTH) 2022
Mobilizing Responsible Tourism into Actions: Towards Economic Prosperity,
Socio-Cultural Inclusivity and Environmental Sustainability
Edited by
Hiram Ting, Jessica Ho, and Lenny Yusrini

ORGANIZED & CO-HOSTED BY WITH THE PARTICIPATION OF

IN PARTNERSHIP WITH
International Conference on Responsible Tourism and Hospitality (ICRTH) 2022

Responsibility of the contents belongs to the authors.

Copyright © 2023 Sarawak Research Society

All right reserved by Sarawak Research Society

No part of this publication may be reproduced or transmitted or utilized in any form or by any means,

electronic, mechanical, photocopying or otherwise, without the prior permission of the publisher.

Publisher: Sarawak Research Society

No 38, Tiya Residency, Lorong Pustaka 2E

Petra Jaya, 93050 Kuching, Sarawak, Malaysia

 INTERNATIONAL CONFERENCE ON RESPONSIBLE TOURISM AND HOSPITALITY (ICRTH) 2022

Table of Contents

Table of Contents ................................................................................................................................. i

Welcoming Message .......................................................................................................................... iii
Conference Committee Members ........................................................................................................v
Supporting Partners ........................................................................................................................... ix
1. Improvement of Digital-Based Halal Tourism Governance in the Post Pandemic Era in Riau-
Indonesia ........................................................................................................................................1
2. Divers’ Willingness to Pay for Conservation Efforts in Malaysia ................................................4
3. The Making of a Successful Chef in the Eyes of Culinary Practitioners and Culinary Educators
in Quezon City ...............................................................................................................................8
4. Intention to Visit Community-based Homestay among Young Adults in Malaysia: What Matters?
.....................................................................................................................................................12
5. Gain the Support for Sports Tourism Development through the perspective of Residents.........16
6. Environmental Awareness and Green Practices: The Mediating Role of Environmental
Commitment among Hotel’s Managers .......................................................................................20
7. Imitate? Or be Imitated? The Sustainable and Unique Competencies and Structure of Theme-
based Hotels .................................................................................................................................24
8. A Pilot Study on Malaysians’ Intentions to Travel Virtually ......................................................28
9. Promotion of Sustainability Through a Virtual Marine Tour ......................................................32
10. Keeping Up with TikTok: Examining the Entertainment Values and Its Effects on Urban Youth
Lifestyle and Well Being in Klang Valley ..................................................................................37
11. Indigenous Community and Involvement Mechanism in Tourism .............................................41
12. Sensory Experiences of Sarawak Laksa as Alternative Destination Images ...............................45
[Link] marketing in Tourism (Concepts and Research Issues: A Review)
.....................................................................................................................................................49
14. Antecedents of Pro-Environmental Behavioral Intention towards Eco-tourism of Chinese
Domestic Tourists: Integration of Theory of Planned Behavior and Theory of Interpersonal
Behavior .......................................................................................................................................53
15. Investigating the Size and Economic Value of National Parks in Guizhou, China .....................57
16. Regaining the Competitiveness of the Rural Community-based Ecotourism in the Era of Post
COVID-19: Tagal Marakau Ranau, Sabah, North of Borneo .....................................................61
17. The Enriched Meaning of Work for Tourist Guides in Sabah.....................................................65
18. What Actually Counts? Prioritizing Renovation Elements in Business Hotels ..........................68
19. The Impact of TikTok Social Media on Domestic Tourism in Indonesia ...................................73
20. Indicators to Measure Local Communities' Environmental Conservation Behavior in A Rural
Tourism Destination ....................................................................................................................77
21. The Island of Hope: Discovering the Potential of Bidong Island as a Historical Tourism in
Malaysia .......................................................................................................................................81
22. The Mediating Roles of Experience and Education in between the Relationship of Environment
and Revisit Intention to ‘Kongsi’ in George Town, Penang .......................................................85
23. Readiness of Student Entrepreneurs and Their Challenges during the COVID-19 Pandemic ....90
24. Antecedents of Hospital Brand Trust and its Relationships with Medical Tourists’ Behavioral
Intention .......................................................................................................................................94
25. Extending UTAUT2 and Perceived Substitutability in Heritage Tourism: Factors influencing
Malaysian Consumers’ Intention to Adopt Virtual Tours and Intention to Visit the Actual
Heritage Site ................................................................................................................................98
26. The Effect of Leisure Constraint on Female Solo Traveling Participation ...............................101
27. A Dynamic Perspective from Malaysian Government Agencies on the Safety and Security of
Music Festivals ..........................................................................................................................105
28. Food Tourism – Malaysian Perspective Towards Thai Food ....................................................109

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29. The Number of Visitors visiting Sabah, Malaysia and the Unemployment Rate are Key Metrics
for SDG 8 (Decent Work and Economic Growth) ....................................................................113
30. Social Media for Museum Heritage Promotion: Riding the Waves of ‘TikTok’ ......................117
31. Tourist Acceptance of Community-Based Edutourism in Ciburial Village, Bandung Regency
...................................................................................................................................................120
32. Green Open Space (GOS) in the Form of a City Park as a Population’s Recreation Place and Their
References on the Thematic Park in Bandung City ...................................................................124
33. Willingness to Pay and Willingness to Contribute for Komodo Dragon Conservation Fund ...129
34. Impact of Tourism Development on Habitat of Komodo Dragons in Labuan Bajo .................134
35. Staycation Post-pandemic: The Experiential Tourism in Malaysia ..........................................140
36. Development of Cultural Tourism Based on Kerinci Indigenous People in Jambi Province,
Indonesia ....................................................................................................................................143
37. The Influence of Korean Wave and Experiential Marketing on Purchase Decision at Korean
House Bandung ..........................................................................................................................147
38. To Travel or Not To Travel? Understanding the Relationship between COVID Stress and Travel
Avoidance ..................................................................................................................................151
39. Cultural Festival's Spatial Setting in Pampang Cultural Village Samarinda - East Borneo ......157
40. Gayo Lut Traditional Cuisines, a Key Element of Cultural Revitalization through Responsible
tourism in Central Aceh .............................................................................................................163
41. Community Perceptions in the Social and Cultural Impact from Tourism Activities in Cidahu
Village, District of Sukabumi ....................................................................................................167
42. Communicating Industrial Tourism as Identity Asset of Territories – A Regional Perspective on
Center of Portugal ......................................................................................................................170
43. Tourism Development Strategy Using A’WOT: Case Study in Ngada Regency, East Nusa
Tenggara ....................................................................................................................................174
44. Relationship of Customer Citizenship Behavior towards Intention to Revisit Heritage
Destination: Moderating Effect of Cultural and Historical Attractions.....................................178
45. Responsible Tourism in Southeast Asia Post COVID-19 Pandemic using NVIVO .................182
46. Digitalization of Heritage Mosque Tourism for Commercialization; Issues and Potential .......187

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Welcoming Message

Dear ICRTH2022 delegates,

INTERNATIONAL CONFERENCE ON RESPONSIBLE TOURISM AND HOSPITALITY

(ICRTH) is an annual international conference initiated by Sarawak Research Society (under the
initiative of Responsible Borneo) and the Ministry of Tourism, Creative Industry and Performing Arts
Sarawak (Malaysia) as a call to partnership and collective action through responsible tourism as a
vehicle for common good. ICRTH was first organized virtually in May 2021. The event featured 100
speakers from 28 countries and attracted more than 3,500 delegates from 96 countries. It culminated
in the declaration of the Sarawak Commitment to Responsible Tourism.

With the theme “Mobilizing Responsible Tourism into Actions: Towards Economic Prosperity,
Socio-cultural Inclusivity and Environmental Sustainability”, ICRTH2022 aimed to advance the
knowledge and practice of responsible tourism for sustainable development. The event featured 150
professional speakers from 30 countries and brought more than 250 tourism and hospitality
stakeholders (including officials, tourism and hospitality practitioners, academic institutions,
associations as well as local communities) from 27 countries together to share their ideas and
experiences as well as to network and build collaborations. It was also joined by officials from World
Tourism Organization (UNWTO), Pacific Asia Travel Association (PATA), United Nations
Educational, Scientific and Cultural Organization (UNESCO), The International Ecotourism Society
(TIES), World Tourism Association for Culture and Heritage (WTACH), Emerald Publishing etc. In
addition, the conference would not be a success without the support from 16 national partners and 17
international partners.

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As an industrial cum academic conference, ICRTH2022 also received more than 100 submissions of
extended abstracts and accepted 82 of them for presentation. 46 of these extended abstracts are
reviewed and subsequently published as the conference proceedings. These extended abstracts
highlight some of the key topics pertaining to responsible tourism. These topics include technology
and smart tourism, cultural and heritage tourism, medical tourism, ecotourism, gastronomy and food
tourism, inclusive tourism, hospitality services and sustainable practice, and destination marketing.
Hence, we are delighted to showcase these extended abstracts in our collection to perpetuate the
discourse on responsible tourism for future research endeavors.

More than just an event, ICRTH is an avenue to mobilize the responsible tourism mission. For more
information, please visit our website at [Link]. We look forward to your
participation in ICRTH2023 which will be held in Bogor, Indonesia on 21-25 September 2023 and
your contributions to our collective mission to drive and sustain tourism development for the well-
being of the people, planet and future generation.

---
Warmest regards

On behalf of ICRTH2022 Committee

Hiram Ting
Jessica Ho
Lenny Yusrini
Conference Chairs of ICRTH2022

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Conference Committee Members

CONFERENCE CHAIRS
Assoc. Prof. Dr. Hiram Ting, Sarawak Research Society and UCSI University (Malaysia)
Asst. Prof. Lenny Yusrini, Akademi Pariwisata (Indonesia) and Southeast Asia Research Academy
Assoc. Prof. Dr. Jessica Ho Sze Yin, Heriot-Watt University (Malaysia)

ADVISORY BOARD MEMBERS

Datu Hii Chang Kee, Premier of Sarawak Department (Malaysia)
Mdm. Mukvinder Kaur Sandhu, UCSI University and RCE Kuching (Malaysia)
Mr. Wan Yat Seng, Emerald Publishing (East Asia)
Dr. Aaron Tham, University of the Sunshine Coast (Australia)
Prof. Dr. Cheng Ming Yu, Universiti Tunku Abdul Rahman (Malaysia)

WORKING COMMITTEE MEMBERS

Secretariat Members
Dr. Yusman Bin Yacob, Universiti Teknologi MARA (Malaysia)
Dr. Fareiny Binti Morni, Universiti Teknologi MARA (Malaysia)
Dr. Fency Sivadasan, Sarawak Tourism Board (Malaysia)
Mdm. Lily Lau, Centre for Responsible Borneo (Malaysia)
Ms. Andrea Le Ta Hoang Nhi, Sarawak Research Society (Malaysia)
Ms. Mandy Chen Wei Xing, Centre for Responsible Borneo (Malaysia)

Review and Publication Committee Members

Assoc. Prof. Dr. Jayson Cham Tat Huei, UCSI University (Malaysia)
Asst. Prof. Dr. Leong Quee Ling, UCSI University (Malaysia)
Asst. Prof. Dr. Leong Choi Meng, UCSI University (Malaysia)
Dr. ‘Aqilah binti Yaacob, Taylor’s University (Malaysia)
Dr. Gan Jen Ling, Taylor’s University (Malaysia)
Dr. Khoo Kim Leng, Taylor’s University (Malaysia)
Dr. Ivon Lim Tze Yin, Swinburne University of Technology (Malaysia)

Marketing and Partnership Committee Members

Mdm. Elyn Fong Yee Ling, Sarawak Research Society (Malaysia)
Mr. Lucas Lim Tee Kiat, Pertubuhan Sejarah Hwa Gong Bau (Malaysia)
Mr. Nicholas Tiong Chiong Yieu, Sarawak Research Society (Malaysia)
Mr. William Loh, Emerald Publishing (East Asia)
Ms. Julie Liew Wan Ing, Centre for Responsible Borneo (Malaysia)
Ms. Mary Rose Maharlika P. Cruz, Polytechnic University of the Philippines (Philippines)

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Operations and Logistics Committee Members

Asst. Prof. Dr. Ida Anak Ingko, UCSI University (Malaysia)
Dr. Hii Puong Koh, UCSI University (Malaysia)
Dr. Lorna Liew Siew Ling, UCSI University (Malaysia)
Mr. Reuben Russell, UCSI University (Malaysia)
Mr. Tang Leong Kong, UCSI University (Malaysia)
Mr. Ting Hui Bun, UCSI University (Malaysia)
Mr. Wong Lee King, UCSI University (Malaysia)
Mr. Wu Ding Tan, UCSI University (Malaysia)
Ms. Adlin Baizura binti Ariffin, UCSI University (Malaysia)
Ms. Ivy Irvine Mikal, UCSI University (Malaysia)
Ms. Sim Pei Lin, UCSI University (Malaysia)

SCIENTIFIC COMMITTEE MEMBERS

Assoc. Prof. Dr. Ann Suwaree Ashton, National Institute of Development Administration (Thailand)
Assoc. Prof. Dr. Daryl Ace Cornell, Polytechnic University of the Philippines (Philippines)
Assoc. Prof. Dr. Kaede Sano, Wakayama University (Japan)
Assoc. Prof. Dr. Kandappan Balasubramanian, Taylor’s University (Malaysia)
Assoc. Prof. Dr. Mohd Hafiz Mohd Hanafiah, Universiti Teknologi MARA (Malaysia)
Assoc. Prof. Dr. Mumtaz Ali Memon, National University of Sciences and Technology (Pakistan)
Assoc. Prof. Dr. Pham Hong Long, University of Social Sciences and Humanities, (Vietnam)
Assoc. Prof. Dr. Tsz Wai (Iris) Lui, National Taiwan Normal University (Taiwan)
Assoc. Prof. Dr. Vanessa GB Gowreesunkar, Anant National University (India)
Assoc. Prof. Dr. Winnie Wong Poh Ming, University of Technology Sarawak (Malaysia)
Assoc. Prof. Dr. Yide Liu, Macau University of Science and Technology (Macau)
Assoc. Prof. Lenis Aislinn C. Separa, Polytechnic University of the Philippines (Philippines)
Assoc. Prof. Mia Bella R. Fresnido, Central Bicol State University of Agriculture (Philippines)
Asst. Prof. Christopher Wan Sageng, UCSI University (Malaysia)
Asst. Prof. David John Apigo, Polytechnic University of the Philippines (Philippines)
Asst. Prof. Dr. Aunkrisa Samgchumnong, Suan Dusit University (Thailand)
Asst. Prof. Dr. Cheung Man-Lai, Hang Seng University of Hong Kong (Hong Kong)
Asst. Prof. Dr. Chitralada Chaiya, Mahasarakham University (Thailand)
Asst. Prof. Dr. Eugene Aw Cheng Xi, UCSI University (Malaysia)
Asst. Prof. Dr. Ivy Siaw Hung Hii, BNU-HKBU United International College (China)
Asst. Prof. Dr. Jennifer Loverio, University of the Philippines (Philippines)
Asst. Prof. Dr. Karen Tan, Middle Tennessee State University (USA)
Asst. Prof. Dr. Kim-Lim Tan, BNU-HKBU United International College (China)
Asst. Prof. Dr. Kong Weng Hang, Macao Institute for Tourism Studies (Macao)
Asst. Prof. Dr. Li-Hsin Chen, National Kaohsiung University of Hospitality and Tourism (Taiwan)
Asst. Prof. Dr. Meng Qu, Hiroshima University (Japan)
Asst. Prof. Dr. Meng-Jun Hsu, National Kaohsiung University of Hospitality and Tourism (Taiwan)
Asst. Prof. Dr. Soni Sharma, IILM University (India)
Asst. Prof. Joseph Martin Pudun, UCSI University (Malaysia)
Asst. Prof. Prof. Titing Kartika, STIEPAR YAPARI Bandung (Indonesia)
Datin Dona Drury Wee, Culinary Heritage and Arts Society Sarawak (Malaysia)

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Dr. Arzyana Sunkar, IPB University (Indonesia)

Dr. Bryan Hsu Cheng Yu, National Taiwan Normal University (Taiwan)
Dr. Jacky Cheah Jun-Hwa, Universiti Putra Malaysia (Malaysia)
Dr. Chin Chee Hua, University of Technology Sarawak (Malaysia)
Dr. Chong Kim Mee, SEGi University (Malaysia)
Dr. Eva Rachmawati, IPB University (Indonesia)
Dr. Hendrati Dwi Mulyaningsih Universitas Islam Bandung (Indonesia)
Dr. Heriyadi, FEB Universitas Tanjungpura (Indonesia)
Dr. Indra V. Selvarajah, Universiti Putra Malaysia (Malaysia)
Dr. Jean Paolo G. Lacap, City College Angeles (Philippines)
Dr. Julia Chieng Chin Yee, Universiti Putra Malaysia (Malaysia)
Dr. Lilibeth Aragon, Lyceum of the Philippines University (Philippines)
Dr. Mageswari Kunasegaran, Universiti Putra Malaysia (Malaysia)
Dr. Mageswari Ranjanthran, Sunway University (Malaysia)
Dr. Maricar Joy C. Buluran, Norzagaray College (Philippines)
Dr. Mandy Siew Chen Sim, University of Nottingham (Malaysia)
Dr. Mohamad Noor Salehhuddin, Universiti Utara Malaysia (Malaysia)
Dr. Muhammad Izzat Zulkifly, Universiti Teknologi MARA (Malaysia)
Dr. Noraini Nasirun, Universiti Teknologi MARA (Malaysia)
Dr. Ong Yi Xuan, Nanyang Technology University (Singapore)
Dr. Park Thaichon, Griffith University (Australia)
Dr. Phang Ing @ Grace, Universiti Malaysia Sabah (Malaysia)
Dr. Phoebe Everingham, University of Newcastle (Australia)
Dr. Quang Dai Tuyen, Vietnam Tourism Research Network (Vietnam)
Dr. Rita Pidani, Newcastle Australia Institute of Higher Education (Singapore)
Dr. Sharifah Nurafizah Syed Annuar, Universiti Teknologi MARA (Malaysia)
Dr. Thanuja a/p Rathakrishnan, Taylor's University (Malaysia)
Dr. Tiong Ying Ying, Curtin University (Malaysia)
Dr. Viraiyan Teeroovengadum, University of Mauritius (Mauritius)
Dr. Wilson Ka Shing Leung, Hong Kong Polytechnic University (Hong Kong)
Dr. Yujie Zhu, Australian National University (Australia)
Mdm. Rozita Gee, Emerald Publishing (East Asia)
Mr. Chan Socheat, Ministry of Tourism (Cambodia)
Mr. Jiankun Gong, Universiti Malaya (Malaysia)
Mr. Loeurt To, Dewey International University (Cambodia)
Mr. Nhem Sochea, Royal University of Phnom Penh (Cambodia)
Mr. Sanhakot Vithayaporn, Stamford International University (Thailand)
Mr. Veasna Ky, East Asia Management University (Cambodia)
Ms. Do Thi Mai Doan Thuc, University of Algarve (Portugal)
Ms. Francesca Enchang, UCSI University (Malaysia)
Ms. Lauannah Ebeo Maningo, Universiti Kebangsaan Malaysia (Malaysia)
Ms. Le Hoang Phuong Linh, Hoa Sen University (Vietnam)
Ms. Nurul Ruwaidah Ahamad, Universiti Brunei Darussalam (Brunei)
Ms. Renugah Rengasamy, Universiti Malaya (Malaysia)
Ms. Putu Diah Sastri Pitanatri, Bali Tourism Institute (Indonesia)

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Ms. Steffi Yap, Swinburne University of Technology (Malaysia)

Prof. Dr. Andreas H. Zins, Curtin University (Malaysia)
Prof. Dr. Bikash Ranjan Debata, Kirloskar Institute of Advanced Management Studies (India)
Prof. Dr. Corina Joseph, Universiti Teknologi MARA (Malaysia)
Prof. Dr. Mei-Yen Chen, National Taiwan Normal University (Taiwan)
Prof. Dr. Sebrina Wang, National Kaohsiung University of Hospitality and Tourism (Taiwan)
Prof. Dr. Seung-Yoon Rhee, Hongik University (South Korea)
Prof. Dr. Shirley V. Guevarra, University of the Philippines (Philippines)

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Supporting Partners

NATIONAL PARTNERS

UCSI University Kuching Campus UCSI Hotel Kuching

Website: [Link] Website: [Link]
Facebook: [Link]/ucsisarawak Facebook: [Link]/UCSIHotelKuching

Regional Centre of Expertise (RCE) Kuching Reka Jaya Plantaion

Website: [Link] Facebook:[Link]/[Link]?
Facebook: [Link]/RCEKuchingUCSI id=100057134303146

The Kitchen Food The Round Tower 1886 Restaurant

Website: [Link] Facebook:
Facebook: [Link]/thekitchensibu [Link]/theroundtower1886restaurant

Leaves Food Industries BSP Team

Website: [Link] Website: [Link]
Facebook: [Link]/leavesfood Facebook: [Link]/BSPTeamBTB

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Borneo Keranji Farm Bau Hwa Gong Historical Society

Website: [Link]
Facebook: [Link]/borneokeranjifarm

Sarawak Produces Industries Company (SPIC) Meritin Hotel Kuching

Website: [Link] Website: [Link]
Facebook: [Link]/spickuching Facebook: [Link]/meritinhotel

Lagenda Hill’s Seafood Restaurant Universiti Teknologi MARA (UiTM)

Facebook: [Link]/LagendaHills Website: [Link]
Facebook: [Link]/uitmrasmi

MIC Boutique Thumbs Malaysia

Website: [Link] Website: [Link]
Facebook: [Link]/micboutiqueKuching Facebook: [Link]/thumbscrispychicken

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INTERNATIONAL PARTNERS

Southeast Asia Research Academy Emerald Group Publishing

Website: [Link] Website: [Link]
Facebook: Facebook:
[Link]/southeastasiaresearchacademy [Link]/EmeraldEastandSoutheastAsia

IPB University Akademi Pariwisata Indonesia

Website: [Link] Website: [Link]
Facebook: [Link]/ipbuniversity

Polytechnic University of the Philippines Ming Chuan University

Website: [Link] Website: [Link]
Facebook: [Link]/ThePUPOfficial Facebook: [Link]/MCU1957

Hoa Sen University HUTECH University of Technology

Website: [Link]/en Website: [Link]/english
Facebook: [Link]/HoaSenUni Facebook: [Link]/hutechuniversity

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University of Science and Technology of Vietnam Tourism Research

Southern Philippines Website: [Link]
Website: [Link] Facebook:
Facebook: [Link]/ustp2016 [Link]/vietnamtourismresearch

STIEPAR YAPARI Research Synergy Foundation

Website: [Link] Website: [Link]
Facebook: [Link]/[Link].1 Facebook: [Link]/ResearchSynergy

Kirloskar Institute of Management Dewey International University

Website: [Link] Website: [Link]/diu
Facebook: [Link]/kiamsOfficial Facebook: [Link]/diucambodia

The British University in Egypt Phare Ponleu Selpak

Website: [Link] Website: [Link]
Facebook: Facebook: [Link]/phareponleuselpak
[Link]/thebritishuniversityegypt

World Tourism Association for Culture & Heritage

Website: [Link]
Facebook: [Link]/[Link]

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ABSTRACT
SUBMISSIONS
 INTERNATIONAL CONFERENCE ON RESPONSIBLE TOURISM AND HOSPITALITY (ICRTH) 2022

1. Improvement of Digital-Based Halal Tourism Governance in the

Post Pandemic Era in Riau- Indonesia
Halim Dwi Putra 1*, Tengku Kespandiar 1, A. Malik 1 and Fanalisa Elfa 1
1
Politeknik Negeri Bengkalis, Indonesia

*Correspondence: halim@[Link]

Keywords: Governance; Halal tourism; Post pandemic

EXTENDED ABSTRACT

This is the argument of the research team to examine this problem. This study focuses on the role of
digitalization in the governance of halal tourism in Riau. The main data sources of this research are
primary sources and are supported by secondary data sources. Secondary data sources in the form of
documentation. This type of research is descriptive to find a digital-based halal tourism which better
governance model use. The research location is in Riau. The main data sources of this research are
primary sources and are supported by secondary data sources. Primary data were obtained from
policymakers for the management of halal destinations in Riau (local government) and players in the
halal tourism industry in Riau (destination managers, hotel managers, travel agents, culinary delights,
and other relevant elements). Researchers will also utilize data from local community leaders
(traditional leaders, religious leaders, cultural observers, environmentalists, tourism-aware
communities, and other relevant figures). Secondary data sources in the form of documentation. Data
collection techniques used observation, in-depth interviews, focus group discussions, and written
questions. Triangulation was used to test the validity of the data obtained. Data analysis used the
descriptive-analytical method by describing the data that had been obtained related to the research
problem and drawing conclusions.

LITERATURE REVIEW

All marketing and product development effort that are directed at Muslims, even without completely
religious motivations Ajeng et al. (2022) considered that Islamic tourism and Halal tourism are same
concepts and defined Islamic tourism as simply tourism mainly by Muslims who prefer to stay within
their culture.

Angga et al. (2021) Islamic tourism can be defined as “the activities of Muslims traveling to and
Andro et al. (2021) As a niche market “halal friendly “tourism includes halal hotels, halal transport
(halal airlines), halal food restaurants, halal tour packages and halal finance.

Purna cita nugraha et al. (2021) Traveling for tourism, as far as Islam is concerned, is a purposeful
activity. When a Muslim traveler, he or she wants to achieve spiritual, social, and physical goals. The
spiritual goal helps the Muslim to serve God in the best way. By traveling, for example, to visit
relatives, a Muslim strengthens the social bonds. The physical goal lets the Muslim lead a life free of
stress and become healthy.

Salman and Fan (2022) as a concept, halal traveling and tourism is composed of three elements: (1)
strengthening and promoting Islamic culture and values, (2) creating economic advantages for
Muslim societies, (3) improving Islamic self-esteem, identity, and beliefs.

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Yudha (2022), Trishananto (2021) and Wahyudin (2021) Halal represents Islamic law based on the
teaching of The Holy Quran and Sunnah and regulates every aspect of every Muslim's life. More
specifically, Halal, literally meaning lawful or licit in Arabic, functions as a constitutive element of
Islamic law, which is permitted, with respect to which no restriction exists, and the doing of which
Allah has allowed.

Damarsiwi et al. (2020) Defined Islamic tourism as “The encouragement of tourists likely to meet
their requirements of Sharia law”.

Christina et al. (2022) Defined Islamic tourism “as tourism in accordance with Islam, involving
people of the Muslim faith who are interested in keeping with their personal religious habits whilst
Traveling” Andro et al. (2021) Halal tourism is any tourism object or action which is permissible
according to Islamic teachings to use or engage by Muslims in tourism industry.

RESEARCH METHOD

This study uses a type of library research and is qualitative in nature because it describes descriptive
data and examines it spontaneously. This study looks for policies or ways to develop halal tourism
in Riau to increase demand. This qualitative research aims to understand the solution of the
phenomena experienced by the research subjects, holistically and through descriptive and author's
point of view.

RESULTS

Online marketing is a marketing strategy that utilizes the internet. Marketing activities to get
consumers' attention are carried out by utilizing social media, websites, email, and even augmented
reality. In close range marketing companies use Bluetooth and Wi-Fi to send promotions, products
and services directly to consumers when they are shopping. As the name suggests, this type of digital
marketing strategy uses email as a promotional medium for the company. This is an effective strategy
because it is more personal and promotional emails go directly to the inboxes of potential customers.
Inbound marketing is a digital marketing strategy that uses relevant and solution-based content and
interactions to get consumers closer to the company's products and services. Through these platforms,
companies provide quality content that will attract consumers' attention. This digital marketing
should be run with clear metrics, so companies can monitor whether the content is really effective in
improving marketing. This strategy is quite effective because now there are so many search engines.
By using an SEM strategy, marketers can increase the likelihood of potential customers visiting a
business website when they are looking for information. In addition to search engines, consumers
also tend to search for various products and services needed through social media. So, coming to
consumers and interacting with them through social media platforms has a great impact on business
development.

MANAGERIAL IMPLICATIONS

This research is expected to provide various benefits for the parties concerned, including:

1. For Riau local government: The results of this study can be used as material for consideration
and evaluation of motivation, opportunities, problems, as well as to use suggestions from the
authors summarized from various sources to leave the tourism center in the Riau area.

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2. For academics, it is hoped that this research can be used to knowledge and complete the literature
on the role of e-commerce on halal tourism.

FUTURE RESEARCH DIRECTIONS

For further researchers, suggestions that can be given related to this research are expected to further
researchers to find the cause of the decline in halal tourism in the Riau area internally and externally.

REFERENCES

Chanin, O., Sriprasert, P., Abdul Rahman, H., & Don, M. S. (2015). Guidelines on halal tourism management
in the andaman seacoast of Thailand. Journal of Economics, Business and Management, 3(8), 791-794.
Damarsiwi, E. P. M., Indriasari, N., & Anggraini, I. (2020). Halal Tourism Promotion Using E-Commerce
Social Media On Tourist Visit: Study In Bengkulu Province. Jelajah: Journal of Tourism and
Hospitality, 2(1), 33-44. [Link]
Latianingsih, N., Mariam, I., Rudatin, C. L., Usmanij, P., & Ratten, V. (2022). Aligning Strategic MSME
Entrepreneurship to Local Government Policy: A Case Study of a Tourism Village in Bogor Indonesia.
In Strategic Innovation (pp. 21-33). Springer, Cham.
Marlinda, A. P., Al-Fadhat, F., Cipto, B., & Jubba, H. (2022). Halal tourism as a strategic option for South
Korean tourism. Journal of Islamic Marketing.,ISSN: 1759-0833
Nugraha, P. C. (2021). The Utilization Of Soft Law In Promoting Digital-Based Platform To Strengthen
Indonesia’s Halal Industry And SMEs. Indonesian Law Journal, 14(2), 157-171.
Pramana, A., & Zamaya, Y. (2021). The Potential Identification of Pulau Belimbing Village for the
Development of Halal Tourism in Kampar Regency. Jurnal Dakwah Risalah, 32(1), 96-111.
Rakhmad, A. A. N., & Hidayat, W. N. (2021, November). Halalan. Id: Design and Build Halal Tourism
Application to Develop Halal Smart City in East Java. In BISTIC Business Innovation Sustainability and
Technology International Conference (BISTIC 2021) (pp. 189-194). Atlantis Press.
[Link]
Trishananto, Y., Arianti, D. I. N., & Maulani, E. D. (2021, December). Halal Culinary Tourism Promotion
Strategy in Improving Performance Small and Medium Enterprises Through Digital Marketing in Batam
City. In Annual International Conference on Islamic Economics and Business (AICIEB) (Vol. 1, pp. 433-
438). [Link]
Wahyudin, U., Randa, A. R., El Karimah, K., & Santoso, I. M. (2021). The misunderstanding of halal tourism
in Bandung city-Indonesia: Muslim tourist arrivals are increasing in the obscurity of concepts. Journal of
Islamic Marketing. [Link]
Yousaf, S., & Xiucheng, F. (2022). Halal culinary and tourism marketing strategies on government websites:
A preliminary analysis. Tourism Management, 68, 423-443.
Yudha Trishananto. (2022). Halal Culinary Tourism Promotion Strategy in Improving Performance Small and
Medium Enterprises Through Digital Marketing in Batam City, Annual International Conference on
Islamic Economics and Business (AICIEB)
Yuliaty, T., Hawariyuni, W., & Trianto, B. (2021, December). Economic Recovery in North Sumatera
Province After the Covid-19 Pandemic, Through MSME Development and Increasing Muslim Friendly
Tourism. In Journal of International Conference Proceedings (JICP) (Vol. 4, No. 3, pp. 639-703).

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2. Divers’ Willingness to Pay for Conservation Efforts in Malaysia

Samshul Amry Abdul Latif 1* and Luqman Imzan Huzey Imzan 1
1
International Islamic University Malaysia, Malaysia

*Correspondence: iium_samshul@[Link]

Keywords: Conservation; Diver motivation; Diver satisfaction; Responsible underwater behavior;

Willingness to pay

EXTENDED ABSTRACT

Malaysia is a popular destination for divers due to its abundance of marine resources and favorable
climate. The largest diving certification body, Professional Association of Diving Instructors (PADI),
reported that over 900,000 divers are certified annually, totaling 25 million certified divers
worldwide.

Although the diving tourism contributes to employment and economic activities like training, boat
operators, underwater guides, and dive masters, effective management of a diving tourism site and
conservation is needed to minimize negative impacts caused by such activities (Booth et al., 2022).
The economic and social gains do not outweigh the possible negative effects and impacts on the
environment. As an example, marine species like sharks, rays, turtles, and cetaceans are some of the
most imperiled in the animal kingdom due to human activities (Booth et al., 2022). This study
examines whether divers' satisfaction, motivation, and responsible underwater behavior influence
their willingness to pay a conservation fee or permit in Malaysian diving destinations.

LITERATURE REVIEW

Willingness to Pay

Maritime activities that use marine biodiversity resources are undervalued since their cost is difficult
to rationalize. Without enough collection, environmental deterioration could happen. Marine
conservation can be helped by user fees. Properly managed user fees can fund environmental
conservation. Users of the maritime environment should contribute to its sustainability by paying
user fees, which fund conservation efforts. Entry, exit, and diving activities are charged.

Motivation of Divers and Willingness to Pay

Most tourism industries use travel motivation to determine tourist engagement and travel patterns. It
is a driving factor that encourages tourists to travel to destinations that satisfy their desires. Divers
are willing to pay extra for great marine life, decent water conditions, interesting underwater settings
and sceneries, and a wide diversity of fishes (Grafeld et al., 2016; Schuhmann et al., 2019; Trujillo
et al., 2016).

Responsible Underwater Behavior and Willingness to Pay

Divers' incompetence, lack of scuba diving abilities, knowledge, and specialization may cause
irreversible coral damage (Pepe, 2010). Previous research has linked divers' specialization and
training level to responsible underwater conduct, implying that educated divers are more likely to be

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responsible (Allkins et al., 2021; Thapa et al., 2006). Divers who are educated and trained value the
environment and are more willing to pay for conservation activities.

Diver Satisfaction and Willingness to Pay

Studies show a link between diver satisfaction and conservation funding. An appealing site with
outstanding service can meet the expectations of tourists and divers, maximizing earnings, supporting
the local population, and protecting the environment (Duran-Roman et al., 2021). Satisfied tourists
will pay more to improve their travel experience and reduce negative repercussions (Yu et al., 2018).

Research Hypotheses

H1 Motivation of divers to engage in a dive expedition affects the divers’ willingness to pay for
conservation efforts.

H2 Divers’ responsible underwater behavior affects divers’ willingness to pay for conservation
efforts.

H3 Diver’s satisfaction affects divers’ willingness to pay for conservation efforts.

RESEARCH METHOD

The quantitative study targets divers who have visited diving sites in Malaysia as primary
respondents, with a minimum sample size target set at 74 as recommended by Tabachnick and Fidell
(2007). The data were acquired using a non-probability survey questionnaire. Google Form was used
due to COVID-19 constraints and shared in the Malaysian-based scuba social media groups including
Scubajunkie, Malaysia Diving Community, and @clubnomad to reach potential respondents on
Facebook, WhatsApp, and Instagram. To analyze the data, IBM SPSS Statistics version 26 was used.

The domestic divers' motivation measurement scale was adopted and adapted from Carvache-Franco
et al. (2020), and the divers' responsible underwater behavior was based on Allkins et al. (2021).
Diver satisfaction was measured using Musa et al. (2008), while the willingness to pay for
conservation efforts was measured using Pedroso and Biu Kung'u (2019), and Schuhmann et al.
(2019). In addition, three open-ended questions were asked about the respondents’ understanding of
conservation fees and their position on paying for marine park conservation fees. Table 1 shows the
reliability of the scales, mean, and standard deviation.

Table 1: Descriptive Statistics

Variables Cronbach’s Alpha Mean
WTP .848 4.61
MD .921 4.33
RUB .917 4.48
DS .938 4.18
Note: WTP - Willingness to Pay, MD - Motivation of Divers, RUB - Responsible Underwater Behavior, DS - Diver
Satisfaction.

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Sample Profile

The total number of respondents obtained was 110. Of the 110 respondents, 54.5% were males. The
majority age group was the 41-to-50 years old segment (34.30%). Majority of the respondents were
employed (75.5%), while the unemployed categories were students (16.4%) and pensioners (8.2%).
More than half (54%) earned an income of more than RM 6,000 monthly. Only 24.5% of the
respondents earned less than RM 1,500 per month. The majority of the respondents (47.3%) were
categorized as Advanced Open Water Diver and most of them dived with 4-to-6 fellow divers
(50.9%). In terms of vacation duration, 61.8% of the respondents selected 4-to-6 days.

RESULTS

Multiple Regression Results

The R-square value obtained for the model was able to explain 53.5% of the variance in willingness
to pay for conservation efforts. The tolerance values of independent variables are more than .10,
while the VIF values, are less than 10, suggesting that there is no issue of multicollinearity.

Table 2: Coefficient Analysis

Variables Std. Coef. t-values Sig. Decision
MD .649 8.934 .000 H1 Supported
RUB .168 2.437 .016 H2 Supported
DS .057 .794 .429 H3 Not Supported
Note: WTP - Willingness to Pay, MD - Motivation of Divers, RUB - Responsible Underwater Behavior, DS - Diver
Satisfaction. a. Dependent Variable: Willingness to Pay.

Hypotheses Testing

The results demonstrate a strong relationship between motivation of divers and willingness to pay
for conservation efforts, with a beta value of .649 and a p-value of .000. H1 is accepted. The results
show a positive relationship between responsible underwater behavior and willingness to pay for
conservation, with a beta value of .168 and a p-value of .016. H2 is supported and accepted. The
results indicate that there is no association between diver satisfaction and willingness to pay, as the
beta value is .057 with a p-value of .429. H3 is rejected.

DISCUSSIONS

This study's findings echoed prior research (Roberts et al., 2017) that divers value marine, reef, and
biodiversity conservation. Divers who respect the natural environment, such as better coral and water
quality, are willing to contribute to conservation (Schuhmann et al., 2019). Divers who respect nature
and are environmentally concerned are more likely to dive responsibly.

Similar findings have been observed between environmental awareness and willingness to pay for
marine conservation (Daly et al., 2015; Yu et al., 2018). Another study linked environmental
awareness to higher education, implying educated people are more likely to help with conservation
(Arin & Kramer, 2002). Interestingly, the results indicated that the divers were satisfied with their
diving experience and the services provided but that does not make them eager to pay for
conservation.

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FUTURE RESEARCH DIRECTIONS

More research is needed to generalize the findings. Policy goals like "a sustainable and equitable blue
economy" may benefit from the underutilized income stream provided by the marine tourism
industry, which might help fund marine conservation efforts (Booth et al., 2022). Future research
should look on the non-divers’ or marine-based recreational users’ willingness to pay for
conservation. Future research should give more attention to international divers in Malaysia. The
effects of political and social considerations should also be examined.

REFERENCES

Allkins, M. E., Tshipala, N. N., & Hermann, U. P. (2021). Scuba divers’ attitudes towards responsible
behaviour and profile. African Journal for Physical Activity and Health Sciences (AJPHES), 27(1), 1–15.
[Link]
Booth, H., Mourato, S., & Milner-Gulland, E. J. (2022). Investigating acceptance of marine tourism levies, to
cover the opportunity costs of conservation for coastal communities. Ecological Economics, 201, 107578.
Grafeld, S., Oleson, K., Barnes, M., Peng, M., Chan, C., & Weijerman, M. (2016). Divers’ willingness to pay
for improved coral reef conditions in Guam: An untapped source of funding for management and
conservation? Ecological Economics, 128, 202–213.
Pepe, S. L. (2010). Caution diver below! A case for enhanced environmental education and policies to raise
awareness of sustainable scuba diving. ProQuest Dissertations and Theses, 68.
[Link]
A[Link]
8&rfr_id=info:sid/ProQuest+Dissertations+%26+Theses+Global&rft_val_
Schuhmann, P. W., Skeete, R., Waite, R., Lorde, T., Bangwayo-Skeete, P., Oxenford, H. A., Gill, D., Moore,
W., & Spencer, F. (2019). Visitors’ willingness to pay marine conservation fees in Barbados. Tourism
Management, 71(October 2018), 315–326. [Link]
Tabachnick, B. G., & Fidell, L. S. (2007). Using Multivariate Statistics. In PsycCRITIQUES (5th ed., Vol. 28,
Issue 8). Pearson Education Inc. [Link]
Thapa, B., Graefe, A. R., & Meyer, L. A. (2006). Specialization and marine based environmental behaviors
among SCUBA divers. Journal of Leisure Research, 38(4), 601–615.
Trujillo, J. C., Carrillo, B., Charris, C. A., & Velilla, R. A. (2016). Coral reefs under threat in a Caribbean
marine protected area: Assessing divers’ willingness to pay toward conservation. Marine Policy, 68, 146–
154.

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3. The Making of a Successful Chef in the Eyes of Culinary

Practitioners and Culinary Educators in Quezon City
Benrea Barcelona 1, Kimberly Betache 1, Joyce Anne David 1, Aaron Fetalvo 1,
Arleen Peralta 1*, Steven John Soria 1 and Ma. Cristina DEM Trinidad 1
1
Polytechnic University of the Philippines, Philippines

*Correspondence: adperalta@[Link]

Keywords: Chefs; Chef's competency; Culinary arts; Culinary competency; Polytechnic University
of the Philippines

EXTENDED ABSTRACT

During the pandemic, the hospitality and tourism industry faced its most depressing situation. The
food business contributes significantly to helping and reviving the dying industry at some point
during this terrible time. Since the food industry has a big impact on the economy and people's lives,
it's important to consider the education and training of those working in the food service industry
because they generate the goods and services that are provided to visitors. In the past 20 years, the
appearance of the Culinary Arts as a profession has significantly impacted the academic advancement
of culinary schools. Culinary Arts education brings out work-ready and professional chefs, and it
improves different life-long skills in a student that will lead the industry to success. Industry
professionals have complained about the shortage of skills and low levels of education in Culinary
Arts courses. In line with that, challenges also result in a lack of chefs' competencies. These include
- unpreparedness for the pressure in the workplace, training issues, unrealistic expectations from the
industry regarding the work environment readiness of a student, and difficulties in adjusting to the
workplace that causes discouragement. Thus, developing a Culinary Arts curriculum must be
designed for aspiring chefs in the local and international fields. The culinary programs must also have
the capability to deal with changes to ensure the graduates' success in their chosen careers. Similarly,
the academe is responsible for applying competencies to the pedagogy that aligns with the industry’s
needs. General competencies such as leadership and motivation are important to advance in one’s
career. Furthermore, according to a study by Vaz-Fernandez and Caeiro (2019) hygiene and food
safety competency in the core dimension is essential to the culinary professionals in the industry. A
chef's functional competency is culinary expertise. It is acquainted with the knowledge of food
service operations, recipes and menu development, and culinary flavors.

OBJECTIVES

Studies recommend that there should be comprehensive efforts from institutions and educators in the
industry to review the curriculum for development. There should also be a connection between the
industry, and educators to meet the industry’s latest trends, market demands, and expectations.
Therefore, this study aims to answer the needed and significant competencies that a culinary student
should possess to be a competent chef. The objective of this paper is to provide suggestions for how
culinary students will be able to meet the standards of the culinary industry, through understanding
the pandemic-relevant and lacking competencies in the culinary arts program. The researchers aim
to produce a competency model that comprises the recommended competencies of industry
practitioners and culinary educators. Lastly, the study also aims to provide a list of culinary activities,
vital knowledge, and skills needed by culinary students, especially during this time of the pandemic.

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RESEARCH METHOD

This study uses a grounded theory method of qualitative research. To collect the essential data for
this study, researchers chose five industry practitioners and five culinary educators from various areas
of Quezon City, Metro Manila, Philippines. A minimum of three years of experience teaching in
schools in Quezon City that offer culinary arts programs is required of culinary educators, who should
be between the ages of 25 and 50. The industry practitioners, on the other hand, must be between the
ages of 25 and 50, be professional chefs currently employed in Quezon City, and have at least three
years of industry experience. This study used purposive sampling for the selection of participants.
Samples were purposively selected because they are the experts in the field of this study. With
connections and an intensive selection of participants, the researchers narrowed the range of variation
and focused on similarities. The criteria used to choose the participants stipulates that they must be
industry professionals or culinary educators, have first-hand knowledge of the state of the culinary
industry, and have experience assessing the skills of culinary students. Semi-structured interviews
with the chosen participants were conducted utilizing an online video conferencing platform.
Through the analysis of participant responses, the study's goal was achieved. In keeping with that,
the researchers analyzed the data using the inductive approach.

RESULTS

This study shows that Culinary Educators and Industry Practitioners believe that all the skills in
general competencies are important since each skill contributes to a chef's competence; these skills
are connected to function effectively. Among core capabilities, ensuring food safety and hygiene
takes precedence. Additionally, functional competency results demonstrate that professionals in the
culinary business and educators agree that the student should be able to use a variety of cooking
techniques. This is what mostly motivates people to carry out duties effectively. Finally, the
participants believe that social intelligence and verbal and written communication skills are essential
for operational competence because culinary students will interact with others while working in the
kitchen.

DISCUSSIONS

All the general competencies and core competencies, in the participants' opinion, are crucial. They
think the competencies complement one another on an equal footing. Participants believe that in
terms of functional competencies, food presentation is the least important. The technology abilities
stand out among the many suggestions for the least crucial competency in operational competence.
Most industry professionals and culinary educators concur that a chef's job is done in the kitchen
rather than around computers.

The core of everything a student should learn, according to industry practitioners, therefore having
core competencies and concentrating on them is the key to all the other competencies. However,
according to culinary educators, functional competencies are the fundamental skills every chef should
possess because they define a chef's identity. The students will be able to adjust well and demonstrate
their competencies regardless of the circumstances the new normal people are in if they choose to
seize the chance presented by the pandemic, learn to be resilient and flexible, and have never-ending
passion.

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FUTURE RESEARCH DIRECTIONS

The information acquired shows that the participants' opinions on the competencies and abilities that
students and chefs should possess during this epidemic, as well as on the competencies that the
culinary program lacks, differ. The discrepancies in the participants' perceptions are thus made clear.
As a result, the researchers developed the competency model that is depicted in Figure 1. The
proposed competency model will assist the culinary schools in determining what aspects of the
culinary arts program should be improved. The model can be used as a guide for culinary schools
and the industry regarding the modifications that can be made to help chefs and culinary students
develop their skills. The model also exhibits both the perspective of industry practitioners and
culinary educators. Hence, it can assist culinary schools in aligning their programs for students to
match industry requirements.

Figure 1: Competency Model by (Barcelona et al., 2021)

Industry Practitioners and Culinary Educators agreed that the culinary program should emphasize
practical and longer time with on-the-job training and apprenticeship because the current program is
not enough for the students to develop the relevant skills. Industry Practitioners suggested that
culinary programs need to focus more on teaching food safety, and improving the students' character,
creativity, and actual skills as it will raise their skill set. However, culinary educators thought that
sustainability should be emphasized in the curriculum. Finally, gaining practical knowledge and core
skills can help culinary students succeed in the current industry.

REFERENCES

Allen, H., & Mac Con Iomaire, M. (2016). Secrets of a Head Chef: Exploring Factors Influencing Success in
Irish Kitchens. Journal of Culinary Science & Technology, 15(3), 187–222.
[Link]

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Gersh, I. (2016). Culinary Industry Practitioners' and Educators' Perceptions of Core Competencies for a 4-
Year Bachelor's Degree in the Culinary Arts. Journal of Hospitality & Tourism Education, 28(1), 32–43.
[Link]
Mahfud, T., Pardjono, D., & Lastariwati, B. (2019). Chef's Competency as A Key Element in Food Tourism
Success: A Literature Review. GeoJournal of Tourism and Geosites, 26 (3), 1057–1071.
[Link]
Marinakou, E., & Giousmpasoglou, C. (2020). Chefs' competencies: a stakeholder's perspective. Journal of
Hospitality and Tourism Insights. [Link]
Sharma, S., & Sharma, R. (2019). Culinary skills: the spine of the Indian hospitality industry. Worldwide
Hospitality and Tourism Themes, 11(1), 25–36. [Link]
Suhairom, N., Musta’amal, A. H., Mohd Amin, N. F., Kamin, Y., & Abdul Wahid, N. H. (2019). Quality
culinary workforce competencies for sustainable career development among culinary professionals.
International Journal of Hospitality Management, 81, 205–220.
[Link]
Vaz-Fernandes, P., & Caeiro, S. (2019). Students’ perceptions of a food safety and quality e-learning course:
A case study for a MSC in food consumption. International Journal of Educational Technology in Higher
Education, 16(1). [Link]
Vogel, D., Sohn, A. P., & Gomes, K. (2020). Analysis of Competencies Models in Culinary Arts Higher
Education. Journal of Culinary Science & Technology, 19(2), 171–186.
[Link]

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4. Intention to Visit Community-based Homestay among Young

Adults in Malaysia: What Matters?
Tze-Yin Lim 1, Choi-Meng Leong 2*, Bibiana Chiu-Yiong Lim 1, Rodney Thiam Hock Lim1
and Kiat Sing Heng 1
1
School of Business, Faculty of Business, Design and Arts, Swinburne University of Technology,
Sarawak Campus, Malaysia
2
UCSI Graduate Business School, UCSI University, Malaysia

*Correspondence: leongcm@[Link]

Keywords: Community-based homestay; Model of goal-directed behavior; Motivational theory;

Visit intention; Young adults

EXTENDED ABSTRACT

The tourism industry has been one of the most severely affected by the COVID-19 global pandemic
in 2020 (Ghebreyesus, 2020). As a result of the prolonged closure of international borders, a sharp
decrease in tourist arrivals in Malaysia in 2020 brought about a massive decline of nearly 70% of
tourism receipts by the domestic tourism sector compared to the previous year (Tourism Malaysia,
2020). Previously, the tourism industry had generated RM 11 billion in 2018, which accounted for
7.5% of Sarawak’s gross domestic product (GDP). Out of this amount, RM 5.4 billion was
contributed by domestic tourism (Department of Statistics Malaysia, 2019), including rural tourism.

As a developing country, Malaysia has great potential for rural tourism and community homestay
programs because of its multicultural heritage and ethnic diversity (Janjua et al., 2021; Muslim et al.,
2017). The Ministry of Tourism Malaysia has been actively promoting homestay programs. For
example, under the Rural Tourism Master Plan, rural communities are encouraged to participate in
rural tourism development programs as a way to improve living quality and standards (Lo et al.,
2013).

Numerous homestay studies have focused on the perspectives of homestay operators and local
communities on the social, cultural, economic, and environmental benefits, community development,
and concerns about sustainability (Acharya & Halpenny, 2013; Fong et al., 2016). A few studies have
addressed tourists’ perspectives, by investigating their perceptions, perceived values, and motivations
for visiting rural homestays (Law & Lo, 2016; Rasoolimanesh et al., 2016). Nevertheless, studies
focusing on community-based homestays among young adults in rural areas in Malaysia are limited
at best, especially during the pandemic era (Pasa, 2020).

The study's main objective was to identify young adults' intention to visit community-based
homestays using the goal-directed behavior model and push and pull motivation theory, in the context
of the COVID-19. Furthermore, this study sought to evaluate the mediating effect of perceived value
on the relationship between push factors and intention to visit community-based homestay. Safety
and health concerns were adopted in this study to examine the moderating effects between perceived
value and intention to visit a community-based homestay during the pandemic era (Zou & Meng,
2020).

This study contributes to understanding young adults’ intention to visit community-based homestays
from four motivational push factors (relaxation, socialization, learning, and entertainment) and
perceived value (Lwoga & Maturo, 2020). The study extends the literature by testing the mediating

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effect of perceived value and the moderating effect of health and safety concerns on the relationship
between motivational push factors and the intention to visit the homestay. In addition, the current
study provides a better understanding of the impact of the pandemic on the community-based
homestay in rural areas, which is currently lacking in the literature (Kement et al., 2020).

LITERATURE REVIEW

The Model of Goal-directed Behavior (MGB) was formulated to deal with both intentional and
unintentional impacts associated with emotional, motivational, and prior behaviors (Perugini &
Bagozzi, 2001). Motivation is an essential factor in travel behavior and has been extensively
researched and used in tourism marketing strategies (Adruce et al., 2021). According to push and pull
theory, the intrinsic and extrinsic variables affect a person's decision to participate in certain tourism
activities (Lwoga & Maturo, 2020). Push factors refer to individual travelers’ intrinsic desires and
their effects may be significant in explaining the initial excitement, energizing, or 'push' to take a
holiday (Dean & Suhartanto, 2019).

Figure 1: Proposed Conceptual Framework

RESEARCH METHOD

The respondents were Malaysians aged between 18 and 24. The minimum sample size of 129 was
determined by using a power analysis with the impact size of 0.15, the alpha error probability of 0.05,
and the power of 0.95 for four predictors. Using questionnaires distributed to respondents, a total of
268 responses qualified for this study. In terms of data analysis, Partial Least Square Structural
Equation Modeling (PLS-SEM) was used to test the proposed research model.

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RESULTS AND DISCUSSIONS

The results indicated that the perceived value of community-based homestays is positively affected
by relaxation, learning, and entertainment. Malaysian young adults value relaxation when deciding
on a place to travel and visit, even in the middle of a pandemic or health crisis. The current findings
demonstrate that the respondents are willing and interested in learning the culture and traditions of
rural areas, which affects their perception of visiting rural community-based homestays. The findings
also indicated that young adult tourists were motivated to have a good time through homestay
entertainment activities, and visiting a homestay allows them to see what the local people are up to.
The analysis showed that socialization does not have a significant relationship with perceived value.
Young adults in Malaysia are yet to socialize with local people in rural areas, especially during the
pandemic, since there might be a concern about social distancing and other rules to adhere to.
Perceived value also mediates the relationship between the three said motivational push factors and
intention to visit a community-based homestay. The findings indicated that general safety and health
concerns do not moderate the relationship between perceived value and intention to visit community-
based homestays.

IMPLICATIONS

This study benefits tourism authorities and marketers who want to promote community-based
homestays. Theoretically, this study contributes to the theory of travel motivation by incorporating
the Model of Goal-directed Behavior (MGB) as well as introducing safety and health concerns as
moderators. Practically, this research demonstrates how motivation and perception of value can
influence young adults' intention to visit, which suggests that industry players should consider
creating values via activities, events, or environments that are entertaining and relaxing as well as
enabling knowledge creation.

FUTURE RESEARCH DIRECTIONS

The current study only focused on young adults in a developing country, namely Malaysia. However,
cultural variations may affect visitors' perceptions of rural homestay, which are not accounted for in
this study. It is also suggested that future studies to include respondents from different age groups to
obtain better insights regarding the study. In addition, a qualitative approach can be employed in the
future to confirm the proposed model and gain deeper insights.

REFERENCES

Acharya, B. P., & Halpenny, E. A. (2013). Homestays as an Alternative Tourism Product for Sustainable
Community Development: A Case Study of Women-Managed Tourism Product in Rural Nepal. Tourism
Planning and Development, 10(4), 367–387. [Link]
Adruce, S. A. Z., Ting, H., Hong, P. C., Tze-Yin, L., & Kichin, S. (2021). Visit, Revisit, or Stay Longer? A
Case of Emerging Tourism Destination. Asian Journal of Business Research, 11(2), 122-136.
Dean, D., & Suhartanto, D. (2019). The formation of visitor behavioral intention to creative tourism: the role
of push–Pull motivation. Asia Pacific Journal of Tourism Research, 24(5), 393-403.
Fong, S. F., Lo, M. C., Songan, P., & Nair, V. (2016). Self-efficacy and sustainable rural tourism development:
local communities’ perspectives from Kuching, Sarawak. Asia Pacific Journal of Tourism Research,
22(2), 147–159. [Link]
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11 March 2020. [Link]
remarks-at-the-media-briefing-on-covid-19---11-march-2020

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Janjua, Z.U.A., Krishnapillai, G., & Rahman, M. (2021). A systematic literature review of rural homestays
and sustainability in tourism. SAGE Open, April - June, 1-17.
Kement, U., Çavuşoğlu, S., Demirağ, B., Durmaz, Y., & Bükey, A. (2020). Effect of perception of COVID-
19 and nonpharmaceutical intervention on desire and behavioral intention in touristic travels in Turkey.
Journal of Hospitality and Tourism Insights, 5(1), 230-249[Link]
Law, F. Y., & Lo, M. C. (2016). Rural tourism destination competitivenes of Kubah national park in Sarawak:
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perception in tourism planning. The Macrotheme Review, 2(1), 102–118.
Lwoga, N. B., & Maturo, E. (2020). Motivation-based segmentation of rural tourism market in African
villages. Development Southern Africa, 37(5), 773-790, DOI: 10.1080/0376835X.2020.1760791
Pasa, R. B. (2020). Tourism in Nepal: The Models for Assessing Performance of Amaltari Bufferzone
Community Homestay in Nawalpur. Nepalese Journal of Development and Rural Studies, 17, 54-71.
Perugini, M., & Bagozzi, R. P. (2004). The distinction between desires and intentions. European Journal of
Social Psychology, 31(1), 69–84.
Rasoolimanesh, S. M., Dahalan, N., & Jaafar, M. (2016). Tourists’ perceived value and satisfaction in a
community-based homestay in the Lenggong Valley World Heritage Site. Journal of Hospitality and
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[Link]

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5. Gain the Support for Sports Tourism Development through the

perspective of Residents
Yuen-Onn Choong 1, Thiam-Yong Kuek 1, Bobby Boon-Hui Chai 2, Saw-Chin Khor 1,
Mei-Peng Low 1* and Timothy Tzen-Vun Yap 3
1
Universiti Tunku Abdul Rahman, Malaysia
2
UCSI University, Malaysia
3
Multimedia University, Malaysia

*Correspondence: lowmp@[Link]

Keywords: Knowledge; Perceived impact of sports tourism; Sports tourism development

EXTENDED ABSTRACT

The rise of sporting events will boost tourism, the economy, and local communities, but it also raises
concerns about environmental degradation, pollution, higher living standards, vandalism, security,
traffic congestion, and infection rates in destination places. Local authorities may have trouble
gaining community support for sports tourism development. Ganji et al. (2020) and Tournois and
Djeric (2019) argued that local residents' participation is crucial for sustainable sports tourism
development.

Place attachment, socio-demographic characteristics (Tournois & Djeric, 2019), community

participation (Boonsiritomachai & Phonthanukitithaworn, 2019), place image (Chang et al., 2022),
and perceived impact of sports tourism are all related to the development of sports tourism (Chang
et al., 2020). Few studies have examined the impact of sports tourism and the support for its
development (SSTD). Chang and his colleagues argued that local residents with extensive tourism
knowledge could help them understand how sports tourism contributes to local communities (Chang
et al., 2022). This influences their perception of sports tourism impacts, which encourages them to
support sports tourism development projects. The main goal of this paper is to examine the mediating
effect of perceived sports tourism impact on local residents' tourism and SSTD knowledge.

LITERATURE REVIEW

Tourism knowledge means understanding tourism activity and how sports tourism development
affects local communities (Nunkoo & So, 2015). There is abundant research on the relationship
between tourism knowledge and tourism development support in other tourism contexts (Gutiérrez-
Tao et al., 2019; Meimand et al., 2017; Nunkoo & So, 2015; Rasoolimanesh et al., 2017), but not in
sports tourism in Malaysia. Residents with more knowledge about tourism understand its impact
better. This boosts residents' support for sports tourism.

Residents with high levels of knowledge can understand the economic, cultural, social, and
environmental impacts of tourism activities on local communities (Rasoolimanesh et al., 2017). If
residents saw more positive than negative impacts from sports tourism, they'd be more likely to
support its development and activities (Krishnaswamy et al., 2018). The hypotheses proposed by the
researchers are as follows.

H1 Knowledge about tourism is positively related to support for sports tourism development.

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H2 Knowledge about tourism is positively related to perceived impact of sports tourism.

H3 Perceived impact of sports tourism is positively related to support for sports tourism
development.

H4 The relationship between knowledge about tourism and support for sports tourism
development is significantly mediated by perceived impact of sports tourism.

RESEARCH METHOD

Research Procedure and Sample

In order to obtain a meaningful finding and making the results more transferable, those tourism
destinations which held sport tourism activities before were selected. Langkawi, Sepang, Bukit Jalil,
and Pulau Tioman were chosen as the locations to collect the responses owing to their experience in
holding sports tourism activities and events in the past. Purposive sampling technique was adopted,
and the local residents were invited to participate in the survey. Prior to the fieldwork, ethical
approval was granted by the Institute of Postgraduate Studies and Research (IPSR). Five local
research assistants were recruited and trained to facilitate data collection. The data collection was
conducted in October 2019. A total of 289 respondents agreed to participate in this survey. Out of
289 respondents, 149 are female respondents. The majority of them fall within the age group of 21–
30 years old (45%) and within the income range of RM 3,001 and RM 6,000 (35%).

Measurement Instruments

All items were adapted from past studies and measured with a five-point Likert scale ranging from
1-strongly disagree to 5-strongly agree. The questionnaire was designed and comprised of two
sections. Section A consists of items pertaining to respondents' basic demographical details, whereas
Section B consists of items related to knowledge about tourism, perceived impact of sports tourism,
and support for sports tourism development (SSTD). These items were pre-tested, and pilot tested.
Knowledge about tourism was measured with five items by Timothy (2002).

RESULTS

SmartPLS software was used to analyze the data. Both the measurement model and the structural
model were tested. The construct validity and reliability were assessed to confirm the measurement
model. whereas the assessment of the structural model was conducted to examine path analysis and
hypotheses.

Measurement Model

The measurement model was examined through the adoption of the partial least squares (PLS)
algorithm technique. All variable average variances extracted exceeded the minimum threshold value
of 0.500. whereas all items loaded surpassed the minimum cut-off value of 0.708. Aside from that,
none of the inter-correlations scores exceeds the 0.900 heterotrait-monotrait threshold value. Thus, it
was concluded that both convergent validity and discriminant validity were well ascertained. For
composite reliability, all constructs' composite reliability was greater than the minimum
recommended value of 0.708 (Hair et al., 2019). Therefore, the items are considered to have good
reliability.

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Structural Model

Based on the structural model analysis, a 5,000 resample was used to run the bootstrapping technique.
The statistical result reveals that knowledge about tourism is not significantly related to residents’
support for sports tourism development. While knowledge about tourism is positively related to the
perceived impact of sports tourism, Similarly, the perceived impact of sports tourism is positively
related to residents’ support for sports tourism development. For mediation analysis, it is also well
documented that the perceived impact of sports tourism fully mediates the relationship between
knowledge about tourism and residents’ support for sports tourism development. Therefore, all
hypotheses are well supported by the data, except for hypothesis 1.

CONCLUSION

Discussion and Implications

It has been proven that perceived tourism impact mediates the relationship between tourism
knowledge and residents' support for sports tourism development. This implies that local residents
won't support sports tourism development with tourism knowledge. Residents who understand sports
tourism can access and understand the economic, cultural, social, and environmental impacts of
tourism activities on local communities (Chang et al., 2022; Rasoolimanesh et al., 2017). It will
persuade them to support sports tourism development plans (Krishnaswamy et al., 2018). This finding
adds to the sports tourism literature by using perceived impact as a mediator between tourism
knowledge and residents' support for sports tourism development.

Limitations and Future Research

One of the common limitations of this study is that it is not able to provide causal inference due to
the nature of cross-sectional data (Choong et al., 2022). Longitudinal research is recommended to
understand the perceptions of respondents at different time points. Next, the data was collected before
the COVID-19 era. Therefore, the findings of this study are not able to accurately reflect the current
state of sports tourism (Chang et al., 2022). Thus, a more comprehensive study should be conducted
in the future, especially in the post-pandemic era. Local tourists may perceive sports tourism
differently after the nation and local society experienced pandemic fatigue.

REFERENCES

Boonsiritomachai, W., & Pitchayadejanant, K. (2019). Residents’ support for sports events tourism
development in beach city: The role of community’s participation and tourism impacts. Sage Open, 9(2),
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Chang, M. X., Choong, Y. O., & Ng, L. P. (2020). Local residents’ support for sport tourism development:
The moderating effect of tourism dependency. Journal of Sport and Tourism, 24(3), 215–234.
Chang, M.X., Choong, Y.O., Ng, L.P., & Seow, A.N. (2022). The importance of support for sport tourism
development among local residents: the mediating role of the perceived impacts of sport tourism. Leisure
Studies, 41(3), 420-436.
Choong, Y.O., & Ng, L.P. (2022). The effects of trust on efficacy among teachers: The role of organizational
citizenship behaviour as a mediator. Current Psychology. doi: [Link]
1
Ganji, S. F. G., Johnson, L. W., & Sadeghian, S. (2020). The effect of place image and place attachment on
residents’ perceived value and support for tourism development. Current Issues in Tourism, 24(9), 1304–
1318.
Gutiérrez-Taño, D., Garau-Vadell, J., & Díaz-Armas, R. (2019). The influence of knowledge on residents’
perceptions of the impacts of overtourism in P2P accommodation rental. Sustainability, 11(4), 1043.

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Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of
PLS-SEM. European Business Review, 31(1), 2–24.
Krishnaswamy, J., Abdullah, D., & Toh, C. W. (2018). An empirical study on residents’ place image and
perceived impacts on support for tourism development in Penang, Malaysia. International Journal of
Academic Research in Business and Social Sciences, 8(16), 178–198.
Meimand, S., Khalifah, Z., Zavadskas, E., Mardani, A., Najafipour, A., & Ahmad, U. (2017). Residents’
attitude toward tourism development: A sociocultural perspective. Sustainability, 9(7), 1170.
Nunkoo, R., & So, K. K. (2015). Residents’ support for tourism: Testing alternative structural models. Journal
of Travel Research, 55(7), 847–861.
Rasoolimanesh, S. M., Jaafar, M., & Barghi, R. (2017). Effects of motivation, knowledge and perceived power
on residents’ perceptions: Application of Webers theory in world heritage site destinations. International
Journal of Tourism Research, 19(1), 68–79.
Tournois, L., & Djeric, G. (2019). Evaluating urban residents’ attitudes towards tourism development in
Belgrade (Serbia). Current Issues in Tourism, 22(14), 1670-1678.
Üngüren, E., Kakmaz, Y. Y., & Yetkin, M. (2015). Local residents’ perceptions of the impact of hosting
national and international sporting events. International Journal of Science Culture and Sport, 3(11), 599–
61.

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6. Environmental Awareness and Green Practices: The Mediating

Role of Environmental Commitment among Hotel’s Managers
Ng Lee Peng 1, Choong Yuen Onn 1*, Tee Chee Wee 1, Kuar Lor Sin 1, Teoh Sok Yee 1 and
Chen I-Chi 1
1
Universiti Tunku Abdul Rahman, Malaysia

*Correspondence: alexleochoongyo@[Link]

Keywords: Environmental awareness; Environmental commitment; Green practices; Hotel

managers

EXTENDED ABSTRACT

Tourism is a key sector of Malaysian economy and contributed 14.1% of Gross Domestic Product in
2019 (Malaysia Economic Performance 2021, 2022). However, the overwhelming tourism activities
have detrimental effects on environment, such as different forms of pollutions, carbon emission, and
environmental degradation (Kuar et al., 2022). Meanwhile, the hotel sector which closely link to
tourism is one of the key CO2 producers and consume lot of resources that can negatively affect the
environment (Moise et al., 2021). A question remains: “Are the hoteliers aware or concern about
global environmental issues?” Today, the hotel industry is gradually recovered after more than two
years of the COVID-19 pandemic. Study showed that pandemic further stimulate attention towards
environment sustainability (Pelikanova et al.,2021). Several past studies have confirmed that more
hotels started to take initiative to develop green practices in response to the environmental issues
(Moise et al., 2021) and demand from consumers/tourists (Kuar et al., 2022). Green practices can be
defined as “a value-added business strategy that benefits a hospitality operation that engages in
environmental protection initiatives” (Kim et al., 2017). Most of the past studies focus on the
adoption of green practices from the perspective of tourists/consumers or employees. However, there
are scant research examine the hotel managers towards the adoption of green practices. Thereby, the
focal point of this paper is to examine the mediating mechanism of environmental commitment on
the relationship between environment awareness and green practices among hotel managers in
Malaysia. Managers play critical role as they are typically the key person to initiate the green
practices implementation in their premises and acted as a role model in their organization (Kuar et
al., 2022).

LITERATURE REVIEW

Environmental awareness (EA) is defined as the individual’s emotional attitude and respectful
towards the environment (Cui et al., 2015). Whereas environmental commitment (EC) is referred as
“an individual involvement and support for hotels’ adoption of environmental practices” (Kim et al.,
2015). Demir et al. (2021) indicated that consumers preferred to stay in green hotels that are more
environmentally friendly. Similarly, hotelier with greater awareness about the environment issue
better promote green practices. The managers with high EC provide support and actively involved in
the adoption of green practices in the hotel (Kim et al., 2015). Therefore, we also argued that people
with greater EA are passionate and committed toward green practices, such as waste management
and reduce consumption of water and energy. Thus, hypotheses are proposed as follows:

H1 Environmental awareness is positively related to green practices.

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H2 Environmental awareness is positively related to environmental commitment.

H3 Environmental commitment is positively related to green practices.

H4 The relationship between environmental awareness and green practices is significantly

mediated by environmental commitment.

RESEARCH METHOD

Research Procedure and Sample

The sample of this study was hotels’ top-level managers. A convenient sampling technique was used
to select the respondents. There were two selection criteria: (1) he/she must be a manager who possess
managerial discretion regarding the hotel’s green practice, and (2) has been worked in the current
hotel at least one year. The fieldwork was conducted from September to November 2019. We had
obtained an ethical clearance approval from Institute of Postgraduate Studies and Research. Several
research assistants were hired and trained to conduct data collection. Approximately 350 sets of
questionnaires were distributed to hotel managers. However, only 147 usable questionnaires were
collected yielded 42% response rate. Out of 147 respondents, 65 (44%) managers were male, and 82
(56%) managers were female.

Measurement Instruments

This study employed structured questionnaire that was designed in accordance with the main focal
point of this study. A three-item scale by Kim et al. (2015) was adapted to measure EC with reliability
alpha coefficient of 0.90. EA was adapted from Onwezen et al. (2013) consist of four items. For
green practices, it consists of seven items developed by Bagur-Femenias et al. (2016) and Kim et al.
(2015) with reliability alpha coefficient of 0.92. A five-point Likert scale (strongly disagree = 1 to
strongly agree = 5) was used for all measures. A pre-test and pilot test were conducted to ensure the
validity and reliability of the questionnaire.

DATA ANALYSIS

The SmartPLS software ver. 3 was used to conduct two step analytical approach: (1) assessment of
the measurement model via PLS algorithm, (2) evaluation of the structural model through
bootstrapping with 5,000 resample (Hair et al., 2019). No common method bias was detected as
exploratory factor analysis performed via SPSS showed that the first factor does not account more
than 50% of the variances.

Measurement Model

Based on the measurement model evaluation, all items factor loading exceeded the minimum
threshold value of 0.708 (Hair et al., 2019). The average variance extracted scores for all the three
constructs were greater than 0.5 cut-off value (i.e., range from 0.646 to 0.841). Thus, this further
confirmed the convergent validity. The composite reliability, Cronbach alpha value and rho_A were
all surpassed the minimum required value of 0.7 (Hair et al., 2019). Thereby, the adapted
measurement items are reliable.

For discriminant validity, the HTMT criterion was pursued. The statistical result revealed that none
of the inter-correlation score was more than the conservative threshold value-HTMT0.85, Thus, the
discriminant validity is achieved.

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Structural Model

The path analysis result shows that EA is positively related to EC (β=0.488, t=5.659, p<0.001).
Whereas EC is also positively related to green practices (β=0.375, t=3.290, p<0.05). However, there
is no significant relationship between EA and green practices. Thus, hypotheses 2 and 3 are supported
by the data, except hypothesis 1 is not supported.

For mediation analysis, it is evidenced that EC significantly mediate the relationship between EA
and green practices (β=0.174, t=2.588, p<0.05). Since the direct path is not significant, indicating a
full mediation. Thereby, hypothesis 4 is also well supported.

CONCLUSION

Discussion and Implications

The overarching purpose of this study is to examine the mediating effect of EC on the relationship
between EA and green practices among hoteliers. Based on the finding, we can conclude that hoteliers
with higher EA will not directly induce them to adopt, support and implement green practices.
However, hoteliers who care and know well about the environment issues (e.g., climate change and
global warming) are more committed to actively engages in environmental protection initiatives such
as invest in green energy by installing solar panels on rooftops, conservation of water, increase the
usage of rain water by installing a rain water harvesting system, paperless, implement 3R’s (reduce,
reuse and recycle) and waste management practices (Kuar et al., 2022; Kim et al., 2015).

Limitations and Future Research

One of the major limitations of this study is the sample comprised of different ratings, only small
number of samples are from 4-star and 5-star hotel. Therefore, a quota sampling technique could be
adopted, thereby it able to ensure the sample are more representative toward the target population.

REFERENCES

Bagur-Femenias, L., Celma, D., & Patau, J. (2016). The adoption of environmental practices in small hotels.
Voluntary or mandatory? An empirical approach. Sustainability, 8(7), 695, 1-14.
Cui, J., Jo, H., & Velasquez, M.G. (2015). The influence of Christian religiosity on managerial decisions
concerning the environment. Journal of Business Ethics, 132, 203-231.
Demir, M., Rjoub, H., & Yesiltas, M. (2021). Environmental awareness and guests’ intention to visit green
hotels: The mediation role of consumption values. PLoS One, 16(5), e0248815.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of
PLS-SEM. European Business Review, 31(1), 2–24.
Kim, S.H., Lee, K., & Fairburst, A. (2017). The review of “green” research in hospitality, 2000-2014: Current
trends and future research directions. International Journal of Contemporary Hospitality Management,
29(1), 226-247.
Kuar, L.S., Ng, L.P., Choong, Y.O., Chen, I.C., Teoh, S.Y., & Tee, C.W. (2022). Hotels’ green practices
adoption: Determinants and top managers’ environmental commitment. Advances in Hospitality and
Tourism Research, 10(2), 157-187.
Kuar, L.S., Ng, L.P., Teoh, S.Y., Tee, C.W., & Chen, I.C. (2020). Moving towards greener hotel: The roles of
manager’s environmental attitudes, self-transcendence value, and perceived benefits. Journal of Advanced
Research in Business, Marketing, and Supply Chain Management, 4(1), 8-14.
Moise, M.S., Gil-Saura, I., & Molina, M.E.R. (2021). The importance of green practices for hotel guests: Does
gender matter? Economic Research, 34(1), 3508-3529.

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Onwezen, M. C., Antonides, G., & Bartels, J. (2013). The Norm Activation Model: An exploration of the
functions of anticipated pride and guilt in pro-environmental behaviour. Journal of Economic Psychology,
39, 141–153.
Pelikanova, R. M., Cvik, E. D., & MacGregor, R. K. (2021). Addressing the COVID-19 challenges by SMEs
in the hotel industry–a Czech sustainability message for emerging economies. Journal of
Entrepreneurship in Emerging Economies, 13(4), 525–546.

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7. Imitate? Or be Imitated? The Sustainable and Unique

Competencies and Structure of Theme-based Hotels
Chia-Yen Ma 1, Ben Wu 2, Kuo-Ching Wang 1, Wen-Yin Lee 3, Wen-Hwa Lee 4 and
Keng-Ping Liao 1*
1
Graduate Institute of Sport, Leisure, and Hospitality Management, National Taiwan Normal
University, Taiwan.
2
Department of Tourism, Fudan University, China.
3
Cathay Hospitality Management, Taiwan.
4
Department of Travel Management, National Kaohsiung University of Hospitality and Tourism,
Taiwan.

*Correspondence: kent@[Link]

Keywords: Resource base theory; Sustainable competitive advantage; Sustainable distinctive

competencies; Theming strategy

EXTENDED ABSTRACT

Pizam (1999) predicted in the published paper regarding lifestyles and tourism in 2025, attracting
new guests and effectively competing with other properties requires most hotels in the 21st century
to have themes. Themes are a way for firms to craft a unique, powerful identity and an enticement to
consumers who seek an out-of-the-ordinary dining or retailing experience. Wassler et al. (2015)
mentioned that the competition amongst theme-based hotels has intensified as the number of hotels
has increased, superficially themed hotels failed as they are easy to copy, and guests are becoming
more sophisticated, resulting in difficulties with sustainable management. Barney (1991) proposed
that organizations must pay attention to the inimitable and non-substitutable internal resources to
pursue sustainable competitiveness.

With competition in the hospitality and tourism market, theme-based management has received
significant attention in Asia in recent years. This study explores the sustainable competitive
advantages of theme-based management of hotels. This study adopts qualitative research as its
approach by carrying out field surveys, secondary data collection, and in-depth interviews. This
initial research will examine and compare 11 theme-based brand hotels in China and Taiwan as they
all possess value as practical management references. Having a precise understanding of the priority
for internal resources dimensions is the only way for subsequent combination and connection of
resources to then improve, enhance, and upgrade core competencies so that they can become
“sustainable unique competencies.” This includes the connection and integration of external
resources to create a brand identity that is difficult for competitors to imitate and create sustainable
competitive advantages.

LITERATURE REVIEW

Past research hasn’t resolved the issues that the theme-based hotel industry is facing with regard to
stainable operation. Scholars’ researches mostly focus on the importance of theme selection for
theme-based management of hotels (Xiao et al., 2013), but focus less on the comprehensive research
of core competencies for theme-based hotels generated by the selected strategies and resources to be
upgraded to applications of “sustainable unique competencies.” In Resource Based Theory (RBT),
scholars value the importance of heterogeneous resources owned by an organization and believe that

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these resources and capabilities can bring an organization a lasting competitive advantage, allowing
them to continuously create products and deliver its value (Barney, 1991; Wernerfelt, 1984).
“Theming” has increasingly become an important differentiation strategy in the lodging industry,
allowing hotels a competitive advantage based on the unique experience offered by the adopted
elements of the chosen subject (Oliveira, 2018).

Wassler et al. (2015) mentioned that most hotel operators still lack awareness on how to use resources
to properly implement theming. Past research hasn’t explained how to carry out theming, especially
when it comes to operating theme-based hotels, it is very important for the industry to evaluate the
internal resource dimensions and determine the priority for focused investments on these dimensions
as it might be the key. Due to the limited operating resources of enterprises, having an accurate
understanding of the priority for internal resource dimensions for themed management can it allow
for upgrades to sustainable and unique competencies, thus creating sustainable competitive
advantages. This study will make up for the shortcomings of past studies and specifically propose a
priority and weighting of theme-based hotel resources after inventory to facilitate the connection of
resources and propose how to upgrade and transform these resources and fill in research gaps.

RESEARCH METHOD

The development of the Theory of Sustainable Competitive Advantage among theme-based hotel
owners in Taiwan and China was investigated through the case study. Eleven hotels with theme-
based management in Taiwan and China were selected to explore the core competencies of theme-
based management of hotels, develop unique sustainable competencies, and establish a sustainable
competitive advantage management strategy for themed hotels.

Research Design

This study adopts several qualitative methods as its approach by carrying out field surveys, secondary
data collection, and in-depth interviews. Case study research aims to explore and depict a setting to
advance understanding of it (Cousin, 2005). The research is expected to collect some business
strategies to find sustainable competitive advantages for theme-based management of hotels.

Research Participants

The case studies highlight 11 hotels with theme-based management in Yilan, Taichung, and Taoyuan
in Taiwan as well as Shanghai, Deqing, Taihu area, Anji, and Hangzhou in China as research subjects
with themes such as family, ecology, urban, drama, amusement parks, romance, and robots. After
consideration, all of the research subjects are well-known themed hotels that possess indicative
popularity and rooming capacity. The hotels have distinctive themes and unique styles. The interview
participants of the 11 hotels for this study selected senior executives with experience in the operation
and management of theme-based hotels.

Data Collection and Analysis

Primary data was collected at 11 theme hotels using in-depth interviews. The approach involves
applying a case study analysis developed by Yin (1994) emphasized multiple sources with different
paradigms, such as reports, archives records, interview materials, direct observation, participant
observation, and natural and cultural relics. In order to interpret the finding of interviews, this study
used Content Analysis as the method for data analysis.

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RESULTS AND DISCUSSION

The interviewed content was transcribed into transcripts using the Krippendorff (2004) content
analysis method, and the transcripts were then coded by experts (Judge A and Judge B). After experts
confirmed and reviewed the similarities and differences of the units of analysis, they were classified
into categories that match the interview topics and research questions and were named accordingly.
After the classification was completed, the reliability test was carried out by the Inter-Judge and Intra-
Judge. The Inter-judge (amongst groups) had Expert A and Expert B complete two categorizations
again, and then had Expert C reclassify the units into categories as that was the reliability test of
Inter-Judge, and its reliability test value met the standard at 97.9%. 259 analysis units were eventually
obtained and after categorization, the contents of the results along with ambiguous words and
sentences were deleted. A total of 20 analysis units were deleted and 239 analysis units.

The interviews were conducted in the form of surveys to ask about the evaluation of their hotel’s
internal resources. In this study, the evaluation results of various categories and dimensions of the
internal resources from the 11 respondents were comprehensively arranged in Table 1 below.

For the total of all dimensions, there were a total of 27 intangible assets, with the most important
being the internal resources, followed by physical assets, management capacity, employee
competencies and financial assets.

Table 1: Comprehensive Arrangement of Internal Resource Assessment Dimensions

Dimensions (sorted) A B C D E F G H I J K Total
Physical Assets 2 4 4 1 2 3 1 2 1 4 5 29
Financial Assets 5 5 5 5 5 5 3 5 5 1 4 48
Intangible Assets 4 2 3 2 4 1 4 1 2 3 1 27
Employee Competencies 3 1 1 3 1 2 5 3 4 5 3 31
Management Capacity 1 3 2 4 3 4 2 4 3 2 2 30
Note: 1 is the most important in terms of priority; 5 is the least important in terms of priority.

CONCLUSIONS

The results showed that (1) themed “combination with local characteristics” to develop “unique
competencies”, (2) intangible assets in “employee competencies” to deliver “brand marketing”, (3)
the “integration and upgrades” to core competencies, and “continuous evolution” into unique
competencies, and (4) unique competencies to externally “alliance with different industries” and
make “dynamic adjustments”.

MANAGERIAL IMPLICATIONS

Based on the conclusions, this study makes the following recommendations:

1. Integrate software and hardware to create personalized services for target consumers, can
highlight the uniqueness of the theme-based management brand.

2. Make good use of the sequential evaluation of resource dimensions to develop sustainable unique
competencies. This study has summarized a model to build sustainable competitive strategies as
shown in Figure 1.

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Figure 1: Theme-based Hotels Sustainable Competitive Advantages

FUTURE RESEARCH DIRECTIONS

This study explores theme-based management from the perspective of enterprise management. It is
suggested that follow-up research could gain a deeper understanding of consumer-oriented cognition,
demand, and accommodation experience for theme-based management.

REFERENCES

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-
120.
Cousin, G. (2005). Case study research. Journal of Geography in Higher Education, 29(3), 421-427.
Krippendorff, K. (2004). Reliability in content analysis. Human Communication Research, 30(3), 411-433.
Oliveira, M. G. (2018). Literary hotels: The brand image of Hotel Pessoa, Lisbon. Paper presented at the 6th
Interdisciplinary Tourism Research Conference, Avanos, Turkey.
Pizam, A. (1999). Life and tourism in the year 2050. International Journal of Hospitality Management, 18(4),
331-343.
Wassler, P., Li, X., & Hung, K. (2015). Hotel theming in china: a qualitative study of practitioners’ views.
Journal of Travel and Tourism Marketing, 32(6), 712-729.
Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171-180.
Xiao, Q., Zhang, H. Q., & Huang, H. (2013). The effects of hotel theme strategy: an examination on the
perceptions of hotel guests on theme elements. Journal of China Tourism Research, 9(1), 133-150.
Yin, R. K. (1994). Case study research: design and methods. California. LA: Sage publications.

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8. A Pilot Study on Malaysians’ Intentions to Travel Virtually

Sweeting Cheah 1*, Yijie Chen 1 and Azreen Rozainee Abdullah 1
1
UOW Malaysia KDU Penang University College, Malaysia

*Correspondence: [Link]@[Link]

Keywords: Ease of use; Enjoyment; Intentions; Malaysians; Virtual tourism

EXTENDED ABSTRACT

Virtual Reality (VR) has been adopted within the tourism sector to create branding of travel
destinations, develop interactive and engaging advertising, and enhance the attitude of tourists
towards a place (Wei, 2019). Local and international tourism operators offer a trial experience that
provide potential travelers a preview of travel attractions before actual trips being booked (Rogers,
2020). Virtual tourism has become an alternative to ease the urge for traveling has arisen during the
outbreak of Coronavirus disease (COVID-19). However, the needs for virtual tourism have been
questioned. The re-opening of international borders by many nations has enabled Malaysians to travel
to foreign destinations for leisure again. This research is to investigate Malaysians’ intentions to
travel virtually by applying Technology Acceptance Model (TAM) and Maslow’s hierarchy of needs.

LITERATURE REVIEW

Virtual Travel Intentions

A person with a stronger intention to visit a travel destination is more probable to visit the destination
in actual (Lu et al., 2016; Park et al., 2019). The forms of virtual tourism vary from just as simple as
the users watch a video of a travel destination involving their sight and hearing senses, to a more
sophisticated form of virtual tourism that involves users to immerse themselves into a setting and
additional sensations such as feeling, smell and movement (Stainton, 2020).

Factors Influencing Intentions to Travel Virtually

Novelty seeking is commonly considered as an exploratory motivation that affects consumers’

attitude towards technological products (Jang & Feng, 2007). Consumers that have a higher
propensity of novelty seeking will have a stronger inherent motivation to utilize technological
products and to search for new stimuli (Hsiao & Yang, 2010).

H1 There is a relationship between novelty seeking and intentions to travel virtually.

Perceived ease of use is one of the fundamental determinants of the user acceptance and behavioral
intentions proposed by Davis (1989) in the TAM. Fagan et al. (2012) testified that perceived ease of
use of had a significant positive impact on behavioral intention to use a simulation. Syed-Abdul et
al. (2019) found that perceived ease of use is among the significant factors to be considered when
developing VR applications.

H2 There is a relationship between perceived ease of use and intentions to travel virtually.

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Kurkinen (2014) and Israel et al. (2019) explained that enjoyment as an intrinsic motivation is arose
from interactions between the user and technology. Studies showed that the perceived enjoyment has
positive effect towards the behavioral intentions of consumers on the subject of virtual worlds
(Barnes, 2011; Guo & Barnes, 2011; Kim et al., 2021).

H3 There is a relationship between enjoyment and intentions to travel virtually.

RESEARCH METHOD

A total number of 100 respondents participated in this pilot study. Primary data was collected from
Malaysians who are 18 years old and above through online questionnaire survey from January 2022
to February 2022. Online questionnaire survey was distributed through social media platforms.

RESULTS AND DISCUSSIONS

Virtual Traveling Intentions

The results in Table 1 showed that Malaysians’ intentions to travel virtually was average (M = 3.212,
SD = 0.981). This can be explained that the concept of virtual tourism is still comparatively new in
Malaysia (Nathan, 2021). This has proved that taking a trip to a destination physically is still a
preferred traveling option among Malaysians as Malaysians plan to travel domestically
internationally by mid of year 2022 (Visa, 2021).

Table 1: Descriptive Analysis of Intentions to Travel Virtually (N = 100)

Construct Indicator M SD
ITV1 2.970 1.176
ITV2 3.330 1.120
Intentions to Travel Virtually ITV3 3.570 0.987
ITV4 2.990 1.141
ITV5 3.200 1.015

Overall 3.212 0.981

Factors influencing Intentions to Travel Virtually

The findings of multiple regression analyses in Table 2 indicated that these three predictors (novelty
seeking, perceived ease of use and enjoyment jointly) explained 44.2% (R2 = 0.442) of the variance
in Malaysians’ intentions to travel virtually.

Perceived each of use (β = 0.396, p = 0.005) and enjoyment (β = 0.474, p = 0.000) positively affected
the intentions to travel virtually among Malaysians. Typical platforms that Malaysians used for
virtual travel such as Localokal, Explore Malaysia Virtually, and Google Earth are generally user-
friendly. Thus, users can easily adopt traveling virtually while their experiences and satisfaction will
be enhanced which then promote virtual traveling in the future (Akhlaq & Ahmed, 2015). Although
virtual tours might not be able to induce the exact same sense that one could experience through
actual travel, virtual travel could more or less remedy the urge of travelers seeking enjoyment through
traveling.

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Novelty seeking (β = -0.057, p = 0.691 > 0.05) indicated that there is no relationship between novelty
seeking and intentions to travel virtually. It is arguable that actual travel possessed a higher degree
of novelty than virtual travel and Malaysians tend to seek for a higher degree of novelty. Malaysians
are not thrilled with this traveling mode and limited selection of virtual tours could be the possible
explanation.

Table 2: Multiple Regression Analysis

Construct Β Std. Error Standardized β tp
(Constant) 0.321 0.594 0.541 0.590
Novelty Seeking -0.057 0.144 -0.033 -0.398 0.691
Perceived Ease of Use 0.396 0.138 0.282 2.868 0.005
Enjoyment 0.474 0.095 0.471 4.995 0.000
Note: *Significant at the 0.05 level.

MANAGERIAL IMPLICATIONS

This research contributes to the tourism industry by providing an overview of Malaysians’ intentions
to travel virtually. Relevant stakeholders could make use of these findings to promote local travel
destinations and bring the tourism industry to a greater height by applying VR.

FUTURE RESEARCH DIRECTIONS

The application of virtual tourism in wildlife sanctuary for awareness creating and profit generating.

REFERENCES

Akhlaq, A., & Ahmed, E. (2015). Digital commerce in emerging economies. International Journal of
Emerging Markets, 10(4), 634- 647.
Barnes, S. J. (2011). Understanding use continuance in virtual worlds: Empirical test of a research model.
Information & Management, 48(8), 313-319.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information
technology. MIS Quarterly, 13(3), 319-340.
Fagan, M., Kilmon, C., & Pandey, V. (2012). Exploring the adoption of a virtual reality simulation. Campus-
Wide Information Systems, 29(2), 117-127.
Guo, Y., & Barnes, S. (2011). Purchase behavior in virtual worlds: An empirical investigation in second life.
Information & Management, 48(7), 303-312.
Hsiao, C., & Yang, C. (2010). Predicting the travel intention to take high speed rail among college students.
Transportation Research Part F: Traffic Psychology and Behaviour, 13(4), 277-287.
Israel, K., Zerres, C., & Tscheulin, D. K. (2019). Presenting hotels in virtual reality: Does it influence the
booking intention? Journal of Hospitality and Tourism Technology, 10(3), 443-463.
Jang, S., & Feng, R. (2007). Temporal destination revisit intention: The effects of novelty seeking and
satisfaction. Tourism Management, 28(2), 580-590.
Kim, J., Shinaprayoon, T., & Ahn, S. J. (2021). Virtual tours encourage intentions to travel and willingness to
pay via spatial presence, enjoyment, and destination image. Journal of Current Issues & Research in
Advertising, 43(1), 90-105.
Kurkinen, E. (2014). Effect of enjoyment on attitude and on behavioural intention to use mobile applications
when technology use is mandatory [Master's thesis].
[Link]
[Link];jsessionid=E40A5C3855CA82C46B3BBBDC0D1B45AB?sequence=1

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Lu, J., Hung, K., Wang, L., Schuett, M. A., & Hu, L. (2016). Do perceptions of time affect outbound-travel
motivations and intention? An investigation among Chinese seniors. Tourism Management, 53, 1- 12.
Park, D., Lee, G., Kim, W. G., & Kim, T. T. (2019). Social network analysis as a valuable tool for
understanding tourists’ multi-attraction travel behavioral intention to revisit and recommend.
Sustainability, 11(9), 2497.
Nathan, L. (2021, January 21). Virtual travel — Just a hype or here to stay? The Malaysian Reserve.
[Link]
Roger, S. (2020, March 18). How virtual reality could help the travel & tourism industry in the aftermath of
the coronavirus outbreak. Forbes. [Link]
andtourism-whats-already-happening-is-it-the-future/?sh=1533895528a6
Stainton, H. (2020, October 19). Virtual tourism explained: What, why and where. Tourism Teacher.
[Link]
Syed-Abdul, S., Malwade, S., Nursetyo, A. A., Sood, M., Bhatia, M., Barsasella, D., Liu, M. F., Chang, C.,
Srinivasan, K., M., R., & Li, Y. J. (2019). Virtual reality among the elderly: A usefulness and acceptance
study from Taiwan. BMC Geriatrics, 19(1), 223.
Visa (2021, November 30). Almost seven in ten Malaysian travellers eager to travel domestically as country
opens – Visa Study. [Link]
[Link]
Wei, W. (2019). Research progress on virtual reality (VR) and augmented reality (AR) in tourism and
hospitality. Journal of Hospitality and Tourism Technology, 10(4), 539-570.

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9. Promotion of Sustainability Through a Virtual Marine Tour

Hui-Hsin Lee 1 and Tsz-Wai Lui 1*
1
National Taiwan Normal University, Taiwan (R.O.C.)

*Correspondence: irislui@[Link]

Keywords: Ocean sustainability; Pleasure-arousal-dominance (PAD) emotional model; Stimulus-

organism-response theory; Sustainable tourism; Virtual reality

EXTENDED ABSTRACT

Marine tourism creates a substantial amount of revenue, but it can threaten the health of marine
species. Research has highlighted the importance of environmental education as a precondition for
meaningful environmental behavior (Ruhanen & Bowles, 2020), especially educating tourists on-site
(Moscardo, 2015). However, during marine sustainability education, access to the ocean is often
restricted, and virtual learning (e.g., virtual tours) has been applied in the sustainable tourism
education (Schott, 2015). Research on virtual reality (VR) in a tourism and educational context is
scarce, especially in the fully immersive VR (Beck et al., 2019). Therefore, this study investigated
the effect of tourists’ emotions through a VR marine tour on sustainable behavior intention.

LITERATURE REVIEW

The pleasure–arousal–dominance (PAD) emotional model is based on the notion that individuals’
emotions are affected by their physical environment (Mehrabian & Russell, 1974). Dominance is the
degree to which a person is influenced or controlled by their environment (Yani-de-Soriano & Foxall,
2006). Arousal is an individual’s degree of sensory stimulation, energy, or excitement (Menon &
Kahn, 2002). Pleasure represents the degree to which a person is enjoying themselves and feels good,
happy, or satisfied (Hall et al., 2017). Originally developed for environmental psychology research,
the PAD emotional model has been applied to virtual environments (Hall et al., 2017; Sharma &
Alam, 2022).

THEORETICAL FRAMEWORK

This study adopted the stimulus–organism–response (SOR) model (Mehrabian & Russell, 1974) to
evaluate the effect of VR.

Media richness theory posits that the richness of a medium is based on four criteria: feedback,
multiple cues, linguistic variety, and personal focus. VR technology simulates real-world
environments; VR is considered a rich medium that creates near–real-world face-to-face experiences
(Daft et al., 1987). In VR experiences, users exert behavioral control to interact with virtual objects,
and they have the flexibility to gaze at and move around the VR environment. The presentation of
tourism destinations through VR results in high levels of arousal (Beck & Egger, 2018; Tussyadiah
et al., 2016). VR offers a substantial amount of information through simulated environments,
enhancing the complexity and novelty of such experiences (Jin et al., 2021). Complex and surprising
stimuli excite users and generate joyful experiences.

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Figure 1: Theoretical Framework

H1a Media richness positively affects dominance.

H1b Media richness positively affects arousal.

H1c Media richness positively affects pleasure.

According to psychological reactance theory, consumers develop negative feelings when their
freedom of choice or behavioral control is limited (Clee & Wicklund, 1980). When a consumer feels
control over their environment, they may feel excited, energized, or pleased (Hall et al., 2017; Kumar
& Shah, 2021). Several studies have established a positive relationship between arousal and pleasure
(Hall et al., 2017; Loureiro, 2015). When a tourist feels in control and free in a VR tour, they feel
stimulated, and feelings of arousal lead to happiness and pleasure.

H2a Dominance positively affects arousal.

H2b Arousal positively affects pleasure.

Mental models reflect an individual’s understanding of a phenomenon. The learning process results
in a change in the mental models pertaining to subjects of interest (marine sustainability, in this
study). When a change in an individual’s mental model occurs, that individual learns something
(Vandenbosch & Higgins, 1996). Positive emotions generated through experiences in virtual
environments can lead to approach responses (Slevitch et al., 2022), thus resulting in learning and a
sustained behavioral intention.

H3 Pleasure results in the mental model change.

H4 Mental model change positively affects behavioral intention.

RESEARCH METHOD

The study employed an experimental design and survey. The virtual marine tour this study
investigated is based on theBlu, an immersive VR series available on Steam. The original theBlu
experience does not provide any information on marine species. We developed a script to introduce
manta rays and the blue whale, which were presented in theBlu (Figure 2 and Figure 3). The script
was audio recorded and played during theBlu experience to provide educational information on

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marine species. Each participant was invited to experience the virtual marine tour by using an HTC
Vive VR set. After the experience, they were asked to complete a survey containing construct
measures. The data collection period was from June 20 to 30, 2022, and 140 participants were
recruited.

Figure 2: Manta Ray in the Blu

Figure 3: Blue Whale in the Blu

RESULTS

We employed partial least squares structural (PLS) equation modeling to conduct the data analysis;
SmartPLS 4.0 was employed for this task. The factor loadings of the measures, Cronbach’s alpha,
composite reliability, average variance extracted, and heterotrait–monotrait ratio all met the

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requirements of reliability, convergent validity and discriminant validity. The significance of the path
coefficients was evaluated using bootstrapping. The results supported all hypotheses except H2a,
which were marginally significant (Figure 3). The model explained 24.8% of the variance in
sustainable behavioral intention.

Figure 4: Bootstrapping Result

DISCUSSIONS AND CONCLUSION

Our study has theoretical and practical contributions. Most VR studies have adopted the technology
acceptance model, the theory of planned behavior, or the flow theory (Yung & Khoo-Lattimore,
2019); our study provides a different theoretical perspective by using the PAD emotional model to
investigate how VR can enhance sustainable behavior intention because past studies have also
revealed that emotions substantially affect learning outcomes. The positive influence of dominance
on arousal was marginally significant. This may be because of the participants’ limited interaction
during their VR experience and felt less control in the virtual environment. Future studies can
incorporate more interactivity and examine the effect of different levels of dominance. In practical
terms, our study demonstrates that VR marine tours can enhance sustainable behavioral intention.
Environmental groups can create virtual tours to incorporate sustainability to enable tourists to learn
while having fun.

REFERENCES

Beck, J., & Egger, R. (2018). Emotionalise Me: Self-reporting and Arousal Measurements in Virtual Tourism
Environments. Information and Communication Technologies in Tourism 2018, Cham.
Beck, J., Rainoldi, M., & Egger, R. (2019). Virtual Reality in Tourism: A State-of-the-art Review. Tourism
Review, 7(3), 586-612. [Link]

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Clee, M. A., & Wicklund, R. A. (1980). Consumer Behavior and Psychological Reactance. Journal of
Consumer Research, 6(4), 389-405. [Link]
Daft, R. L., Lengel, R. H., & Trevino, L. K. (1987). Message Equivocality, Media Selection, and Manager
Performance: Implications for Information Systems. MIS Quarterly, 11(3), 355-366.
[Link]
Hall, M., Elliott, K., & Meng, J. G. (2017). Using the PAD (pleasure, arousal, and dominance) model to
explain facebook attitudes and use intentions. The Journal of Social Media in Society, 6(1), 144-169.
Jin, B., Kim, G., Moore, M., & Rothenberg, L. (2021). Consumer store experience through virtual reality: its
effect on emotional states and perceived store attractiveness. Fashion and Textiles, 8(1), 19.
[Link]
Kumar, S., & Shah, A. (2021). Revisiting food delivery apps during COVID-19 pandemic? Investigating the
role of emotions. Journal of Retailing and Consumer Services, 62, 102595.
[Link]
Loureiro, S. M. C. (2015). The role of website quality on PAD, attitude and intentions to visit and recommend
island destination. International Journal of Tourism Research, 17(6), 545-554.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Menon, S., & Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the internet shopping
experience. Journal of Retailing, 78(1), 31-40. [Link]
4359(01)00064-1
Moscardo, G. (2015). Sustainability Education for Tourists. In G. Moscardo & P. Benckendorff (Eds.),
Education for Sustainability in Tourism. CSR, Sustainability, Ethics & Governance. Springer.
[Link]
Ruhanen, L., & Bowles, L. (2020). Student Perspectives of Responsible Tourism Behaviour: The Role of
Tourism Education. Journal of Hospitality & Tourism Education 32(4), 255-265.
[Link]
Schott, C. (2015). Digital Immersion for Sustainable Tourism Education: A Roadmap to Virtual Fieldtrips. In
G. Moscardo & P. Benckendorff (Eds.), Education for Sustainability in Tourism. CSR, Sustainability,
Ethics & Governance. Springer. [Link]
Sharma, D., & Alam, M. (2022). Aesthetics, Emotions, and the Use of Online Education Apps Post-COVID-
19 Pandemic. SAGE Open, 12(2), 21582440221093047.
Slevitch, L., Chandrasekera, T., & Sealy, M. D. (2022). Comparison of Virtual Reality Visualizations With
Traditional Visualizations in Hotel Settings. Journal of Hospitality & Tourism Research, 46(1), 212-237.
[Link]
Tussyadiah, I. P., Wang, D., & Jia, C. (2016). Exploring the Persuasive Power of Virtual Reality Imagery for
Destination Marketing.
Vandenbosch, B., & Higgins, C. (1996). Information acquisition and mental models: An investigation into the
relationship between behaviour and learning. Information Systems Research, 7(2), 198-214.
Yani-de-Soriano, M. M., & Foxall, G. R. (2006). The emotional power of place: The fall and rise of dominance
in retail research. Journal of Retailing and Consumer Services, 13(6), 403-416.
[Link]
Yung, R., & Khoo-Lattimore, C. (2019). New Realities: A Systematic Literature Review on Virtual Reality
and Augmented Reality in Tourism Research. Current Issues in Tourism, 22(17), 2056-2081.
[Link]

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10. Keeping Up with TikTok: Examining the Entertainment Values

and Its Effects on Urban Youth Lifestyle and Well Being in Klang
Valley
Suffian Hadi Ayub 1, Wardatul Hayat Adnan 1, Ireena Nasiha Ibnu 1, Mohd Fadly Khamis 1,
Siti Mardhiyyah Mohd Fauzi 1 and Nurul Hijja Mazlan 1*
1
Universiti Teknologi MARA, Malaysia

*Correspondence: nurulhijja@[Link]

Keywords: Content; Relationship; TikTok; Urban; Youth

EXTENDED ABSTRACT

Since its inception in 2016, TikTok has taken social media by storm with its 15 seconds video sharing
on mobile app. The easy and simple way to create video content has resulted in the massive upload
encompassing a variety of genres and materials over a short span of time. TikTok as a form of
entertainment recorded an astounding 14 billion total hashtags to further indicate the significant view
and its wide-ranging themes cover from music to humorous content. To this, it becomes a magnet for
youth to commune as a form of expression, escapism as well as formulating para-social relationships.
The dynamic and interactive content TikTok offers has both become a tool to learn while at the same
time finding solace in entertaining themselves that it enhances youth creativity. This distinctive
characteristic taken shape when it creates a sub-culture in the lifestyle of youth which encompasses
how they talk, dress, and behave. Statista (2022) reports that the number of TikTok audiences in
Malaysia is currently at 15.98 million and more than half of Malaysia's population use it as a form of
entertainment.

LITERATURE REVIEW

TikTok is a popular video-sharing app that is used by millions of people around the world. Initially
called Musically, TikTok has 500 million monthly active users and accessible in 34 languages.
Followed by YouTube, Snapchat, and Instagram, TikTok is the fourth most downloaded social app
(Jaffar et al., 2020). This app was the second most downloaded by the public in 2019. TikTok allows
users to upload videos of themselves performing their talents which emphasizes the originality and
participation of content (Saleem et al., 2021). Interestingly, trends have been a very famous thing on
TikTok. There are a multitude of trends within TikTok, including memes, lip-synchronized tunes,
and comedy or prank videos (Kaur, 2020).

The motivation behind people's preferences of TikTok range from relieving stress to seeking joy
simply by watching funny videos and getting creative ideas. Happiness, pleasure, and creativity are
the top three pleasant sentiments regularly connected with TikTok across all markets. According to
Hou (2018) users, especially youth, choose to spend even more time on TikTok in the future since
they like their time on the site so much and this is leading to youth satisfaction. Somehow, there still
have positive and negative influences in entertainment content such as for the positive influence, the
users get influenced by travel content, dining decisions by influencers and many more.

User generated content (UGC) that TikTok offers made its users to creatively immerse themselves in
the digital sphere as a form of entertainment. To this, Peña-Fernández et al. (2022) state that the

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communicative features of TikTok are linked to the possibilities of generating greater engagement
and interest in audiences through consumer experiences that embrace both the concrete (content,
information) and abstract such as personal narrative or storytelling and emotionality. This augur well
with uses and gratification theory (UGT) where audiences’ preference of media underpins the
entertainment factor that satisfy their needs, including lifestyle and well-being. Thus, the study was
conducted to examine the potential of TikTok as entertainment values and how it affects youth’s
lifestyle and well-being.

Youth Lifestyle
Satisfaction
TikTok (YLS)
entertainment
Content Use
(TCE)
Well Being
Satisfaction
(WBS)

H1 There are significant differences in TikTok entertainment content Use and Well Being
Satisfaction among youth in Klang Valley.

H2 There is a significant difference in TikTok entertainment content Use and Youth Lifestyle
Satisfaction in Klang Valley.

RESEARCH METHOD

Participants and Procedures

A total number of 429 Malaysian youth who lives in urban Klang Valley between the age of 18-30
years old were randomly selected and participated in this study. From the numbers, 119 respondents
were male and 310 were female; and possessed a broad range of academic qualifications from high
school certificate to bachelor’s degree. The distribution of the questionnaire was done entirely using
an online survey form – Google Form which was disseminated across various social media channels
such as WhatsApp, Facebook, Instagram messages, and Twitter posts via active link attachment.

Data Analysis and Tools

The statistical software G*Power [Link] was utilized to compute the statistical achieved power for a
given sample size of 429, a p value of .05, and a small effect size of .15 for a linear regression test.
The post hoc analysis showed that it achieved a statistical power of .95 for a test utilizing predictor
variables. The data was analyzed using linear regression statistical analysis. Subsequently, the
Kaiser-Meyer-Olkin (KMO) value, scree plot, factor loading, Bartlett’s value, eigenvalue, and
varimax rotation were computed.

Instruments

Three instruments were used in the survey, namely TCE, WBS and YLS. Each of the instrument
consisted of eight items with a rating scale based on 5 points Likert-type scale (1-Strongly Disagree,
2-Disagree, 3-Neutral, 4-Agree, 5-Strongly Agree). The Cronbach alpha results consisting of three

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sections TCE, WBS and YLS obtained α≥ 0.8 (Good); TCE (0.84), WBS (0.88) and YLS (0.83).
KMO was conducted to further examine the strength of the partial correlation between the variables.
The KMO results was 0.705 which is closer to 1.000. A KMO value over 0.5 and a significance level
for the Bartlett's test below 0.05 suggest there is substantial correlation in the data.

RESULTS

Data was drawn from an online survey conducted in March 2022. A sample of 429 TikTok users was
finally achieved, and the majority were female (72.3%) while only a small fraction was male (27.2%).
Of the sample, 317 (73.9%) aged 21-23 years old, (9.6 %) 18-20 years old, (11.9%) 24 - 26 years
old, and (4.7%) aged 27- 30 years old. and 213 (55.3%) were females. Almost two-thirds of the
respondents (76.0 %) were youngsters with a minimum level of education of a bachelor’s degree and
the majority of them spent more than 67.8% of their time on TikTok. Majority of the respondents
used TikTok more than two times a day with 291 (67.8%) respondents and 91 respondents (21.2%)
used at least once.

Hypothesis 1 and hypothesis 2 are accepted due to the positive correlation results with TCE-WBS
(0.781) and TCE-YLS (0.650). Both hypotheses show positive correlations between the two
variables. Results also shows that TCE used highly affects WBS compared to YLS. The R-value
represents the simple correlation with 0.781 and this indicates a high degree of correlation. The R2
value indicates the total variation in the dependent variable; WBS that can be explained by the
independent variable, TCE. In this case, 61.1% can be explained with high weightage on its effects
between variables. Durbin Watson also supports the range between (1.5 -2.5) on autocorrelation in
the residuals of a statistical regression analysis. The present study obtained 1.983, the value signifies
the regression between TCE and WBS.

DISCUSSIONS

The study succinctly examined the relationships between TikTok as entertainment outlook and its
roles in shaping youth lifestyle; cognitively and behaviorally. It has also highlighted that the
entertainment materials abundantly available on TikTok weaves strategically in the mobile
application that it contributes to the developmental phase of youth perceptions. This is where the
motivation that unassumingly started off as entertainment seeking, altered how young people think
and potentially affected their attitude.

It is also evident from the study that TikTok and the entertainment content within the context of UGC
has proven to successfully attract young people in urban areas from the standpoint of two critical
elements; determines and effect. The perceived appeal that TikTok offers has further assisted the
youth to create mutual relationships with others albeit virtually. Peña-Fernández et al. (2022)
reiterates that a highly interactive entertainment is often followed by a very high number of virality
and increased engagement. Contextually, TikTok could be leveraged by various economic sectors
including tourism to increase visibility. This means that, by working closely with content creators,
tourism industry will be able to significantly create a ripple effect on youth lifestyle to include travel
as part of their satisfaction.

REFERENCES

Anderson, M. & Jiang, S (2018). Teens, Social media and technology. Pew Research Center. Retrieved from
[Link]

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Hou, L. (2018). Study on the perceived popularity of TikTok.

Jaffar, B. A., Riaz, S., & Mushtaq, A. (2020). Living in a moment: Impact of TicTok on influencing younger
generation into micro-fame. Journal of Content, Community & Communication, 10, 187-194.
Kaur, P. (2020). Tik-Tok: Influence on Youth in India. PalArch's Journal of Archaeology of
Egypt/Egyptology, 17(6), 4194-4207.
Peña-Fernández, S., Larrondo-Ureta, A., & Morales-i-Gras, J. (2022). Current affairs on TikTok. Virality and
entertainment for digital natives. Profesional de la Información, 31(1).
Saleem, W., Zain, K., & Rehman, A. (2021). TikTok as a Source of Entertainment and Personality Building
for Youth: A Case Study of University of Swat. Global Media and Social Sciences Research Journal
(GMSSRJ), 2(4), 31-41. Retrieved from [Link]
Statista. (2022, June 29). Countries with the largest TikTok audience as of April 2022. Retrieved from Statista:
[Link]

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11. Indigenous Community and Involvement Mechanism in Tourism

Eva Rachmawati 1* and Naufal Faiz Falah Abdillah 1
1
IPB University, Indonesia

*Correspondence: vea@[Link]

Keywords: Community involvement; Dominance; Indigenous community; Involvement mechanism

EXTENDED ABSTRACT

The sustainable tourism development concept sees community involvement as one of the important
aspects because it relates to the distribution of benefits to all community levels (ILO 2012).
Community involvement in the entire process of tourism development is contained in the framework
of political empowerment (Scheyvens, 1999; Boley et al., 2014). In the concept of political
empowerment, people have a fair opportunity in the decision-making structure so that their opinions
can influence the ongoing policy formation process (UNDP, 2009). This shows that identifying
political involvement and empowerment in the community becomes essential in the tourism activities
that have been running.

Gunung Luhur area is a tourist destination located in Citorek Kidul Village, part of the Gunung
Halimun Salak National Park. The Citorek Kidul Village community are part of the Kasepuhan
Citorek Indigenous People Institution (Banten Provincial Lhk Office, 2017). Previous studies show
that the tourism activity carried out has not been maximized by involving the surrounding community
(Keliwar, 2015), while community involvement is one of the keys so that every tourist activity can
run sustainably (Mansor et al., 2020). This research aims to identify the mechanism of community
involvement in tourist activities in the Gunung Luhur Area.

LITERATURE REVIEW

Community involvement is essential to successful tourism development (Tolkach & King, 2015)
because it could obtain community support and acceptance of tourism development projects and
ensure that the benefits are related to the local community's needs (Cole, 2006). Making the
community at the center of the decision-making process can facilitate local community involvement
and thus enhance their sense of community empowerment for more effective implementation of
sustainable tourism (Park & Kim, 2016). Community involvement in tourism planning can benefit
citizens and the government regarding the decision-making process and outcomes (Vogt et al., 2016).

There are several benefits resulting from community involvement in the tourism development
process. (Thomas & Middleton, 2003) claimed that involving the community in tourism development
can increase their sense of 'ownership' (Steiner & Farmer, 2017). By involving the community in the
process, they will have a more significant commitment to the development process since they have
the opportunity to be involved in determining those ends and means (Thomas & Middleton, 2003).
Afterwards, they will take responsibility for the development (Steiner & Farmer, 2017).

RESEARCH METHOD

Research activities were carried out in Citorek Kidul Village, Banten Province. The data collection
was carried out in June 2021. Tools used in research include recorders, Microsoft Office software,

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and Statistical Package for the Social Sciences (SPSS) 22. The instruments used are questionnaires
and interview guides. Data was collected through the household questionnaire survey technique.
Sampling was carried out by stratified random sampling. The number of samples is 174. Data is also
collected by interviewing techniques with crucial informants, field observations, and literature
studies. The selection of informants is carried out by purposive sampling. The key informants
selected are those considered to have authority and involvement in tourism and the institutional life
of the community. Observations were made to see every social phenomenon and object during the
research activity. Literature studies are conducted to assist in identifying information related to
general conditions.

Data analysis is carried out quantitatively and qualitatively. Data related to community involvement
are analyzed using descriptive statistics and presented in the form of a percentage. Qualitative
analysis is carried out to process data related to the involvement process.

RESULTS

Level of Community Involvement in Tourism Development

The survey results showed that respondents' involvement in tourist activities was still low.
Respondents involved in the tourist industry are 25.1%. Respondents who had family members
involved in tourism are 29.10%. Respondent involvement in decision-making has a smaller
percentage, with 21.1% involved, while 78.9% said they had never been involved.

Involvement Processes and Mechanism

Table 1: Community Involvement Processes based on Knight and Cottrell (2016) Framework
Process stages Indicator Traditional Community Condition
The position of control of one party's The decision-making process is still centered
Domination
power can empower the other party. on the holder of business license rights.
The opportunity for each individual
Only a small percentage of people can reach
Agencies to achieve personal goals through his
this stage due to a lack of involvement.
involvement in tourism.
The activities of tourism groups are still
The collective awareness of the
limited to formalities, so the institution has not
Collectivity community to join tourist activities in
been able to raise the collective awareness of
one particular association or body.
the community to support tourist activities.
People generally have an awareness of their
Increase public awareness of
position and rights in the management of
Self-awareness positions, rights, and power in tourist
tourism, but this is not accompanied by full
involvement.
power to take action.

DISCUSSIONS

The involvement process of tourism development in Citorek Kidul Village is identified using the
Knight and Cottrell's (2016) framework. The research results indicated that the community
involvement process is still concentrated at the stage of dominance. The stage of dominance can
occur due to the accumulation of power in tourist activities on only one party. Every decision-making
and all management activities are managed centrally by the holder of business license rights, in this
case, the Head of Citorek Kidul Village. The position of absolute power should be distributed through
various forms of involvement, starting from the planning, implementation, development, and

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evaluation to the decision-making stages (Fedrina, 2018). A standard mechanism has not carried out
community involvement in Citorek Kidul Village. There is no standard or written policy, rules, or
requirements for the community to be able to get involved in tourism development. The mechanism
of equality and fairly applied engagement should be a tool for increasing community participation
and a sign of distributed power (Xu et al., 2019).

MANAGERIAL IMPLICATIONS

The managerial implication of this research is that in tourism development, stakeholders involved
need to develop an involvement mechanism that could accommodate all community groups.
Therefore, all community members could have an opportunity to involve and get benefit from tourism
development. There is a need to distribute a power in tourism management to the stakeholders involve
so there is no imbalance power that could create dominance of certain stakeholder There is a need to
design rule, regulation, policy related community participation in tourism development.

FUTURE RESEARCH DIRECTIONS

Future research could be done by analyzing indigenous community power structure and identifying
opportunity structure in the community.

REFERENCES

Boley, B. B., McGehee, N. G., Perdue, R. R., & Long, P. (2014). Empowerment and resident attitudes toward
tourism: Strengthening the theoretical foundation through a Weberian lens. Annals of Tourism Research,
49(0), 33–50. [Link]
Cole, S. (2006). Information and empowerment: The keys to achieving sustainable tourism. Journal of
Sustainable Tourism, 14(6), 629–644.
Dinas LHK Provinsi Banten. (2017). Profil Masyarakat Hukum Adat dan Kearifan Lokal di Provinsi Banten.
Fedrina, R. (2018). Partisipasi masyarakat Desa Malasari dalam pengembangan ekowisata Taman Nasional
Gunung Halimun Salak (TNGHS). Jurnal Media Wisata, 16(2), 1016–1025.
ILO. (2012). Rencana strategis pariwisata berkelanjutan dan green jobs untuk Indonesia.
Keliwar, S. (2015). Pola pengelolaan ekowisata berbasis komunitas di Taman Nasional Gunung Halimun
Salak. Jurnal Nasional Pariwisata, 5(2), 110–125. [Link]
Knight, D. W., & Cottrell, S. P. (2016). Evaluating tourism-linked empowerment in Cuzco, Peru. Annals of
Tourism Research, 56, 32–47. [Link]
Kurniawan, A. (2012). Analisis kelembagaan Masyarakat Adat Kasepuhan dalam pemanfaatan sumberdaya
hutan (studi kasus Masyarakat Adat Kasepuhan Cibedug Taman Nasional Gunung Halimun-Salak)
[skripsi]. In skripsi. Institut Pertanian Bogor.
Mansor, N. A., Fardila, N., & Razak, A. (2020). Empowering indigenous communities through participation
in tourism. Int. J. Tourism Anthropology, 7(3), 309–329. [Link]
Park, E., & Kim, S. (2016). The potential of Cittaslow for sustainable tourism development: enhancing local
community’s empowerment. Tourism Planning & Development, 13(3), 351–369.
Scheyvens, R. (1999). Ecotourism and the empowerment of local communities. Tourism Management, 20(2),
245–249. [Link]
Steiner, A. A., & Farmer, J. (2017). Engage, participate, and empower Modelling power transfer in
disadvantaged rural communities. Environment and Planning C: Politics and Space, 2399654417701730.
Thomas, L., & Middleton, J. (2003). Guidelines for Management Planning of Protected Areas. In World
Commission on Protected Areas (WCPA); Best Practice Protected Area Guidelines Series No. 10 (Vol.
10). IUCN Gland, Switzerland and Cambridge, UK.
Tolkach, D., & King, B. (2015). Strengthening Community-Based Tourism in a new resource-based island
nation: Why and how? Tourism Management, 48, 386–398.
[Link]

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UNDP. (2009). Human development report 2009: “Overcoming barriers: Human mobility and development.”
In Geographische Rundschau (Vol. 61, Issue 12).
Vogt, C., Jordan, E., Grewe, N., & Kruger, L. (2016). Collaborative tourism planning and subjective well-
being in a small island destination. Journal of Destination Marketing & Management, 5(1), 36–43.
Xu, H., Jiang, F., Wall, G., & Wang, Y. (2019). The evolving path of community participation in tourism in
China. Journal of Sustainable Tourism, 27(8), 1239–1258.
[Link]

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12. Sensory Experiences of Sarawak Laksa as Alternative Destination

Images
Norfazirah Kusin 1*, Syed Muhammad Rafy 2 and Muhammad Abdul Haq Aziz 1
1
Kolej Komuniti Beaufort, Malaysia
2
Universiti Teknologi Malaysia, Malaysia

*Correspondence: norfazirah@[Link]

Keywords: Destination images; Gastronomy; Sarawak Laksa; Sensory experience

EXTENDED ABSTRACT

Everyone eats. Considering gastronomic tourism benefits go well beyond providing entertainment
and gratifying our taste sensations because it involves a diverse spectrum of activities. In reality,
local cuisine draws tourists interested in gastronomy and tourism. Human senses of sight, smell,
sound, taste, and texture enable consumers to evaluate a product's quality, especially food. Malaysia
is in the beginning phases of studying gastronomic tourists' sensory experiences. Sarawak Laksa, the
state's hallmark dish, may engage all five senses and provide a sensory and dining experience. It is
rare to investigate the relevance of sensory and dining experiences regarding sensory preferences and
their reflection on destination images via social media. The research aimed to characterize the sensory
experiences of tourists and their usefulness in constructing alternative gastronomic destination
images. The researchers employed a qualitative methodology to collect data on actual consuming
experiences from 25 YouTube user-generated content (UGC). Sarawak Laksa is characterized by its
taste, uniqueness, novelty, and emotion, and indeed has the potential to become a defining identity
that merges the tourist's image with Sarawak's.

LITERATURE REVIEW

Gastronomic tourism is a widely practiced activity, and the economic activity that results from it has
the potential to increase the attractiveness of a tourism destination significantly. Gastronomy
provides visitors with a one-of-a-kind experience (Nicoletti et al., 2019). Sight, smell, touch, taste,
and sound affect dining (Jin et al., 2015). Food is one of the few activities that appeal to these senses
because each of the senses is influenced by feelings (Neill et al., 2016). Dining is no longer a necessity
but a way to learn about a destination's culture. Throughout the 'Gastronomy Identity Model,' flavor
profiles are the core of culture and environment Harrington (2005). Local cuisine influences
destination choice and promotes unique dining and tourism experiences (Hjalager & Richards, 2002).

Thus, gastronomy tourism promotes tourist destinations by embracing their gastronomic legacy (Ellis
et al., 2018). Malaysia is a popular destination for tourists seeking 'the art of eating' (Zainal et al.,
2010). Sarawak's Kuching is a popular gastronomic destination and the first Malaysian city to join
the UNESCO Creative Cities Network. Sarawak cuisine recipes use locally sourced ingredients.
American chef the late Anthony Bourdain (2016) called Laksa Sarawak "Breakfast of Gods" in his
Instagram post to show that Sarawak's local food is authentic and suitable for gastronomy tourism.

Technology can promote authenticity and storytelling in gastronomy tourism and help locals and
tourists participate (UNWTO, 2018). Secondary big data and social media data use vary
(Naruetharadhol et al., 2020). This knowledge is beneficial to assist tourism stakeholders in
understanding how digital marketing and communications can boost gastronomy tourism and attract

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and interact with gastronomical tourists (Dixit, 2019). Thus, Sarawak Laksa was chosen for this
research because it is one of the most popular local cuisines in Sarawak and is currently ranked Best
Asian Food by Taste Atlas (2021).

RESEARCH METHOD

This qualitative study used thematic analysis to analyze YouTube videos to examine in-situ tourists'
sensory and dining experiences. The conceptual framework (Figure 1) includes tourism experience
phases, sensory experience, and personal dining experience.

Figure 1: Conceptual Framework

RESULTS

From 2011 to 2021, 25 UGC samples were identified and selected from YouTube supplemental
videos. Most samples originated in Malaysia, followed by the UK, the US, Canada, Japan, Korea,
the Netherlands, Hong Kong, New Zealand, and the Philippines. The research goal was to describe
tourists' sensory experiences with gastronomy images. Elements of senses like sight, smell, sound,
taste, and texture were used to examine tourists' sensory experiences. An in-depth examination of the
senses mentioned by tourists in their YouTube reviews revealed a link between Sarawak's most
prominent sensory experience, Laksa, and the development of gastronomy tourism in the context of
Sarawak's alternative destination image. Sarawak Laksa's dominant sensory experience is taste,
authenticity, prawny flavor, and spiciness. It has been supplemented with sight and smell sensations
related to the robust herbaceous, aromatic coconut aroma, colorful and attractive with a diverse range
of ingredients (see Figure 2).

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Figure 2: Summary Findings

DISCUSSIONS

Sarawak's Laksa dining experience can be defined by its taste and distinctiveness. It is a diverse and
dynamic medium for sharing memories, forming relationships, and building tribes. Food tourism
provides locals and visitors with an authentic regional experience while benefiting a stable economy
and fostering local economic progress towards responsible gastronomy tourism. One of the
opportunities for local people to flourish and capitalize on gastronomy tourism, according to the
UCCN's recognition of Kuching as a gastronomy city, is the investigation of sensory experience when
consuming Sarawak Laksa. The effectiveness of the UNESCO classification backs up these tourism
findings (Sammells, 2014). In conclusion, the sensation of taste and unique dining experience is the
most crucial component of Sarawak's Laksa in terms of responsible tourism since local food used in
making Sarawak Laksa ties people to the location, its traditions, and the people at a gastronomy
tourist attraction.

MANAGERIAL IMPLICATIONS

The research creates a theoretical framework and practical values for gastronomy tourism.
Theoretically, it explores the sensory experience and validates the need for academic research on the
role of human senses in intensifying tourism encounters to better understand tourists' sensory
perceptions, leading to values, preferences, and strategic marketing efforts. The initial research relied
on YouTube data, which hosts numerous videos on local cuisine and food. Food-related YouTube
videos bring together UGCs, tourists, and food enthusiasts. Practically, sensory experiences can

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improve tourists' online reviews, benefiting local businesses and the destination's reputation. Sarawak
Laksa contributes to marketing and branding by linking local business owners' unique dining
experiences to the destination's current image, as more tourists want to attend. Through that moment,
Sarawak Laksa's distinct gastronomic sensory experience supports more responsible and ecological
tourism, benefiting visitors and locals. It can attract tourists, boost tourism, and establish Sarawak as
a destination.

FUTURE RESEARCH DIRECTIONS

Future research could compare these findings to those utilized by other food cultures, emphasizing
sensory perception and dining experience. Future studies may collect data at all stages of the tourism
experience (before, during, and post-consumption) utilizing quantitative and experiential methods to
measure a comprehensive dining experience. Additionally, future studies can investigate unpleasant
sensory feelings related to eating. Future research may collect a more diversified data set to determine
whether distinct sensations are associated with much better ratings, endorsements, and a more
significant cumulative effect.

REFERENCES

Dixit, S. K. (2019). The Routledge handbook of gastronomic tourism. Routledge.

Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism? Tourism Management, 68, 250–263.
Harrington, R.J. (2005). Defining Gastronomic Identity: The Impact of Environment and Culture on Prevailing
Components, Texture and Flavors in Wine and Food. Journal of Culinary Science & Technology, 4 (2/3),
129- 152.
Hjalager, A. M., & Richards, G. (2002). Tourism and gastronomy. Routledge.
Jin, N., Line, N. D. & Ann, S. H. (2015). The full-service dining experience: An assessment of the generation
specific determinants of customer loyalty. Journal of Foodservice Business Research, 18(4), 307-327.
Naruetharadhol, P., Gebsombut, N. & Villace T. (2020). A biblio- metric analysis of food tourism studies in
Southeast Asia. Cogent Business and Management, 7(1), 1–15.
Neill, L., Johnston, C., & Losekoot, E. (2016). New ways of gazing: The refractive gaze. International Journal
of Tourism Anthropology, 5(1–2), 138–151.
Nicoletti, S., Medina-Viruel, M.J., Di-Clemente, E., Fruet-Cardozo, J.V. (2019). Motivations of the culinary
tourist in the city of Trapani, Italy. Sustainability, 11 (9), p. 2686
Sammels, C. A. (2014). Haute Traditional Cuisine: How UNESCO's list of intangible heritage links the
cosmopolitan to the local. In R. l. Brulotte & M. A. Di Giovine (Eds.), Edible identities: Food as cultural
heritage (pp. 141–158). Routledge.
Taste Atlas. (2021). Sarawak laksa | Traditional Soup from Kuching |. Retrieved from
[Link]
World Tourism Organization (2018), UNWTO Tourism Highlights, 2018 Edition, UNWTO, Madrid.
Zainal, A., Zali, A. N., & Kassim, M. N. (2010). Malaysian gastronomy routes as a destination. Journal of
Tourism, Hospitality & Culinary Arts, 2(24), 15-24.

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13. Experiential marketing in Tourism (Concepts and Research

Issues: A Review)
Titing Kartika 1,2*, Vanessa Gaffar 3, Ratih Hurriyati 3 and Lili Adi Wibowo 3
1
Universitas Pendidikan Indonesia, Indonesia
2
Sekolah Tinggi Ilmu Ekonomi Pariwisata YAPARI, Bandung Indonesia
3
Universitas Pendidikan Indonesia, Indonesia

*Correspondence: nengtiting_kartika@[Link]

Keywords: Experiential marketing; Research issue; Review; SLR; Tourism

EXTENDED ABSTRACT

Experiential marketing is an alternative form of marketing since the consumers are no longer seen as
rational consumers but also involve emotional aspects. There have been many kinds of research on
experiential marketing in various fields, but studies that review how experiential marketing
specifically in the tourism sector is still limited. This research is crucial to find out how to understand
experiential marketing in the context of tourism and how trends or research issues have been carried
out in the 2010-2021 period. The method used is using SLR (Systematic Literature Review) with
selected 39 manuscripts from three databases, namely Proquest, Ebsco, and Emerald. The results
showed that experiential marketing in tourism is an alternative strategy because it involves tourist
behavior that cannot be separated from the value of the experience. Meanwhile, trends or research
issues that have been carried out include the hotel industry, destinations, museums, urban and rural
tourism. Along with technological advances, the issue of research in the digital field (online service)
has become a special interest.

LITERATURE REVIEW

According to Pine and Gilmore (1999), there are several levels of marketing such as commodity
marketing, goods marketing, services marketing, experiential marketing, and transformation
marketing. Experiential marketing is a different type of marketing since the consumers are no longer
viewed as rational consumers but as consumers with emotional aspects (Grundey,2008). There have
been many studies carried out since the concept of experiential learning was introduced and
implemented in various fields such as conducted by Tsaur et al. (2006), Yuan (2008)) related to
emotion, satisfaction, satisfaction, and intention to visit again. About the tourism experience, the
experiential marketing approach is an inseparable part.

RESEARCH METHOD

The study used a Systematic Literature Review (SLR) as an approach to identify, assess, and interpret
all findings on a research topic, to answer research questions that have been previously defined
(Fernandez, 2019; Kitchenham & Charters, 2007). The manuscript review was sourced from three
international journal search databases, namely ProQuest, Ebsco and Emerald. There are several
limitations in the search process, including the selection of manuscripts that only focus on
experiential marketing in English and have a relationship with tourism. The journals were reviewed
starting from January 2010 to April 2021.

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RESULTS

Experiential marketing has now been used in conducting research specifically in the field of tourism.
There are 39 manuscripts studied through the SLR approach, the following are the results of trends
or research issues that have been carried out.

Table 1: Trend and Research Issues

No. Year Issue Researcher
1. 2010 Value Perception, Travel Russel (2010)
(Jong) 2010
2. 2013 Hotel, Restaurant Pranik (2013)
Jin (2013)
3. 2014 Hotel Huang (2014)
4. 2015 Creative industry Sahin (2015), Chang (2015)
Hotel
5. 2016 Experiential Value Cetin (2016), Lee (2016)
Hotel
6. 2017 Nature based Tourism Sotiriadis (2017)
Exhibition
Wine Tourism
7. 2018 Online dan offline experiential Castaneda (2018), Garcia (2018),
marketing, Urban Tourism Haddouche (2018), Hernandez (2018)
Generation X (Object Perspective)
Culinary
8. 2019 Agritourism Claudia (2019), Le (2019), Agyeiwaah
Destination (2019), Folmer (2019), Guttentag (2019),
Culinary Speakman (2019), Urquhart (2019)
Mountain Bikers
Host Guest Analyis
Dark Tourism
Technological Mediation
9. 2020 Island, agritourism. Museum, Chinese Baixinho (2020), Belliggiano (2020,
Outbound Tourist, Olive Oil Tourism, Chen (2020), Chin (2020), Chiodo
Heritage, Social Media (2020), Qiu (2020, Lam (2020), Preko
Destination, Museum, Heritage, event, (2020), Soligo (2020), Sorrentino (2020)
tourism technology experience
10. 2021 Rural Food and Wine Robinson (2021), Cerdan (2021)
museum

Entering 2018, experiential marketing has begun to examine experiences from an online perspective.
This can be understood by technological advances in various online or digital-based services or
services. Based on the search results, there were no manuscripts or journals published in 2011 and
2012 related to experiential marketing.

DISCUSSION

Several research results on experiential marketing in the context of tourism have been carried out in
various fields such as the tourism industry, destinations, and other forms of tourism business. All of
them involve the experience of the tourists through the intermediary of the senses, sensory and other
emotional involvement. Schmitt (2010) explains that experience is an empirical concept and
phenomenon, experience is not well established like other consumer and marketing concepts, such
as choice, attitude, consumer satisfaction, or brand equity.

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PRACTICAL IMPLICATIONS

The findings of this study will serve as an alternative in the development of experiential-based
marketing at various tourism sites.

CONCLUSION

There is a shift from the traditional view into rational decision-making tourists since it involves
emotional aspects and the value of the experience gained. Thus, the concept of experiential marketing
in tourism is very concerned about aspects of consumer behavior in making decisions. From the 39
journals reviewed, it shows that experiential marketing research trends, especially in the tourism
sector from 11 years (2010-2021) include consumer behavior, more specific tourism industries
(hotels, travel, destinations, museums, local food). Another finding is that along with the digital era,
experiential marketing research has also developed that emphasizes aspects of digital services and
tourism technology experience.

FUTURE RESEARCH DIRECTIONS

Based on the findings of this study, it can be expanded by analyzing trends in future research issues
in order to aid marketing, particularly in the tourism sector.

REFERENCES

Chang, S.-H., & Lin, R. (2015). Building a Total Customer Experience Model: Applications for the Travel
Experiences in Taiwan’s Creative Life Industry. Journal of Travel & Tourism Marketing, 32(4), 438–453.
[Link]
Fernandez, K. V (2019) ‘Critically reviewing literature: A tutorial for new researchers’, Australasian
Marketing Journal (AMJ), 27(3), pp. 187–196. doi: [Link]
Folmer, A., Tengxiage, A. (Tanya), Kadijk, H., & Wright, A. J. (2019). Exploring Chinese millennials’
experiential and transformative travel: a case study of mountain bikers in Tibet. Journal of Tourism
Futures, 5(2), 142–156. [Link]
Garcia Henche, B. (2018). Urban experiential tourism marketing. Journal of Tourism Analysis: Revista de
Análisis Turístico, 25(1). [Link]
Grundey D. (2008) Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional
Liaisons with Consumers. The Romanian Economic Journal 29:133-151.
Guttentag, D. (2019). Transformative experiences via Airbnb: Is it the guests or the host communities that will
be transformed? Journal of Tourism Futures, 5(2), 179–184. [Link]
Jong-Hyeong Kim. (2010). Determining the Factors Affecting the Memorable Nature of Travel Experiences.
Journal of Travel & Tourism Marketing, 27(8), 780–796. [Link]
[Link]/10.1080/10548408.2010.526897
Kitchenham, B., & S. Charters. 2007. Issue: EBSE 2007-001. Technical Report, Vol.2.
Le, D., Scott, N., & Lohmann, G. (2019). Applying experiential marketing in selling tourism dreams. Journal
of Travel & Tourism Marketing, 36(2), 220–235. [Link]
[Link]/10.1080/10548408.2018.1526158
Lee, J.-S., & Min, C. (2016). Examining the Quality Antecedents and Moderating Effects of Experiential
Value in a Mega-Event. Journal of Travel & Tourism Marketing, 33(3), 326–347. [Link]
[Link]/10.1080/10548408.2015.1051642
Pine II, Joseph and Gilmore H James. 1999. The Experience Economy: Work Is Theatre And Every Business
A Stage. Boston: Harvad Business School Press.
Qiu, Q., Zheng, T., Zheng, X., & Zhang, M. (2020). Visiting intangible cultural heritage tourism sites: From
value cognition to attitude and intention. Sustainability, 12(1), 132. doi:[Link]
[Link]/10.3390/su12010132

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Robinson, D. (2021). Rural Food and Wine Tourism in Canada’s South Okanagan Valley: Transformations
for Food Sovereignty? Sustainability, 13(4), 1808. MDPI AG. Retrieved from
[Link]
Şahin, lker, & Güzel, F. (2020). Do experiential destination attributes create emotional arousal and memory? :
A comparative research approach. Journal of Hospitality Marketing & Management, 29(8), 956–986.
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Schmitt, B. 2010. Experience Marketing: Concepts, Frameworks and Consumer Insights, Foundations and
Trends® in Marketing 5(2): 55–112. [Link]
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International Hospitality Review, 34(2), 153–172. [Link]
Sorrentino, A., Fu, X., Romano, R., Quintano, M., & Risitano, M. (2020). Measuring event experience and its
behavioral consequences in the context of a sports mega-event. Journal of Hospitality and Tourism
Insights, 3(5), 589–605. [Link]
Sotiriadis, M. (2017). Experiential Dimensions And Their Influence On Behavioral Intentions Within The
Context Of Nature-Based Tourism. Tourism and Hospitality Management, 23(1), 35-50. doi:[Link]
[Link]/10.20867/thm.23.1.7
Speakman, M. (2019). Dark tourism consumption in Mexico City: a new perspective of the thanatological
experience. Journal of Tourism Analysis: Revista de Análisis Turístico, 26(2), 152–168.
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Tsaur, S. H., Chiu, Y. T., & Wang, C. H. (2006). The visitors behavioral consequences of experiential
marketing: An empirical study on Taipei Zoo. Journal of Travel and Tourism Marketing, 21(1), 47–64.
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5(2), 120–126. [Link]
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Customer Satisfaction. Journal of Hospitality and Tourism Research, 32(3), 387–410.
[Link]

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14. Antecedents of Pro-Environmental Behavioral Intention towards

Eco-tourism of Chinese Domestic Tourists: Integration of Theory
of Planned Behavior and Theory of Interpersonal Behavior
Zhang Jieyao*1, Jeetesh Kumar 1,2 and Seyyed Mostafa Rasoolimanesh 2,3
1
School of Hospitality, Tourism & Events, Taylor's University, Malaysia
2
Centre for Research and Innovation in Tourism, Taylor's University, Malaysia
3
Faculty of Social Sciences and Leisure Management, Taylor's University, Malaysia

*Correspondence: zhangjieyao@[Link]

Keywords: Eco-tourism; Pro-environmental behavioral intention (PEBI); Sustainable ecotourism

development; Theory of planned behavior (TPB); Theory of interpersonal behavior (TIB)

EXTENDED ABSTRACT

In tourism activities, tourists' pro-environmental behavioral intention (PEBI) is an antecedent of

human interaction with the environment. This study identifies the factors of pro-environmental
behavioral intention among Chinese domestic tourists in eco-tourism. A comprehensive pro-
environmental behavioral intention model was constructed using the integrated TPB, TIB, and
control variables. Analysis results indicate that (1) perceived eco-tourism usefulness, publicity and
education, policies and regulations, infrastructure, and perceived behavioral control have significant
positive effects on PEBI and (2) all three controls do not significantly affect the results.

LITERATURE REVIEW

Perceived eco-tourism usefulness refers to the extent tourists believe that participating in eco-tourism
will increase their pro-environmental behavior by learning experiences or activities in eco-tourism
destinations. Manoj et al. (2020) indicate that visitors' environmental engagement may also
significantly impact the development of environmental learning behaviors.

H1a Perceived eco-tourism usefulness positively affects their PEBI.

It is necessary to reinforce their altruistic values, ecological values and environmental beliefs so that
users know that pro-environmental behavior can make them become better people (Xie et al., 2020).

H1b Biosphere value positively affects their PEBI.

Tourists can be given knowledge and information about decreasing waste at tourism destinations to
improve their capability to decrease waste (Wang et al., 2021).

H1c Environmental knowledge positively affects their PEBI.

Environmental education, known as environmental moral education, positively correlates with pro-
environmental behavior.

H2a Publicity and education positively affect their PEBI.

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Regulatory policies can turn the behavior of regional residents into PEBs by imposing substantial
administrative penalties on individuals or companies that have polluted the environment (Hong &
Park, 2018).

H2b Policies and regulations positively affect their PEBI.

The more the subjective norm's pressure, the greater the intention of consumers to shop with reusable
bags (Wang & Li, 2022).

H3a Subjective norm positively affects their PEBI.

TPB factors associated with behavior-specific self-identity will have greater predictive strength than
TPB alone (Lee & Jan, 2018).

H3b Eco-tourism self-identity positively affects their PEBI.

Although the level of tourism risk does not always correlate negatively with tourists' intention, the
safety requirements of tourists can affect tourist behavioral intention, and the increase in tourists'
perception of destination risk hurts their behavioral intention (Zhang et al., 2020).

H4a Risk negatively affects their PEBI.

Public environmental facilities are an essential component of tourism destinations as a hygiene factor
in environmental behavior (Wang et al., 2020).

H4b Infrastructure positively affects their PEBI.

Perceived behavioral control is the most significant factor influencing intentional behavior in the pro-
environmental workplace of employees in Malaysian public organizations (Razak & Sabri, 2019).

H5 Perceived behavioral control positively affects their PEBI.

Many studies suggest that habits should be a significant explanatory structure for a sustainable
lifestyle (Verplanken & Roy, 2016).

H6 Habit positively affects their PEBI.

RESEARCH METHOD

To measure Chinese domestic tourists' PEBI, measurement scales and items were developed based
on previous literature that applied TPB and TIB in pro-environmental and eco-tourism contexts.
Chinese domestic tourists can be seen as the target population to make the sample more
comprehensive and representative. The survey was conducted from January 2022 to February 2022.
By applying simple random sampling techniques, the online survey was conducted. After data
cleaning, the useable sample size of 559 with an 89% response rate was sufficient for data analysis.
PLS-SEM was used to test the measurement model and structural model.

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Figure 1: The Proposed Conceptual Model

RESULTS

Measurement Model Assessment

The results indicated that all the constructs had Cronbach's Alpha ranging from 0.737 to 0.931, and
composite reliability ranged from 0.848 to 0.949, which exceeded the recommended threshold. The
AVE were all higher than 0.50 to support convergent validity, except pro-environmental behavioral
intention with the value of AVE of 0.421. Therefore, the outer loading value of SN5 less than 0.50
was deleted, and PEBI5, PEBI7, PEBI9, PEBI10 were removed to meet the recommended AVE
thresholds. All HTMT values were less than the stricter criterion of <0.85.

Structural Model Assessment

The research results confirmed that perceived ecotourism usefulness has a positive and significant
influence on PEBI (H1a, β = 0.104, p < 0.01). Biosphere value has no significant influence on PEBI
(H1b, β = -0.001, p > 0.05). Environmental knowledge has no significant influence on PEBI (H1c, β
= 0.006, p > 0.05). Publicity and education have a positive and significant influence on PEBI (H2a,
β = 0.203, p < 0.001). Policies and regulations have a positive and significant influence on PEBI
(H2b, β = 0.142, p < 0.01). Subjective norm has no significant influence on PEBI (H3a, β = -0.008,
p > 0.05). Ecotourism self-identity has no significant influence on PEBI (H3b, β = 0.018, p > 0.05).
Risk has no significant influence on PEBI (H4a, β = -0.083, p > 0.05). Infrastructure has a positive
and significant influence on PEBI (H4b, β = 0.213, p < 0.001). Perceived behavioral control has a
positive and significant influence on PEBI (H5, β = 0.378, p < 0.001). Habit has no significant
influence on PEBI (H6, β = 0.010, p > 0.05). Thus, hypotheses H1a, H2a, H2b, H4b, and H5 were
accepted. In addition, the results indicated that gender (β = 0.000, p > 0.05), age (β = -0.038, p >
0.05), and education level (β = -0.036, p > 0.05) were found to be insignificant.

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DISCUSSIONS

This study was designed to identify Chinese domestic tourists' pro-environmental behavioral
intentions. The results showed that the TPB and TIB theory, and thus perceived eco-tourism
usefulness, publicity and education, policies and regulations, infrastructure, and perceived behavioral
control have strong predictive power for PEBI. In general, this model of the TPB and TIB theory
explained 60% of the variance in PEBI (R2 = 0.603). Notably, the insignificance of gender, age and
education level did not worsen the primary model results. It assesses PEBI as a multidimensional
construction to capture a large variety of eco-tourism activities in China and improve the performance
behavior of Chinese domestic tourists and the sustainable development ability of tourism
destinations.

Furthermore, the more attention tourism boards and the ministry, tourism managers, and government
give to sustainable tourism development, the more likely it is that Chinese domestic tourists will
increase their intention to engage in pro-environmental behavior during tourism. Due to time, budget
and resource constraints, only a quantitative survey was used to collect data. However, future studies
could consider using qualitative or mixed research methods to gain deeper insight into the
investigated issues and participants' attitudes. The case study for this research is limited to one
popular eco-tourism destination, Yulong snow mountain in Yunnan, an ecological resources-based
tourist attraction that may not generalize to all other tourism destinations. This investigation may be
expanded to include other cases, such as farm, coastal and adventure tourist destinations, to compare
and examine the difference in their PEBI.

REFERENCES

Hong, Z., & Park, I. K. (2018). The effects of regional characteristics and policies on individual pro-
environmental behavior in China. Sustainability, 10(10), 3586.
Lee, T. H., & Jan, F. H. (2018). Eco-tourism behavior of nature-based tourists: An integrative
framework. Journal of Travel Research, 57(6), 792-810.
Manoj, M., Das, A. R., Chandran, A., & Mandal, S. (2020). Antecedents of environmental engagement and
environmental learning behaviour. Journal of Hospitality and Tourism Insights.
Razak, N. F., & Sabri, M. F. (2019). Pro-environmental workplace intention behaviour in the Malaysian public
organisation. Asian Social Science, 15(4), 1-9.
Verplanken, B., & Roy, D. (2016). Empowering interventions to promote sustainable lifestyles: Testing the
habit discontinuity hypothesis in a field experiment. Journal of Environmental Psychology, 45, 127-134.
Wang, B., & Li, Y. (2022). Consumers' Intention to Bring a Reusable Bag for Shopping in China: Extending
the Theory of Planned Behavior. International Journal of Environmental Research and Public
Health, 19(6), 3638.
Wang, C., Zhang, J., Sun, J., Chen, M., & Yang, J. (2020). Public environmental facilities: Hygiene factors
for tourists' environmental behaviour. Environmental Science & Policy, 106, 40-47.
Wang, S., Ji, C., He, H., Zhang, Z., & Zhang, L. (2021). Tourists' waste reduction behavioral intentions at
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case of China's Sponge City. Building Research & Information, 48(7), 719-730.
Zhang, H., Cho, T., & Wang, H. (2019). The impact of a terminal high altitude area defense incident on tourism
risk perception and attitude change of Chinese tourists traveling to South Korea. Sustainability, 12(1), 7.

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15. Investigating the Size and Economic Value of National Parks in

Guizhou, China
Zeli Hu 1,2*, Jeetesh Kumar 2,3 and Suresh Kannan 2,3
1
School of tourism, Liupanshui Normal University, China
2
School of Hospitality, Tourism & Events, Taylor's University, Malaysia
3
Centre for Research and Innovation in Tourism, Taylor's University, Malaysia

*Correspondence: huzeli666@[Link]

Keywords: China; Economic value; Guizhou; MGM Model; National parks

EXTENDED ABSTRACT

Tourism plays a crucial role in facilitating regional economic development. National parks are vital
tourism attractions in China and worldwide. Undoubtedly, national parks are significant for regional
action on value-added, employment, and tax revenue.

Guizhou, located in western China, is one of the poorest provinces in China and boasts 18 national
parks (Guizhou statistic, 2020) as the main tourist attraction. Tourism is Guizhou province's pillar
industry, and it needs to rely on tourism to eliminate poverty (Zhou, 2020). Now China has entered
to 14th five-year development plan. It is urgent to address the problems of examining industrialization
and properly allocating the investment to national parks.

Meanwhile, in 2021, the central government released the first batch of the new national park,
implying the new national park system is established under which the government should degrade or
upgrade the old national parks. How to rank the old national parks in Guizhou is a problem. This
study aims to evaluate the economic value and investigate the experience of tourists visiting the
national parks in Guizhou, China.

This research applied the systematic literature review method to find an appropriate model to assess
the economic value, using the tourism economy, economic impact, effect evaluation, or assessment
as search words and found 183 articles from 1988 to 2021. Articles were downloaded for a complete
reading if the abstracts were deemed relevant. Finally, 66 articles met the requirements and were
used. For the literature review, there are three main findings:

(1) The tourism economic impact development can be defined in three phases:
i. The introduction period (1988-1995): there were limited statistics on tourism data, and
assessments of the general impact were conducted, mainly using the economic discipline I-O
Model.
ii. The development period (1998-2010): new methodologies were proposed and focused on the
contribution of the different tourism markets. The new methods comprise Ricardo–Viner–
Jones (RVJ) (Nowak et al., 2005), Heckscher–Ohlin (H–O)models (Nowak et al., 2005),
IMPLAN (Yu & Turco, 2000), TSA (Dwyer et al., 2016). Various tourism markets include
events (Huang et al., 2014), festivals, VFR (visiting friends and relatives) (Asiedu, 2008), and
agritourism (Rainey, 2010).
iii. The flourishing period (2010 to 2021): the advent of different methodologies from static to
dynamic and more precise international data were collected. Such as the causal chain model
(Young et al., 2010), a three-bottom-line method (Fairley et al., 2011), CGE (Becken &
Lennox, 2012), and GMM (Generalized Methods of Moments) (Seetanah, 2011) method are

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dynamic methods for assessing the tourism economic impact. An international geo-database
was presented to collect tourists for a more precise economic assessment impact.

Table 1: National Parks of Guizhou Province in 2019

Serial Number Parks A-level Standard
1 Hongfeng Lake National Park 4A
2 Huangguoshu Waterfalls National Park 5A
3 The Dragon Palace National Park 5A
4 Zhijin Cave National Park 4A
5 Jiudongtian National Park 4A
6 Malinghe Canyon-Wanfeng Lake National Park 4A
7 Wuyang River national park 4A
8 Liping Dong-Village National Park 4A
9 Libo Zhangjiang National Park 5A
10 Duyun Doupeng mountain—Jianjiang National Park 4A
11 Chishui National Park 4A
12 Jiulong Cave National Park 4A
13 Ziyun Getu River National Park 4A
14 Pingtang National Park 4A
15 Wengan Jiangjie River National Park 4A
16 Rongjiang Mountain and Water landscapes with Miao and Dong 4A
Cultures National Park
17 Shiqian Hot Well Flock National Park 4A
18 Yanhe Wujiang River Sanxia National Park 4A
Source: Guizhou statistical yearbook, 2020.

(2) Scholars developed the research either from the supply-side or the demand perspective (Baggio
2018, cited as Cooper and Hall 2008). The supply side includes tourism resources, facilities, and
services. People (tourists), money (expenditure, receipts), time (stays and travels duration), and
space (distances, lengths of trips) can be taken into account when measuring tourism impact from
the demand side(Song et al., 2010).
(3) The MGM model is tailored for national park economic impact assessment(Fish, 2009). The
primary assessment models are Input-Output, CGE, IMPLAN, REMI, REMII, and MGM, mainly
applied in national or provisional regions. Meanwhile, Input-Output Model, IMPLAN, REMII,
and MGM models are static models (Kumar & Hussain, 2014; Dan [Link], 1990; D. Stynes,
1999); CGE and REMI are dynamic models(Hussain et al., 2017b; D. Stynes, 1999).

Table 2: Tourism Revenue, GDP, and Proportion of Added Value of Tourism in GDP in Guizhou
from 2013 to 2020
Gross Tourism Revenue GDP of Guizhou Proportion of added value of
Year
(100 million yuan) (100 million yuan) tourism in GDP Guizhou
2013 2370.65 8006.79 7.9% (Zhang, 2014)
2014 2895.98 9251.01 8.7% (Li, 2021)
2015 3512.82 10502.56
2016 5027.54 11734.43
2017 7116.81 13540.83 11% (Jiang, 2018)
2018 9471.03 14806.45 11.3% (Li, 2019)
2019 12318.81 16769.34 11.6% (Cao, 2021)
2020 5785.09 17826.56 12% (Zhou, 2020)
Source: Guizhou statistical yearbook, 2020.

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This study adopts the MGM model tailored to national park economic value calculation regarding
value-added, employment, and tax revenue to target the research aim. A survey questionnaire method
is applied to collect the data on tourists' expenditures which support the economic value assessment.
This study indicates the development path of the old national park in Guizhou based on tourists'
expenditure and experience, satisfaction, revisit intention, and economic value of national parks,
including present and future, from the perspective of investment, planning, and industrialization. It
is significant to the government decision-maker.

REFERENCES

Asiedu, A. B. (2008). Participants' characteristics and economic benefits of visiting friends and relatives
(VFR) tourism - An international survey of the literature with implications for Ghana. International
Journal of Tourism Research, 10(6), 609–621. [Link]
Becken, S., & Lennox, J. (2012). Implications of a long-term increase in oil prices for tourism. Tourism
Management, 33(1), 133–142. [Link]
Dan [Link], R. keit. S. (1990). A comparison of the multipliers of IMPLAN, REMI, and RIMS II:
Benchmarking ready-made models for comparison. Traffic, 233–236.
Das, B. R., & Rainey, D. V. (2010). Agritourism in the arkansas delta byways: Assessing the economic
impacts. International Journal of Tourism Research, 12(3), 265–280. [Link]
Dwyer, L., Tomljenović, R., & Čorak, S. (2016). Evolution of destination planning and strategy: The rise of
tourism in Croatia. Evolution of Destination Planning and Strategy: The Rise of Tourism in Croatia, 1–
302. [Link]
Fairley, S., Tyler, B. D., Kellett, P., & D’Elia, K. (2011). The Formula One Australian Grand Prix: Exploring
the triple bottom line. Sport Management Review, 14(2), 141–152.
[Link]
Fish, T. E. (2009). Assessing economic impacts of national parks. 26(2), 1–3.
Guizhou statistic. (2020). Guizhou Province 2019-2020 National Economic and social development statistical
[Link] from [Link]
Huang, H., Mao, L. L., Kim, S. K., & Zhang, J. J. (2014). Assessing the economic impact of three major sport
events in China: The perspective of attendees. Tourism Economics, 20(6), 1277–1296.
[Link]
Hussain, K., Kumar, J., Kannan, S., & Nor, M. M. (2017). Investigating the size and economic value of the
business tourist market in Malaysia. Event Management, 21(4), 497–514.
[Link]
Jean-Jacques Nowak, M. S. and P. S. (2005). Tourism, increasing returns and welfare. The Economics of
Tourism and Sustainable Development.
Jiang. (2018). In 2017, the proportion of tourism in Guizhou's GDP increased to 11%. Tourism has gradually
become the "golden rice bowl" for Guizhou people. Retrieved from
[Link]
Kumar, J., & Hussain, K. (2014). Evaluating Tourism's Economic Effects: Comparison of Different
Approaches. Procedia - Social and Behavioral Sciences, 144, 360–365.
[Link]
Li. (2019). Main measures and effects of tourism poverty alleviation in Guizhou. Retrieved from
[Link]
Seetanah, B. (2011). Assessing the dynamic economic impact of tourism for island economies. Annals of
Tourism Research, 38(1), 291–308. [Link]
Song & Fei .(2010). Tourism demand modelling and forecasting: How should demand be measured? Tourism
Economics, 16(1), 63–81. [Link]
Stynes, D. (1999). Approaches to estimating the economic impacts of tourism; some examples., MI:
Department of Park, Recreation and Tourism, January, 1–18.
[Link] del turismo/economia del turismo/approaches to
estimating the economic impacts of [Link]
Li. (2021). Guizhou takes the whole province's efforts to promote the "blowout" development of tourism.
Retrieved from [Link]

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Cao. (2021). Guizhou gathers strength to promote tourism quality improvement. Retrieved from
[Link]
Young.,Parkin, & Diamond, A. (2010). Assessing the economic impact of culture in english market towns: A
causal chain approach. Tourism Economics, 16(4), 925–951. [Link]
Yu & Turco, D. M. (2000). Issues in tourism event economic impact studies: The case of the Albuquerque
International Balloon Fiesta. Current Issues in Tourism, 3(2), 138–149.
[Link]
Zhang. (2014). Tourism development conference ignited the fire of guizhou tourism development. Retrieved
from [Link]
Zhou. (2020). Guizhou has made every effort to promote the blowout growth of tourism. Retrieved from
[Link]

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16. Regaining the Competitiveness of the Rural Community-based

Ecotourism in the Era of Post COVID-19: Tagal Marakau Ranau,
Sabah, North of Borneo
Shamezah Shamsul 1, Jakaria Dasan 1*, Fatimah Ahmedy 2, Tini Maizura Mohtar 1 and
Sidah Idris 1
1
Faculty of Business, Economics & Accountancy, Universiti Malaysia Sabah, Malaysia
2
Faculty of Medicine & Health Sciences, Universiti Malaysia Sabah, Malaysia

*Correspondence: jakaria@[Link]

Keywords: Competitive advantage; Human resource quality; Resource-based view; Rural

community-based ecotourism; Sustainable development

EXTENDED ABSTRACT

Prior to COVID-19, Sabah in the North of Borneo is reported to accumulate nine billion in revenues
from 4.2 million tourists representing an increase in overall GDP by 0.7% and the highest GDP per
capita ever recorded (DOSM, 2020). Various initiatives have been taken by the government to regain
that achievement by turning strategic rural areas into ecotourism spots (Dasan & Ahmedy, 2020;
Denman, 2001). One of the places is Tagal Marakau Ranau and its main attraction is the open river
fish spa. This community receives assistance from Sabah Fishery Department, the Ministry of Higher
Education, and Universiti Malaysia Sabah (Dasan & Ahmedy, 2020). Thus, this community set an
example for the sustainable development of rural community-based tourism (Yaman & Mohd, 2004).
Tagal is the local word of the Dusun ethnicity that means "forbidden" fish-catching activity in a
marked river (Dasan & Ahmedy, 2020).

LITERATURE REVIEW

McLaren (2003) portrayed ecotourism as a multifaceted concept that occurs in various environments
and is associated with an enjoyable visit to the natural areas (Yaman & Mohd, 2004). Visitors and
the community play an important role in ensuring the conservation of natural resources to support
ecotourism as emphasized by responsible tourism (Dasan & Ahmedy, 2020; Ting et al., 2022). The
goal of the business relies more on managing natural resources (Goodwin, 2016; Ting et al., 2002)
in which the ecology and the environment are set as priorities. Positive destination management was
linked to the importance of human resources in managing a sustainable community (Dasan &
Ahmedy, 2020; Goodwin, 2016; Paskova & Zelenka, 2019; Ting et al., 2022). In addition, knowledge
of respective behavior toward other people, the ecology, and the environment will provide benefits
(Farmaki et al., 2014; Joshi et al., 2021).

Human Resource Quality

Human resources are critical for service quality, customer happiness and loyalty, competitive
advantage, and organizational success (Goldin, 2019; Vance, 2012; Wernerfelt, 1984). Kusluvan et
al. (2010) concur that human resource quality, which comprises knowledge, skills, ability,
personality, internal and external connections, attitude, and behavior, is critical in building a
particular advantage. Less emphasis on HRQ (Aquino et al., 2018; Velnisa Paimin et al., 2014) as
well as poverty, a lack of management strategy, and inadequate communication within the

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community (Dasan & Ahmedy, 2020; Farmaki et al., 2014; Goodwin, 2016; Joshi et al., 2021;
Paskova & Zelenka, 2019; Ting et al., 2022) may cause impediments to the success of community-
based enterprises.

Capability' refers to the skills, ability, aptitude and knowledge you have in relation to the job that you
are employed to do (Karim & Mitchell, 2000). On the other hand, the natural resources are partly the
community resources that help meet certain needs for those around them. Guided by Resource-Based
View theory (Barney, 1995), hypotheses were respectively developed. Henceforth, Figure 1 below
conceptualizes the study.

HRQ CA SD
Figure 1: The Proposed Conceptual Framework

RESEARCH METHOD

Qualitative method applying observation (Dudovskiy, 2020), and interview (Qu & Dumay, 2011)
using thematic analysis (Braun & Clarke, 2006) involving 50 villagers.

RESULTS

As stated by Karim and Mitchell (2000), resources include company's physical and financial assets,
employees' skills, and organizational (social) procedures while capability is something that an
organization is able to perform because of its resources and processes. Competence, attitude and
behavior, and physical appearance are the other themes representing the components of HRQ. Results
were summarized in Table 1.

The competitive advantage (capability and resources) has greater influence on the sustainable
development of Tagal Marakau Ranau as compared to HRQ.

Table 1: The Emerged Themes (Item 1 – 4)

Theme 1 Theme 2 Theme 3 Theme 4
Item
Capability Resources Attitude & Behavior Ability to Adapt
Total 28 8 9 3

DISCUSSIONS

Phillips and Pittman (2014) argue that business ownership is beneficial to local economies and
communities. Thus, the community-based enterprise needs to enhance capacity building aspect to
enable the smooth running of CBET. The fact is that the goals of ecotourism and sustainable
development can be undermined if visitors experience (1) physical harm or environmental
degradation; (2) the destruction of historical and cultural regions; (3) traffic difficulties; (4) pollution;
and (5) traffic congestion (Yaman & Mohd, 2004). Therefore, relevant skills to build and sustain

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CBET are expected (Suryani et al., 2021) apart from being competence, and having right attitude and
behavior (Kusluvan et al., 2010). It is the politeness, the body language, and the comfort that
determine customer satisfaction. The approaches, skills, and aspiration in CBET business operation
need to be at par with the current changes that take place in this VUCA world (Kodden, 2020). More
importance, the approaches applied in CBET is what the community wants (Chan, 2010, 2020).

RESEARCH IMPLICATION

Influential intervention of capability and capacity as components of competitive advantage towards

the relationship of human resource quality and sustainable development of CBET.

FUTURE RESEARCH DIRECTIONS

Assessing quantitatively and focusing on the ability to adapt when venturing CBET (Kodden, 2020).

ACKNOWLEDGEMENT

Universiti Malaysia Sabah’s research grant DN21098

REFERENCES

Aquino, R. S., Lück, M., & Schänzel, H. A. (2018). A conceptual framework of tourism social
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17. The Enriched Meaning of Work for Tourist Guides in Sabah

Yen Phin Ng 1*, Balvinder Kaur Kler1 and Oscar Dousin 1
1
Universiti Malaysia Sabah, Malaysia

*Correspondence: [Link]@[Link]

Keywords: Meaning of Work, Sabah, Tourist Guides

EXTENDED ABSTRACT

This paper discusses the qualitative findings of an exploratory sequential mixed method study. Phase
one explored the meaning of work (MoW) for tourist guides (TGs). Semi-structured interviews were
employed among 20 participants in Sabah. The tripartite model of MoW (job, career and calling)
formed the conceptual basis of the qualitative study. A thematic analysis produced six key themes
which delineate the MoW for TGs. Findings indicate that TGs experience the existing MoW
dimensions. Findings also expand the current MoW instrument. The enriched MoW derived includes
a positive working environment, professional fulfilment, and work-life balance. Based on the key
themes, implications for managerial implications are discussed along with future research directions.

LITERATURE REVIEW

Tour guides (TGs) are seen as leaders, translators, and tour organizers who manage various group
activities throughout the visitation (Poynter, 1993). TGs are vital to tourism operations in which their
service attitude and abilities directly impact the overall quality of the tourists' experience (Yen et al.,
2018). Studies have emphasized the important role of TGs performance on tourist satisfaction
(Chang, 2014; Lin et al., 2017; Williams, 2013; Zillinger et al., 2012). Tour guiding research has
received little attention especially the understanding of the MoW.

Meaning of work (MoW) is a cognitive system of how an individual makes sense of the world of
work which surrounds them, interpreting what work means or the function it plays in one’s life
(Wrzesniewski et al., 1997). Work orientation, which is the focus of the current study, addresses the
purpose work serves in an individual’s life as a way of contributing meaning (Bellah et al., 1985).
The term "work orientation" was initially proposed by Bellah et al. (1985). They proposed a tripartite
notion outlining the three ways a person might find fulfilment through their work as a job, a career,
and a calling. People who see their work as a job concentrate on the monetary rewards. People who
see their work as a career are driven by a desire for more power, social prestige, professional
progression, and promotion. People who consider their work to be a calling are mainly concerned
with their work's social worth and desire to improve society. Research in this area has so far centered
on tripartite work orientation; however, the complete range of meanings may not be accounted for
through only these three orientations that people may devote themselves to their job (Willnerr et al.,
2019). Thus, this study aimed to explore the enriched MoW experienced by TGs in Sabah.

RESEARCH METHOD

This research employed a qualitative method whereby a semi-structured interview was used for data
collection guided by pragmatic research paradigm to explore the enriched MoW among TGs in
Sabah. This study answers the research objective of, “How is MoW experienced by TGs?”. For this,

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it was pertinent to interview TGs and allow them to tell the stories unencumbered by what is expected
or what exists in the literature.

Data Collection

This study employs purposive sampling included participants were licensed TGs employed for a
minimum of six years and based in Sabah. Additionally, the TGs needed to be either a member of
Sabah Tourist Guides Association (STGA) or Sabah Native Registered Tourist Guides Association
(SNRTGA). The snowball sampling process occurs at the end of each interview session, where
participants were asked to recommend fellow TGs as potential participants. A total of 20 semi-
structured interviews were conducted over two months using the Zoom application. Interviews lasted
60 minutes on average, with the longest lasting 120 minutes and the shortest lasting 45 minutes. The
profile of the participants is depicted in Table 1. Pseudonyms have been used to de-identify
participants.

Table 1: Profile of Participants

No. Name Age Years in Service Gender Membership
1. Lee 67 34 Male STGA
2. Hayden 42 17 Male STGA
3. Gloria 55 24 Female STGA
4. Hakim 36 11 Male SNRTGA
5. James 52 23 Male STGA
6. Andrew 36 16 Male STGA
7. Faiz 34 12 Male SNRTGA
8. Jason 30 7 Male SNRTGA
9. Azlan 28 7 Male SNRTGA
10. Alice 30 6 Female SNRTGA
11. Melinda 32 10 Female SNRTGA
12. Adam 42 18 Male SNRTGA
13. Reynolds 36 11 Male STGA
14. Matthew 41 20 Male SNRTGA
15. Shawn 37 14 Male SNRTGA
16. Mikael 44 21 Male SNRTGA
17. Raymond 54 35 Male STGA
18. David 45 22 Male STGA
19. Daniel 17 12 Male STGA
20. Hanis 55 28 Female STGA

Data Analysis

The researchers used Nvivo 12 Plus software program to manage, organize, and code the data that
generated the classification for codes, categories, and themes across all 20 interviews. A six-step
thematic analysis was conducted to enable researchers to summarize, highlight main features, and
understand a broad variety of data sets (Braun & Clarke, 2006).

RESULTS

Findings revealed that TGs experienced the existing tripartite work orientation; job, career, and
calling. However, the most interesting findings are the meanings TGs imbue to their work or the
enriched MoW, positive working environment, professional fulfilment, and work-life balance

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including the narratives are presented to support each theme.

DISCUSSION

The concept of "work orientation" describes the types of meaning that TGs get from their jobs. By
exploring the enriched MoW dimensions. This study expanded the three-factor model by
Wrzesniewski et al. (1997) into a six-dimensional one for employees in the tourism industry. Thus,
the enriched MoW complements the tripartite work orientations describing TGs’ MoW. These
findings show that besides tripartite orientations, these enriched MoW provides insights that explain
loyalty and commitment to the profession.

MANAGERIAL IMPLICATIONS

The findings of this study offer the government insight into the need to protect meaningful jobs and
livelihoods. This study is also vital to demonstrate to government policy how TGs see the value of
their line of work. In addition to helping TGs, the new MoW model may also help the tourism
industry design human resource strategies that will increase TGs desire to build a resilient and
sustainable TGs workforce, so it attracts, motivates, and retains talented TGs professionals.

FUTURE RESEARCH DIRECTIONS

The enriched measurement instrument is being used in phase two of the mixed-method study to test
the relationship between the enriched MoW and intention to stay in the profession and career
satisfaction. At this stage, the researcher collects data from wider target of respondents and uses the
data to test the relationship.

REFERENCES

Bellah, R. N., Madsen, R., Sullivan, W. M., Swidler, A., & Tipton, S. M. (1985). Habits of the heart. New
York: Harper & Row.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology,
3(2), 77-101.
Chang, K. (2014). Examining the effect of tour guide performance, tourist trust, tourist satisfaction, and flow
experience on tourists’ shopping behavior. Asia Pacific Journal of Tourism Research, 19(2), 219 247.
Lin, Yi-Chien; Lin, Mei-Lan; Chen, Yi-Cheng. (2017). How tour guides’ professional competencies influence
on service quality of tour guiding and tourist satisfaction: An exploratory research. International Journal
of Human Resource Studies, 7(1), 1-19.
Poynter, J. M. (1993). Tour design, marketing, and management. London: Regents/Prentice Hall.
Williams, P. (2013). Performing interpretation. Scandinavian Journal of Hospitality & Tourism, 13(2), 115-126.
Willner, T., Lipshits-Braziler, Y., & Gati, I. (2019). Construction and initial validation of the work orientation
questionnaire. Journal of Career Assessment, 1-9.
Wrzesniewski, A., McCauley, C., Rozin, P., & Schwartz, B. (1997). Jobs, careers, and callings: People’s
relations to their work. Journal of Research in Personality, 31, 21–33.
Yen, C. H., Tsaur, S. H., & Tsai, C. H. (2018). Tour leaders’ job crafting: Scale development. Tourism
Management, 69, 52-61.
Zillinger, M., Jonasson, M., Adolfsson, P. (2012). Guided tours and tourism. Scandinavian Journal of
Hospitality and Tourism, 12(1), 1–7.

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18. What Actually Counts? Prioritizing Renovation Elements in

Business Hotels
Yi Gao 1,2*, Chia-Lin Hsiao 1, Kuo-Ching Wang 1 and Po-Chuan Tang 3
1
Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal
University, Taiwan
2
School of Tourism and Leisure Management, Fujian Business University, China
3
The Place Hotel Tainan, Taiwan

*Correspondence: 9633033@[Link]

Keywords: Brand relationship quality; Customer brand equity; Customer satisfaction; Hotel
renovation

EXTENDED ABSTRACT

Renovation is an essential cyclical task in hotel operations that requires much money (Turner &
Hesford, 2019). Properties that do not frequently renovate enough or that do not reinvest in the right
areas run the risk of losing profitability and market share (O’Neill & Mattila, 2006). Therefore, hotel
managers are intensely interested in how to spend limited funds on the most critical renovation
projects.

The research purposes are three. First, to investigate the customer's satisfaction with all the hotel's
guest area facilities and equipment before and after renovation, and to understand the substantial
impact of renovation on customer satisfaction. Second, to investigate the changes in customer brand
equity and brand relationship quality before and after renovation to understand the impact of
renovation on two essential attributes of brand management. Third, based on the analysis of the
correlation between the renovation items and the brand equity, brand relationship, and renovation
cost, to identify the optimal prioritization of renovation items.

LITERATURE REVIEW

Renovation directly causes changes in a hotel’s physical facilities and environment (Zemke et al.,
2019). The physical environment highly affects Customer-Based Brand Equity (CBBE). However,
there is no direct discussion on how renovation affects brand equity, the four brand equity dimensions
proposed by Aaker (1996) have more indirect correlations with hotel renovation (Liu et al., 2020;
Nhepera & Onojaefe, 2019). In addition, renovation may affect customer relationships by fulfilling
hotel brand promises or increasing satisfaction (Hyun, 2010; Nanu et al., 2020).

Although the positive impact of renovation on the hotel's short-term and long-term performance
indicators, including revenue, customer satisfaction, profitability, and R&M expenses, has been
proven (Turner & Hesford,2019); the operational objectives such as brand equity, brand relationship
quality, have not been directly discussed.

The hotel industry generally agrees that the customer is the prime driver for renovation. Therefore,
customers should be involved in formulating renovation, and priority areas will be identified
(Hassanien, 2006; Zemke et al., 2019). However, it appears very likely that the “voice of the
customer” has not been listened to sufficiently (Hassanien, 2006; Sánchez‐Franco et al., 2016).

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Medina-Muñoz et al. (2016) investigated tourists’ demand for renovating various accommodation
facilities in mature coastal tourist destinations. They found that hotel tourists agreed significantly
more on the need for innovation and differentiation. However, the study’s results only point in a
particular direction, and the recommendations on the scope of renovation and items are ambiguous.

RESEARCH METHOD

Research Subject

The present study takes a well-known international 5-star hotel in Hsinchu, Taiwan, which opened
23 years, as its research subject. A survey of the hotel before and after the renovation was conducted.

Research Design

The present study has three stages:

1. An in-depth interview and focus group was conducted to collect the hotel stakeholders’ opinions
of the renovation project before the data was analyzed, integrated, and compiled into a
questionnaire.

2. A questionnaire survey was conducted before the hotel's renovation to ascertain the guests’
satisfaction with the items of the hotel to be renovated, brand equity, and brand relationship
quality.

3. A questionnaire survey was conducted after the renovation to understand the changes in the
guest’s brand equity and brand relationship quality, as well as the relationship between the
renovation satisfaction, brand equity, and brand relationship quality.

RESEARCH RESULTS

A variance analysis was conducted on the brand equity and relationship quality dimension before and
after the renovation. The results revealed that renovation significantly improves the “perception
quality,” “brand loyalty,” “brand association,” and “brand awareness” of brand equity, as well as the
“satisfaction,” “trust,” and “commitment” of brand relationship quality. Therefore, it is clear that
renovation significantly enhances the hotel’s brand equity and brand relationship quality,
demonstrating the necessity of hotel renovation.

A correlation analysis was conducted for various dimensions of brand equity and brand relationship
quality in conjunction with the customer's satisfaction level towards 136 renovation items across 12
dimensions to determine the ones that had a higher correlation with the abovementioned indicators.

The results indicate that eight guestroom items, 13 bathroom items, eight restaurant items, six multi-
function room items, seven business center items, three artwork items, and eight others exhibited a
higher correlation with brand equity and brand relationship quality. Meanwhile, five dimensions,
including the hotel lobby, leisure facilities, parking lot, safety/mechanical and electrical facilities,
and environmental friendliness, all exhibited a lower correlation coefficient. In particular, the nine
areas with the highest correlation with brand equity and brand relationship quality were bathroom
ceiling, restaurant ceiling, carved artwork, water feature, painting, accessibility space, drop-off area
by the entrance, guest floor corridor, and indoor smoking area (Figure 1).

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Items conforming to the 2 criteria as described below

1. Number of questions with a correlation coefficient of over .3 between the sum of brand equity and
brand relationship quality scores.
2. Number of questions with a correlation coefficient of over .3 in all dimensions.

Guestroom Bathroom and Restaurant

28 items 0 item restroom 17 items 1 item
14 items 1 item
 Ceiling
Multi-function
room  Ceiling
11 items 0 item Business center
Hotel lobby 10 items 0 item
15 items 0 item
Recreation facilities
12 items 0 item Other
Safety/mechanical 14 items 4 items
and electrical
5 items 0 item ▪ Accessibility space
Environmental
friendliness ▪ Hotel entrance
4 items 0 item Artwork ▪ Guest floor corridors
3 items 3 items ▪ Guest floor corridors
12 items ▪ Indoor smoking area
Parking0lot
items
 Carved artwork
9 items 0 item
 Water feature
 Painting
Figure 1: Correlation Analysis of Customer Satisfaction toward Renovation Items, Brand Equity, and
Brand Relationship Quality

A cost-benefit analysis was conducted for various renovation items and the renovation cost of the
hotel. The expenses on renovating the hotel’s guestrooms and restaurant were well spent. Still, in
terms of the fitness center and lobby bar renovation, perhaps there are more suitable alternatives such
as accessible facilities or artwork that can enhance the hotel’s brand equity and brand relationship
quality more effectively. This is a rather interesting observation (Figure 2).

DISCUSSIONS

Previous research focused on hardware improvement and upgrade, where the functional dimension
was applied to explore the critical renovation elements of hardware or specific areas (Countryman &
Jang, 2006; Whitfield & Webber, 2010). The present study has compensated for the lack of customer
perspective and renovation details in previous studies; moreover, it has provided a vital evaluation
indicator questionnaire for renovations.

The present study has also verified the positive influence of renovation on brand equity and brand
relationship quality and identified items that have a higher correlation with brand equity and brand
relationship quality. Moreover, these were evaluated and analyzed in conjunction with the cost of the
hotel’s renovation. With the study’s verification as a building block, recommendations can be offered
to hotels in priority renovation areas.

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Figure 2: Contrast of the Cost and the Correlation Coefficient Result of Renovation Items

MANAGERIAL IMPLICATIONS

Suppose hotels intending to implement renovation can apply this questionnaire and framework; they
will gain insight into the relative importance of various renovation items and the satisfaction
perceived by their customers. In doing so, the study helps the hotels focus on the critical renovation
items cost-effectively to improve the ones that have the most impact on brand equity and brand
relationship quality. Additionally, a posttest questionnaire can be administered to more accurately
understand the actual benefits of a renovation.

FUTURE RESEARCH DIRECTIONS

In the future, longitudinal research may be attempted to investigate the same group of guests to
determine the impact of the renovation. Also, studies can be carried out on different types of hotels.

REFERENCES

Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review,
38(3), 102–121.
Countryman, C. C., & Jang, S. (2006). The effects of atmospheric elements on customer impression: the case
of hotel lobbies. International Journal of Contemporary Hospitality Management. 18(7), 534-545.

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Hassanien, A. (2006). Exploring hotel renovation in large hotels: A multiple case study. Structural Survey,
24(1), 41-64.
Hyun, S. S. (2010). Predictors of relationship quality and loyalty in the chain restaurant industry. Cornell
Hospitality Quarterly, 51(2), 251-267.
Liu, A. X., Hsu, C. H., & Fan, D. X. (2020). From brand identity to brand equity: a multilevel analysis of the
organization–employee bidirectional effects in upscale hotels. International Journal of Contemporary
Hospitality Management, 32(7), 2285-2304
Medina-Muñoz, D. R., Medina-Muñoz, R. D., & Sánchez-Medina, A. J. (2016). Renovation strategies for
accommodation at mature destinations: A tourist demand-based approach. International Journal of
Hospitality Management, 54, 127-138.
Nanu, L., Ali, F., Berezina, K., & Cobanoglu, C. (2020). The effect of hotel lobby design on booking
intentions: An intergenerational examination. International Journal of Hospitality Management, 89,
102530.
Nhepera, N., & Onojaefe, D. P. (2019). An examination of the importance of hotel innovation on guest loyalty
in Cape Town, South Africa. Oeconomica, 15(2), 70-81.
O’Neill, J. W., & Mattila, A. S. (2006). Strategic hotel development and positioning: The effects of revenue
drivers on profitability. Cornell Hotel and Restaurant Administration Quarterly, 47(2), 146-154.
Sánchez‐Franco, M. J., Navarro‐García, A., & Rondán‐Cataluña, F. J. (2016). Online customer service reviews
in urban hotels: a data mining approach. Psychology & Marketing, 33(12), 1174-1186.
Turner, M. J., & Hesford, J. W. (2019). The impact of renovation capital expenditure on hotel property
performance. Cornell Hospitality Quarterly, 60(1), 25-39.
Whitfield, J., & Webber, D. J. (2010). Sector differences in conference facility refurbishment. Tourism and
Hospitality Planning & Development, 7(2), 163-178
Zemke, D. M., Zhong, Y. Y., & Raab, C. (2019). A building’s design quality: measuring the esoteric. Property
Management, 37(1), 97-114.

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19. The Impact of TikTok Social Media on Domestic Tourism in

Indonesia
Hafiza Rizki Nurbaiti 1*
1
IPB University, Indonesia

*Correspondence: [Link]@[Link]

Keywords: Domestic tourism; Social media; TikTok; Promotion; Marketing

EXTENDED ABSTRACT

COVID-19 has changed the flow of international tourism to domestic because of the limitations of a
person to freely go abroad, so domestic tourism is important to pay attention to. For example, in
2020, staycation content is often found on TikTok. Recently, TikTok has many hashtags about
Indonesian domestic tourism because people are getting to know their local domestic tourism. Some
of the popular hashtags are #wisatabandung, #wisata, #explorebandung, #wonderfulindonesia, and
#wisatajogja. By early 2022, ByteDance's advertising sources indicated that TikTok already had
92.07 million users aged 18 and over in Indonesia and will continue to grow. With this growth
potential, TikTok has the potential to be used as a marketing tool for tourism marketing.

LITERATURE REVIEW

The social media are becoming powerful tools for promoting tourism in any country, region, state,
or destination. Each region in Indonesia tries to promote its domestic tourist destination because the
tourism sector is one of the largest contributors to regional income (Bahtiar, 2018). Starting from the
benefits of domestic tourism, the tourism promotion is now used digital technologies, social media
platforms and other interactive channels to reach more people (Camilleri, 2018).

TikTok as a Domestic Tourism Marketing Tool

Tourism marketing is very important to do along with technological developments such as social
media. The social media that currently gaining popularity is TikTok. Travelers regard TikTok user
content as a source of travel decision-making through the uniqueness of the content (Dewa & Safitri,
2021) or it is also called as Electronic-Word of Mouth (E-WOM).

E-WOM is an activity where consumers provide information about tourist service to other consumers
through the content (López & Sicilia, 2014). Many studies have proven that E-WOM is an effective
way to promote a destination. For example, Sotiriadis and Zyl (2013) proves that Twitter content is
effective at getting people to come because someone came before. The research of Krasnova et al.
(2015) proves that travel posts can causes the envy among Facebook users, so they feel motivated to
go to our travel destination. This means that TikTok as a type of social media also has that possibility.
However, the quality of content must be prioritized so that tourists could be interested in visiting
tourist destinations.

The Quality of Tourism Promoting Content

The information contained in a TikTok content must be able to meet user needs. Value and customer
satisfaction will form impressions about quality. There are seven dimensions of the quality of tourism

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products according to tourists (Poerwanto, 2004) that will help improve the quality of tourism
promoting video. The seven dimensions are as follows.

1. Attractions;
2. Information;
3. Public facilities;
4. Accessibility;
5. Human resources;
6. Service; and
7. Cleanliness.

RESEARCH METHOD

Researchers focus on the use of TikTok as a marketing tool for Indonesian domestic tourism. The
object of research in this study is 50 videos from 10 popular hashtags about Indonesia domestic
tourism on TikTok. Primary data is collected directly from the TikTok platform. Researchers made
personal observations starting from looking for 10 popular hashtags that had the most views,
recording the number of likes, comments, and shares for those top five videos/hashtags, and
continued by assessing the quality of content with the seven dimensions of the quality of tourism
products by Poerwanto (2004). Assessment is done by looking at the presence or absence of these
seven dimensions in each video.

RESULTS

Table 1: Observed Content Likes, Comments, and Shares of 50 Domestic Tourism TikTok Videos
(5 Videos/Hashtag)
Hashtag No of Likes % No of Comments % No of Shares %
#wisatabandung 2158200 14,39 53927 25,28 167882 28,90
#wisata 1174500 7,83 5775 2,71 71562 12,32
#explorebandung 1802400 12,02 47248 22,15 51599 8,88
#wonderfulindonesia 3616000 24,11 24062 11,28 87242 15,02
#wisatajogja 1376000 9,17 15803 7,41 47291 8,14
#explorejogja 1142100 7,62 11478 5,38 35452 6,10
#wisataindonesia 1700200 11,34 36780 17,24 36374 6,26
#explorebali 933700 6,23 3715 1,74 19782 3,41
#staycationjakarta 486300 3,24 4620 2,17 32440 5,58
#explorejakarta 608600 4,06 9890 4,64 31278 5,38
N 14998000 213298 580902

Based on the results of the analysis, it was found that the 10 most popular hashtags about domestic
tourism on the TikTok Indonesia platform, namely #wisatabandung (461.6 million views), #wisata
(437 million views), #explorebandung (306.3 million views), #wonderfulindonesia (374.1 million
views), #wisatajogja (273.9 million views), #explorejogja (226.2 million views), #wisataindonesia
(211.9 million views), #explorebali (168.9 million views), #staycationjakarta (124.2 million views),
and #explorejakarta (116 million views). The total views of the 10 hashtags are 2,700,100,000 or 2.7
billion. On the other hand, researchers found an interesting fact that the #wonderfulindonesia hashtag
is an official hashtag from Indonesian Ministry of Tourism TikTok account with the username
@wonderfulid. That hashtag become the fourth most views hashtag based on research (374.1 million
views).

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The 50 sample videos (5 videos/popular hashtags) collectively received 14,998,000 likes, 213,298
comments and 580,902 shares. From the results of the assessment of seven dimensions of the quality
of tourism products according to tourists by Poerwanto (2004), only four dimensions are displayed
by the majority (>25) videos, namely attractions, information, accessibility, and public facilities. All
video content uses audio/song which makes it more interesting, and the majority (>25) videos have
dubbing sound explaining the video content.

DISCUSSIONS

From those 10 popular hashtags, it can be seen that Bandung is the most attractive destination because
it gets the most views. However, researcher found that TikTok only has an impact in big cities
because there is no other city besides the cities in Java and Bali on the 10 most popular hashtags
about Indonesia domestic tourism. More than 25 videos do not have the complete seven travel product
quality dimension but still get millions of views. It can happen because TikTok free its users to create
anything as long as they do not violate the terms and regulations of TikTok. Besides that, there is one
popular video in the #travel hashtag which disables its comments so that the number of comments
becomes less. That is because TikTok frees up users to set privacy on their accounts.

A fact that Ministry of Tourism has an official TikTok account with the username @wonderfulid and
has a special hashtag namely #wonderfulindonesia is such an interesting fact. This means that the
Indonesian government is also aware of the potential of tourism marketing on TikTok. This step
should be taken by the government to introduce the beauty of Indonesia because tourism will be more
advanced if it is accompanied by technology.

MANAGERIAL IMPLICATIONS

Based on the results of video analysis, the data can be used as a reference for the public and the
government in finding favorite destinations in Indonesia through the number of likes, comments, and
shares because those three things from the 10 popular hashtags was analyzed. The government can
also evaluate and reconsider other destinations that have potential to be promoted on TikTok so can
be known by the wider community. TikTok can be used to promote tourist destination, attract
consumer opinion, and see public opinion from the comment section.

FUTURE RESEARCH DIRECTIONS

The addition of views, likes and comments always happens every day, it is necessary to do continuous
research to analyze TikTok videos. This research is only limited to the potential of TikTok on
domestic tourism in Indonesia that TikTok has the potential to be a promotion tool for domestic
tourism. It is hoped that future research can dig deeper into the effectiveness of TikTok as a tourism
marketing tool by following the times at that time. TikTok is famous for its unique algorithm so that
many topics can be researched.

REFERENCES

Bahtiar, H. (2018). Sistem informasi wisata dan budaya pulau lombok dengan multimedia intraktif untuk
meningkatkan kunjungan wisata. Journal of Informatics and Technology, 1(1), 1-10.
Camilleri M. A. (2018). Travel Marketing, Tourism Economics and the Airline Product: An Introduction to
Theory and Practice. Cham, Switzerland: Springer Nature.
Dewa, C. B., & Safitri, L. A. (2021). Pemanfaatan media sosial Tik Tok sebagai media promosi industri kuliner
di Yogyakarta pada masa pandemi covid-19 (studi kasus akun Tik Tok javafoodie). Journal of Culture

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and Tourism, 12(1), 65-71.

Krasnova, H., Widjaja, T., Buxmann, P., Wenninger, H., & Benbasat, I. (2015). Research note—why
following friends can hurt you: an exploratory investigation of the effects of envy on social networking
sites among college-age users. Information systems research, 26(3), 585-605.
López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: The role of consumers’ internet
experience. Journal of theoretical and applied electronic commerce research, 9(1), 28-43.
Poerwanto. (2004). Analisis Kesan Wisatawan Terhadap Dimensi Kualitas Produk Wisata. Jurnal Ilmiah
Pariwisata STP Trisakti, 9(1), 76-87.
Sotiriadis, M. D., & Van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services:
the use of twitter by tourists. Electronic Commerce Research, 13(1), 103-124.

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20. Indicators to Measure Local Communities' Environmental

Conservation Behavior in A Rural Tourism Destination
Supina Supina 1,2*, Jeetesh Kumar 1,3 and Seyyed Mostafa Rasoolimanesh 3,4
1
School of Hospitality, Tourism & Events, Taylor's University, Malaysia
2
Faculty of Social Sciences and Humanities, Bunda Mulia University, Indonesia
3
Centre for Research and Innovation in Tourism, Taylor's University, Malaysia
4
Faculty of Social Sciences and Leisure Management, Taylor's University, Malaysia

*Correspondence: supina@[Link]

Keywords: Environmental conservation behavior; Local community; Rural tourism; Social

exchange theory; Theory of planned behavior

EXTENDED ABSTRACT

In rural tourism, sustainability indeed stimulates a significant number of new businesses and broader
employment opportunities that contribute to an escalation in government revenue which is expected
to return to local people (Kumar et al., 2015). This research was conducted in Bogor Regency, West
Java, Indonesia, to identify the influencing factors of local communities' environmental conservation
behavior and to sustain local authorities in determining their focus when developing priorities and
strategic directions to increase local communities' environmental conservation behavior to have
sustainability.

What defines environmental conservation behavior is so complex that a single framework or graphic
cannot represent it. This study has integrated three strands of theories about factors influencing
environmental conservation behavior that have previously been pursued in various directions and
proposes an environmental conservation behavior model. Still, based on the examination of the 384
respondents' responses to the questionnaire and analyzed using SmartPLS version 3, awareness of
the environmental implications and environmental attitudes have a detrimental impact on
environmental conservation behavior, which goes against the SET concept. Therefore, local
management must go to great lengths to ensure that when favorable circumstances negatively affect
environmental conservation behavior, more research with additional factors is required.

LITERATURE REVIEW

Nature conservation depends on human behavior (Reddy et al., 2016). In reverse, it is also the source
of environmental problems. To overcome any negativity about nature and achieve the aims of an
environmentally sustainable destination, one must understand the governing laws of the environment
(Asadzadeh & Mousavi, 2017). Environmental conservation behavior, which is derived from the
theory of reasoned action and the theory of planned behavior (Ajzen, 1985), encompasses a wide
range of pro-environmental consumer behaviors, and gets to Zhang et al. (2017), who successfully
established an understanding of environmental conservation behavior. According to Zhang et al.
(2017), the elements of awareness of environmental consequences have a vital role in predicting
environmental conservation behavior and in more specific environmental parts. Social Exchange
Theory has been extensively used (Byrd et al., 2009). Ap (1992) proposed the social exchange
hypothesis as a theoretical framework for capturing the motives that lead inhabitants to have a
positive or negative attitude toward tourism. (Gannon et al., 2020) also examined local communities'
community attachment and environmental attitudes.

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H1 Awareness of the environmental consequences has a positive direct effect on environmental

conservation behavior.

H2 Environmental attitudes have a positive direct effect on environmental conservation behavior.

H3 Local communities' attachments have a positive direct effect on environmental conservation

behavior.

RESEARCH METHOD

Figure 1: Conceptual Framework of the Study

This research is purely quantitative in design, with a questionnaire being used as the only survey
instrument. The questionnaire distributions were both printed and online, containing demographic
profiles, four variables in 20 items with a purposive-homogeneous sampling technique during Mar–
Jun 2022 to a 384 sample size of respondents based on Krejcie and Morgan's (1970) sample size
determination formula, and SmartPLS was used for the measurement model and the structural models
to assess instantaneously and to confirm the convergence and discriminate validity of the measure
with the use of SmartPLS ver3. SEM is becoming more widely employed in ecological research, and
it has enormous future potential for ecologists (Fan et al., 2016).

EXPECTED RESULTS AND DISCUSSION

Most respondents are male (n = 244), with five age ranges starting from 17-25 years old up to more
than 45 years old, and most are in the more than 45 years old age range group (n = 185). Most of the
respondents completed their Diploma or Bachelor's degree (n = 200), with only 13 finishing from
elementary to junior high school. In terms of monthly net income, most respondents earn more than
Rp. 10.000.000, -(n=110). Most respondents (n = 256) are natives of Bogor, West Java, with (n =
269) of the respondents being directly or indirectly involved with tourism activities.

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Figure 2: Result of Path Coefficients' Analysis

Table 1: Assessment Results of the Measurement Model

Construct CR Composite Reliability
Awareness of Environment Consequences 0,921 0,936
Environmental Attitude 0,835 0,870
Local Communities' Attachment 0,734 0,743
Environmental Conservation Behavior 0,868 0,896

For the latent variables' convergent validity to be deemed acceptable, their AVEs must be higher than
0.5. (Hair et al., 2011). The AVEs of the construction were higher than 0.5, and most loading factors
were higher than 0.07. The measurement model exhibits satisfactory reliability if all the latent
variables Cronbach's Alpha are greater than 0,70. If the composite reliability values are more
significant than 0,7, all the instruments consistently measure the same construct (Hair et al., 2011).
The validity of discrimination was also investigated, with the result that discriminant validity was
acceptable across the data for each variable, as the square root of each construct's AVE has a greater
value than the correlations with other latent constructs (Hair et al., 2014). As for the HTMT ratio for
correlation, the value of the HTMT is no higher than 0.90, which means there is no lack of
discriminant validity (Gold & Arvind, 2001).

Table 2: Results of Hypotheses Testing

Original Sample (O) P Values
Awareness of The Environmental Consequences ->
-0,154 0,020
Environmental Conservation Behavior
Environmental Attitudes -> Environmental Conservation
-0,543 0,000
Behavior
Local Communities' Attachments -> Environmental
0,131 0,104
Conservation Behavior

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The findings show that environmental conservation behavior is negatively impacted by awareness of
the environmental implications (H1). Given that the association was significant, yet the bad outcome
was the exact reverse of what was anticipated, this hypothesis should be disproved. The same applies
to (H2), environmental attitudes and environmental conservation behavior. However, there is no
significant relationship between local communities' attachment to environmental conservation
behavior (H3).

IMPLICATIONS AND LIMITATIONS

The findings of this study raise some concerns for the management of the rural as they are inconsistent
with the Social Exchange Theory's concept of positive and negative hedonic value, with the average
scale for Awareness of Environmental Consequences is 3.78 from 5, Awareness of Environmental
Attitudes is 3.89 from 5. Local Communities' Attachments is 4.09 from 5, a large-scale review of the
existing settings in these rural tourism destinations must be conducted to see whether the settings of
tourism management is too neglecting natural conservation principles.

SUGGESTIONS FOR FUTURE RESEARCH

More research is needed in this area to understand how environmental awareness and attitudes can
negatively impact environmental conservation behavior. Examining the environmental conservation
behavior variables from all linked individuals needs to be added to research that examines
environmental conservation behaviors, including other influencing factors.

REFERENCES

Ajzen, I. (1985). From intentions to action: A theory of planned behaviour. In J. Kuhl & J. Beckman (Eds.),
Action control: From cognitions to behaviours (11–39). New York: Springer.
Ap, J. (1992). Residents' perceptions on tourism impacts. Annals of Tourism Research, 19(4), 665–690.
Asadzadeh, A., & Mousavi, M. (2017). The Role of Tourism on the Environment and Its Governing Law.
Electronic Journal of Biology, 13(2), 152-158.
Byrd, E. T., Bosley, H. E., & Dronberger, M. G. (2009). Comparison of stakeholder perceptions of tourism
impacts in rural eastern NorthCarolina. Tourism Management, 30(5), 693-703
Fan, Y., Chen, J., Shirkey, G., John, R., Wu, S. R., Park, H., & Shao, C. (2016). Applications of structural
equation modeling (SEM) in ecological studies: an updated review. Ecological Processes, 5(1), 1-12.
Gannon, M., Rasoolimanesh, S. M., & Taheri, B. (2020). Assesing the Mediating Role of Residents' Perception
toward Tourism Development. Journal of Travel Research. 60(1), 149-171.
Gold, A. H., Malhotra. A., Segars, A. (2001). Journal of Management Information Systems, 18(1), 185-214
Hair, J., Hult, G. T. M., Ringle, C., Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation
Modeling (PLS-SEM). Los Angeles: SAGE Publications, Incorporated
Hair, J, F., Ringle, C.M., Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory
and Practice, 19 (2). 139-152
Kumar, J., Hussain, K., & Kannan, S. (2015). Positive vs negative economic impacts of tourism development:
A review of economic impact studies. Conference proceedings Developments of the new tourism
paradigm in the Asia Pacific region (pp. 405–413). APTA.
Reddy, S. M., Montambault, J., Masuda, Y. J., Keenan, E., Butler, W., Fisher, J. R., & Gneezy, A. (2016).
Advancing conservation by understanding and influencing human behavior. Conservation Letters, 10(2),
248–256.
Zhang, Y., Zhang, J., Zhang, H., Zhang, R., Wang, Y., Guo, Y., & Wei, Z. (2017). Residents' environmental
conservation behaviour in the mountain tourism destinations in China: Case studies of Jiuzhaigou and
Mount Qingcheng. Journal of Mountain Science, 14(12), 2555–2567

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21. The Island of Hope: Discovering the Potential of Bidong Island as

a Historical Tourism in Malaysia
Wardatul Hayat Adnan 1*, Ahmad Md Redzuan 1, Mohd Fadly Khamis 1,
Mohd Yusof Zulkefli 1 and Dazmin Daud 2
1
Universiti Teknologi MARA, Malaysia
2
UCSI University, Malaysia

*Correspondence: wardatul@[Link]

Keywords: Bidong Island; Vietnamese boat people; Historical tourism; Malaysia

EXTENDED ABSTRACT

Malaysia, a developing country, became a humanitarian icon in 1957 when it aided Vietnamese Boat
People (VBP) escape the conflict. Internationally recognized humanitarian help provided by
providing a safe haven for Vietnamese Refugees. UNESCO and the Malaysian government, the area
has been developed with basic infrastructures. Historians refer to VBP village on Bidong Island as
“Little Saigon”. However, the island was closed in October 1991. Since then, the island’s
infrastructure has been neglected for the past 30 years. This study intends to explore the potential of
Bidong Island as historical tourism product and the significance of preserving and conserving the
VBPs camp on Bidong Island. An interview with prominent Terengganu tourism personalities was
undertaken to collect perspectives and plans for the island and field observation. The findings suggest
that the island should be promoted as one of Malaysia’s historical tourism products since it will
benefit both the local government and the country. Thus, the present study aims to explore the
potential of Bidong Island as a tourism product in Terengganu and to identify people’s perception of
Bidong Island as one of the tourism products in Terengganu.

LITERATURE REVIEW

Travel with the primary objective of learning about a place’s history and legacy is referred to as
historical or heritage tourism. For example, they visit local museums that preserve the past through
artefacts, art, and literary treasures or even eat authentic historical cuisine in their original settings.
Tourism is a social, cultural, and economic phenomenon involving individuals traveling to nations
or places outside their typical environment for personal or business/professional reasons. Visitors
(tourists or excursionists; residents or non-residents) are referred to as visitors, and tourism refers to
their activities, some of which involve tourism expenditure (United Nations World Tourism
Organization, 2008). For example, historical tours in the country of Malaysia would include
numerous visits to those places which bear some historical significance.

Despite several initiatives, the number of visitors visiting is also low compared to other islands in
Terengganu’s state. As a result, the study discovered that fresh planning is required for uncovering
these tremendous potentials for them to be protected and conserved as one of “historism Island’s”
goods. Although the topic has been debated for a long time, comprehensive efforts taken on the island
are still insufficient. Researchers attempted several strategies to boost wildlife tourism in Bidong
Island as part of the island’s conservation effort as early as 2016. Table 1 shows the number of visitors
to Bidong Island from 2017 to 2019 by 300-person increase. However, this figure is still low
compared to Redang Island, another significant Terengganu Island.

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Table 1: Number of Tourists Visiting Bidong Island per Year

Year Number of Tourists Visiting per Year
2017 3,862
2018 3,716
2019 4,228
Source: Terengganu State Museum, 2020.

Malaysia’s role as a humanitarian hero in rescuing the Vietnamese boat people contributes to the
island’s historical tourism potential. Following the fall of Saigon in 1975 (the end of the Vietnam
War), Malaysia saw an influx of Vietnamese refugees. In May 1975, the first refugee boat arrived in
Malaysia, carrying 47 individuals. In August 1978, with the help of the United Nations, a Vietnamese
refugee camp was built on Bidong Island. Malaysia quickly reduced its Vietnamese refugee
population with the agreement between Malaysia, Vietnam, and UNHCR to solve the refugee crisis,
allowing the Bidong Island refugee camp to close in November 1991.

RESEARCH METHODOLOGY

A qualitative study was conducted to address the issues and objectives of the study. Specifically, an
interview has been conducted at Terengganu State Museum, Terengganu Tourism Department and
Merang Beach area within a 5 km radius from Merang Jetty in Setiu. A total of eight semi-structured
interviews were conducted with one museum assistant, one officer in the state tourism department,
two boat operators and two tourists. The interview was conducted using semi-structured data to
diversify the openness in giving answers to the informants and stop at the saturation point. The
interview questions asked about the potential of Bidong Island, initiatives done by the state
government, museums, and tourism department.

Furthermore, the informants were also asked about the new historical tourism product on Bidong
Island. The interviews varied between 30 minutes to an hour. It was recorded in videography, and all
the recordings were transcribed to meet this study’s objectives. In addition, a site visit has also been
conducted for further observation of the site. Photos in static images, moving images on initiatives,
and the condition relating to the site were successfully recorded to be further analyzed, or the
qualitative study, observation and in-depth interview will be used. Furthermore, drones with high-
resolution cameras can capture the terrain from a so-called bird’s eye view with high longitudinal
and lateral accuracy (Krajewski, Bock, Kloeker & Eckstein, 2018).

RESULTS

In conclusion, many potentials of the island have been connected to ecotourism due to its location.
However, unlike ecotourism, historical tourism is room yet to be explored. Therefore, the present
studies explore the potential of Bidong Island as a part of Terengganu tourism product alongside
other famous islands nearby, based on the site visit made in early December 2020. Initiatives by its
caretaker, the Terengganu State Museum, can be seen as shown in the figures in Section 4.2.
However, the conditions of the locations need to be continuously maintained. It is essential before it
can be promoted as one of the products. Tagging and mapping initiated the beginning steps in
preserving the location.

Besides, the limitation faced by its caretaker in preserving and conserving the island results in the
island having low attention and development on the site. In-depth interviews were conducted and
have also shown positive results. This can be shown from the interview conducted towards the
informant below:

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“At that time Bidong Island was known as a humanitarian icon for the world because it was
a settlement to hundreds of thousands of refugees from Vietnam, simply wanting to find a life
to live. Then it was handed over to the museum because of the historical events that existed
on Bidong Island”.
Museum Curator, 2022

“I always bring tourist to dive at the underwater museum available near the Bidong Island
and many claims the coral reef are beautiful compared to another nearby island, as not many
visitors hop into the island while also reminisce the loss of refugees life”.
Boat Operator, 2022

Informants includes small enterprises, specifically the boat operator and boatmen, the Bidong Island
caretaker Terengganu State Museum, and the Department of Terengganu Tourism. The island’s
relations with one of the remarkable historical events related to a third-world country contribute to
Malaysia being considered a humanity icon. It shows Malaysia’s strength as one of the countries
capable of providing community assistance when needed. Therefore, preserving the island does not
limit the island to being remembered by the new generation of “Vietnamese Boat People” (VBP)
who ended and survived in Bidong Island. After all, traces of Malaysia assisting in the facet of
humanity offer one the proud moments for Malaysians.

DISCUSSIONS

The current study is primarily concerned with determining Bidong Island's potential as a historical
tourism destination in Terengganu. As a result, before any development on this island is
contemplated, academics should do more research on government policies and potential sensitivity
triggers against Vietnamese, as this is also tied to their terrible memories. However, as practitioners
discussed, even if preservation and conservation on one side cannot be realized owing to sensitive
concerns, Bidong Island may still be included in the tourism product due to its history and its natural
resources. As scholar Rhama (2019) has proven that the development of one tourism on its values
should not be treated the same, as different values carry a different weightage in promoting tourism
products.

Additionally, modern government tourist regulations advise embracing internet tourism (Liu, 2020).
The use of digital platforms like 360-degree films or virtual reality is in line with how technology is
currently evolving in the tourism industry. Many developed countries have widely used ways of
promoting and preserving digital integration (Egger et. al., 2020; Navarrete, 2019). Consequently,
more research on two government initiatives pertaining to the island is required. The state
government has designated Bidong Island as Terengganu State Park based on the data collected for
the current study through the interview. As a result, the state employment law's protections will apply
to all of its natural resources.

ACKNOWLEDGEMENT

The registration fees are funded by Pembiayaan Yuran Prosiding Berindeks (PYPB), Tabung Dana
Kecemerlangan Pendidikan (DKP), Universiti Teknologi MARA (UiTM), Malaysia.

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REFERENCES

Egger, I., Lei, S. I., & Wassler, P. (2020). Digital free tourism–An exploratory study of tourist
motivations. Tourism Management, 79, 104098.
Krajewski, R., Bock, J., Kloeker, L., & Eckstein, L. (2018, November). The highd dataset: A drone dataset of
naturalistic vehicle trajectories on German highways for validation of highly automated driving systems.
In 2018 21st International Conference on Intelligent Transportation Systems (ITSC) (pp. 2118-2125).
IEEE.
Liu, S. (2020). Cultural Tourism Policies and Digital Transition of Ancient Village Heritage Conservation in
China. In Cultural and Tourism Innovation in the Digital Era (pp. 37-51). Springer, Cham.
Navarrete, T. (2019). Digital heritage tourism: Innovations in museums. World Leisure Journal, 61(3), 200-
214.
Rhama, B. (2019). The analysis of the Central Kalimantan tourism development plan based on ecotourism
policy perspective. Policy & Governance Review, 2(3), 204-016.
The State of The World’s Refugees (2000) Fifty years of humanitarian action, United Nations High
Commissioner for Refugees (UNHCR).

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22. The Mediating Roles of Experience and Education in between the

Relationship of Environment and Revisit Intention to ‘Kongsi’ in
George Town, Penang
Irhanida Abdul Kadir 1* and Nicholas Law Hou Min 1
1
UOW Malaysia KDU Penang University College, Malaysia

*Correspondence: irhanida@[Link]

Keywords: Revisit intention; Mediation; Environment; Education; Experience

EXTENDED ABSTRACT

This study aims to examine influence of experience, environment and education towards revisit
intention to ‘Kongsi’ in George Town UNESCO Heritage Site, Penang, Malaysia. In addition, the
mediating roles of experience and education in between the relationship of environment and revisit
intention to the ‘Kongsi’ was also observed. The data were collected through online surveys
distributed to 100 targeted respondents who have visited the ‘Kongsi’ before. The data were analyzed
using SPSS and Hayes Process Macro approach. The research results revealed that experience and
education has significant effect towards revisit intention while environment has no significant effect
towards revisit intention. On the other hand, environment is also found to have significant effect
towards experience and education. Besides, both mediators (experience and education) have the
partial mediation effect between environment and revisit intention. The findings of this study
proposed that continuous quality improvement (CQI) approach is needed to ensure the quality of a
tourist attraction, services, and outputs are always good and consistent. This study contributes to the
body of knowledge by providing some insights of tourist behavior to heritage tourism attraction such
as ‘Kongsi’ and to support the idea that revisit intention was affected by experience, education and
environment.

LITERATURE REVIEW

‘Kongsi’

Due to the changing world, the clan houses in Penang adapted themselves to be part of Penang
Heritage Site and provide knowledge about their history. Since the ‘Kongsi’ is located in
the UNESCO World Heritage area of George Town, it become a popular attraction for tourists who
are interested in local heritage and culture ("Kongsi in Penang", 2014).

Revisit Intention

It is very important to explore revisit intention beyond intention to visit as it is associated with tourism
services repeat customers. The concept of customer loyalty in business has been applied to tourism
because some tourists return to the same destination over and over, which is called destination loyalty
(Oppermann, 2000). Furthermore, having the revisit customers are more efficient in terms of cost
compared to getting the new customers (Um et al., 2006).

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Environment

Environment is defined as a condition surrounding the living things or a representation of social and
cultural identity that affects the perceptions from an individual or the community itself (Ryu & Han,
2010). The term environment in this study is referring to the attractiveness of the surrounding of
‘Kongsi’, its architecture and the atmosphere. The attractiveness of a destination replicates the
feelings and opinions of visitors regarding the destination’s ability to satisfy their needs and the
revisit intention to the destination (Nguyen Viet et al., 2020).

Experience

Tourist’s experience is the amount of all experiences a tourist had with a provider of goods and
services, throughout his or her relationship with that provider.

The success of tourism product and eventually to the destination, are influenced by tourist’s
experience and consumption (Hamid et al., 2020). Tourists experience the destination through
education, entertainment, or ambiance of the place (Morgan, 2010).

Education

For heritage attraction like ‘Kongsi’, providing education to the visitors is imperative. Education
plays an important role in providing the understanding of heritage values to the community. It
influences both community and tourism to appreciate the heritage asset by understanding its nature,
it’s significant trades and reason to be conserved and preserved. Education could be effective if it is
entertaining and interactive (Garrod & Fyall, 2000). The effectiveness would possibly be the reason
for revisit intention among tourists.

Based on the literature reviews, the research model (Figure 1) has been proposed and the following
hypotheses have been drawn.

Hypotheses of the research is as following:

H1 Environment has significant effects towards experience of ‘Kongsi’ in George Town, Penang.

H2 Experience has significant effect towards revisit intention to ‘Kongsi’ in George Town,
Penang.

H3 Environment has significant effect towards revisit intention to ‘Kongsi’ in George Town,
Penang.

H4 Environment has significant effect towards education of ‘Kongsi’ in George Town, Penang.

H5 Education has significant effect towards revisit intention to ‘Kongsi’ in George Town, Penang.

H6 The effect of environment on revisit intention to ‘Kongsi’ in George Town, Penang is mediated
by both education and experience.

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Figure 1: Research Model

RESEARCH METHOD

Explanatory research design was chosen for this study to identify and determine the cause and effect
of the variables in conducting this study. The total sample size of this study is only 100 (95%
confidence interval) as the total number of visitors (population) to the ‘Kongsi’ is relatively small
since year 2020 to early 2022 due to MCO and the closure of the country borders. Quantitative
research method was used, where online surveys were administered to the target respondents who
had been to the ‘Kongsi’ in UNESCO Heritage Site in Penang. The collected data was analyzed using
SPSS and the moderation analysis was performed by using the Hayes Process Macro.

RESULTS

Table 1 and Table 2 present the analysis summary of the study.

Table 1: Coefficient Analysis Summary

Relationship Coefficient S.E t-statistics p-value Conclusion
Significant effect
Environment -> Experience 0.4374 0.0889 4.9224 0.0000
H1 is supported
Significant effect
Experience -> Revisit 0.3909 0.1208 3.2358 0.0017
H2 is supported
Not significant effect
Environment -> Revisit 0.0893 0.1429 0.6252 0.5333
H3 is not supported
Significant effect
Environment -> Education 0.7705 0.0829 9.2901 0.0000
H4 is supported
Significant effect
Education -> Revisit 0.5834 0.1294 4.5084 0.0000
H5 is supported

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Table 2: Mediation Analysis Summary

Total Direct Indirect Confidence Interval t-
Relationship Conclusion
Effect Effect Effect Lower Upper statistics
Environment -> 0.7098 0.0893
0.1709 0.0553 0.3077 2.6703 Significant
Experience -> Revisit (p<0.000) (p<0.000)
Environment -> 0.7098 0.0893
0.4495 0.1737 0.6922 3.4104 Significant
Education -> Revisit (p<0.000) (p<0.000)
*H6 is supported with both mediators are significant (partial mediation)

DISCUSSIONS

In general, the ‘Kongsi’ visitors’ revisit intentions were realized to have the significant effects with
education and experience but not environment. Other path-coefficient results showed that
environment has significant effect towards experience, as well as the education. It is also revealed
that education was the most important factor that influenced visitors revisit intention. This is due to
the facts that ‘Kongsi’ in Penang are interactive and offered a lot of educational activities that
involves in preservation, appreciation and learning all the aspect in the community’s timeline.

As mentioned above, environment was found not to have the significant effect towards revisit
intention. It is recommended that the operators should create a unique, attractive atmosphere and
physical condition. Poor management and guidelines can lead to poor maintenance of design and
architecture of the buildings.

Mediation Results

The mediation results showed that there is partial mediation effect exists among the variables. The
roles of experience and education as mediator between environment and revisit intention are found
significant.

MANAGERIAL IMPLICATIONS

The main contribution of this study lies in providing evidence for the heritage tourism operators and
relating them through the concept of sustainability and heritage management approaches, ultimately
looking at sustaining heritage resources on local level and supporting the ‘Kongsi’ community
wellbeing through engagement with heritage.

FUTURE RESEARCH DIRECTIONS

The current study has few limitations. Only 100 sample sizes were able to gather due to the declining
numbers of visitors to George Town UNESCO heritage sites. Thus, a bigger sample size could
provide significant results. In addition, lack of previous research on study topic that focuses on the
Chinese clan houses or ‘Kongsi’ in Penang provide limited discussion on the variables used in the
reviews of literature. Future researchers may want to expand the research model or use different
method that could broaden the study and provide wider benefits to the heritage tourism operators.

REFERENCES

Dixit, S. (2017). The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism. Routledge.

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Environments for Learning. (2022). Retrieved 5 August 2022, from

[Link]
[Link]
Garrod, B., & Fyall, A. (2000). Managing heritage tourism. Annals Of Tourism Research, 27(3), 682-708.
Hamid, A., Mohamad, M., & Suki, N. (2020). Tourists’ revisit intention to UNESCO world heritage sites in a
developing nation: Investigating the mediating role of place dependence. Journal Of Vacation
Marketing, 27(2), 119-132.
Kongsi in Penang. Time Out Penang. (2014). Retrieved 6 July 2022, from
[Link]
Nguyen Viet, B., Dang, H., & Nguyen, H. (2020). Revisit intention and satisfaction: The role of destination
image, perceived risk, and cultural contact. Cogent Business &Amp; Management, 7(1), 1796249.
Ryu, K., & Han, H. (2010, July 28). Influence of physical environment on disconfirmation, customer
satisfaction, and customer loyalty for first-time and repeat customers in upscale restaurants. International
CHRIE Conference - Refereed Track.
Morgan, M., Lugosi, P., & Ritchie, J. (2010). The tourism and leisure experience. Channel View Publications.
Opperman, M. (2000). Tourism destination loyalty. Journal of Travel Research, 39(11), 78-84.
Um, S., Chon, K., & Ro, Y. H. (2006). Antecedents of revisit intention. Annals of Tourism Research, 33(4),
1141–1158.

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23. Readiness of Student Entrepreneurs and Their Challenges during

the COVID-19 Pandemic
Jonalyn S. Awi 1*, Jeffrey B. Bonita 1 and Hazel Maree B. Juanillas 1
1
College of Hospitality Management and Tourism, Laguna State Polytechnic University-Los Baños
Campus, Philippines

*Correspondence: jonalynawi@[Link]

Keywords: Challenges; COVID-19 pandemic; Entrepreneurial readiness; Entrepreneurs; Student

entrepreneurs

EXTENDED ABSTRACT

Many new ideas and opportunities have emerged as a result of the pandemic, and many Hospitality
Management students have started their own enterprises. The objective of this research is to look at
the entrepreneurial readiness and difficulties experienced by hospitality and tourism management
students at Laguna State Polytechnic University Los Baños Campus Furthermore, research
investigates entrepreneurial preparedness for social and psychological characteristics as well as the
challenges they experienced.

In this study, Convergent Mixed method design, was applied. This study adapted survey instrument
investigates college students' sociological and psychological characteristics in order to assess
individuals' readiness for entrepreneurship, as well as adapted guide questions to assess the
challenges encountered during operation, particularly during the COVID-19 pandemic. The
researchers used snowball and purposive sampling, to identify the current students that have their
own enterprises that are course relevant during the pandemic. According to the findings, the student
entrepreneurs at CHMT have a high degree of individual preparedness and psychological readiness
for entrepreneurship. The researchers also revealed that they had a strong awareness of the many
problems they confront when running their businesses during the COVID-19 crisis.

LITERATURE REVIEW

Entrepreneurial Readiness

In the entrepreneurial success components theory, entrepreneurship is viewed as a social mechanism

(Gibb & Ritchie, 1982) This is because ideas and wants to emerge in a social setting. While a person's
personal attributes are important, so are class structure, family influence, education, profession
choice, experience, contemporary lifestyle, and societal concerns.

Individuals' readiness for entrepreneurship is governed by sociological, psychological, and business

management aspects that some scientific study has related to entrepreneurship and entrepreneurial
personality and conduct. According to Coduras et al. (2016) entrepreneurship expertise has always
related to persons who have a financial degree or background.

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RESEARCH METHOD

This study used a mixed method approach, specifically the Convergent Mixed method design, in
which the researchers conducted both quantitative and qualitative aspects of the investigation at the
same time (Ivankova et al., 2016). Shown in Figure 1 is the mixed method approach was used to
explore the CHMT students’ readiness to entrepreneurship and their challenges during COVID-19
pandemic. The research goal is to give an in-depth understanding about the CHMT student
entrepreneur’s readiness and challenges encountered during pandemic.

Figure 1: Research Paradigm

The research instrument utilized in the study was a combination of survey questionnaire and
structured interview questions aligned to the objectives of the study. This adapted the tool Measuring
Readiness for Entrepreneurship: A suggestion for an information tool Coduras et al. (2016). To
acquire the qualitative data, researchers prepared guide questions for the interview. Using the
combination of purposive sampling, the researchers were able to collect 100 responses from student
entrepreneurs for the quantitative data gathering and 6 for the qualitative data.

RESULTS

Most of the student entrepreneurs were from Hospitality Management course accounting for 85%.
Wherein, 65% were from senior years. Table 1 presents the summary of the readiness of student
entrepreneurs. Based on scoring system for entrepreneurial readiness in terms to sociological features
of the CHMT student entrepreneurs, it obtained an average score of 82 points. According to Coduras
et al. (2016), this score is in between 80-99 which is interpreted as high score for readiness from the
sociological perspective. For psychological perspective in terms to Individual’s external
entrepreneurial influence for entrepreneurship, based on the scoring system for individual’s external
entrepreneurial influence by Coduras et al. (2016), the obtained average score of 3 indicates that there
is a high level of individual readiness for entrepreneurship in terms of psychological traits specific to
individual’s external entrepreneurial influence. On the readiness of student entrepreneurs for
psychological perspective in terms to personal values and psychological traits it obtained a score of
328 indicating high level of readiness among student entrepreneurs.

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Table 1: Readiness of Student Entrepreneurs

Readiness Score Interpretation
High score of readiness for entrepreneurship
Sociological features 80
from the sociological perspective
Psychological: Individual’s external High level of Individual’s external
3
entrepreneurial influence entrepreneurial influence for entrepreneurship
Psychological: Personal values and High level of readiness for entrepreneurship
280
psychological traits from the psychological perspective
Source: Coduras et al. (2016).

After analyzing the answers from 6 participants, a total of 10 sub-themes and 6 major themes have
emerged focusing on challenges encountered by the student entrepreneurs from their answers, seen
in Table 2.

Table 2: Themes Emerged

Major Themes Sub-themes
Struggle on balancing time between business and school
Time management
Difficulty deciding what to prioritize as a student
Financial management skills Student hasn’t enough knowledge to handle their finances
Lack of communication skills
Lack of entrepreneurial abilities
Lack on creativity skills
Parents were the investors
Lack of financial resources
Scholarship funds
Set protocols by the government
Difficulty on having customers
Too many competitors
Inflation Affects the sales of the business

One of the sub-themes that emerged from the participants was time management. Students frequently
struggle to make ends meet while also paying for their education. This can be attributed to addictive
behavior spending tendencies, as well as high items such as family lifestyle factors. Entrepreneurial
expertise also includes the skills, and mindset that business owners must apply to expand their
company. During the pandemic, entrepreneurs were more likely to state that potential barriers were
a difficulty owing to lockdowns and protocols imposed by the government. The top cited concern at
COVID-19 was getting new clients (Looze & Desai, 2020).

DISCUSSIONS

The majority of respondents were Hospitality Management course students in their fourth year. Using
the readiness criteria suggested by Coduras et al. (2016) in terms of social and psychological aspects,
the obtained findings are of a high level. This indicates that student entrepreneurs majoring in
hospitality management possess a high degree of entrepreneurial preparedness. This is demonstrated
by the number of external influences through friends who are also entrepreneurs, valuing customer
feedback to determine their strengths and weaknesses, exerting effort in what they do, and their
characteristics pertaining to personal identity, character designation, and sociology. All respondents
are aware of the many obstacles they confront in conducting their businesses. In addition, they
claimed that time management is their greatest obstacle, followed by financial management skills, a
lack of entrepreneurial skills, a dearth of financial resources, the difficulty of acquiring consumers,
and finally inflation.

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MANAGERIAL IMPLICATIONS

Through this study, it allows the researchers to further understand the readiness and challenges
encountered of student entrepreneurs during operation specifically during the COVID-19 pandemic.
Moreover, most of the student entrepreneurs obtained high level of readiness in terms of sociological
features, individuals’ readiness for entrepreneurship in terms of psychological perspective specific to
individual’s external entrepreneurial influence, personal values and psychological traits.
Furthermore, the respondents have a good understanding of the challenge, which is time management
followed by financial management skills. It is difficult for them to balance their schedules between
academics and running a business, and they lack sufficient financial management expertise.

FUTURE RESEARCH DIRECTIONS

The researchers propose that competitions, exhibits, seminars, and trainings for student entrepreneurs
be held once a year. The proposed training plan aims to address the objectives and strategies together
with persons involved, time frame, budget, and success indicator for the areas for consideration.
There are also plans on organizing seminar or training and a Go-Negosyo like convention to train
and encourage more students to engage in entrepreneurial activities. The programs and activities are
planning to be implemented starting June 2023 with a consultative meeting with CHMT faculty
members, student entrepreneurs, representative from DTI and other stakeholders.

REFERENCES

Coduras, A., Saiz-Alvarez, J. M., & Ruiz, J. (2016). Measuring readiness for entrepreneurship: An
information tool proposal. Journal of Innovation & Knowledge, 1(2), 99-108.
Diana Rusu, V., & Roman, A. (2020). Assessing the role of access to finance for young potential
entrepreneurs: The case of Romania. KnE Social Sciences.
Gibb, A., & Ritchie, J. (1982). Understanding the process of starting small businesses. European Small
Business Journal, 1(1), 26-45.
Hadizadeh, J., Hosini, S., & Saghafi, M. (2013). Student's personality characteristics role/ function on their
tendency to entrepreneurship. Advances in Environmental Biology, 7(8), 1837-1841.
Ivankova, N. V., Creswell, J. W., & Stick, S. L. (2006). Using mixed-methods sequential explanatory design:
From theory to practice. Field Methods, 18(1), 3-20.
Looze, J., & Desai, S. (2020). How does COVID-19 affect challenges facing entrepreneurs? Trends by
business age. Ewing Marion Kauffman
Foundation. [Link]
facing-entrepreneurs-by-business-age/
Staniewski, M. W., & Szopiński, T. (2015). Student readiness to start their own business. Economic Research-
Ekonomska Istraživanja, 28(1), 608-619.

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24. Antecedents of Hospital Brand Trust and its Relationships with

Medical Tourists’ Behavioral Intention
Tham Noi Fook 1*, Low Mei Peng 1 and Yeong Mun Wai 1
1
Universiti Tunku Abdul Rahman, Malaysia

*Correspondence: nftham@[Link]

Keywords: Behavioral intention; Hospital brand trust; Patient satisfaction; Perceived service
quality; Price reasonableness

EXTENDED ABSTRACT

In the past medical tourist traveled from developing countries to developed countries to seek medical
treatment and services. However, this scenario had changed in the late twentieth century where
medical patients are able to seek treatment and services in developing countries as well. This is
because developing countries are able to provide patients with reasonable price, quality, and
compatible medical facilities and easy access to their destination place. This triggers the development
of medical tourism industry and eventually, this leads to a very competitive business environment.
For the past decade Malaysia in particularly had made extensive progress in developing medical
tourism in this region. In order to stay competitively ahead of others strategy such as hospital
branding via hospital brand trust is a relevant construct that can determine medical tourists’
behavioral intention and this construct has been underexplored by researchers.

Despite of various incentives provided by the government of Malaysia Sarawak has only earned RM
67.10 million (Newsdesk, 2019) as compared against Malaysia as a whole with RM 1.5 billion
(MHTC, 2022). This warranted a need to explore and suggest solution to address this problem. After
reviewing past literature marketing strategy such as hospital branding (hospital brand trust) may be
a solution worth to be explored to overcome this problem.

The purpose of this study is to examine the influence of antecedents such as country knowledge,
accessibility, and price reasonableness on hospital brand trust and the interrelationships between
hospital brand trust, perceived service quality, patient satisfaction and medical tourists’ behavioral
intention.

LITERATURE REVIEW

The review of the literature indicates that the role of brand trust has been associated with improving
confidence in the brand (Chaudhuri & Holbrook, 2001), consumer decision making (Price et al.,
2015), behavioral intentions (Alan & Kabadayı, 2014) and staying loyal to the brand (Mabkhot et al.,
2017). Apart from that there are some studies conducted to examine the influence of brand image on
perceived service quality in the context of medical tourism (Cham et al., 2020). However, there is
practically few studies ever conducted to examine brand trust as a marketing tool to address
competitiveness among medical tourism industry players on perceived service quality. Apart from
that, antecedents such as country knowledge, accessibility, and price reasonableness influence on
hospital brand trust were totally underexplored and worth exploring in this study.

Based on the review of the literature there are several gaps that need further investigations. These
gaps are:

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• The influence of country knowledge, accessibility and price reasonableness on hospital brand
trust
• The influence of brand trust on perceived service quality was not fully investigated and
explored.

Hypotheses Development

By reviewing the past literature certain gaps were established and used as a basis for the development
of the conceptual framework and hypotheses. The variables included in this study are country
knowledge, accessibility, and price reasonableness, hospital brand trust, perceived service quality,
patient satisfaction and behavioral intention. Hypotheses developed are formulated as follows:

H1 There is a positive relationship between country knowledge and hospital brand trust.

H2 There is a positive relationship between accessibility and hospital brand trust.

H3 There is a positive relationship between price reasonableness and hospital brand trust.

H4 There is a positive relationship between hospital brand trust and perceived service quality.

H5 There is a positive relationship between perceived service quality and patient satisfaction.

H6 There is a positive relationship between patient satisfaction and behavioral intention.

Country
Knowledge

Hospital
Perceived Patient Behavioral
Accessibility Brand
Service Quality Satisfaction Intention
Trust

Price
Reasonableness
Figure 1: Research Model

METHODOLOGY

Sampling Method

This quantitative and cross-sectional study had collected 206 survey questionnaires from medical
tourist (Indonesians) in three private hospitals in Sarawak based on purposive and quota sampling
method.

Research Instrument

The items measuring the variables are adapted from previous literature sources where they were
tested robustly and proven reliable and valid. Country knowledge and accessibility are to be measured
based on four items scale and four items scale respectively. This measurement scales are adapted
from studies by Lim et al. (2018). Meanwhile, price reasonableness is to be measured based on three
items scale which is adapted from studies by Kumar et al. (2014). As for brand trust four items scale

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which are developed from Chaudhuri (2001) are used in this respect. Perceived service quality is to
be measured based on five items scale which are adapted from Cham et al. (2020). Meanwhile, patient
satisfaction is measured based on four items scale adapted from studies by Panjakajornsak (2008).
Finally, behavioral intention is measured based on three items scale adapted from studies by Choi et
al. (2004).

RESULTS

There is a positive relationship between country knowledge, accessibility, and price reasonableness
on hospital brand trust. Furthermore, there are positive interrelationships between hospital brand
trust, perceived service quality, patients’ satisfaction, and medical tourists’ behavioral intention.

DISCUSSION

The findings identified the strengths and weaknesses of country knowledge, accessibility, and price
reasonableness on hospital brand trust. Thus, researchers had provided valuable suggestions to policy
makers and health service providers to correct any deficiency that arises as these factors strongly
influenced hospital branding. The findings also identified the effectiveness of brand management on
hospital brand trust in the hospital as hospital brand trust could influenced the perceptions of medical
tourist on perceived service quality. Moreover, the findings identified the perceptions of medical
tourist on perceived service quality, patient satisfaction and the medical tourists’ behavior intention.
These findings provided valuable information to health care providers to take necessary actions to
rectify any deficiency found in order to be competitive and sustain its business in medical tourism.

THEORETICAL AND MANAGERIAL IMPLICATIONS

For the theoretical perspective this study enhances the understanding and development of consumer’s
behavior and branding theories in medical tourism context. By doing this, can contribute theoretical
knowledge to the existing body of knowledge, thus contributing to brand trust literature as well as
marketing.

As for the managerial perspective this study contributed to practical implications by providing
valuable insights or suggestions to stakeholders such as healthcare service providers and marketing
practitioners to formulate effective marketing strategy such as branding to attract potential medical
tourist and stay competitively in the market. The findings allowed the healthcare service providers
and marketing practitioners to focus on the factors that are effective in their marketing approach and
service delivery processes. Moreover, this finding could benefit policy maker by furnishing them
with the information related to perception of medical tourist.

FUTURE RESEARCH DISCUSSION

It is advisable to conduct research that covers a wider geographical area and include all medical
tourists’ regardless of its nationality in order to improve the generalizability and robustness of the
study.

REFERENCES

Alan, A. K., & Kabadayı, E. T. (2014). Quality antecedents of brand trust and behavioral intention. Procedia-
Social and Behavioral Sciences, 150, 619-627.

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Cham, T. H., Cheng, B. L., Low, M. P., & Cheok, J. B. C. (2020). Brand image as the competitive edge for
hospitals in medical tourism. European Business Review.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand
performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Choi, K. S., Cho, W. H., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value,
satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of
Business Research, 57(8), 913-921.
Kumar, A., Gupta, S. L., & Kishore, N. (2014). Measuring Retailer Store Image: A Scale Development
Study. International Journal of Business & Economics, 13(1).
Lim, Y. M., Cham, T. H., & Sia, B. C. (2018). Medical Tourists’ Behavioral Intention in relation to
Motivational Factors and Perceived Image of the Service Providers, Proceedings of the 12th Asian
Academy of Management International Conference 2017 (pp. 148-158). Penang, Malaysia: Universiti
Sains Malaysia (USM).
Mabkhot, H. A., Shaari, H., & Salleh, S. M. (2017). The influence of brand image and brand personality on
brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan (UKM Journal of
Management), 50.
Malaysia Healthcare-Malaysia Healthcare Travel Council (2022). Retrieved June 30, 2022, from
[Link]
Newsdesk, (2019, August 11). Indonesia’s capital shift a positive development, says Snowdan. Retrieved
November 3, 2019, from [Link]
devt-says-snowdan/
Panjakajornsak, V. (2008). A comprehensive model for service loyalty in the context of Thai private
hospitals. AU Journal of Management, 6(2), 60-73.
Price, L. L., Vaidyanathan, R., Srivastava, N., Dash, S. B., & Mookerjee, A. (2015). Antecedents and
moderators of brand trust in the context of baby care toiletries. Journal of Consumer Marketing.

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25. Extending UTAUT2 and Perceived Substitutability in Heritage

Tourism: Factors influencing Malaysian Consumers’ Intention to
Adopt Virtual Tours and Intention to Visit the Actual Heritage
Site
Ing Grace Phang 1* and Yuting Zylvia Kong 1
1
Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Malaysia

*Correspondence: gracep@[Link]

Keywords: Heritage tourism; Theory of substitutability; UTAUT2; Virtual tours; Visit intention

EXTENDED ABSTRACT

This study examines the factors influencing Malaysian users’ intention to adopt VTs (IA) in the
heritage tourism context, as well as their visit intention to the heritage site physically (IV) as an
outcome of IA. The underlying components that encourage positive experiences and intention to visit
are explored. The review of the literature indicates that TAM was used in investigating the impact of
VT adoption intention on the tendency to visit the actual tourism site, addressing mainly factors such
as perceived ease of use and perceived usefulness. A more comprehensive theory is needed to better
understand the IA-IV relationship. Despite a number of studies have confirmed the influence of
perceived substitutability (PS) of VR on IA in tourism, it is not clear whether PS have any direct or
indirect impact on IV. In this study, the adoption of the more intensive model of UTAUT2 and the
Theory of Substitutability cover the critical variables that explain users’ IA in tourism context.
Specifically, the inclusion of the efficacy of PS and perceived authenticity (PA) in predicting a user’s
IV, along with other important factors, such as performance expectancy (PE), effort expectancy, (EE)
social influence (SI), facilitating conditions (FC), hedonic motivations (HM) and habit (HT) would
provide robust examination of users’ IA as well as IV.

RESEARCH METHOD

Adopting purposive sampling technique, the data was collected through online questionnaires among
Malaysian respondents from June 10 to July 8, 2022. Three screening questions were set to ensure
the suitability of the respondents: the respondents must be (1) Malaysian who (2) age between 18 to
45 years old; and (3) have traveled before/interested to travel soon. The minimum required sample
size of 262 was determined by a priory test using G*Power analysis. A total number of 278 valid
responses were collected and analyzed using SPSS 26 and SmartPLS 3.0 software.

RESULTS

Common method variance (CMV) was first tackled using both Harman’s single factor test and a full
collinearity test (Kock & Lynn, 2012; Podsakoff et al., 2003). As the total variance for the first
component was 39.45% (significantly less than 50%), there was no concern of CMV. Moreover, the
generated lateral and vertical variance inflation factors (VIFs) did not exceed the threshold value of
3.3, further confirming that the model was free from CMV. All cross-loadings, average variance
extracted, and composite reliability were above these acceptance levels, which indicated acceptable
convergent validity and internal consistency, except PS3 was deleted due to low factor loading.

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Discriminant validity was then examined using the heterotrait-monotrait ratio of correlations
(HTMT) criterion. All values were lower than the threshold of HTMT 0.85 suggested by Kline
(2016), indicating that discriminant validity was established for all constructs. Table 3 presents the
result of the lateral collinearity test, where all inner VIF values were less than 5.0 (Hair et al., 2017),
indicated collinearity was not an issue.

A bootstrapping procedure with 5,000 subsamples was performed to assess the structural model (Hair
et al., 2014). Significant direct influences were found for PE, HM, HT, and PS on IA, supporting H1,
H5-7. In addition, a significant direct influence was found for PA on PS, thus supporting H8.
Unfortunately, there are no significant impacts of EE, SI, and FC on IA, not supporting H2-4. H9
was also not supported as PS was found not to have a significant influence on IV. IA was found to
significantly influence IV, supporting H10. For mediating hypotheses, IA only significantly mediated
the relationship between HM, HT, and PS, hence supporting H11e-g.

Figure 1: Research Framework

DISCUSSIONS AND IMPLICATIONS

The findings of the study indicated that HM, HT, PA, PS and PE were important factors influencing
Malaysians’ IA and IV, while FC, SI and EE were not. In line with the Tourism Malaysia Strategic
Plan 2022-2026 (Tourism Malaysia, 2021), this study found that VTs are feasible and effective online
promotional tools to increase tourist IV in Malaysia. VT is a valuable tool for tourists to gain
information about a destination or attraction that will help them to determine whether the targeted

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site suits their interests (El-Said & Aziz, 2022). It could be used as introductory videos that include
an overview of the site, the benefits of visiting, or any precautions that the tourists should
acknowledge before undertaking the tour (El-Said and Aziz, 2022).

Building on UTAUT2 and Theory of Substitutability, this study shed lights on the relationships
between factors contributing to IA and VI for travel planning or to equip themselves with relevant
information during the pre-visit stage. The findings are vital for destination marketing companies
(DMCs) and organizations (DMOs) as VTs might act as a crucial medium for customer engagement
(El-Said and Aziz, 2022) and visit behaviors. DMOs and DMCs could utilize VTs as promotional
tools for generating future demand during closures, renovations, climate considerations, conservation
requirements, or in time of pandemic crises. Moreover, the underprivileged people could benefit by
experiencing the physical site online, which further provides critical social and educational functions.
On the other hand, this study could also contribute to the tourism sector more profoundly by
introducing the use of VTs as strategic flexibility of a tourism destination (Schiopu et al., 2021). In
conclusion, the adoption of UTAUT2 and Theory of Substitutability effectively explain Malaysians’
intention to adopt VTs and IV.

REFERENCES

El-Said, O. & Aziz, H. (2022). Virtual Tours a Means to an End: An Analysis of Virtual Tours’ Role in
Tourism Recovery Post COVID-19. Journal of Travel Research, 61(3), 528-548.
Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M. and Thiele, K.O. (2017). Mirror, mirror on the wall: a
comparative evaluation of composite-based structural equation modelling methods. Journal of the
Academy of Marketing Science, 45(5), 616-632.
Hair, J.F., Jr, Sarstedt, M., Hopkins, L. and Kuppelwieser, V.G. (2014). Partial least squares structural equation
modeling (PLS-SEM). European Business Review, 26(2), 106-121.
Kline, R.B. (2016). Principles and Practice of Structural Equation Modelling, 4th ed., Guilford, New York,
NY.
Kock, N. and Lynn, G. (2012). Lateral collinearity and misleading results in variance-based SEM: an
illustration and recommendations. Journal of the Association for Information Systems, 13(7).
Lu, D., Lai, I. K. W. & Liu, Y. (2019). The Consumer Acceptance of Smart Product-Service Systems in
Sharing Economy: The Effects of Perceived Interactivity and Particularity. Sustainability, 11(3), 928.
Podsakoff, P.M., MacKenzie, S.B., Lee, J.Y. and Podsakoff, N.P. (2003). Common method biases in
behavioral research: a critical review of the literature and recommended remedies. Journal of Applied
Psychology, 88(5), 879-903.
Schiopu, A. F., Hornoiu, R. I., Padurean, M. A. & Nica, A.-M. (2021). Virus tinged? Exploring the facets of
virtual reality use in tourism as a result of the COVID-19 pandemic. Telematics and Informatics, 60,
101575.
Tourism Malaysia (2021). Tourism Malaysia Strategic Plan 2022-2026. Retrieved from
[Link] on 22 April 2022.

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26. The Effect of Leisure Constraint on Female Solo Traveling

Participation
Pei-Lin Sim 1*, Hui-Bun Ting 1, Sunita Shamsul 1, Lee-Sa Kho 1, Choi-Meng Leong 1,
Choon-Kin Lee1 and Jong Qee 2
1
UCSI University, Malaysia
2
Bel-Air Travel & Tours, Malaysia

*Correspondence: simpl@[Link]

Keywords: Female; Leisure constraint theory; Participation; Solo travel

EXTENDED ABSTRACT

This study examines female solo travel participation using leisure constraints. Previous statistics
revealed that most solo travelers are women (Solo Travel Statistics, 2019). Increasing individualism,
altering ideas of partnerships and marriage, and a surge in solo travel are often listed as factors (Yang,
2020; Yang et al., 2019), and travel alone for freedom and flexibility are also primary reasons (Seow
& Brown, 2018). However, woman remained relatively more constrained by familial responsibilities
especially in Asian culture but in today's world women cannot be identified as the disadvantaged
gender in leisure (Khan, 2011). Despite the rich research on solo travel have focused on the
experiences of western context for leisure travel, this study of solo female travelers can be further
explored in the Asian context.

LITERATURE REVIEW

The theory of leisure constraints (Crawford & Godbey, 1987) was expanded by Crawford et al.
(1991), who recast the three discrete models of intrapersonal, interpersonal, and structural constraints
as a single integrated model in which leisure participants are viewed as having negotiated a
sequential, hierarchical series of constraints levels.

Intrapersonal constraint refers to an individual’s internal or psychological factor limiting one’s

participation desire in leisure activities (Wilson, 2004; Yang & Tung, 2018). Fears and uncertainties
inhibit their willingness to leave their comfort zone.

H1 There is significant relationship between intrapersonal constraints and attitude.

At the interpersonal level, people encounter constraints due to interaction with friends and family,
colleagues, or neighbors, depending on the types of activities involved. Bianchi (2016) revealed that
safety issues were the foremost concern of dissatisfaction during solo holidays.

H2 There is significant relationship between interpersonal constraints with attitude.

Structural constraint refers to the individual’s demographic factors such as lack of money and time
which hinder their participation in leisure activities (Wilson, 2004). Cost is the major limiting factor
in travel for the solo traveler as tourism and hospitality providers have to charge more for a room
designed for couples.

H3 There is significant relationship between structural constraint with attitude.

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It suggests that an individual who could control his or her behavior will affect a positive attitude
toward physical activity, and they managed to overcome the influence of constraint. Therefore,
reduced constraint will lead to a more positive attitude (Chiao et al., 2022).

Participation articulates the features of contemporary digital culture whether a positive signal such
as egalitarian and active participation, or a negative signal such as a more exploitative, extractive,
involuntary form of participation (Kelty, 2016). Female solo travel decisions resulted from women’s
own positive beliefs and desire, suggesting that positive attitude will lead to participation in solo
travel (Awang & Toh, 2018).

H4 There is significant relationship between attitude and solo travel participation.

RESEARCH METHOD

This study used purposive sampling as only female respondents who have previously traveled with
friends and family and yet have solo domestic travel experience was selected. A minimum of 77
samples size is required based on the power analytic technique 212 respondents were collected
through a self-administrated online survey on social media platforms on Facebook and WhatsApp.
Section A of the questionnaire covered respondent’s profile and. Section B consisted of 5-point Likert
scale questions ranging from "strongly disagree" (1) to "strongly agree" (5) that were used to measure
the constructs. Measurements of variables were adapted from reliable sources: intrapersonal
constraint from Heimtun (2010) and Kour (2020); interpersonal constraint from Nyaupane (2007)
and Yang and Tung (2018); structural constraint from Khan (2019) and Nyaupane (2007); attitude
from Alexandris (2007) and Khan (2019); and participation from Chung (2016). Partial least square
structural equation modeling was used to analyze the data.

RESULTS AND DISCUSSION

Intrapersonal
Constraints H1

Interpersonal H2 H4
Attitude Solo Travel
Constraints Participation
H3

Structural
Constraints

Figure 1: Findings of Path Coefficients

The measurement model assessment indicated convergent reliability (average variance extracted
greater than 0.5) and discriminant validity (HTMT less than 0.9). Interpersonal (β = -0.184; p < 0.01)
and structural (β = -0.249; p < 0.01) constraints were related to attitude. If family and friends who

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disagree, scold, or criticize are minimized, this will promote a positive attitude toward solo travel.
Conversely, the relationship between intrapersonal constraints and attitude (β = -0.099; p = 0.225)
was insignificant. Thus, an individual's internal or psychological factor was not constraint that affect
attitude toward solo travel participation. Attitude (β = 0.532; p < 0.01) was significantly related to
solo travel intention. A person who can overcome constraints will have a positive attitude toward
solo travel. The values of R2 were 0.283 and 0.191 show that attitude explains 28.3% of variation in
solo travel participation and interpersonal and structural constraints explain 19.1% of variation in
attitude. Q2 were greater than zero indicate the model's predictive value. As per the values of f2,
show that attitude has a substantial effect size while interpersonal and structural constraints have a
small effect size.

IMPLICATIONS

Theoretically, this study expands the research on solo female travel constraints, whereby each of
Crawford et al. (1991) leisure constraint independently impacts an individual's intention to engage in
solo travel. To mitigate the constraints, destination marketers and local operators must ensure the
destination is safe for solo female travelers. Local tourism and hospitality providers can minimize
interpersonal constraints by creating a platform for solo female travelers to share their travel
experiences, create meaningful relationships, and support other solo female travelers (Brown et al.,
2020). Destination marketers can encourage solo female travel by addressing their psychological
needs. Long-term goals of solo female travelers' freedom and empowerment can rub off on other
leisure tourists and the tourism industry.

FUTURE RESEARCH DIRECTIONS

Future research can investigate female solo travelers’ actual behavior by using longitudinal methods
to increase the validity and robustness of the conceptual model. Additionally, scholars could examine
other outcomes of solo traveling, such as tourist well-being, country wise preferences and gender
disparities. Future studies should consider using an interpretive, qualitative research component as
well. This would provide a deeper understanding of solo travel experiences and further amplify the
voices of female travelers nation-wide.

REFERENCES

Alexandris, K. (2007). Does the Theory of Planned Behavior Elements Mediate the Relationship Between
Perceived Constraints and Intention to Participate in Physical Activities? A Study Among Older
Individuals. European Review of Aging and Physical Activity.
Awang, K. W., & Toh, J. Y. (2018). A review on Malaysian women's leisure and perceptions towards solo
travelling. International Journal of Engineering and Technology (UAE), 7(3.25), 139-142.
Bianchi, C. (2016). Solo Holiday Travellers: Motivators and Drivers of Satisfaction and Dissatisfaction.
International Journal of Tourism Research, 18(2), 197–208. doi: 10.1002/jtr.2049
Brown, L., Buhalis, D., & Beer, S. (2020). Dining alone: improving the experience of solo restaurant
goers. International Journal of Contemporary Hospitality Management.
Chiao, E.L.Y., Lai,M.Y. & Nimri,R. (2022), Do Constraint Negotiation and Self-Construal Affect Solo Travel
Intention? The Case of Australia, International Journal of Tourism Research, 24(3).
Chung, J. Y. (2016). The Role of Perceived Behavioural Control in the Constraint-Negotiation Process: The
Case of Solo Travel. Leisure Studies, 481-492.
Crawford, D. W., and Godbey, G. (1987). Reconceptualizing Barriers to Family Leisure. Leisure Sc 9, 119–
127. doi: 10.1080/01490408709512151
Crawford, D. W., Jackson, E. L., and Godbey, G. (1991). A Hierarchical Model of Leisure Constraints. Leisure
Sci. 13, 309–320. doi: 10.1080/01490409109513147

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Dana Seow & Lorraine Brown (2018): The solo female Asian tourist. Current Issues in Tourism, DOI:
10.1080/13683500.2017.1423283
Heimtun, B. (2010). The Holiday Meal: Eating Out Alone and Mobile Emotional Geographies. Leisure
Studies, 175-192.
Kelty, C. M. (2016). Participation. Retrieved July 10, 22 at [Link]
[Link] ([Link])
Khan, M. J., Chelliah, S., Khan, F., & Amin, S. (2019). Perceived risks, travel constraints and visit intention
of young women travelers: the moderating role of travel motivation. Tourism Review.
Khan, S. (2011). Gendered leisure: are women more constrained in travel for leisure? Tourismos, 6(1), 105-
121.
Kour, P. (2020). Analysis of Travel Constraints Among Indian Women Travelling Alone Across Himalayan
Destinations. Research Gate
Nyaupane, G. P. (2007). Understanding Travel Constraints: Application and Extension of a Leisure
Constraints Model. Journal of Travel Research.
Prentice, C. (2020). Enhancing the tourist experience with emotional intelligence. Tourism Review.
Solo Traveler. (2019). Solo Travel Statistics and Data: 2021 -2022. Retrieved January 21, 2020, from
[Link]
Wilson, E. (2004). A Journey of Her Own?: The Impact of Constraints on Women's Solo Travel (Doctoral
Dissertation, Griffith University). Google scholar
Yang, E. C. (2020). What Motivates and Hinders People from Travelling Alone? A Study of Solo and Non-
Solo Travellers. Current Issues in Tourism. doi: 10.1080/13683500.2020.1839025
Yang, E. C. L., Yang, M. J. H., & Khoo-Lattimore, C. (2019). The Meanings of Solo Travel for Asian Women.
Tourism Review, 74(5), 1047–1057. doi: 10.1108/TR- 10-2018-0150
Yang, R., & Tung, V. W. S. (2018). How Does Family Influence the Travel Constraints of Solo Travellers?
Construct Specification and Scale Development. Journal of Travel & Tourism Marketing, 35(4), 507–516.
[Link]

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27. A Dynamic Perspective from Malaysian Government Agencies on

the Safety and Security of Music Festivals
Khairiah Ismail 1, Nawal Hanim Abdullah 1*, Norol Hamiza Zamzuri 2,
Abdul Rashid Abdullah 1 and Anuar Shah Bali Mahomed 1
1
School of Business and Economics, UPM, Malaysia
2
Faculty of Business and Management, UiTM Shah Alam, Malaysia

*Correspondence: nawal@[Link]

Keywords: Entertainment events; Malaysia music festival; Music festival; Safety; Security

EXTENDED ABSTRACT

This paper emphasizes the significance of having proper safety and security in Malaysian music
festivals. The viewpoint of government agencies is taken to acquire strong evidence regarding the
impact of a safe and secure music festival, as the approval and rejection of music festivals depend on
them. Previous studies have emphasized the importance of safety and security in music festivals.
However, the exploration from government agencies' perspectives has not been explored yet,
particularly in the context of Malaysian music festivals. Therefore, this study aims to examine the
importance of safety and security at music festivals and the repercussions of not having these critical
aspects. The qualitative approaches employed in this study included semi-structured interviews with
government agencies such as municipal councils, police, Malaysian Volunteer Corps Department
(RELA), and ministries, observation at the music festivals, and documentary sources. Finally, the
data are analyzed using thematic analysis. The findings show that strong security and safety have an
impact on the success of music festivals.

INTRODUCTION

Nowadays, music festivals are regarded as a popular event among festivalgoers. Despite the success
of the music festival, some individuals believe that the music festival is not a safe event because of
the risks that occur, such as fights, overcrowding, intoxication, overdosing, sexual harassment, and
death. The involved stakeholders, especially organizers, must ensure their event is safe and secure
for all attendees, including vendors, suppliers, sponsors, and crews.

Although safety and security are vital in events, the consequences of not having a sufficient risk
management plan were more impacted at the music festival when compared to the other types of
events such as conferences, exhibitions, sports events, or weddings. It is because music festivals
attract a large number of attendees, most of whom attend a music festival for enjoyment. Therefore,
the organizer should ensure the event was safe and secure before, during and after an event.

LITERATURE REVIEW

Event safety and security is one of the essential pillars in the multi-disciplinary nature of event
management and planning (Fallon & Sullivan, 2005; Jennings & Lodge, 2009; Mallen & Adams,
2008; Robson, 2008; Silvers, 2005; Silvers, 2008; Tarlow, 2002). The event industry is one of the
industries that is growing domestically and internationally. Since an increasing number of people are
attending music festivals, safety and security are the main issues for all stakeholders, including
organizers, attendees, and suppliers.

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Safety and security are two of the most critical factors in ensuring the safety of human life and
property against loss or harm. Regardless of any incident, environment, or resources that occurred
during the event, the organizers should have a proper risk management plan. Apart from that, the
music festival organizers should create a routine arrangement and integrate them into the existing on-
site working policy. This alternative will help the organizer to ensure the success of their event.
Experience has shown that the multi-organization approach is an effective method for two-way long-
term collaboration and relationships between two or more stakeholders, known as integrated
emergency management. It allows the organizers to respond to any crisis or significant incident that
occurs during the event. However, it is noted that the Occupational Safety and Health Act 1994, for
example, does not address these safety concerns. Hence, it is important to ascertain the organizer's
and venue providers' understanding of the act, as the legislation is ineffective unless it is perceived
to be implemented.

Merriam-Webster (2010) defines safety as "the experience of being free from harm or risk" while
security is "the characteristics or circumstances of being free from danger". However, another
definition of security is "measure taken to prepare for covert work or injury, misbehavior, attack, or
escape". Having event safety and security gives the message to attendees that not only is their safety
a priority, but that event is significant enough to need protection (David Stone, 2014). There is a high
risk of mishaps occurring if the organizers fail to provide adequate safety and security. The main
threat and risk categories that could happen in the music festivals include harm to people and property
damage, preventing people from attending the event, loss of revenue, and reputation loss.

RESEARCH METHOD

The purpose of this study is not to criticize the rules and regulations stated by the government
agencies, especially policymakers, regarding the approval or rejected a music festival, as it may be
related to a different research topic. Instead, the aim is to clarify some ambiguities and
misconceptions about the safety and security of music festivals and to define it more clearly to the
organizer to ensure a safe music festival. This study explicitly used qualitative methods through
observation, semi-structured interviews with key informants and a review of secondary documents.
A semi-structured interview was scheduled and consisted of questions centered on their main areas,
such as event safety, security, consequences, and recommendation. Thematic analysis was used to
analyze the data obtained from the interviews and the themes were selected using an inductive
approach, as suggested by Braun and Clarke (2006).

Table 1: Key Informants of the Study

Experiences Liaising with the Music
Informants Types of Organization Job Title
Festivals Organizers
G1 Ministry A 5 years Managing Director
G2 Municipal Council A 7 years Director
G3 State Government A 5 years Senior Executive
G4 State Government B 4 years Senior Executive
G5 Municipal Council B 6 years Senior Executive
G6 State Government C 5 years Managing Director
G7 Ministry A 4 years Senior Executive
G8 Government Division A 6 years Managing Director
G9 Government Division B 4 years Executive
G10 RELA 3 years Senior Executive

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RESULTS

This section presents the result of the semi-structured interviews with nine key informants stated in
Table 1 above. Three of the interviewees were managing directors from different government
agencies such as ministry, state government, and government division. Five interviewees were senior
executives from the state government, municipal council, RELA, and ministry, while one interviewee
was the director and executive from the municipal council and government division. All informants
here were deemed suitable for this study due to their experience liaising with the music festival
organizers.

Most of the informants indicated that having safe and secure music festivals positively impacts the
event's success. The positive view was related to the theme of benefit, destination, and enjoyment,
while the negative views related to performers, security, and restriction.

Table 2: Key Informants of the Study

Positive View Negative View
Benefit Performers
Destination Security
Enjoyment Restriction

DISCUSSIONS AND CONCLUSIONS

While semi-structured interviews, observation, and document sources have contributed significantly
to understanding the importance of safety and security in a music festival, such understanding is
complemented and bolstered by previous studies from both qualitative and quantitative methods. It
is clear from the findings that benefits, destinations and enjoyment have a direct and positive relation
to proper risk management planning, including safety and security. The results provide a better
understanding to the music festival organizers of a safe and secure event and will directly influence
attendees to attend their event in future. It is evident from the research finding and provides support
from government agencies from a practical perspective.

Subsequently, the result of the study also indicates a negative view from the government agencies on
the improper planning of safety and security in music festivals. The government agencies, especially
municipal councils, are the most that directly liaise with the organizers toward the application to
organize a music festival in Malaysia. It is thus deliberated in this context that the absence of a proper
risk management plan might cause a failure of performers, security, and restriction.

REFERENCES

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in
psychology, 3(2), 77-101.
Mallen, C., & Adams, L. J. (2008). Sport, recreation and tourism event management: theoretical and practical
dimensions. Routledge.
Merriam-Webster, n.d. Security; Safety (2010). [Online] Available at: [Link]
[Link]/dictionary/ security.
Tarlow, P. E. (2002). Event risk management and safety (Vol. 4). John Wiley & Sons.
Lodge, M., & Jennings, W. (2009, April). Governing mega-events: tools of security risk management for the
London 2012 Olympic Games and FIFA 2006 World Cup in Germany. Political Studies Association
conference.

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Robson, L. M. (2008). Event management body of knowledge (EMBOK): The future of event industry
research. Event management, 12(1), 19-25.
Silvers, J. R., Bowdin, G. A., O'Toole, W. J., & Nelson, K. B. (2005). Towards an international event
management body of knowledge (EMBOK). Event Management, 9(4), 185-198.
Stone, D. (2014). Divided they fall time to resolve sterile academic disputes that jeopardize child safety
efforts. Perspectives in public health, 134(2), 74.

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28. Food Tourism – Malaysian Perspective Towards Thai Food

Lit-Cheng Tai 1, Jing-Yen Tee 2*, Thiam-Yong Kuek 1, Abdul-Rahim Fitriya 1 and
Poh-Jin Goh 1
1
Universiti Tunku Abdul Rahman, Malaysia
2
Multimedia University, Malaysia

*Correspondence: jocelynteejy@[Link]

Keywords: Food Tourism, Malaysian Tourists, Thai Food

EXTENDED ABSTRACT

Food tourism has emerged as one of the most popular types of tourism (Baah et al., 2019) as the
number of tourists traveling to a destination are growing tremendously. Thailand has been known
for its delicious cuisine and may become a popular tourist destination since Thai cuisine is revered
all over the world for its unique, well-balanced flavors and sophistication (Singsomboon, 2015;
Tourism Authority of Thailand, 2019). Thailand's economy has benefited greatly from the influx of
food tourists, which has led to a rise in GDP (Raji et al., 2018). Despite a significant increase in food
tourism research, there has been little research on tourist food consumption and the factors
influencing Thai food consumption (Promsivapallop & Kannaovakun, 2019). Therefore, there is a
need to further investigate visitors’ behaviors and attitudes, revisit intention to better understand the
customers of the food tourism in Thailand.

LITERATURE REVIEW

Researchers have studied tourists' local food intentions and motivations intensively for the past
decades (Adongo et al., 2015; Wu et al., 2014). Neophobic people avoid exotic, unknown, or novel
food or have limited experience with foreign cuisine (Fischler 1988; Mak et al., 2017). Food
familiarity creates tourists' loyalty (Paasovaara et al., 2012) and is an important factor in meal
choosing (Pula et al., 2014). According to Lai et al. (2019), local cuisine food image is increasingly
used in tourist marketing because it can add value to a place (Promsivapallop & Kannaovakun, 2019)
and contribute to a tourism destination's long-term competitiveness (Roy et al., 2017). Word-of-
mouth (WOM) spreads information about goods, services, or businesses among social contacts
Senovitz (2012). It is the best way to attract visitors and increase sales with minimal marketing costs
(Lai et al., 2018). Thus, the hypotheses proposed by the researchers are as follows.

H1 Food Neophobia has a significant effect on Intention to Try Local (Thai) Food.

H2 Food Familiarity has a significant effect on Intention to Try Local (Thai) Food.

H3 Food Image has a significant effect on Intention to Try Local (Thai) Food.

H4 Word of Mouth has a significant effect on Intention to Try Local (Thai) Food.

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RESEARCH METHOD

Research Procedure and Sample

Non-probability sampling was used to collect data, with respondents chosen at random.
Questionnaires were distributed via online social media platform. Due to the limited number of
respondents who visited Thailand and tried Thai foods, the snowball technique was used to collect
data more quickly. The Partial Least Squares - Structural Equation Model (PLS-SEM) was used to
analyze 278 respondents. Measurement model was used to measure the reliability and validity of the
constructs, and structural model was used to carry out the hypothesis and the relationship between
the variables.

Measurement Instruments

A five-point Likert scale was used to indicate the level of agreement of the respondents for each of
the exogenous and endogenous variables. Seven items from Ghanem (2019) were used to measure
intention to try Thai local food. Ten items were adopted from Previato (2015) to measure food
neophobia. Five items were adopted from Zoltán et al. (2018) to measure food familiarity. Eight
items from Ramazan (2019) were used to measure food image. Three items from Wardi et al. (2018)
to measure Word of Mouth.

RESULTS

SPSS version 21 was used in demographic analysis and SmartPLS 3 was used to assess inferential
statistics because of its capacity to handle small to medium sample sizes, and the measurement
between latent variables and their items can also be quantified (Carrion et al., 2016).

Measurement Model

All variable average variances extracted (AVE) exceeded the minimum threshold value of 0.500.
whereas all items loaded surpassed the minimum cut-off value of 0.500, except for Food Neophobia
Item 3 (0.396). However, as Food Neophobia AVE (0.674) is more than 0.500, hence we did not
remove its item 3. All the five variables composite reliability has shown that it has a good reliability
with Food Neophobia (0.943) has the highest value among other variables while Food Image (0.881)
has the lowest value. This showed that the model has fulfilled the criteria for convergent validity.
HTMT was used to measure the discriminant validly and it was found all the constructs has value
less than 0.9. Hence, the measurement items in this model are both valid and reliable.

Structural Model

5000 resample was used to run the bootstrapping technique in structural model analysis. Food
Familiarity, Food Image and Word of Mouth have significant values less than 0.05. However, Food
Neophobia has significant value greater than 0.05. Hence, this shows Food Familiarity, Food Image
and Word of Mouth have significant effect on the Intention to Try Local (Thai) Food while Food
Neophobia does not have significant effect on the Intention to Try Local (Thai) Food. Therefore, all
hypotheses are well supported by the data, except for hypothesis 1.

DISCUSSION

The study's findings revealed a link between Food Familiarity, Food Image, Word of Mouth, and
Malaysian tourists' Intention to Try Local (Thai) Food in Thailand. We reason that Food Neophobia

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does not has significant effect in this study is because Malaysians generally are accustomed to Thai
food that can be obtained in Malaysia, especially at the northern and East Coast region.

MANAGERIAL IMPLICATIONS

According to Promsivapallop and Kannavakun (2019), one critical component of the local food
image is food safety, which is seen as detrimental to Thai cuisine's image. Improving food hygiene
may improve the image of food and possibly reduce food anxiety among guests unfamiliar with local
cuisine. More advertising of Thai cuisine in non-Thai markets is needed, as this may increase
understanding of Thai food and familiarity with it, as well as reduce food neophobia and encourage
Thai visitors to consume more local food.

FUTURE RESEARCH DIRECTIONS

First, this study only covered one nationality; its conclusions may not apply to other international
travelers. Second, because regional cuisines vary, the findings of this study cannot be applied to Thai
food in other places. Future food tourism research in Thailand should focus on all major tourist
attractions and a wider spectrum of tourist nationalities and older participants. This study didn't
explore the links between food-related and tourism-related components.

REFERENCES

Adongo, C. A., Anuga, S. W., & Dayour, F. (2015). Will they tell others to taste? International tourists'
experience of Ghanaian cuisines. Tourism Management Perspectives, 15, 57-64.
Baah, N. G., Bondzi-Simpson, A., & Ayeh, J. K. (2020). How neophilia drives international tourists’
acceptance of local cuisine. Current Issues in Tourism, 23(18), 2302-2318.
Carrión, G. C., Henseler, J., Ringle, C. M., & Roldán, J. L. (2016). Prediction-oriented modeling in business
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Fischler, C. (1988). Food, self and identity. Social Science Information, 27, 275-292
Ghanem, M. S. (2019). The behavioral intention of tourists toward local foods: An applied research on the
local foods served in Egyptian Siwa Oasis. Journal of Service Science and Management, 12(06), 714–
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Lai, I., Hitchcock, M., Lu, D., & Liu, Y. (2018). The influence of word of mouth on tourism destination choice:
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Lai, M. Y., Wang, Y., & Khoo-Lattimore, C. (2019). Do food image and food neophobia affect tourist
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Lai, M. Y., Khoo-Lattimore, C., & Wang, Y. (2019). Food and cuisine image in destination branding: Toward
a conceptual model. Tourism and Hospitality Research, 19(2), 238-251.
Paasovaara, R., Luomala, H. T., Pohjanheimo, T., & Sandell, M. (2012). Understanding consumers’ brand-
induced food taste perception: A comparison of ‘brand familiarity’ - and ‘consumer value - brand
symbolism (in)congruity’ - accounts. Journal of Consumer Behaviour, 11(1), 11–20.
[Link]
Promsivapallop, P., & Kannaovakun, P. (2019). Destination food image dimensions and their effects on food
preference and consumption. Journal of Destination Marketing & Management, 11, 89–100.
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Raji, M. N. A., Karim, S. A., Arshad, M. M., & Ishak, F. A. C. (2018). Community development through food
tourism: Exploring the utilization of local food as community development at rural destination in
Malaysia. International Journal of Academic Research in Business and Social Sciences, 8(10), 937–951.
Ramazan, E. R. E. N. (2019). Turkey’s food image, travelers’ revisit intention and tourist expenditures:
Turkey's food image. Anais Brasileiros de Estudos Turísticos, 9(1, 2 e 3).

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Roy, H., Hall, C. M., & W. Ballantine, P. (2017). Trust in local food networks: The role of trust among tourism
stakeholders and their impacts in purchasing decisions. Journal of Destination Marketing & Management,
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Wu, H.C. (2014), “The effects of customer satisfaction, perceived value, corporate image and service quality
on behavioral intentions in gaming establishments”, Asia Pacific Journal of Marketing and Logistics,
26(4), 540-565.

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29. The Number of Visitors visiting Sabah, Malaysia and the

Unemployment Rate are Key Metrics for SDG 8 (Decent Work
and Economic Growth)
Rashid Ating 1*, Chong Kim Mee 2 and Tan Tze Horng 3
1
Universiti Malaya, Institute of Advanced Studies (IAS), Malaysia
2
SEGi University & Colleges, Graduate School of Business (GSB), Malaysia
3
Riam Institute of Technology, School of Business, Malaysia

*Correspondence: rashid_ating@[Link]

Keywords: Malaysia; Sabah; SDG 8; Tourist arrivals; Unemployment rate

EXTENDED ABSTRACT

Sabah is Malaysia's second-largest state after Sarawak. Sabah is one of the few states continuously
contributing to Malaysia's GDP growth. It is rich in natural resources (DOSM, 2021). This research
investigates how the number of Malaysians who visit Sabah impacts the unemployment rate (SDG
8, Decent Work and Economic Growth). Even though Sabah receives many domestic visitors yearly,
the unemployment rate is relatively high. From 2012 to 2021, Sabah had the highest average
unemployment rate in Malaysia, at 6.04%. According to Malaysia's Household Income and Basic
Amenities Survey Report (2019) by the Department of Statistics Malaysia (DOSM), Sabah has the
highest incidence of Poverty, with 23.9% and 19.5% in 2016 and 2019, respectively. Consequently,
it is unsurprising that Sabah has the lowest GDP and is the poorest in Malaysia compared to other
states.

LITERATURE REVIEW

Solarin et al. (2022) discovered that microcredit, microinsurance, savings, training, and social
intermediation services improved the socioeconomic well-being of urban families in Sabah,
Malaysia's poorest state. While Encharang et al. (2022) investigated the influence of three distinct
types of subsidies on Poverty in eight rural areas in Sabah from 2009 to 2016, Poverty is the
dependent variable. In contrast, subsidies for chosen consumer commodities, such as gasoline, diesel,
and liquefied petroleum gas (LPG), are employed as independent variables.

RESEARCH METHOD

The study will use data from the Malaysian Department of Statistics (DOSM) and the United Nations
(UN).

DISCUSSIONS

This research aims to investigate the link between the number of domestic tourists visiting Sabah
from 2012 to 2021 and the state's unemployment rate from 2012 to 2021. Table 1 displays the total
number of domestic visitors visiting Malaysia from 2012 to 2021. According to the Department of
Statistic Malaysia (DOSM), Sabah is one of Malaysia's top five most visited states (from 2012 until
2021). Sabah has a lot to offer as a state's primary attraction, such as Kinabalu Mountain, the tallest

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mountain in Borneo and Malaysia, and many beautiful islands, such as Gaya, Mamutik, Sapi, and
others. Sabah is also Malaysia's third most populated state and has the highest number of domestic
visitors after Selangor and the Federal Territory of Kuala Lumpur.

Table 1: Number of Domestic Visitors by State Visited from 2012-2021 (in ‘000)
States 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Total
JHR 9,486 10,360 11,637 11,589 12,207 13,141 13,487 14,274 7,243 3,658 107,082
KDH 8,474 8,706 11,373 12,425 13,188 13,305 14,480 14,831 10,108 4,023 110,913
KTN 10,312 11,560 12,047 9,070 8,646 9,624 9,846 10,986 6,058 1,921 90,070
MLK 8,413 9,783 11,582 11,552 12,268 12,625 13,123 13,979 7,275 3,878 104,478
NSN 8,366 7,688 8,555 9,984 10,130 10,822 12,802 13,303 7,918 5,485 95,053
PHG 7,689 9,099 13,027 14,398 14,168 16,491 18,111 18,498 9,905 3,405 124,791
PNG 7,601 6,319 7,858 9,341 12,565 12,643 14,450 15,411 8,929 5,061 100,178
PRK 12,998 13,997 14,596 15,966 16,783 20,110 17,553 21,070 13,173 4,489 150,735
PLS 980 1,057 923 1,410 1,410 1,414 2,156 2,088 1,193 407 13,038
SGR 17,886 21,089 21,800 22,063 24,124 25,491 30,179 33,589 19,715 10,212 226,148
TRG 7,939 9,593 9,499 11,483 12,010 12,979 13,742 14,158 7,420 3,719 102,542
SBH 17,301 15,783 16,220 15,722 16,518 17,792 20,360 22,035 10,337 3,815 155,883
SWK 10,573 12,271 13,608 15,355 16,282 17,670 19,380 19,793 9,393 6,511 140,836
KUL 12,538 14,440 15,419 15,080 16,784 19,049 19,165 22,633 12,435 9,116 156,659
LBN 179 253 308 310 354 381 545 524 107 54 3,015
PJY 698 876 830 1,188 1,816 1,872 1,892 1,949 451 223 11,795
MAS 141,433 152,874 169,282 176,936 189,253 205,409 221,271 239,121 131,660 65,977 1,693,216
Source: Domestic Tourism Survey, Department of Statistics Malaysia, various issues.
Note: JHR – Johor, KDH – Kedah, KTN – Kelantan, MLK – Melaka, NSN – Negeri Sembilan, PHG – Pahang, PNG –
Penang, PRK – Perak, PLS – Perlis, SGR – Selangor, TRG – Terengganu, SBH – Sabah, SWK – Sarawak, KUL – Kuala
Lumpur, LBN – Labuan, PJY -Putrajaya, MAS – Malaysia.

Table 2: Top 5 Most Visited States by Domestic Tourists from 2012-2021

Year/Rank 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
1st SGR SGR SGR SGR SGR SGR SGR SGR SGR SGR
2nd SBH SBH SBH PRK KUL PRK SBH KUL PRK KUL
3rd PRK KUL KUL SBH PRK KUL SWK SBH KUL SWK
4th KUL PRK PRK SWK SBH SBH KUL PRK SBH NSN
5th SWK SWK SWK KUL SWK SWK PHG SWK KDH PNG
Source: Domestic Tourism Survey, Department of Statistics Malaysia, various issues.
Note: KDH – Kedah, KUL – Kuala Lumpur, NSN – Negeri Sembilan, PHG – Pahang, PNG – Penang, PRK – Perak,
SBH – Sabah, SGR – Selangor, SWK – Sarawak.

Table 2 lists the top five states in terms of local visitors. From 2012 to 2020, Sabah was always one
of the top five states in Malaysia in terms of domestic tourism. The only year it did not rank among
the top five was 2021. If you exclude Selangor and Federal Territory Kuala Lumpur as Malaysia's
capital, Sabah is the state with the highest number of domestic visitors. As a result, Sabah is
Malaysia's third most visited state, after only the capital, Kuala Lumpur, and Selangor (the most
developed state in Malaysia).

Figure 1 depicts the unemployment rate in Malaysia in each state from 2012 to 2021. From 2012 to
2021, Sabah accounted for 9% of all jobs in Malaysia, with the highest unemployment rate in the
country. Compared to other states, Sabah has the highest unemployment rate in history, at 9% in 2021
(post COVID-19).

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2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
9
8
7
6
5
4
3
2
1
0

Figure 1: Unemployment Rate for all States in Malaysia from 2012 to 2021 (in %)

Source: Domestic Tourism Survey, Department of Statistics Malaysia, various issues.

Table 3 depicts Malaysia's unemployment rate from 2012 to 2021. The same data indicated that Sabah
was consistently one of the top two states with the highest unemployment rate from 2012 to 2021.
Labuan Federal Territory is also included (a federal territory neighboring Sabah, which is the second
place among all Malaysia states with the highest unemployment rate).

Table 3: Top 5 States with Highest Unemployment Rate from 2012-2021

Year/Rank 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
1st SBH SBH LBN SBH LBN LBN LBN LBN SBH SBH
2nd LBN LBN SBH LBN SBH SBH SBH SBH LBN PJY
3rd PLS PRK TRG TRG TRG TRG TRG KTN PRK KUL
4th SWK PLS PRK KTN KTN PRK KTN TRG KTN KTN
5th JHR SWK KTN SWK JHR KTN PLS PRK MLK PRK
Source: [Link] (n.d); Department of Statistic Malaysia, DOSM, (2022).
Notes: JHR – Johor, KTN – Kelantan, LBN – Labuan, MLK – Melaka, PJY – Putrajaya, PLS – Perlis, PRK – Perak,
SBH – Sabah, SWK – Sarawak, TRG – Terengganu

MANAGERIAL IMPLICATIONS

In connection with SDG 8, the researcher aims to illustrate the disparity between the number of job
opportunities created by domestic tourist arrivals and Sabah's higher unemployment rate (SDG 8,
Decent Work and Economic Work). In the future, there may be a more in-depth look at the growing
differences between Sabah's urban and rural areas and the high rate of Poverty in Sabah.

FUTURE RESEARCH DIRECTIONS

Higher unemployment rates have been a problem for a long time. Sabah lags behind other Malaysian
states regarding economics, society, and development (TheEdge Market, 2018). Unfavorable levels
of unemployment and Poverty will make it difficult for Sabah inhabitants to obtain suitable jobs,

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reducing their purchasing power, preventing economic activity, and eventually resulting in below-
the-par educational standards. There is an urgent need for study in this area.

REFERENCES

[Link], Jabatan Perangkaan Malaysia (n.d). “Unemployment rate by state, Malaysia”, retrieved from,
[Link]
Domestic Tourism Survey, DTS (2012). Retrieved from, [Link]
portalx/ep/[Link]?cid=140799
Domestic Tourism Survey, DTS (2013). Retrieved from, [Link]
portalx/ep/[Link]?cid=140805
Domestic Tourism Survey, DTS (2014). Retrieved from, [Link]
portalx/ep/[Link]?cid=140809
Domestic Tourism Survey, DTS (2015). Retrieved from, [Link]
portalx/ep/[Link]?cid=140813
Domestic Tourism Survey, DTS (2016). Retrieved from, [Link]
portalx/ep/[Link]?cid=140816
Domestic Tourism Survey, DTS (2017). Retrieved from, [Link]
portalx/ep/[Link]?cid=140819
Domestic Tourism Survey, DTS (2018). Retrieved from, [Link]
portalx/ep/[Link]?cid=140821
Domestic Tourism Survey, DTS (2019). Retrieved from, [Link]
portalx/ep/[Link]?cid=140826
Domestic Tourism Survey, DTS (2020). Retrieved from, [Link]
portalx/ep/[Link]?cid=140831
Domestic Tourism Survey, DTS (2021). Retrieved from, [Link]
portalx/ep/[Link]?cid=144545
Department of Statistics Malaysia, DOSM, (2021). Gross Domestic Product (GDP) By State 2020. Retrieved
from,
[Link]
G9RcVNwTGhLaHE4UT09&menu_id=TE5CRUZCblh4ZTZMODZIbmk2aWRRQT09
Department of Statistic Malaysia, DOSM, (2022). “Principal Statistics of Labour Force, Malaysia, Fourth
Quarter (Q4) 2022”, retrieved from,
[Link]
QrbXdWbHdibFhjQT09&menu_id=Tm8zcnRjdVRNWWlpWjRlbmtlaDk1UT09
Encharang, L., Mansur, K., & Kogid, M. (2022). The Impact of Selected Subsidy Program on Household
Poverty in Rural Areas in Sabah. International Journal of Advanced Research in Economics and Finance,
4(3), 230-240.
Household Income and Basic Amenities Survey Report, (2019). Department of Statistics Malaysia, retrieved
from [Link]
TheEdge Markets, (2018). “Concern over rising inequality in Sabah “, retrieved from,
[Link]
Solarin, S. A., Loke, K. H., Ramasamy, S. A. P., Yen, Y. Y., & Gan, G. G. (2022). Microfinance services and
socioeconomic welfare of urban households in Sabah, Malaysia. Journal of Public Affairs, 22(3), e2528.

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30. Social Media for Museum Heritage Promotion: Riding the Waves
of ‘TikTok’
Pei Mey Lau 1*, Jessica Sze Yin Ho 2 and Padma Pillai 3
1
Wawasan Open University, Malaysia
2
Heriot-Watt University, Malaysia
3
Sunway University, Malaysia

*Correspondence: pmlau@[Link]

Keywords: Audience engagement; Heritage tourism; Museum; Social media; TikTok

EXTENDED ABSTRACT

TikTok as an uprising social media platform can help organizations to reach a broader, and younger
group amazingly fast by simply focusing on organic content. It provides a terrific opportunity for
museums to maximize their marketing budget and reach new audiences (McIntyre, 2022). In
comparison with traditional medias, TikTok ride on users prefer for authentic content instead of
commercially produced mass media content. Museum, being the repository for a vast range of unique
resources naturally have all it takes to make TikTok videos for free (McIntyre, 2022). According to
Normanno Pisani, Head of Media Partnerships at TikTok UK, “At TikTok, we’re proud to be a place
where museums and galleries can open their doors digitally and connect with audiences all over the
world,” using the phrase “virtual tourists” to refer to this new visitor sector (Akers, 2021).

Although a significant percentage of museums uses networking or social media platforms to promote
and engage with their audiences, the popularity of TikTok has not emerge widely by museums around
the world. Most of the museums do not even have active accounts (Huebner, 2022) and only some
museums and galleries have leveraged on the opportunity to be part of the fastest growing social media
platform in the world- TikTok (Curator Notes, 2021).

As such, there is a need to examine the role of TikTok as a social media platform for museum heritage
promotion. This pilot study aims to explicate and categorize the different formats, types, and themes of
short videos used by top ranked and highly engaging TikTok channel of the museums. Findings from
this study can give heritage museums a better idea on the types and themes of short videos suitable for
successful social media audience engagement.

LITERATURE REVIEW

This study is developed based on the Uses and Gratifications Theory (UGT) (Katz, 1959) and social
media engagement behavior (SMEB) model (Dolan et al., 2016).

The Uses and Gratifications Theory (UGT) posits that individuals will seek to use several types of
media to satisfy their respective needs (Katz, 1959). UGT describes the reasons and the motivations
behind an individuals’ choice of a particular communication medium (Cheung et al., 2011). While
the UGT is commonly used to examine the social and psychological motives behind conventional
media usage alternate media choices, recent studies have applied UGT to examine social networking
sites (SNS) attitude and behaviors (Bucknell Bossen & Kottasz, 2020). The application of UGT on
social media platforms such as Facebook, Twitter, Snapchat, Instagram is getting more common.
Although the growth of social media platforms is seeing a phenomenon where the consumption and

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sharing of short videos in platform such as TikTok is gaining popularity, the empirical application of
UGT on short videos are still lacking (Vaterlaus & Winter, 2021).

Referring to the Social Media Engagement Behavior Model (SMEB) model developed by Dolan et
al. (2016), the six types of behaviors which capture the intensity and valence of social media
engagement are such as creating, contributing consuming, dormancy, detachment, and destructing.
The current study is focusing particularly on contributing and consuming. Contributing type of
engagement is whereby users positively contributing to the content of a specific social media content
creator and that can come in the form of users engaging through “likes”, “shares” and “comments”
for instance (Hart, 2022). On the other hand, consuming is more passive but positively supports the
content creator by taking in the content created across social media, which means a user viewing the
content of the content creator without actively engaging with the social media postings (Hart, 2022).

METHODOLOGY AND PILOT TEST

Museum TikTok videos featured from five official accounts of famous museum around the world.
They are American Museum of Natural History (naturalhistorymuseum - AMNH); Museum of
London (museumoflondon); National Museum of the Netherlands (Rijksmuseum); Sacramento
History Museum (sachistorymuseum) and Black Country Living Museum
(blackcountrylivingmuseum). The museum and video were chosen based on the following criteria.
The researcher selected museum with the most followers that used #museum on their user’s tab.
Secondly English must be the language used in the TikTok videos and finally the selected museum
should fall under the category of history or natural history. Most of the videos includes at least one
of the following hashtags: #museum, #learntiktok, #history. The researchers have also reviewed the
videos contents and captions without any hashtags. A total of 50 videos were identified and randomly
selected for pilot study. All these videos were downloaded from July 1-24, 2022.

The coding was developed based on existing content analysis studies of museum TikTok (Huebner,
2022). The codebook focused on descriptive, video format, video type and video themes. First, we
recorded the date of the video, number of followers, number of views, likes, comments and shares of
each video. Second, we collected information on video format including video length, subtitle, text,
spoken language, caption, music and hashtag. Video type includes acting, animated infographic,
documentary, news, oral speech, pictorial slideshow and TikTok dance (Li et al., 2021).

FINDINGS, DISCUSSION AND CONCLUSION

The following are the themes emerged from the viewed videos: entertainment, information, history,
and infotainment. Based on the pilot study, all the selected and identified videos from the five
museums fall in the themes as mentioned above. Mostly it falls in the category of information. This
finding indicates that even though the videos are comprising of different themes, many of the TikTok
videos created by the museums are positioned to deliver information about the museum/history to
viewers.

Sacramento History Museum recorded with the most followers; 2.3 million and the least number of
followers with 28.3 thousand is Museum of London. The longer the video is posted the more view
and comments it gets. In terms of video format, the longest video recorded at 4.23 minutes and the
shortest at 9 seconds. Almost 40% of the video viewed included subtitles and text in their video.
Black Country Living Museum recorded using music the most as compared to other museums and
coupled with showcasing acting in their videos. All video that was viewed and analyzed falls in the
category of oral speech under the video type.

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Altogether, the findings from this pilot study are consistent with two of Dolan et al. (2016) from the
SMEMB mechanism, where museum TikTok posts engages uses from both the contributing and the
consuming mechanisms. The engagement findings in terms of ‘following’, ‘view’ and ‘comments’
provides empirical evidence of UGT on short videos (TikTok).

LIMITATIONS AND FUTURE RESEARCH

This study is bounded by several limitations which would serve as an extension for future research.
Firstly, the usage of 50 videos out of numerous videos from the top five official museums listed on
TikTok can be expanded in future studies to gather a richer set of TikTok museum themes extracted.
Secondly, this pilot study did not examine the type of advertising appeals featured in these TikTok
which may trigger different user gratifications. Thirdly, the findings of the content analysis as a
single-point data source can be statistically analyzed to explore the relationship between the themes
generated and the social media engagement. Finally, the methodology applied in this study can be
applied to other area of research such as tourism and hospitality where social media engagement is
in place.

REFERENCES

Akers, T. (2021, 19 May). On TikTok’s #MuseumMoment and Museums’ TikTok Moment. Jing Culture &
Commerce. [Link]
Bucknell Bossen, C. and Kottasz, R. (2020) Uses and gratifications sought by pre-adolescent and adolescent
TikTok consumers. Young Consumers, 21(4), 463–478. doi: 10.1108/YC-07-2020-1186.
Cheung, C. M. K. et al. (2011) Trust in Internet shopping: A proposed model and measurement instrument.
Journal of Electronic Commerce Research, 6, 1–12. doi: 10.1016/[Link].2010.07.028.
Curator Notes (2021) ‘TikTok and Museums’. Curator Notes. [Link]
museums.
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: A uses and
gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261–277.
Hart. (2022). Are You New Here? Understanding How Generation Z Uses TikTok and the
Future of Social Media Marketing, Master Thesis, University of Miami,
[Link]
chRepository
Huebner, Emma June (2022), ‘TikTok and museum education: A visual content analysis’, International
Journal of Education Through Art, 18(2), 209–25, [Link]
Katz, E. (1959) ‘Mass communications research and the study of popular culture: An editorial note on a
possible future for this journal’, Studies in Public Communication, 2, 1–6.
[Link]
McIntyre, J. (2022) ‘6 Museums on TikTok – and How They’re Using It to Market to Gen Z’. Tiqets, 24
January. [Link]

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31. Tourist Acceptance of Community-Based Edutourism in Ciburial

Village, Bandung Regency
Septy Indrianty 1* and Enok Maryani 2
1
Sekolah Tinggi Ilmu Ekonomi Pariwisata YAPARI, Indonesia
2
Universitas Pendidikan Indonesia, Indonesia

*Correspondence: septyindrianty19@[Link]

Keywords: Ciburial tourist village; Edutourism; Society; Tourist acceptance

EXTENDED ABSTRACT

Village development is essentially all forms of human activity in building oneself, family,
community, and the environment in the village area, both physical, economic, social, cultural,
political, orderly, defense, and security carried out in a planned manner and have a positive impact
on village progress. (Hanapiah, 2011). Ciburial Village is one of the tourist villages in Cimenyan
District, Bandung Regency, the area is directly adjacent to the City of Bandung, precisely in the north
of Bandung City. Ciburial village is located in an area with an altitude of more than 750 above sea
level, because it is included in the North Bandung area which has a function as a catchment area and
recharge area. The environment must be protected and maintained and preserved. Since the Dutch
era, Ciburial Village has been prepared as a protected forest area which is now known as the Ir. H.
Juanda. Therefore, the government also issued West Java Provincial Regulation No. 2 of 2016
concerning Guidelines for Controlling the North Bandung Area as a Strategic Area of West Java
Province, as an area that must be protected and restricted to its built-up area. In 2011, Ciburial Village
has been designated as a tourist village based on the Decree of the Regent of Bandung Number:
556.42/Kep. 71- Dispopar/ 2011. Given the condition of Ciburial Village as an area that must be
protected, the development of tourist villages should be directed to tourist villages that are more pro-
environmental, sustainable, and educational in value so that conservation is maintained and still pays
attention to the empowerment of the local community.

North Bandung as a rain catchment area and water absorption, providing an understanding of the
importance of preserving the environment. The development of edutourism provides opportunities
for the community to participate in the tourism service sector such as attractions that integrate with
the lives of rural communities in agriculture, animal husbandry, traditional food and beverage
production, arts, and traditional children's games. Participation of the community has an important
value in inhibiting the flow of urbanization to Bandung City and creating employment opportunities
and rural diversification. This study aims to determine the potential of edutourism in Ciburial and
how tourists accept the village's attractiveness as edutourism.

LITERATURE REVIEW

Edutourism is a program or tourism product offering in which participants travel to a location with
the primary purpose of engaging in a learning experience. Ritchie et al. (2003) define edutourism as
an activity carried out by tourists whose education and learning are the main or secondary part of the
trip, the management of edutourism can be done independently or cooperatively, with various objects,
such as nature or humans. Moreover, Scheyvens (2002) recognizes that empowerment includes
economic, social, psychological, and political aspects in the context of tourism. Based on the
framework, it can define how tourism can improve the effectiveness of community access to

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productive resources within the region, through ensuring access to these resources. From the
psychological empowerment aspect could increase the residents’ pride and self-esteem from the
feeling associated with visitors traveling to one community to experience the unique natural and
cultural features the community has to offer. Sulaeman (2019) stated that the development of
edutourism is tourism that is used as a learning medium to study the rural environment, local wisdom,
and food security of rural communities. Furthermore, Maryani and Indrianty (2020) explained that
based on the object, distance, and access, Ciburial Village can be grouped into four zones, of which
three are managed by the community and one zone is managed by the West Java Perhutani. Those
are: (1) Nature Tourism, (2) Community Cultural Tourism, (3) Cultural Tourism, and (4)
Conservation Tourism.

RESEARCH METHOD

The research was descriptive with a survey method. Data was obtained by using a questionnaire to
30 residents and 30 tourists. Samples of tourist respondents were taken by accidental sampling, at
tourist attractions in Ciburial Village. The data were processed with percentages. Then the data is
interpreted to answer the research questions. As a complement, interviews were also used with village
officials and Kompepar. The observations are also carried out to see the attractiveness, accessibility,
and community activities in carrying out activities that has edutourism value.

RESULTS

Potential Edutourism in Ciburial

Each region has a complementary attraction and educational value. Artificial culture tourism is
located at the main gate, cafes, restaurants, hotels, villas, local-owned stalls, art studios, Hong
children's games, presenting buildings with modern architecture, and gardens. Community cultural
tourism is in resident villages. Open land is getting wider, agriculture, animal husbandry and
activities of residents with a rural feel are starting to appear. In Ciburial Village, small stalls or
restaurants can be easily found. This zone is the zone for rural residents whose attractiveness is
attached to community activities. According to informants from Pokdarwis, almost every village has
a variety of arts, such as debus, calung, angkung, rampak gendang, lute flute, pencak silat, reog,
Sisingaan and traditional puppet; Home industries in the form of traditional food and beverages,
beekeeping that produces honey, patchwork and woven bamboo, and agricultural and livestock
activities. In this zone there is also a waterfall Batu Nyusun which is still very natural. All of these
attractions are attached to the activities of the residents of Ciburial. Nature tourism is located on the
south and north sides (Kraton and Mumbungan Hill) including Tahura Ir. H. Juanda. To reach the
two objects, take a road parallel to the Tahura boundary, in this area there is also the Lembang Fault
and the Ancient Lake site.

Table 1: Society Perception of Edutourism

Perception of Edutourism Percentage
Natural Beauty 80.33%
Rural Atmosphere 80.14%
Sundanese cultural events 70.66%
Tourism Village 81.00%
Average 78.03%

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Acceptance of Edutourism-Based Tourism Villages by tourists

Tourist acceptance of edutourism tourism villages, shows the same results as people's perceptions of
the selling power of the village as a tourist destination, namely natural scenery, cool and natural
weather, local food and drinks, and a soothing expanse of plantations (77%), while folk arts,
children's games, regional culture, and modern culture (in the form of cafes or thematic buildings)
only reached 23%. This shows that the countryside and the atmosphere are the main attraction for
tourists. Sports and refreshing or recreation were the most chosen activities (67%). Enjoying culture,
both local and modern shows the same attraction, which is 11% each, then research and shopping.

Keterangan
1 PEMANDANGAN
6% 3% 2%
2 CUACA SEJUK 4% 1 OLAH RAGA
3%
3%
3 MAKANAN MINUMAN 2
3% LOKAL 15% PENYEGARAN/REKREASI
24% 11% 3 PENELITIAN/BELAJAR
5% 4 PERKEBUNAN
11%
5 PESAWAHAN 4 MENIKMATI BUDAYA
13% 5% LOKAL YANG KHAS
22%
18% 6 KESENIAN RAKYAT 52% 5 MENIKMATI BUDAYA
MDERN
7 PERMAINAN ANAK-ANAK 6 BELANJA

8 BUDAYA MODERN 7 LAIN-LAIN (Piknik)

Figure 1: Acceptance of Ciburial Village Attraction as Edutourism

DISCUSSIONS

The response of residents about the potential of Ciburial Tourism Village based on edutourism
showed positive results, from each component of natural beauty, rural atmosphere, cultural events
that were still being held, approval of the development of edutourism tourism villages, showing more
than 75% stated the response strongly agreed and the perception was very positive. This shows
confidence in the potential of Ciburial village as a tourist village and at the same time shows hope
for community empowerment to open up job opportunities.

Acceptance of attraction based on the attractions enjoyed in Ciburial Village, shows the attractiveness
of objects that have been managed well, namely Tebing Keraton, café/restaurant (for eating and
drinking), Selasar Sunaryo (cafe with modern architecture) and hotel restaurant. Objects that are
community-based and have not been managed properly such as Nyusun stones, home industry (honey
industry), toy studios, typical Sundanese housing, arts, agricultural land or rice fields, Islamic
boarding schools (listening to religious lectures), have not been widely accepted as tourist attractions
(< 10%).

MANAGERIAL IMPLICATIONS

Judging from the potential of the community is large enough to be empowered, and the community
also has confidence in its potential. Sundanese culture is still inherent in terms of art, children's
games, making food and drinks, and expanses of rice fields and plantations are resources that can be
utilized for tourist villages. However, this potential has not been matched by increasing human
resources in the form of hospitality, tour guides, Sapta Pesona, digital promotions and training in
speaking simple English, which are priorities to be realized. In addition, homestay training and

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preparation of tour packages are also priorities that must be given to the community. Management,
marketing, and training to the community to be more prepared to receive tourists are important steps
in marketing edutourism in Ciburial Village. In addition, the synergy between the village government
and kompepar is also needed to be synergistic in managing and marketing tourism villages.

FUTURE RESEARCH DIRECTIONS

After identifying the potential that exists in Ciburial Village, it is necessary to develop an edutourism
development model and training that can increase community empowerment in edutourism.

REFERENCES

Hanapiah, Muhi, Ali. (2011). Implementasi Nilai-Nilai Good Governance Di Perguruan Tinggi.
Thesis/Disertasi tidak diterbitkan. Bandung: PPS UPI Bandung.
Keputusan Bupati Bandung Nomor : 556.42/ Kep. 71- Dispopar/ 2011 tentang Desa Wisata di Kabupaten
Bandung
Maryani, E & Indrianty, S. (2021). Mapping of Ciburial Village Potential as Education-Based Ecotourism.
Hongkong Journal of Social Science, 58 Autumn/Winter 2021.
Peraturan Daerah Provinsi Jawa Barat No 2 Tahun 2016 Tentang Pedoman Pengendalian Kawasan Bandung
Utara Sebagai Kawasan Strategis Provinsi Jawa Barat.
Ritchie, Carr, and Cooper. (2003). Managing Educational Tourism. Clevedon Channel View Publications
Scheyvens, R. 2002. Tourism for Development: Empowering Communities. London: Prentice Hall
Sulaiman, A. I., Chusmeru, C., & Kuncoro, B. (2019). The Educational Tourism (Edutourism) Development
Through Community Empowerment Based on Local Wisdom and Food Security. International
Educational Research, 2(3), p1-p1.

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32. Green Open Space (GOS) in the Form of a City Park as a

Population’s Recreation Place and Their References on the
Thematic Park in Bandung City
Enok Maryani 1*, Apay Safari 2, Anti Riyanti 2 and Hadi Mulyana 2
1
UPI, Indonesia
2
Stiepar Yapari Bandung, Indonesia

*Correspondence: enokmaryani@[Link]

Keywords: City; Garden; Green open space; Recreation; Thematic

EXTENDED ABSTRACT

City parks as GOS are very important, not only as ecological and hydrological functions, but also as
recreational areas for urban communities. This study examines the existence of GOS in the form of
thematic parks as places for recreation for residents and supports the creation of a sustainable city.
Urban space is mostly used for building areas such as settlements and offices. Not only intended for
buildings, but also for various facilities, such as GOS and parks.

The need for land for built-up areas changes the configuration of urban landscapes including GOS
into built landscapes. According to Law no. 26 of 2007 concerning spatial planning, GOS should be
30% of the urban area. Based on its function, GOS has two functions, namely intrinsic and extrinsic
(Dirjentaru, 2008).

City parks are open lands that have social and aesthetic functions as a means of recreational,
educational, or other activities at the city level. They are intended to serve residents of a city or part
of a city area. These parks can be in the form of GOS (green field) equipped with recreational and
sports facilities, as well as a sports complex with a minimum of 80%-90% GOS (Imansari &
Khadiyanta, 2015).

In the Minister of Public Works Regulation No. 05/PRT/M/2008 explained that Urban GOS has
ecological, hydrological, social, economic, aesthetic, and cultural functions. In Meitry's research
(2015), it was revealed that city parks are developers of social capital and reducers of social
pathology. GOS and parks, as public spaces, can fulfill functions as recreational and educational
facilities, sports, and culinary centers (Imansari & Khadiyanta, 2015).

The purpose of this research is to find out:

• How is the existence of GOS and city parks in Bandung City as a supporter of a sustainable
city?
• Are the existing city parks in accordance with the area and physical conditions with the needs
of the community?
• How is the existence of thematic parks in Bandung City?

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LITERATURE REVIEW

Definition of Green Open Space and City Parks

GOS is an elongated/lane and/or grouped area whose use is more open, where plants grow that are
intentionally planned or not (Regulation of the Minister of Public Works Number 5 of 2008
concerning Guidelines for the Provision and Utilization of GOS in Urban Areas).

The Role of Community City Parks

City parks are part of GOS and public spaces. City residents can use them to interact, expand social
capital, recreation, sports, educational facilities, and develop culture as an entity of a society or
community. Parks and GOS refer to land that have been reserved for formal and informal sports and
recreation purposes, preservation of the natural environment, provision of green space and/or urban
storm water management. (Design Principle-Parks and Open spaces, Aussie 2009).

The Needs of Ideal City Park

City park area must be compatible with the population’s number and density. According to the Urban
Housing Area Planning of the Directorate General of Human Settlements, DPW 1987 which was
reaffirmed by instruction of Ministry of Home Affairs No. 14 of 1988 regarding the arrangement of
GOS in urban areas, the availability of environmental and city parks is as follows, "every 480,000
residents there is a park area of 144,000 m². This park is a community sports complex equipped with
sports facilities, green spaces as leisure areas and other supporting facilities”. Based on the above
guidelines, a minimum of 480,000 residents with a minimum standard of 0.3 m² per city resident,
with a minimum garden area of 144,000 m².

RESEARCH METHOD

This research is located in Bandung City, using a descriptive qualitative approach with a survey
method. The research population is the park visitors as respondents. Respondents were taken by
accidental sampling in 24 thematic parks.

Questionnaires and observation sheets were used as primary data collection tools. Secondary data in
the form of documentation from the Central Bureau of Statistics and Bandung City Profile Book, as
well as other relevant secondary data used to answer the research. Observations were made to 24
thematic parks in Bandung. Data were processed and interpreted descriptively to answer research
questions.

RESULTS

Geographical Condition

Bandung is located at 107º36' East Longitude and 6º55' South Latitude. Bandung area is 16,729.65
ha and divided into 30 districts and 151 sub-districts. Morphologically, Bandung is located in the
middle of the "Bandung Basin", surrounded by mountains, with an average altitude of 700 m ASL.
The average temperature of Bandung is 25.86°C, the hydrological conditions of Bandung are crossed
by 24 rivers along 265.05 km. The population in 2021 is 2,452,943 people, consist of 1,235,134 men
and 1,217,809 women.

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The Area and Needs of a Park in Bandung

Bandung has 759 parks, with a total area of 2,170,134.11m². The presence of parks in Bandung is
shown in Table 1.

Table 1: Area and Number of Parks in Bandung

No SWK Kecamatan Kelurahan Nama Taman Lokasi Koordinat Luasan
1 Bojonegara Cicendo Husein Taman Alun-alun JI. Arjuna, Husen -6.91085,
Sastranegara Cicendo Sastranegara, 107.58881 5,400.00
Cicendo
2 Cibeunying Coblong Lebak Gede Taman Gesit JI. Dipatiukur, -6.895685,
Lebak Gede, 107.616626 556.50
Coblong
3 Lebak Gede Taman Fitness JI. Teuku Umar, -6.891981,
Lebakgede, 107.615701 3,614.00
Coblong
4 Lebak Taman Eks SPBU JI. Ir. H. Djuanda -6.898684,
Siliwangi Cikapayang (Taman 107.612426 2,490.00
Cikapayang Dago)
5 Bandung Citarum Taman Lalu Lintas JI. Sumatera -6.91213,
45,600.87
Wetan 107.6137
6 Cihapit Taman JI. Anggrek -6,91084,
Anggrek/Bengawan 107,6304 1,425.00
(Taman Super Hero)
7 Cihapit Lapang Supratman Jalan W.R. -6,90721,
(Taman Persib) Supratman No.24, 107,63031 9,072.75
Cihapit
8 TamanSari Taman Rangga JI. Juanda/ JI. -6,90269,
Malela (Taman Ranggamalela 107,61136 920.90
Radio)
9 Taman Cempaka JI. Cempaka
1,785.00
(Taman Fotografi)
10 Taman Pasupati Bawah Fly Over
1,539.00
(Taman Jomblo) Pasupati
11 Taman Skate Park Bawah Fly Over
300.00
Pasupati
12 Taman Cibeunying JI. Cilaki
488.25
Park
13 Taman Film Bawah Fly Over
1,100.00
Pasupati
14 Citarum Taman Inklusi JI. Aceh/Jl.
Saparua (pojok 400.00
Taman Maluku)
15 Sumur Braga Taman Braga JI. Braga/Jl. -6.919841,
55.00
Bandung Naripan 107.610051
16 Babakan Taman Merdeka JI. Merdeka -6.913369,
14,729.00
Ciamis (Taman Dewi Sartika) (Balaikota) 107.609527
17 Merdeka Taman Tongkeng JI. Tongkeng .6.911922,
3,610.50
107.623405
18 Merdeka Taman Sentrum JI. Belitung -6.911949,
2,100.75
(Taman Musik) 107.616080
19 Babakan Taman Air Mancur JI. Merdeka No.9 -6.914037,
976.00
Ciamis Vanda 107.610081
20 Babakan Taman Sejarah JI. Aceh No. 53
2,600.00
Ciamis
21 Karees Lengkong Lingkar Taman Pers Malabar JI. Malabar/Jl. -6.925685,
5,007.68
Selatan Palasari 107.632069
22 Regol Balonggede Taman Alun-alun JI. Asia Afrika -6.921467,
12,000.00
Bandung 107.607017
23 Ancol Taman Cilentah JL Cilentah -6.931821,
1,608.20
(Taman Bobotoh) 107.615667
24 Ujung Ujung Cigending Alun-Alun JI. A.H. Nasution, -6.91451,
Berung Berung Ujungberung Cigending, Ujung 107.70097,327 5,089.00
Berung
Source: Department of Housing and Settlement Areas, Land and Parks Bandung City (2022).

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If the park need is 0.3 m², then it takes an area of 735,882.9 m² to make it sufficient, the ratio of the
existing park area to the park's needs in terms of per resident, then the area is adequate, even almost
three times wider. Based on Law No. 26 of 2007 concerning Spatial Planning, the minimum
proportion of urban GOS is 30% of the total urban area, then Bandung should have a park area of
5,018,895 m². The current area is only 43.23% of the area that should be or the lack is 56.73%.

Thematic Parks in Bandung

One of Ridwan Kamil’s challenges when he served as a Mayor was to create a balance in the urban
ecosystem by increasing the role of the function of GOS, based on the layout, diversity of plant
species, harmony between plant species and the physical condition of the environment. The
arrangement is done through the development of thematic parks. The realization of revamping the
thematic park functions as a public space that can be distinguished by theme and uniqueness. There
are about 24 thematic parks.

Vanda Park Pasopati/ Foto Park Super Hero Tongkeng Park Bobotoh Park
Jomblo Park Park

As the result in 2015 Bandung received the title of Creative City from UNESCO where Bandung
improves the urban environment and can create an inspiring city atmosphere, and because of these
parks, Bandung has also become a Creative Cities Network in the distribution of intensive, green
development, and maintaining the function of GOS.

DISCUSSIONS

In an urban area, the four functions of intrinsic and extrinsic can be combined according to the needs,
interests, and sustainability of the city such as water management protection, ecological balance and
biological conservation. Park existence in Bandung City is still lacking compared to the area of
Bandung itself. It is feared to disturb the balance of life.

MANAGERIAL IMPLICATIONS

It is only 43% park area in Bandung, and it’s still lacking. Naming thematic gardens do not always
connote the area covered by various plants. Parks are mostly used as a gathering place for city
residents, so they are not yet fully functional ecologically. Further research needs to study the park
quality and the city residents’ satisfaction with the existence, function of the park in accordance with
the theme and completeness of its facilities.

FUTURE RESEARCH DIRECTIONS

This research is exploratory research that must be followed up by further research to see how the
park quality as a recreational area for city residents and how the existing facilities exist so that the

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park can function properly, equipped with various facilities that can be accessed by all residents, are
comfortable, safe and provide recreational value for both city residents and out-of-towners.

REFERENCES

Dirjentaru. (2008). Peraturan Menteri Pekerjaan Umum Nomor: 05/PRT/M/2008 tentang Pedoman
Penyediaan dan Pemanfaatan Ruang Terbuka Hijau di Kawasan Perkotaan. Departemen Pekerjaan Umum.
Imansari, N., & Khadiyanta, P. (2015). Penyediaan hutan kota dan taman kota sebagai ruang terbuka hijau
(RTH) publik menurut preferensi masyarakat di kawasan pusat Kota Tangerang. Jurnal Ruang, 1(3), 101-
110.
Kota Bandung “Profil Kota Bandung”, Pemerintah Kota Bandung, 2021
Dinas Pariwisata dan Kebudayaan Provinsi Jawa Barat. 2015
Undang-Undang Republik Indonesia No. 10 Tahun 2009 Tentang Kepariwisataan
Undang-Undang Republik Indonesia Tahun 2012
World Tourism Organization (UNWTO). 2013

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33. Willingness to Pay and Willingness to Contribute for Komodo

Dragon Conservation Fund
Arief Mahmud 1*, Elisa Iswandono 2, Marliana Chrismiawati 2 and Alvanixon Lamba Awang 2
1
IPB University, Indonesia
2
Natural Resources Conservation Agency of Nusa Tenggara Timur, Indonesia

*Correspondence: ariefmahmud@[Link]

Keywords: Conservation fund; Komodo; Tourism; Trend; WTP

EXTENDED ABSTRACT

Komodo National Park (KNP) has been well-known as a tourist destination since it was selected as
one of the New 7 Wonders of Nature in 2012. Tourist visits in Labuan Bajo have increased
dramatically. Many people think that the entrance ticket to Komodo National Park is currently very
cheap. In addition, many parties wish to contribute to the preservation of the Komodo dragons which
is designated as an endangered species by the IUCN. For this reason, it is necessary to know how
much people are willing to pay for the entrance ticket and contribute to the conservation of Komodo
dragons.

The purpose of this study was to determine tourism trend, willingness to pay (WTP) of entrance fee
and willingness to contribute (WTC) for conservation funds. Tourism trend and WTP were analyzed
using descriptive analysis.

The results showed an increasing number of visitors between 2015 to 2019, as well as non-tax
government revenues significantly from 2010 to 2019. Tourists consider Komodo dragon
conservation is important and willing to pay entrance fee 4,600% more expensive for domestic
tourists or 360% for foreign tourists. Conservation fund contribution is USD 4.86 for one visit or
USD 23.3 per year for domestic tourists while foreign tourists up to USD 7.5 for one visit or USD
34.7 per year. The institutions trusted by respondents to manage conservation funds are the
government, local communities, or NGOs.

LITERATURE REVIEW

Tourism development will affect physical development that may have a significant role in
phenomenon of tourism growth from qualitative point of view as an important factor in terms of
visitor satisfaction (Ramyar & Halim 2020).

The money spent by foreign tourists in Labuan Bajo is USD 1,066/person (Wahyuti et al. 2013) and
26 tourist destinations outside KNP are recorded (Sugiarto & Mahagangga 2020). Tourism can help
protect environmental destructive forms and could have beneficial role in regeneration of
economically depressed environments (Holden 2008).

Willingness to pay is defined as maximum amount of money that can be paid, so that it is difference
between pay option or rejecting for something change and spending it for something else. WTP value
can describe benefits of a proposed policy such as environmental improvement (Fauzi, 2014). WTP
application in sustainable financing can be carried out to develop market-based conservation

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approaches in developing countries which reduce ongoing biodiversity loss and conserve wildlife
species (Aseres & Sira, 2020).

RESEARCH METHOD

Research was carried out in Labuan Bajo, Manggarai Barat Regency, Indonesia from March to June
2022. Analysis technique in this research is descriptive analysis. Tourist data visits is obtained from
KNP. WTP analysis for entrance tickets and Komodo conservation funds is obtained from
questionnaires to 65 domestic tourists and 37 foreign tourists.

RESULTS

Tourists have increased from 2015 to 2019 (Figure 1), as well as non-tax state revenues (Figure 2).
WTP entrance fee for domestic tourists were IDR 358,000 (USD 25.57) and USD 39 for foreign
tourists (Table 1). Domestic tourists were willing to contribute conservation fund an amount of IDR
68,000 (USD 4.86) for one visit or IDR 326,000 (USD 23.3) annually while foreign tourists up to
USD 7.5 for one visit or USD 34.7 annually (Table 2 and 3).

Figure 1: Number of Tourists in KNP (2015 -2021)

Source: KNP (2022).

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Figure 2: Non-Tax State Revenue from Tourist to KNP (USD)

Source: KNP (2022).

Figure 3: Respondent's Opinion on Entrance Fee

Figure 4: Respondents' Trust in the Management of Conservation Funds

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Table 1: WTP Value on Entrance Tickets

Domestic Tourist Foreign Tourist
WTP Frequency of Relative WTP Value WTP Frequency of Relative WTP Value
(IDR) Respondents Frequency (IDR) (USD) Respondents Frequency (USD)
25,000 1 0.019 471.70 30 18 0.72 21.6
50,000 3 0.057 2,830.19 45 2 0.08 3.6
100,000 4 0.075 7,547.17 60 3 0.12 7.2
200,000 1 0.019 3,773.58 75 1 0.04 3
250,000 30 0.566 141,509.43 100 1 0.04 4
300,000 1 0.019 5,660.38
500,000 8 0.151 75,471.70
1,000,000 3 0.057 56,603.77
1,400,000 1 0.019 26,415.09
2,000,000 1 0.019 37,735.85
53 1 358,018.86 25 1 39.4

Table 2: WTC to Komodo Conservation Funds for One Visit

Domestic Tourist Foreign Tourist
WTP Frequency of Relative WTP Value WTP Frequency of Relative WTP Value
(IDR) Respondents Frequency (IDR) (USD) Respondents Frequency (USD)
25,000 29 0.446 11,153.85 3 13 0.351 1.054
50,000 12 0.185 9,230.77 5 9 0.243 1.216
100,000 15 0.231 23,076.92 10 9 0.243 2.432
150,000 3 0.046 6,923.08 15 3 0.081 1.216
200,000 6 0.092 18,461.54 20 3 0.081 1.622
65 1 68,846.15 37 1 7.541

Table 3: WTC to Komodo Conservation Funds for One Year

Domestic Tourist Foreign Tourist
WTP Frequency of Relative WTP Value WTP Frequency of Relative WTP Value
(IDR) Respondents Frequency (IDR) (USD) Respondents Frequency (USD)
200,000 46 0.708 141,538.46 20 23 0.622 12.432
500,000 14 0.215 107,692.31 50 10 0.270 13.514
750,000 2 0.031 23,076.92 75 3 0.081 6.081
1,000,000 2 0.031 30,769.23 100 1 0.027 2.703
1,500,000 1 0.015 23,076.92 150 0 0 0
65 1 326,153.85 37 1 34.730

DISCUSSIONS

Tourists have increased from 2015 to 2019 and declined in 2020 and 2021 due to COVID-19 as does
non-tax state revenues from tourism to KNP. The entrance price for KNP were no longer relevant
and consequently must be adjusted to the willingness of tourists. The increase in ticket prices will
increase state revenue that can be used for Komodo dragon conservation. Tourists considered
Komodo dragon conservation is important and thus are willing to contribute to conservation.
According to Aseres and Sira (2020) most of tourist are willing to pay conservation fees for
supporting conservation projects to preserve endangered wildlife species for future generation. The
increase in ticket is a conservation compensation and demarketing which can increase revenue with
the number of visitors that may be the same or decrease due to the increase in ticket prices.

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Conservation costs must also be the responsibility of tourism actors and local governments so that
there is a balance between tourism and conservation. Conservation fund for the Southeast Asian
region according to Paine et al. (1997) is USD 509/km2 per year. Komodo dragons’ habitat on West
Flores Island other than Komodo National Park is 14,275 ha or 142.75 km2, so the ideal funding on
West Flores is USD 72,659. Assuming the number of visitors in 2021, the conservation funds that
can be collected are USD 1,535,752. This number exceeds the ideal amount according to Paine et al.
(1997). The management of these funds can be given to the government, local communities, or NGOs
according to the willingness of tourists and not all conservation funding is supported by the
government so that conservation is not only the responsibility of the government but all related
parties.

MANAGERIAL IMPLICATIONS

Information about costs and public willingness to support of Komodo dragon conservation is
important in order to support Komodo dragon conservation activities. Conservation Fund is an
important factor in decision making in the context of natural resource management.

FUTURE RESEARCH DIRECTIONS

Further studies with larger sample sizes need to be carried out to increase the generalizability of the
results more significantly. Research on WTP modeling by considering many variables is needed to
improve the quality of research results.

REFERENCES

Aseres, S. A., & Sira, R. K. (2020). Estimating visitors’ willingness to pay for a conservation fund: sustainable
financing approach in protected areas in Ethiopia. Heliyon, 6(8), E04500.
Fauzi, A. (2014). Valuasi Ekonomi dan Penilaian Kerusakan Sumber Daya Alam dan Lingkungan. Bogor:
IPB Press.
Holden, A. (2008). Environment and Tourism (2nd edtion). London: Routledge.
Paine J. R., Byron N., Poffenberger M. (1997). Status, Trend and Future Scenarios for Forest Conservation
Including Protected Area in the Asia-Pacific Region. Rome: Asia Pasific Forestry Sector Outlook Study
Working Paper.
Ramyar, M., & Halim, N. (2020). Tourist Expectation and Satisfaction towards Existing Infrastructure and
Facilities in Golestan National Park, Iran. American Research Journal of Humanities & Social Science
(Volume-03, Issue-07): 89-108.
Sugiarto, A., & Mahagangga G. A. O. (2020). Kendala Pengembangan Pariwisata di Destinasi Pariwisata
Labuan Bajo Nusa Tenggara Timur (Studi kasus komponen produk pariwisata). Jurnal Destinasi
Pariwisata, 18-25.
Wahyuti E., Wibowo T., Iriyono S., Syarifudin M. I., Kurnuiawan M., Adnan A., Indriasari D., Buaithi A.,
Priska M. (2013). Kajian Peranan Taman Nasional Komodo dalam Perekonomian Kabupaten Manggarai
Barat, Provinsi Nusa Tenggara Timur. Labuan Bajo: Balai Taman Nasional Komodo.

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34. Impact of Tourism Development on Habitat of Komodo Dragons

in Labuan Bajo
Arief Mahmud 1*, Mirza D. Kusrini 1, Ani Mardiastuti 1 and Lilik Budi Prasetyo 1
1
IPB University, Indonesia

*Correspondence: ariefmahmud@[Link]

Keywords: Conservation; Destination; Human activities; Suitable; Tourist

EXTENDED ABSTRACT

Labuan Bajo is a well-known tourist destination since Komodo National Park was chosen as one of
the 7 New Wonders of Nature in 2012. The Indonesian Government made it as a world-class tourist
destination in 2020. Tourism development led to a rapidly increased number of tourists and an impact
on the development of West Manggarai Regency. Unfortunately, tourism development has affected
to habitat of the Komodo dragons (Varanus komodoensis) in Flores Island, especially in Labuan Bajo
and its surroundings.

The purpose of this study is to analyze land use and land cover change (LULCC) and habitat
suitability of Komodo dragons in Labuan Bajo and its surroundings. LULCC and habitat suitability
are analyzed using Maximum Likelihood Classification (MLC) on ArcGIS 10.3 and Maximum
Entropy (MaxEnt).

The results indicated that suitable habitat for Komodo dragons is around the coast that also suitable
area for tourism development. LULCC in Komodo dragons’ habitat were caused by road
infrastructures, settlements, and tourism facilities development.

LITERATURE REVIEW

Komodo dragon is a rare wildlife that was first described by Ouwens in 1912. Surveys and
expeditions to collect information and specimens were carried out in various locations within Flores
Island (Burden, 1928; Horst, 1926; Jong, 1973; Pfeffer, 1959). Komodo dragon is endemic reptile to
the Komodo National Park, Flores Island and several satellite islands. Komodo dragons inhabited the
western and northern parts of Flores (Jessop et al., 2004). Nowadays, western part of Labuan Bajo
has been developed for world-class tourism facilities.

Twenty-six tourist destinations outside the Komodo National Park are recorded in the Labuan Bajo
(Sugiarto et al., 2020). Ecotourism areas may influence demographic processes through intraspecific
competition or predation of Komodo dragons (Ardiantiono et al., 2018). The decrease in Komodo
dragons’ habitat and range loss due to multiple and cascading human activities may be addressed by
a range of land use planning and community conservation actions to avoid a potential Komodo dragon
extinction on the largest island habitat within their distribution (Ariefiandy et al., 2021). Other
research in other wildlife habitats, such as: Sumatran elephants (Pratiwi et al., 2022), Sumatran tigers
(Arum et al., 2018; Nasution et al., 2021) show the same conclusion.

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RESEARCH METHOD

The research was conducted in Labuan Bajo and its surroundings in West Manggarai Regency, East
Nusa Tenggara Province, Indonesia during March to June 2022. Sentinel 2 Satellite Imagery data for
2016 and 2022 were processed using the MLC method on ArcGIS 10.3 software to obtain LULCC
maps (Poursanidis et al., 2015). Determination and analysis of the suitability of the Komodo dragons’
habitat using the MaxEnt application (Manzo et al., 2020) based on the Komodo dragon exploration
and ground check in 2017. LULCC, the spatial planning of West Manggarai Regency and suitable
habitat of Komodo dragons has been processed to find out the overlapping locations of the Komodo
dragons and development of tourism facilities.

MAP OF
INDONESIA

MAP OF MANGGARAI
BARAT REGENCY

Figure 1: Map of Study Site

RESULT

Habitat suitability of Komodo dragons was obtained from MaxEnt using variables i.e., distance from
settlement, forest, roads, rice fields, bushes, rivers, elevation, slope, topography, and land cover
(Figure 2). Overlay between suitable habitat and Tourism Development Plan (Figure 3) and land
cover analysis using Sentinel 2 Satellite Imagery data in 2016 and 2022 with the MLC (Figure 4).

MaxEnt's analysis showed that the suitable habitat for Komodo dragons is around the coast at 0 to
300 m above sea level. The area of habitat is 14,275 ha and the area of the planned tourism
development is 11,225 ha. The overlapping between the location of tourism development and the
habitat of Komodo dragon area is 3,285 ha. The overlapped physical development area is the
development of 300 ha Golo Mori tourism area and 7.5 km of road to Golo Mori.

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Figure 2: Komodo Dragons’ Habitat in West Flores

MAP OF
MANGGARAI
BARAT REGENCY

Figure 3: Overlay between Suitable Habitat of Komodo Dragons and Tourism Development Plan

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Figure 4: Map of West Manggarai Regency Land Cover Analysis in 2016 and 2022

Tourism Development Area

300 ha and 7.5 km road to the
area in Komodo dragons’
habitat

Figure 5: Ground Check in March 2022

DISCUSSIONS

Tourism policies should consider Komodo dragon conservation due to the fallacy policy that focuses,
and attention is only on tourism infrastructure with Komodo dragons as the main attraction but efforts
to protect and conserve Komodo dragons have not received proportional attention. Analysis using
MaxEnt shows that the suitable habitat for Komodo dragons is around the coast at an altitude between

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0 and 300 m above sea level. The suitable habitat for Komodo is also suitable for tourism, so that the
Manggarai Barat regency designates the habitat for tourism development. The available habitat for
home range is narrowing and the prey population is decreasing, while the tourist development and
human population is increasing that may cause Komodo dragons were forced to come into conflict
with humans.

The location of tourism development overlaps with the habitat of Komodo dragons. The overlapped
area is 3,285 ha. The overlapped physical development area is the development of 300 ha Golo Mori
tourism area and 7.5 km of road to Golo Mori. In addition, tourism development planning in the
Komodo dragons’ habitat corridor between Golo Mori area and Wae Wu'ul Nature Reserve and its
around may result in the isolation of the Komodo dragons (Figure 2).

Location of tourism development will increase human activity which causes losing or decreasing
habitat and threat of humans and Komodo conflicts. Access roads to tourist locations cause
fragmentation of the Komodo dragons’ habitat. Another impact is anthropogenic threats and
changing habitats into agricultural land. The increase in Komodo dragon prey poaching such as
Timor deer and wild boar and habitat fragmentation may cause conflict between humans and Komodo
dragons. Fragmented animal populations often compete for living space with communities around
their habitat.

MANAGERIAL IMPLICATIONS

Tourism development is expected to support Komodo dragon conservation due to the importance of
the sustainability of Komodo dragons’ habitats, corridors and buffer areas in Labuan Bajo and its
surroundings.

FUTURE RESEARCH DIRECTIONS

Future research is required related to studying the Komodo dragons’ habitat in Flores which is
vulnerable to anthropogenic threats. The research will provide comprehensive data on the habitat
conditions of Komodo dragons that are useful in providing management interventions. The research
can provide recommendations on tourism development policies in support of conservation.

REFERENCES

Ardiantiono, Jessop, T.S., Purwandana, D. et al. Effects of human activities on Komodo dragons in Komodo
National Park. Biodivers Conserv 27, 3329–3347 (2018). [Link]
Ariefiandy, A., Purwandana, D., Azmi, M. et al. Human activities associated with reduced Komodo dragon
habitat use and range loss on Flores. Biodivers Conserv 30, 461–479 (2021).
[Link]
Arum R.S, Rizaldi S. (2018). Studi Karakteristik Wilayah Konflik antara Gajah Sumatera (Elephas maximus
Sumatranus) dengan Masyarakat di Sekitar Taman Nasional Tesso Nilo, Riau. Jurnal Metamorfosa, 259-
265.
Burden, W. D. (1928). Result of the Douglas Burden expedition to the island of Komodo: observations on the
habits and distribution of Varanus komodoensis Ouwens. American Museum of Natural History.
De Jong, J. (1973). Een an ander over Varanus komodoensis Ouwens. Natuurkundig Tijdschhrift voor
Nederlandsh-Indie, 173-208.
Emerton L, Bishop J, Thomas L. (2006). Sustainable financing of protected areas: a global review of
challenges and options. UK: Gland (CH) and Cambridge (UK):IUCN (The World Conservation Union).
Horst, O. (1926). Varanus komodoensis. De Troposche Natuur, 118-122.
Jessop T.S.., Sumner J., Rudiharto H., Purwandana D., Imansyah M.J., Phillips J.A. (2004). Distribution, use
and selection of nest type by Komodo Dragons. Biological Conservation, 463-470.

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Manzo F., Quintano C. (2020). A synergetic approach to burned area mapping using maximum entropy
modeling trained with hyperspectral data and viirs hotspots. Remote Sensing, 1-10.
Nasution A.R, Siregar Y.I, Nofrizal. (2021). Tingkat Risiko Konflik Manusia dan Harimau Sumatera di
Sekitar Hutan Tanaman Industri Pt. Arara Abadi Distrik Tapung. Jurnal Ilmu Lingkungan, 121-129.
Paine J.R., Byron N., Poffenberger M. (1997). Status, trend and future scenarios for forest conservation
including protected area in the Asia-Pacific region. Rome: Asia Pasific Forestry sector outlook study
working paper.
Pfeffer, P. (1959). Observations sur le Varan de komodo. Varanus komodoensis Ouwens 1912. La Terre et la
vie.
Poursanidis D, Chrysoulakis N, Mitraka Z. (2015). Landsat 8 vs Landsat 5: A Comparison Based on Urban
and Peri-Urban Land Cover Mapping. International Journal of Applied Earth Observation and
Geoinformation, 259-269.
Pratiwi P, Iswandaru D, Hilmanto R, Febryano I.G, Ismanto, Sugiharti T, Sunki . (2022). Analisis Konflik
Manusia dengan Gajah Berdasarkan Persepsi Masyarakat di Taman Nasional Bukit Barisan Selatan .
Jurnal Belantara, 116-118.
Sugiarto A, Mahagangga G.A.O. (2020). Kendala Pengembangan Pariwisata di Destinasi Pariwisata Labuan
Bajo Nusa Tenggara Timur (Studi kasus komponen produk pariwisata). Jurnal Destinasi Pariwisata, 18-
25.

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35. Staycation Post-pandemic: The Experiential Tourism in Malaysia

Chong Kim Mee 1, Tan Tze Horng 2 and Rashid Ating 3
1
SEGi University & Colleges, Graduate School of Business (GSB), Malaysia
2
Riam Institute of Technology, School of Business, Malaysia
3
Universiti Malaya, Institute of Advanced Studies (IAS), Malaysia

*Correspondence: chongkimmee@[Link]

Keywords: Staycation; Experiential tourism; Post-pandemic: Domestic tourism; Malaysia

EXTENDED ABSTRACT

According to World Economic Forum (2021), workers daily stress reached a record high in 2020.
Workers in US and Canada showed the highest level of daily stress, with 57% in 2020. The COVID-
19 pandemic has highly impacted the personal well-being and social and working life of millions of
people globally. Malaysians reported the highest level of anxiety among 12,823 employed online
adults aged 16-74 across 28 countries between November and December 2020 based on research
conducted by Ipsos on its Global Advisor online platform (Ipsos Malaysia, 2021). There is an
unexpectedly high percentage of Malaysians who experienced increased anxiety around job security
at 74% compared to a global share of 56%, and stress due to changes in work routines and
organization at 67% compared to a worldwide percentage of 55%, respectively. Besides, 10% of the
employees lost their jobs, and 7% of employees chose to leave their jobs during this COVID-19
pandemic at the end of 2020 in Malaysia. Although stress is a potential killer to a person's health and
well-being, several studies have shown that seven consecutive vacation days provided an efficient
recovery strategy.

Blank et al. (2018) stated that one single short-term vacation with independent mode brings
significant, positive, and immediate effects on perceived stress, recovery, and well-being. A
staycation, a road trip, and a meeting with someone at the local destination are believed to reduce
stress. Experiential travel, which focuses on experience quality rather than quantity, is getting
increasingly attractive to visitors or travelers especially post COVID-19. The interaction with local
people, culture and environment brings value to the visitors. Experiential tourism differs from other
traveling modes on direct experience during pre-departure trip planning and post-trip follow-up,
including the people their met, the places visited, the activities participated in, and the memories
created. Moreover, personal growth and reflection of individuals' values and interests are essential to
experiential tourism as emotional experience is associated with vivid memory, the feeling of the
destination place and revisiting intention is more important than tangible goods we can purchase.

According to the survey on domestic travel in Malaysia since the recovery movement control order
(RMCO) in assessing the domestic demand for leisure travel from September to October 2020, 75.2%
of the total of 12,281 respondents planned for domestic travel shortly after the promotion of inter-
state traveling since June 10, 2020, by the Malaysia government. 74.7% of the respondents arranged
their leisure holidays alone, and 87.0% purchased their holiday through online booking sites. Only
10.5% of the respondents purchased their holiday through travel agencies or tour operators. Besides,
the highest percentage of 51.6% of the respondents preferred to travel during the weekend or long
weekends other than on weekdays, public holidays, and festival holidays. It is believed that
Malaysians generally have limited time to go for leisure due to their hectic work schedule and
children's studies. Based on research by Bilgihan (2016), hedonism also relates to online spending,
and when a positive experience has been created, it will lead to loyalty. For example, the staycation

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goers who booked online and are satisfied with the experience will have a positive attitude towards
staycation. As such, hedonism is vital for online staycation booking as it happens in a comfortable
environment with a relaxed attitude and enjoyment with shopping intentions (Wagner et al., 2016).
Furthermore, entertainment directly affects attitudes (Childers et al., 2002). Thus, it is assumed that
the higher the hedonic motivation towards the staycation, the higher level of decreased anxiety and
stress levels.

One of the most influential theories of human behavior is the social cognitive theory, which serves as the
theory for this study (Bandura, 1986). One of the basic concepts of social cognitive theory stipulates that
the person regulates behavior through the process and the environment through external social
situations (Cooper & Lu, 2016). As such, going for a staycation through a series of techniques such
as searching, evaluating, and booking the staycation is considered a social interaction that helps to
reduce stress levels, and experiencing a staycation comfortably will further enhance the feel-good
experience, according to Bandura (1991) one of the components of social cognitive theory is behavior
change when people react or respond to a particular situation or object.

Domestic tourism spending fell 54.5%, recorded RM 18.4 billion in 2021 compared to RM 40.4
billion in 2020, which showed the lowest record since 2008, the first year of the survey report
(Domestic Tourism Malaysia, 2021). The border restrictions on new variants of COVID-19, such as
Omicron and Delta, continued to impact domestic tourism in 2021, and the floods disaster towards
the end of 2021 in many parts of Peninsular Malaysia caused domestic travel to worsen. In addition,
the overnight trip had decreased by 67.8%, with 15.5 million visits, while daily trips decreased by
42.4%, with 56.9 million trips recorded in 2021.

However, due to the closure of Malaysia's international border, the statistics showed a significant
increase in domestic visitors with a household income of RM 5,001 to RM 10,000, with the highest
contribution of 30.4% in 2021 from the pre-pandemic year, at 23.3% in 2019. In contrast, there is a
decrease of 6.4% from 2019 to a record of 29.3% of the domestic visitors travel by household income
between RM 1,001 and RM 3,000. Malaysia’s domestic travel industry is likely to recover with the
transition to the endemic phase, as announced by the government, which will lead to positive growth
in 2022.

This study explores the determinants of experiential tourism in the context of staycation among the
M40 group, where the household income fell under RM 4,851 to RM 10,970 per month. There are
37.2% of the Malaysian population with a mean of RM 7,348 household income per month, which
are categorized under M1, M2, M3 and M4, contributing to 6.8%, 8.2%, 9.9% and 12.3%, with
median income of RM 5,336, RM 6,471, RM 7,828, and RM 9,695 respectively (Department of
Statistics, Malaysia, 2019).

Using the purposive sampling technique, a self-administered questionnaire was given to 300
respondents: 150 in West Malaysia and 150 in East Malaysia. As this study used a quantitative
approach, a further in-depth analysis using a qualitative approach should be conducted. This study
contributes to Malaysia's tourism industries and policymakers targeting and servicing the M40 group
of preference. It also highlights the market demand from the local experiential tourism perspectives.
Stress levels can be reduced among the middle group after experiencing a staycation or short vacation
in Malaysia. Such findings align with the United Nations' Sustainable Development Goals (SDG) 8
and SDG 12, which directly and indirectly contribute to and emphasize the importance of decent
work, economic growth, and responsible consumption and production.

Future research shall be focused on social media’s influence on the selection of experiential tourism
based on popularity and word of mouth. External factors such as peer pressure, social status, access
to information and economic influences could be investigated to solidify the findings of this research
which are solely on personal factors.

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REFERENCES

Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory.
Bandura, A. (1991). Social cognitive theory of moral thought and action. Handbook of ethical behaviour and
development, p. 1, 45e103.
Bilgihan, A., (2016). Gen Y customer loyalty in online shopping: an integrated model of trust, user experience
and branding. Computers in Human Behaviour. 61, pp.103–113.
Blank, C., Gatterer, K., Leichtfried, V., Pollhammer, D., Mair-Raggautz, M., Duschek, S., Humpeler, E. and
Schobersberger, W., (2018). Short vacation improves stress-level and well-being in German-speaking
middle-managers—A randomized controlled trial. International journal of environmental research and
public health, 15(1), p.130.
Childers, T.L., Carr, C.L., Peck, J., Carson, S., (2002). Hedonic and utilitarian motivations for online retail
shopping behaviour. Journal of Retailing. 77 (4), 511–535.
Cooper, C. L., & Lu, L., (2016). Presenteeism as a global phenomenon: Unraveling the psychosocial
mechanisms from the perspective of social cognitive theory. Cross Cultural & Strategic Management,
23(2), 216-231.
Department of Statistics Malaysia (2019). Household Income and Basic Amenities Report, Department of
Statistics, Malaysia, Retrieved from
[Link]
MxL1FpTkNBNUVBQT09&menu_id=amVoWU54UTl0a21NWmdhMjFMMWcyZz09, on July 11,
2022.
Domestic Tourism Malaysia, (2021). [Link]
portalx/ep/[Link]?cid=144665, on July 11, 2022.
Ipsos Malaysia (2021). Press Release: Pandemic's Impact on Malaysian Workforce. Retrieved from
[Link]
_pandemics_impact_on_malaysian_workforce_-_200121_final.pdf.
Wagner, G., Schramm-Klein, H., Steinmann, S., (2016). E-Shopping acceptance: a qualitative and meta-
analytic review. Information & Management. 52, 1, 44-60
World Economic Forum (2021). 2020 was a record year for feeling stressed at work. Retrieved from
[Link] on
July 11, 2022.

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36. Development of Cultural Tourism Based on Kerinci Indigenous

People in Jambi Province, Indonesia
Yoni Elviandri 1*, Arzyana Sunkar 1 and Eva Rachmawati 1
1
IPB University, Indonesia

*Correspondence: [Link]@[Link]

Keywords: Conservation; Sustainability; Forestry; Heritage, TNKS

EXTENDED ABSTRACT

Kerinci community is one of indigenous people who live in Kerinci Seblat National Park (TNKS)
area. Not only consists of swamp and lake areas that maintain its beauty and natural ecosystem,
TNKS as ASEAN heritage site have cultural heritage and unique culture from indigenous people
whom a high potential become an international tourism attraction. Research aims to identify the
cultural heritage of the Kerinci Indigenous people as a tourist attraction. The study was conducted
for three months from April to July in Kerinci Indigenous People of Lekuk 50 Tumbi and Tigo Luhah
Tanah Sekudung in six sites of Kerinci Regency, Jambi Province, Indonesia. The data was obtained
using a participatory observation approach, based on key informant interviews. Analysis of data for
23 intangible cultural heritage with descriptive qualitative and SWOT analysis. The Study showed
that Kenduri Sko, Asyeik traditional ceremony, and Tauh dance have a potential cultural tourism by
Kerinci indigenous people.

LITERATURE REVIEW

Kerinci community is one of Indigenous people who live in Kerinci Seblat National Park (TNKS)
(Helida, 2015). TNKS is a national park that have an important role for the balance of the ecosystem
and buffer areas of central and southern Sumatra, in addition TNKS has high biodiversity (Suminar
1997). TNKS has mountain, lakes, caves, and waterfalls that very beautiful, so it will not be surprised
if it appears a saying "Do not die before visiting Kerinci". TNKS is not only known for its natural
beauty, but also known for its unique culture of the surrounding residents. However, the influx of
foreign cultural in this globalization era make local culture began eroded.

Cultural heritage regards to all cultural heritage that has historical importance, science and
technology, and art. Cultural heritages shared by a community or society and experiences
development from generation to generation, in the flow of a tradition. Intangible cultural heritage
such as language, music, dance, ceremony, etc., is an abstract and can be extinct by time and era.
According to the UNESCO convention for the safeguarding of The Intangibel Cultural Heritage in
2003, intangible cultural heritage is any practice, representation, expression, knowledge, skill,
instrument, object, artifact, and anything that relates to culture and community, group, or in some
cases an individual who is part of the culture itself. Intangible cultural heritage is passed down from
generation to generation, is recreated by the community of indigenous people as a response to their
surroundings, their interaction with nature, their culture, and giving a sense of identity to respect the
cultural diversity and human creativity.

The intangible heritage gives the chance to open a creative tourism business, to develop culture as a
creative product that can compete globally, to market and sell the Indonesian creative products, to
know the cultural diversity in Indonesia and to increase the people’s welfare. Approximately 52% of

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the total area of Kerinci district includes in TNKS area, so the people around the area to fulfill the
needs of their life is highly dependent on the existence of the region (Adnan, 2004). For this reason,
an integrated system that not only can preserve the national park and cultural community, but also
able to increase the income of local people so that illegal logging and land conversion to commercial
purposes can be minimized. One of the wise ways to realization it, by introduce and make TNKS as
natural attractions and cultural heritage is integrated not only domestically but also internationally.

RESEARCH METHOD

Field studies were carried out in April to July 2022 in Kerinci Indigenous People of Lekuk 50 Tumbi
and Tigo Luhah Tanah Sekudung in six sites of Kerinci Regency, Jambi Province. The data consisted
of Intangible cultural heritage includes (1) oral tradition and expression including language; (2)
performance art; (3) community customs, rites, and celebrations; (4) knowledge, behavior, and habits
about nature and the universe, and (5) traditional skills and crafts. The approach of the research was
qualitative, which a review of documentation; semi-structured interviews guide by an outline of
questions; free listing (Irawan, 2006; Neuman, 2006); depth interview, and direct researcher
observation. Key informants consisted of people who have a fairly good knowledge of intangible
culture such as leader of indigenous people. The data was analyzed by descriptive qualitative and
SWOT analysis.

RESULTS

Tourism has a big role as the locomotive of economic development, as well as a generator of social
and cultural development. The benefits of the tourism, among others is diversify sources of income,
diversification of employment, and increasing foreign exchange earnings. It has been shown to boost
the economy in Bali but also can protect nature and culture that flourished there. Therefore, the
promotion TNKS as an international tourism object is expected to be alternative solutions to improve
the economy of citizens.

This research found 23 intangible cultural heritage Kerinci indigenous people, but In the Lekuk 50
Tumbi community as found Aksara Incung, Tale Nek Jei, Bapeno Adat, Kenduri Sko, Wisuda Adat,
Tauh Lempur, Lubuk Larangan, Tauh Dance, Lemang Kancung Beruk, and the old mosque. In Tigo
Luhah Tanah Sekudung community as found Aksara Incung, Tupai Jenjang, Tale Nek Jei, Bapeno
Adat, Ngadu Tanduk, Kenduri Sko, Niti Mahligai, Ceremony of Mandi di Taman, tulak Bala, and
Asyeik.

DISCUSSIONS

The Study showed that Kenduri Sko, Asyeik traditional ceremony, and Tauh dance have a potential
cultural tourism by Kerinci indigenous people.

Asyeik Traditional Ceremony

Asyeik is a traditional ceremony of the Kerinci people for healing or treating the sick. Usually when
there is someone who is sick and their illness still persists even after they have been checked by the
expert and drugs have been given, then this ceremony is used as an alternative for healing. The
Kerinci indigenous people are a Melayu tribe that have very strong relations with nature and the
supernatural things in it. The relations between the real and the unreal is very strong and respected.
Asyeik is a healing ritual by dance movement, symbols, and mantras. The appearance and the usage

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of mantra in the life of the Melayu people relates to their traditional life that is very close to nature.
This healing ceremony is performed to call the ancient spirits or the Gods to treat or to heal the sick
person. This is an alternative way when other ways have been done but unsuccessful.

Figure 1: Kenduri Sko as One of the Potential Cultural Tourism

Kenduri Sko

Kenduri Sko is also called Kenduri Pusako. The word Sko means khalifah ngan dijunjung dan waris
yang dibawah which relates to the lineage from the mother’s side, a cultural title that is given to the
son of the woman with the same title by the elders, or the brother of that woman. Meanwhile, Pusako
means anything passed down by the ancestors or the elders.

The Tauh Dance

The Tauh dance (local people sometimes call it the Tauh art) has been existing in Lempur Ten- gah
village for a long time and is always performed after the harvesting ceremony. Tauh dance is an
expression of gratitude of the local people for the harvests they get – in accordance with the life of
agrarian society. Besides that, Tauh is a gratitude to the ancestor that is believed to take care of them
and makes their village avoid catastrophe. Tauh is also used as a way to show respect when accepting
important guests. The lyrics being song are usually taken from the local customs, so that the Lempur
people always remember the local customs that have been agreed on since the past until now, from
generation to generation.

MANAGERIAL IMPLICATIONS

The results of this research can be applied by involving many stakeholders ranging from TNKS, local
governments, the private sector, and indigenous peoples themselves.

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FUTURE RESEARCH DIRECTIONS

There are still a lot of research opportunities in the future related to the cultural heritage of indigenous
peoples as cultural tourism because this kind of research has not been done much.

REFERENCES

Adnan, A. (2004). Changes in land cover Kerinci Seblat National Park and the factors influencing the Kerinci
regency, Jambi. Thesis: Department of Conservation of Forest Resources, Faculty of Forestry, Bogor
Agricultural University.
Helida,A. (2015). Index of cultural significance as potential tool for conservation of plants diversity by
communities in The Kerinci Seblat National Park. JMHT, 21(3),192-201.
Irawan, P. (2006). Penelitian Kualitatif dan Kuantitatif untuk Ilmu-ilmu Sosial. Jakarta: Departemen Ilmu
Administrasi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia.
Neuman, WL. (2006). Social Research Methods Qualitative and Quantitative Approaches. Wisconsin:
University of Wisconsin at Whitewater.
Suminar P, Hidayat I, Aminudin A. (1997). Factors that influence the behavior of forest conservation in the
enclave villages Kerinci Seblat National Park (TNKS) in Bengkulu Province, Faculty of Social and
Political Sciences, University of Bengkulu.

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37. The Influence of Korean Wave and Experiential Marketing on

Purchase Decision at Korean House Bandung
Titing Kartika 1,2*, Emron Edison 2 and Gazel Fatta Aurora 2
1
Universitas Pendidikan Indonesia, Indonesia
2
Sekolah Tinggi Ilmu Ekonomi Pariwisata YAPARI

*Correspondence: nengtiting_kartika@[Link]

Keywords: Experiential marketing; Korean wave; Purchase decisions; Culinary tourism

EXTENDED ABSTRACT

The study aimed to know the impact of the Korean wave and experiential marketing on the decision
to purchase in the Korean House as part of a culinary tourism site in Bandung Indonesia. The method
used in this study is quantitative by distributing questionnaires to 375 respondents. The resulting
coefficient of determination (R²) is 0,252 or 25,2 %, the rest (epsilon) of 74,8 % which is a variable
that has not been studied. The test result of the hypotheses showed the significance of the influence
between the Korean wave on the decision of purchase (T-test) of 0,001 < 0,05 and experiential
marketing on the decision of purchase of 0,000 < 0,05. While simultaneously (F-test) the significance
of 0,000 < 0,05, which means Korean wave and experiential marketing have a strong and significant
influence, both partially and simultaneously on purchasing decision.

LITERATURE REVIEW

Experiential Marketing

According to Smilansky (2009) "Experiential marketing is the process of identifying and satisfying
customer needs through two-way communication that animates brand personality and adds value to
target audiences". Meanwhile, Kartajaya (2004) stated that experiential marketing is a concept that
aims to form loyal customers by touching customer emotions and giving a positive feeling towards
the products and services consumed. In other words, experiential marketing is a concept that aims to
form loyal customers by touching customer emotions.

Experiential marketing provides the opportunity for customers to gain a range of experiences with
brands, products, and services that provide sufficient information to make purchasing decisions.
Alma (2014) says that experiential marketing can be measured using five dimensions, namely, Sense,
Feel, Think, Act, and Relate

Korean Wave

According to Jeon and Yuwanto (2014), Korean wave or "Hallyu” is the spread of modern popular
culture from South Korean entertainment to all over the world in the form of popular music, drama
series, films, animation, games, culinary arts, and even fashion which began to spread in the 1990s-
and is still transforming through new versions to this day. Meanwhile, Febrina et al. (2017) "Korean
wave is a phenomenon of the rapid spread of Korean pop culture through mass media". In addition,
Lita and Cho (2012) said that the influence of the Korean cultural wave or the Korean wave on
changes in consumer behavior can be measured through dimensions: understanding, attitudes and
behavior, and perceptions.

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Purchasing Decision

According to Kotler and Armstrong (2016), purchasing decisions are part of consumer behavior,
namely the study of how individuals, groups, and organizations choose, buy, and use, and how goods,
services, ideas, or experiences satisfy their needs and desires. According to Tjiptono (2014)
"purchase decision is a process where consumers recognize the problem, seek information about a
particular product or brand and evaluate how well each alternative can solve the problem, which then
leads to a purchase decision". Based on the above definition, it can be concluded that purchasing
decisions are part of consumer behavior, namely the study of how individuals, groups, and
organizations choose, buy, use, and how goods, services, and experiences satisfy their needs and
desires.

Kotler and Armstrong (2016) explained that the purchase decision consists of five stages, namely:
product choice, brand choice, dealer choice, purchase time, purchase amount, and payment method.

Based on the literature review, the framework of thought is as follows:

X1
Korean Wave
- Understanding
- Attitude and Behavior
- Perception Y
Lita and Cho (2012) Purchasing decision:
- Product Options
- Brand Choice
- Distribution Choice
X2 - Purchase Time
Experiential Marketing: - Purchase Amount
- Sense - Payment method
- Feel Kotler and Amstrong (2016)
- Think
- Act
- Relate
Alma (2014)

Figure 1: Research framework

Hypotheses

H1 There is a significant influence between the Korean wave on purchasing decisions.

H2 There is a significant influence between experiential marketing on purchasing decisions.

H3 There is a simultaneous positive and significant influence between the Korean wave, and
experiential marketing on purchasing decisions.

RESEARCH METHOD

The research method used is a quantitative method with a descriptive verification approach. Sugiyono
(2019) explains that a quantitative research method is to examine certain populations or samples,
collect data using research instruments, and analyze quantitative or statistical data, to test the
hypothesis. The number of samples used in this study was 375 consumer respondents Korean House
Bandung.

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RESULTS

The coefficient of determination is used to test how much influence the variable X simultaneously
has on the variable Y. In this study, the coefficient of determination can be seen in Table 1 below.

Table 1: Coefficient of Determination

Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
a
1 .502 .252 .248 4.283
a. Predictors: (Constant), X2, X1

Based on Table 1, the coefficient of determination (R²) is 0.252 or 25.20%, the remaining 74.80% is
influenced by other variables not examined by the author. For the results of partial hypothesis testing
(T-test) between the Korean wave variable on purchasing decisions and experiential marketing
variables on purchasing decisions, it can be seen in Table 2 below.

Table 2: Partial Test Result

Coefficients
Unstandardized Coefficients Standardized Coefficients
Model t Sig.
B Std. Error Beta
(Constant) 15.497 2.886 5.369 .000
1 X1 .192 .055 .174 3.505 .001
X2 .288 .036 .402 8.090 .000
a. Dependent Variable: Y

From Table 2 above, it can be stated that the significant figure for the Korean wave is 0.001 < 0.05,
and for experiential marketing is 0.000 < 0.05, meaning that the Korean wave and experiential
marketing partially have a positive and significant influence on purchasing decisions. Meanwhile,
the results of simultaneous hypothesis testing (F-test) between the Korean wave and experiential
marketing variables on purchasing decisions can be seen in Table 2 below:

Table 3: Simultaneous Test Results

ANOVA
Model Sum of Squares df Mean Square F Sig.
Regression 2297.071 2 1148.535 62.612 .000b
1 Residual 6823.863 372 18.344
Total 9120.933 374
a. Dependent Variable: Y
b. Predictors: (Constant), X2, X1

From Table 3 above, it can be stated that the significant number for Korean wave and experiential
marketing on purchasing decisions simultaneously is 0.000 <0.05, meaning that Korean wave and
experiential marketing have a positive and significant influence on purchasing decisions.

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DISCUSSIONS

Based on multiple regression analysis on Korean wave and experiential marketing on purchasing
decisions, the results of multiple linear regression analysis with the equation Y = 15.497 + 0.192 X1
+ 0.288 X2 + e. From these equations, the constant value is 15,497. That is, if the Korean wave and
experiential marketing variables are worth 0, then the purchase decision will be worth 15.497. The
regression coefficient value in the Korean wave variable is positive at 0.192, meaning that if there is
a change or increase in the Korean wave by 1, there will be a change or increase in purchasing
decisions of 0.192. The value of the regression coefficient on the experiential marketing variable is
positive at 0.288. This means that if there is a change or increase in the price of 1, then the influence
on purchasing decisions at Korean House Bandung will increase by 0.288.

Furthermore, the coefficient of determination shows that (R square) obtained is (0.502) ² = 0.252,
this means that 25.2% of purchasing decisions at Korean House Bandung are influenced by Korean
wave and experiential marketing, while the remaining 74.8% are influenced by variables -other
variables not examined in this study.

MANAGERIAL IMPLICATIONS

Korean House Bandung is hoped to maintain a more comfortable restaurant atmosphere with a local
cultural Korean atmosphere.

FUTURE RESEARCH DIRECTIONS

It is very important to conduct further research on what aspects can influence purchasing decisions
at Korean House to improve restaurant marketing performance. According to the study's findings, R2
(R Square) has a low value, indicating that there are many other variables that can be considered for
future research.

REFERENCE

Alma, B. (2014). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.

Febrina, M., Sampurno, & Djoharsjah. (2017). Pengaruh Brand Ambassador dan Hallyu terhadap Keputusan
Konsumen Melakukan Brand Switching dan Implikasinya terhadap Kepuasan Konsumen Kosmetik di
Jakarta (The Influence of Brand Ambassadors and Hallyu on Consumers' Decisions to Do Brand
Switching and Its Implications for Cosmetics Consumer Satisfaction in Jakarta) Jurnal Ekonomi, 299-313.
Jeon, J. S., & Yuwanto. (2014). Era Emas Hubungan Indonesia-Korea : Pertukaran Kultural Melalui Investasi
dan Migrasi. Jakarta: Kompas
Kartajaya, H. (2004). Marketing in Venus. Jakarta: Gramedia Pustaka Utama
Kotler, P., & Amstrong, G. (2016). Markering Principles. Jakarta: Erlangga.
Lita, R., & Cho, Y. C. (2012). The Influence of Media on Attitudinal and Behavioral Changes: Acceptance of
Culture and Products. International Business & Economics Research Journal, 1433-1444.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Tjiptono, F. (2014). Pemasaran Jasa-Prinsip, Penerapan dan Penelitian. Yogyakarta: CV. Andi.

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38. To Travel or Not To Travel? Understanding the Relationship

between COVID Stress and Travel Avoidance
Kim Leng Khoo 1*, Aqilah Yaacob 1 and Jen Ling Gan 1
1
Taylor’s University, Malaysia

*Correspondence: [Link]@[Link]

Keywords: COVID fear; COVID stress; Perceived threat; SOR model; Travel avoidance

EXTENDED ABSTRACT

As of July 27, 2022, the COVID-19 pandemic has caused 6,381,643 cumulative deaths and 568.7
million confirmed cases in over 210 countries (World Health Organization, 2022). Given this
situation, tourism is considered a high-risk activity, creating COVID stress and fear (Zheng et al.,
2021). It is also believed that public fear may lead to attitudes that result in negative outcomes in the
tourism (Bali et al., 2016). Using the stimulus-organism-response (S-O-R) model, this study aims to
understand the relationship between Malaysians’ perceived threat, stress, and travel avoidance. In
this study, COVID stress is categorized as (1) danger and contamination fears, (2) compulsive
checking and reassurance checking, and (3) traumatic stress symptoms.

The results indicated that danger and contamination fears mediate the relationship between perceived
threat and travel avoidance. From a theoretical perspective, this study also contributes to knowledge
by extending the application of the S-O-R model in tourism research. From a practical perspective,
this study provides meaningful insights for tourism practitioners to understand the fear factors and
enhance their tourism recovery strategy.

LITERATURE REVIEW

Stimulus-Organism-Response Model

According to the S-O-R model, specific environmental characteristics may stimulate an individual’s
inner state and lead the person to engage in specific behavior (Mehrabian & Russell, 1974). In this
study, the perceived threat is known as the stimulus. COVID stress acts as the organism, whereas
travel avoidance is the response of tourists.

Travel Avoidance

After the outbreak of COVID-19, many countries have created visiting restrictions. Similarly, many
people are more likely to avoid traveling due to the pandemic (Karl et al., 2021; Zenker et al., 2021).

Perceived Threat

Perceived threat refers to the individual's judgment of a particular risk (Floyd et al., 2000). Rogers
(1975) has identified two dimensions of perceived threat: (1) perceived susceptibility and (2)
perceived severity.

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Perceived Susceptibility

Perceived susceptibility refers to the individual's belief in contracting a disease (Brewer & Fazekas,
2007). It is believed that individuals are more likely to make preventive and avoidant actions if they
perceive themselves at risk of developing an illness.

Thus, we proposed the following hypotheses:

H1a Perceived susceptibility is positively associated with COVID danger and contamination fears.

H1b Perceived susceptibility is positively associated with COVID compulsive and reassurance
checking.

H1c Perceived susceptibility is positively associated with COVID traumatic stress symptoms.

Perceived Severity

Perceived severity refers to the concern of individuals with the severity of a condition (Brewer &
Fazekas, 2007). When individuals perceive an illness at a severe level, the individuals will take
preventive measures and avoid the condition in most cases (Cahyanto et al., 2016).

Thus, we proposed the following hypotheses:

H2a Perceived severity is positively associated with COVID danger and contamination fears.

H2b Perceived severity is positively associated with COVID compulsive and reassurance
checking.

H2c Perceived severity is positively associated with COVID traumatic stress symptoms.

COVID Stress

According to Taylor et al. (2020), COVID stress is categorized into three different dimensions: (1)
COVID danger and contamination fears, (2) COVID compulsive checking and reassurance checking,
and (3) COVID traumatic stress symptoms.

COVID Danger and Contamination Fears

One of the basic emotions is fear which helps individuals to avoid a specific threat (Cisler et al.,
2009). Several studies found that fear is associated positively with individuals’ avoidant behaviors
during and after the outbreaks of disease (Cahyanto et al., 2016; Zheng et al., 2021).

Thus, we proposed the following hypotheses.

H3a COVID danger and contamination fears are positively related to travel avoidance.

H4a COVID danger and contamination fears mediate the relationship between perceived
susceptibility and travel avoidance.

H5a COVID danger and contamination fears mediate the relationship between perceived severity
and travel avoidance.

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COVID Compulsive Checking and Reassurance Checking

Individuals tend to develop a habit of compulsive and reassurance checking on COVID-19-related

news, such as checking social media and seeking reassurance from medical professionals (Taylor et
al., 2020).

Thus, we proposed the following hypotheses:

H3b COVID compulsive checking and reassurance checking are positively related to travel
avoidance.

H4b COVID compulsive checking and reassurance checking mediate the relationship between
perceived susceptibility and travel avoidance.

H5b COVID compulsive checking and reassurance checking mediate the relationship between
perceived severity and travel avoidance.

COVID Traumatic Stress Symptoms

Research suggests many individuals developed anxiety-related distress responses during the
pandemic (Taylor, 2019). According to Taylor et al. (2020), traumatic stress symptoms included
intrusive thoughts and nightmares.

Thus, we proposed the following hypotheses:

H3c COVID traumatic stress symptoms are positively related to travel avoidance.

H4c COVID traumatic stress symptoms mediate the relationship between perceived susceptibility
and travel avoidance.

H5c COVID traumatic stress symptoms mediate the relationship between perceived severity and
travel avoidance.

Figure 1: Research Framework

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RESEARCH METHOD

A total of 211 valid responses were collected. The items were measured using a 5-point Likert scale.
The scales adopted are perceived threats (Witte, 1992; Witte & Morrison, 2000), COVID Stress
(Taylor et al., 2020), and travel avoidance (Karl et al., 2021).

RESULTS

Measurement Model Assessment

As shown in Table 1, the composite reliability values are more than 0.70, the outer loadings are more
than 0.50, and AVE values are higher than 0.5 (Hair et al., 2017). The result shows that the data has
achieved discriminant validity.

Table 1: Measurement Model

Composite
Dimension Construct Indicator Loading AVE
Reliability
PSC1 0.944 0.925 0.805
Perceived
PSC2 0.940
susceptibility
Perceived PSC3 0.800
threat PSV1 0.824 0.808 0.587
Perceived
PSV2 0.820
severity
PSV3 0.640
DFCF1 0.857 0.967 0.727
DFCF2 0.798
DFCF3 0.904
DFCF4 0.874
COVID danger DFCF5 0.846
and
DFCF1 0.875
contamination
fear DFCF2 0.838
DFCF3 0.825
DFCF4 0.851
DFCF5 0.841
DFCF6 0.864
COVID stress CCRS1 0.766 0.912 0.635
COVID CCRS2 0.755
compulsive CCRS3 0.716
seeking and
reassurance CCRS4 0.829
checking CCRS5 0.878
CCRS6 0.824
TSS1 0.862 0.936 0.710
TSS2 0.865
COVID TSS3 0.906
traumatic stress
symptoms TSS4 0.840
TSS5 0.814
TSS6 0.761
TA1 0.938 0.951 0.828
Travel Travel TA2 0.926
avoidance avoidance TA3 0.875
TA4 0.899
PSV4 was removed due to loading < 0.4

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Structural Model Assessment

The result indicates that perceived susceptibility and perceived severity have significant influences
on COVID stress. However, compulsive checking and reassurance checking (H3b) and traumatic
stress symptoms (H3c) have no significant influence on travel avoidance.

Table 2: Structural Model (Direct Relationship)

Confidence Interval
(Two-tailed) Std Std p-
Hypothesis Relationship t-value Decision
Beta Error value
2.5% 97.5%
H1a PSC->DFCF 0.016 0.231 0.123 0.055 2.223 0.026 Supported
H1b PSC->CCSR 0.085 0.352 0.220 0.068 3.232 0.001 Supported
H1c PSC->TSS 0.108 0.383 0.250 0.070 3.905 0.000 Supported
H2a PSV->DFCF 0.443 0.661 0.554 0.056 9.964 0.000 Supported
H2b PSV>CCSR 0.012 0.350 0.188 0.086 2.170 0.030 Supported
H2c PSV->TSS 0.116 0.354 0.235 0.060 3.905 0.000 Supported
H3a DFCF->TA -0.205 0.081 0.668 0.061 10.994 0.000 Supported
Not
H3b CCSR->TA 0.543 0.778 -0.064 0.073 0.874 0.382
supported
Not
H3c TSS->TA -0.103 0.158 0.032 0.067 0.487 0.626
supported

Mediation Testing

Based on the result, the relationship between perceived susceptibility, perceived severity and travel
avoidance is mediated by danger and contamination fears (H4a and H5a).

Table 3: Structural Model (Indirect Relationship)

Confidence Interval
(Two-tailed) Std Std t- p-
Hypothesis Relationship Decision
Beta Error value value
2.5% 97.5%
PSC->DFCF-
H4a 0.261 0.489 0.123 0.037 6.433 0.000 Supported
>TA
PSC->CCSR- Not
H4b -0.051 0.019 -0.014 0.017 0.818 0.413
>TA supported
PSC->TSS- Not
H4c -0.044 0.020 0.250 0.017 0.467 0.640
>TA supported
PSV->DFCF-
H5a 0.261 0.489 0.370 0.058 6.433 0.000 Supported
>TA
PSV>CCSR- Not
H5b -0.044 0.020 0.188 0.016 0.757 0.449
>TA supported
PSV->TSS- Not
H5c -0.025 0.042 0.235 0.017 0.467 0.640
>TA supported

DISCUSSIONS

The results show that the COVID danger and contamination fears are the main “travel fear” which
lead them to avoid traveling.

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THEORETICAL IMPLICATIONS

This study adopted the S-O-R model as an underpinning theory to explore Malaysians’ future travel
intentions. Consistent with the findings, negative inner states of individuals, such as fears, lead to
negative responses such as avoidant behaviors.

MANAGERIAL IMPLICATIONS

The results suggest that travel avoidance is mainly triggered by fear. Therefore, practitioners need to
provide safer travel destinations to build public confidence by using more cautious measures.

FUTURE RESEARCH DIRECTIONS

A cross-sectional survey was used in this study to measure the constructs. Future studies should
consider including qualitative data and analysis to obtain more fruitful findings.

REFERENCES

Bali, S., Stewart, K. A., & Pate, M. A. (2016). Long shadow of fear in an epidemic: Fearonomic effects of
Ebola on the private sector in Nigeria. BMJ Global Health, 1(3), 1–16.
Brewer, N. T., & Fazekas, K. I. (2007). Predictors of HPV vaccine acceptability: A theory-in-formed,
systematic review. Preventive Medicine, 45(2–3), 107–114.
Cahyanto, I., Wiblishauser, M., Pennington-Gray, L., & Schroeder, A. (2016). The dynamics of travel
avoidance: The case of Ebola in the U.S. Tourism Management Perspectives, 20, 195–203.
[Link]
Cisler, J. M., Olatunji, B. O., & Lohr, J. M. (2009). Disgust, fear, and the anxiety disorders: A critical review.
Clinical Psychology Review, 29(1), 34–46.
Floyd, D. L., Prentice-Dunn, S., & Rogers, R. W. (2000). A meta-analysis of research on protection motivation
theory. Journal of Applied Social Psychology, 30(2), 407–429.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural
equation modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Karl, M., Kock, F., Ritchie, B. W., & Gauss, J. (2021). Affective forecasting and travel decision-making: An
investigation in times of a pandemic. Annals of Tourism Research, 87, 103139.
[Link]
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Rogers, R. W. (1975). A Protection Motivation Theory of fear appeals and attitude change. The Journal of
Psychology, 91(1), 93–114. [Link]
Taylor, S. (2019). The psychology of pandemics: Preparing for the next global outbreak of infectious disease.
Cambridge Scholars Publishing.
Taylor, Steven, Landry, C. A., Paluszek, M. M., Fergus, T. A., McKay, D., & Asmundson, G. J. G. (2020).
Development and initial validation of the COVID Stress Scales. Journal of Anxiety Disorders, 72(April),
102232. [Link]
Witte, K. (1992). Putting the fear back into fear appeals: The extended parallel process model. Communication
Monographs, 59(4), 329–349.
Witte, K., & Morrison, K. (2000). Examining the influence of trait anxiety/repression‐sensitization on
individuals’ reactions to fear appeals. Western Journal of Communication (Includes Communication
Reports), 64(1), 1–27.
World Health Organization. (2022). WHO Coronavirus (COVID-19) Dashboard. [Link]
Zenker, S., Braun, E., & Gyimóthy, S. (2021). Too afraid to travel? Development of a Pandemic (COVID-19)
Anxiety Travel Scale (PATS). Tourism Management, 84(December 2020).
[Link]
Zheng, D., Luo, Q., & Ritchie, B. W. (2021). The role of trust in mitigating perceived threat, fear, and travel
avoidance after a pandemic outbreak: A multigroup analysis. Journal of Travel Research.
[Link]

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39. Cultural Festival's Spatial Setting in Pampang Cultural Village

Samarinda - East Borneo
Rusfina Widayati 1*, Astrid kusumowidagdo 2, Cicilia Larasati Rembulan 2 and
Muhammad Ramzi Aushafranaa 1
1
Universitas Mulawarman, Indonesia
2
Universitas Ciputra, Indonesia

*Correspondence: rusfina_widayati@[Link]

Keywords: Cultural festival; Cultural village; Dayak Kenyah; Lamin; Spatial setting

EXTENDED ABSTRACT

According to history, the origin of the Dayak Kenyah tribe settling in the cultural village of Pampang
is said to be the result of the migration of the Dayak Kenyah tribe from Apokayan, Bulungan district.
North Kalimantan in 1967. Then, they built a Lamin (long house) called Lamin Adat Pemung Tawai
in the 1980s. The Pampang Cultural Village was later designated by the East Kalimantan provincial
government as the Dayak Kenyah Cultural Village in 1991 (Pemprov Kaltim, 2017).

Figure 1: Location of Pampang Village in East Borneo (Google Earth and Google Map, 2022)

Lamin (long house) is a cultural symbol and identity of the Dayak Kenyah community. The
architectural form of this house is equipped with various motifs, ornaments, and decorations that
contain the meaning or values of noble characters, which are the philosophy of life for the Dayak
Kenyah community. In addition to it, Lamin is a place where they gather as a community and practice
their culture and beliefs. This cultural attraction is a magnet for tourism in Pampang Village.

Cultural Village and Tourism in Pampang

As a cultural village, tourists mainly come to Pampang village for the cultural festival, which is held
weekly on Sunday and once per year in June. The number of tourists who visits Pampang, are
fluctuating. Dispora Samarinda (2022). And during 2020-2021, the number decreased significantly

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due to COVID-19. During COVID-19, the village was closed down. The cultural festival is
temporarily not available for tourists. They started again gradually by holding the festival outside the
Lamin.

In relation to the number of tourists who come to watch the festival, the weekly festival and annual
festival attract different numbers of tourists. The number of tourists in the yearly festival is larger
than a weekly festival. Consequently, the place and the arrangement for the performance also
different. Therefore, this study aims to observe how the spatial arrangement of the two festivals and
to determine aspects that need to be improved in relation to the spatial setting.

LITERATURE REVIEW

Cultural Festival

A Cultural festival can be underlined as a festival featuring arts and events specific to a particular
culture, especially one celebrating and promoting that culture in a wider public context; (also more
generally) an arts festival. A cultural festival is defined as a collection of arts and cultural activities
presented over a minimum of a one-day period with a common theme. A cultural festival may be
devoted to one or more artistic disciplines and be produced annually or once every two years. The
cultural festival should be primarily free to the public, take place in the public realm, and have general
appeal and a public profile (City of Toronto, 2022).

Cultural Festival in Pampang Village

The festival is usually held weekly and annually. Every Sunday they do dance performing for the
tourist who visit the village. And for the annual festival usually after the harvesting or the village
anniversary. At least, there were two major events held at the Pampang Cultural Village, Pelas Tahun
and Junan. Pelas Tahun is a traditional ceremony held as a form of gratitude to God for the
community's harvest. This traditional ceremony is usually held every year in June by performing
various dances of the Dayak Kenyah Tribe. The Junan ceremony is a tradition that has been preserved
since time immemorial (Wirawan, 2021), The festival consists of traditional ceremonies and
performances of the Dayak Kenyah traditional dances.

The Audience of the Weekly Festival The Dancers

Figure 2 and 3: Cultural Festival of Dayak Kenyah in Lamin Pemung Tawai (MidEastBros, 2018)

Spatial Setting

Rapoport (1982) stated that setting is a spatial arrangement or layout of interaction between humans
and their environment by looking at several components, namely space, activity, time, and the

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community. Spatial is more related to space which means distance, plane, or area between objects.
Furthermore, it is shown in Prihanto (2006) cited in Udayana (2013) underpins that Spatial space is
a physical space that is formed in residential, residential, and building forms that occur due to factors
that develop in the community. Thus, the spatial setting in this study focuses on the order of behavior
in the physical space that is a place for activities and interactions between individuals and between
individuals and their environment. The activity is carried out in a certain spatial space and within a
certain time span by looking at the components in that setting, namely spatial space, activity, time,
and the perpetrator of the activity.

RESEARCH METHOD

This study used the inductive method with a case study approach. To understand how people
activities and how they use their spatial environment, such as behavior, culture, motivation, action,
and others (Creswell, 2014).

Type of Data and Data Collection

Data are gathered from the field observation. Data collection started with deep on-site observation
on two cultural festival occasions. First, a weekly cultural festival which is held every Sunday 14. 00
to 16.00 central Indonesian time. Next, the annual cultural festival is held after paddy harvesting and
the village anniversary on June 23-26, 2022.

Data Analysis

The activities of the cultural festivals are then carried out by deepening the information from the
informants and the observation of the cultural festival when it took place. The cultural festival
consists of the dancing performance spatial layout in the Pampang cultural village. Both festivals
were then compared in relation to the people, the activities, and the places where the cultural festivals
were performed. There are two places where the festival is held, inside the Lamin (long house) and
outside the Lamin.

RESULTS

From the observation, it can be seen that all the dances performed at the cultural festival have a
variety in the type of players, numbers, and ages. In regard to the number of players affect the choice
of places where they perform the dances. List of dances based on the order of performance.

The Dance Performance Inside Lamin The Dance Performnce Outside Lamin
Figure 4 and 5: Comparison of Spatial Setting of Dance Performance

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Storage

Master of Ceremony

Backstage

Music Players

Performance area

Audience

Figure 6: Spatial Lay Out Performance for Weekly Festival Held Inside Lamin

Lamin Pemung Tawai

Music Players

Master of Ceremony

Performance Area

Audience

Lamin’s entrance

Figure 7: Spatial Lay Out for Annual Festival Held Outside Lamin

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Place where the dance

performance take place
every week on Sunday

Place where the dance

performance take place on
annual cultural Festival

Place where the handy

craft market take place
every week, mostly on
Sunday, sometimes also
on Saturday

Place where the handy

craft market held every
June after paddy
Lamin Pemung Tawai Area harvesting

Village Area
Figure 8: Comparison of Spatial Setting of Cultural Festival

DISCUSSIONS

Generally, the number of the audience during the weekly festival is lower than at the annual festival.
The higher number of audiences during the annual festival is one of the reasons to hold the festival
outside the Lamin. While the larger number of dancers was only found for the Ajai Piling dance
(Fighting dance). The number of dancers is almost three times that in the weekly festival. In the
spatial setting, both of the festivals are similar. However, the differences are seen in the flexibility of
the backstage area. Nevertheless, for the analysis considering audiences and the dancers, it is
important to highlight the contrast of the convenience between inside the Lamin and outside the
Lamin. Heavy rain and sunlight are two challenges that both audience and dancer have to face during
the festival.

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MANAGERIAL IMPLICATIONS

The arrangement of both settings affected how the management managed the cultural festival. For
the annual festival, the management needs to establish a formal committee and have to coordinate
with the city government. And the committee also has to coordinate with the people in relation to the
usage of the house's front yard for the handy craft market area.

FUTURE RESEARCH DIRECTIONS

This study focused on the people and the usage of the spaces. The different arrangements affect the
spatiality of performances. Further research focused on the evaluation from the audience's
perspective and the stakeholders when they experienced performances in both arrangements.

REFERENCES

Creswell, J. M., (2014). Qualitative Inquiry and Research Design; Choosing Among Five Traditions. London:
Sage Publication
Dispora Samarinda. (2022). Rekap Data Kunjungan Wisatawan 2018-2021
Ma'arif, S. (2021). Desa Budaya Pampang Sejarah Kecintaan Terhadap Budaya Indonesia, retrieved from
[Link]
PemprovKaltim, (2017), Desa Budaya Pampang, retrieved from
[Link]
Rapoport, A., (1982). TheMeaning of The Built of Environment, London: Sage Publication
Udayana, I. P.K., (2013). Setting Spasial Kawasan Ruang Terbuka Publik Pesisir Seseh Badung, (Master
Thesis, Universitas Udayana, Bali, Indonesia). Open access retrieved from
[Link]
Wirawan, (2021), Desa Budaya Pampang Sepercik Budaya yang Nampak dari Hutan Tropis Kalimantan,
retrieved from [Link]
budaya-yang-nampak-dari-hutan-tropis-kalimantan

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40. Gayo Lut Traditional Cuisines, a Key Element of Cultural

Revitalization through Responsible tourism in Central Aceh
Ivana Joy Pauline Pangaribuan 1, Arzyana Sunkar 2 and Syafitri Hidayati 2*
1
Tropical Biodiversity Conservation IPB University, Indonesia
2
Department of Forest Resources Conservation and Ecotourism IPB University, Indonesia

*Correspondence: syafitrihidayati@[Link]

Keywords: Gayo Lut; Gastro-tourism; Responsible tourism; Traditional cuisine; Traditional

knowledge

EXTENDED ABSTRACT

Gayo Lut offers a wide range of natural and cultural. Combination of nature and Gayo Lut Traditional
Cuisine (GLTC) will emphasize the experience offered by its authentic tastes, aroma, colors that adds
the cultural value. GLTC has been inherited in their role of traditional ceremonies. Previous research
shows an increase in the number of Gayo people who are urbanizing to metropolitan cities (Jakarta)
and it is noted that Gayo language proficiency is recorded at the parental level. Urbanization is also
understood to be an obstacle to the transfer of traditional knowledge. Then it becomes important to
transfer the traditional cuisine knowledge of GLTC through responsible tourism of gastronomy,
where the tourist participates in the process. Tourist can enjoy and understand the relation of Gayo
Lut and nature from the cuisines using storytelling to interpret the GLTC to create an unforgettable
experience. This article looks at how GLTC can revitalize the Gayo Lut culture by creating
Responsible Tourism and highlighting efforts to promote the cuisines. This research demonstrates
the potential for GLTC to serve as a gastrotourism destination to promote culture branding and
transfer of traditional knowledge for Responsible Tourism.

LITERATURE REVIEW

Urbanization affects Traditional Knowledge

Based on Suntajaya (2016), urbanization occurs due to factors of a more modern life, more complete
facilities and infrastructure, high employment opportunities, and the influence of the mass media.
This can lead to changes in the economic, social, and cultural aspects of society. This displacement
migration to urban areas can be a form of escape to avoid existing traditions, this causes the loss of
their cultural identity (Aravena 1998). Research run by Sunkar et al. (2021) in Gayo Lut Urbanized
community in Jabodetabek (Jakarta-Bogor-Depok-Tangerang-Bekasi) shows the language
intergenerational transmission indicated that most children still speak Gayo as their first language
but are restricted to a specific domain. The main reason that can limit cultural inheritance is
urbanization. (Tang, 2012; UN, 2010).

Traditional Cuisine as Gastro-tourism Experiences

Traditional cuisines (TC) are an important part of societies because they are a combination of
components in community, including food plant conservation methods and cultures (Torres & de-la-
Fuente, 2012). However, TC is now starting to be substituted by urbanization, which reduces the
production of TC, and the loss of knowledge of TC. This can create health, social, and economic

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problems for community (Lin, 2019). One of the ways to revitalize the community's TC knowledge
is by developing cuisine as the tourist attraction through Gastro-tourism. This specifically involves
the cuisines of a community and can introduce the community's values of tradition and its uniqueness
(Yanthi, 2018).

RESEARCH METHOD

Study Area

Data collected in October and November 2020 on Mude Nosar Village, Central Aceh, Indonesia as
the oldest village that became the center of the Gayo Lut migration in Central Aceh with culture holds
development. The tools are global positioning system (GPS), camera, voice recorder, Ms. Office and
ANTHROPAC. The instruments used are tally sheet freelisting of TC.

Data Collection

This study enlisted 32 (50% Males, 50% Females) key informants who were chosen based on their
traditional knowledge hold (head village, elders, mothers), collected by field observation and
interview. Prior to the start of the project, clearance was obtained from the Research Ethics
Commission Engaging Human Subjects, IPB University, followed by informed consents from the
Sirwan Yoga (village headman) as well as the individual knowledge holders that were asked to list
25 types of common TC and its ingredients.

Data Analysis

The data were assessed with salience index tool in the ANTHROPAC to show TC that are most
widely mentioned by the community (Borgatti, 2012).

RESULTS

Study recorded a total of 134 TCs that are commonly cooked to serve. Anthropic analysis showed
that Macam Jing Jahir and Pengat Jahir become the most important TC.

Figure 1: Gayo Lut Top 25 TCs

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DISCUSSIONS

Gayo Lut Traditional Ceremony and its Cuisines

The Gayo Lut habits of using nature can be seen in their daily activities through cuisines. Apart from
being daily food, GLTC is also served at traditional ceremonies such as Kenduri Luwes Blang,
gratitude for the harvest given; Turun Mani is to give names to newborn baby; and Sinte Mungerje,
wedding ceremony. In each of these, GLTC served as a form of thanksgiving to be eaten together,
one of which is Pengat jahir and Kupi.

Mothers gather, prepare, and cook one day before the ceremony starts. Pengat, which means "cooked
until dry," to avoid staleness. Most of the ingredients are food plants such as Gegarang (Mentha x
villosa Huds), empan (Zanthoxylum acanthopodium), asam (Citrus sp.), and leude (Capsicum sp.)
that gives GLTC its taste of sour and spicy. The tradition of drinking Kupi has the slogan “Gere ara
Kupi, Gere ara Cerite” (no coffee, no story) (Iwan, 2018).

GLTC as Sustainable Tourism Attraction to Support Transfer Knowledge

GLTC is the key to the manifestation of heritage, if it is not revitalized soon, this Gayo recipes will
potentially disappear over time. Making GLTC as major tourist attraction, can be a wider transfer of
knowledge media. Not only tourists, but also local communities as the main actors will preserve this
TC knowledge in running a sustainable tourism business.

As TC could enhances the relationship between tourists, destinations, and food culture. Cuisine
terminology of GLTC, which linked to language, social, culture, and environment offer authentic
cuisine experiences. Tourists can be involved in the process of collecting ingredients, cooking, and
when enjoying the cuisine, they learn that Gayo Lut is in touch with nature that also can be explain
through storytelling. As what Kim and Jamal (2007) explain that to create responsible tourism,
tourists need to be involved in exploring destinations.

The tourism in Central Aceh is highly potential, considering that the Gayo Lut are indicated to be the
oldest tribe in Sumatra and offer views of the Lake Lut Tawar, and Mount Bur Kelieten. In addition,
Central Aceh has an airport that is connected to Kualanamu-International-Airport in Medan, as a city
for Lake Toba which is currently a super priority destination by the Ministry of Tourism. So, tourist
can add Central Aceh on their list after visiting Lake Toba.

MANAGERIAL IMPLICATIONS

Culture can be revitalized to preserve it loss due to the urbanizations, through TC as the responsible
tourism attraction. So, it is necessary to document cuisine culture including cooking ingredients, how
to obtain ingredients, cooking terminology. The ability to interpret the culture of GLTC is also matter,
and tourists can receive information about Gayo from cuisines. To achieve responsible tourism,
involve tourists in the process of the GLTC, so that they can have firsthand experience in interpreting
the life of Gayo Lut community and nature.

FUTURE RESEARCH DIRECTIONS

Studies related to Gayo Lut Gastrotourism destination development analysis and planning is
important to run to provide basic infrastructure elements and information to maintain successful
gastro-tourist enterprises in Central Aceh.

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REFERENCES

Aravena, A. (1998). La Identidad Indígena en los Medios Urbanos : Una Reflexión Teórica a Partir de los
Actuales Procesos de Recomposición de la Identidad Étnica Mapuche en la TERRITORIO Y ET ICIDAD
La Identidad Indígena en los Medios Urbanos : Una Reflexión Teórica a Partir.
Borgatti, S. (1992). ANTHROPAC 4.0. Columbia: Analytic Technologies.
Iwan, B., & Eddy, G. (2018). The effect of tourist visits on economic growth in Central Aceh Regency. Student
Scientific Journal, 31(1),76-85.
Kim, H., & Jamal, T. (2007). Touristic quest for existential authenticity. Annals of Tourism Research, 34(1),
108-201.
Lin, H., Y. (2019). The transmission of traditional cusiines: a review. Journal of Tourism Hospitality. 8(2).
Sunkar, A., Hidayati, S., & Hartoyo A., P., P.(2021). Ethnobotanical knoledge and vitality of Gayo
ethnolinguistic in Jabodetabek, Indonesia. IOP Conference Series Earth and Environmental Science,
771(1).
Suntajaya, I., G., K. (2016). Faktor-Fator Yang Mempengaruhi Terjadinya Urbanisasi Di Provinsi Bali.
Tang, R. (2012). An Analysis of Traditional ecological knowledge’s status and its conservation options.
Torres, J., M., M., & De la Fuente, G., M., C. (2012). Traditional regional cuisine as an element of local
identity and development: A case study from San Pedro El Saucito, Sonora, Mexico. Journal of the
Southwest, 54(4), 599-620.
United Nations. (2010). Urban Indigenous Peoples and Migration: A review of policies, programmes, and
practices. Nairobi: UNON, Publishing Services Section.
Yanthi, P., S. Exploring the tourism culinary experiences: an investigation of tourist satisfaction in Ubud.
Udayana Journal of Social Sciences and Humanities, 2(1), 27-34.

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41. Community Perceptions in the Social and Cultural Impact from

Tourism Activities in Cidahu Village, District of Sukabumi
Sekar Faadiya 1, Eva Rachmawati 1 and Syafitri Hidayati 1*
1
IPB University, Indonesia

*Correspondence: syafitrihidayati@[Link]

Keywords: Community; Culture; Perceptions; Social; Tourism

EXTENDED ABSTRACT

Tourism activities in Cidahu Village have an impact on the social and cultural community. This study
aims to analyze people’s perceptions of social and cultural impacts and analyze the factors that
influence people’s perceptions of the social and cultural impacts of tourism activities in Cidahu
Village. The sample of respondents was taken as many as 225 respondents. Data was collected using
a household questionnaire survey while the interviews used semi-structured interviews in which the
selection of informants was based on purposive sampling. The data analysis method used is
quantitative and qualitative. Quantitative data analysis used frequency analysis, cross tabulation, and
chi-square analysis, while qualitative data analysis used thematic analysis. The results showed that
tourism development in Cidahu Village had not had a positive impact on the social aspects of the
community. Also, the results in cultural aspect showed that tourism development in Cidahu Village
had a positive impact on the cultural aspects of the community. Based on the analysis of the results,
it is found that the factors that influence people’s perceptions are distance from residence, gender
roles and social relations, kinship relationship and economic motivation. This also affected people’s
cooperation and participation that a part of social aspect.

LITERATURE REVIEW

Tourism as one of the drivers of the world economy has an impact on people's lives which can be
seen from a social and cultural perspective (Harahap, 2020). According to Rahmah (2016), social
impact can be seen from the relationship that occurs between one individual and another, such as
cooperation and participation. The impact of culture can be seen from the aspect of livelihoods and
traditional languages (Miharja, 2016). According to Syahrul and Sumardi (2019), traditional food is
one of the unique cultures in the community that can become tourism potential that has great
opportunities to be developed. However, the potential of traditional food at the research site has not
been managed properly. According to Arifin et al. (2017), differences in perceptions are caused by
family background, information obtained, knowledge, individual characteristics, prejudices, desires
or expectations, and motivation.

The existence of TNGHS as a tourist area in Cidahu Village has an impact on the social and cultural
life of the community. Therefore, research related to community perceptions of social and cultural
impacts is very important so that the manager can develop a better management strategy so as to
increase the positive impact on the social and cultural community of Cidahu Village. Based on this
background, this study aims to analyze public perceptions of the social and cultural impacts of
tourism activities and analyze factors that influence public perceptions of social and cultural impacts
in Cidahu Village.

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RESEARCH METHOD

This research was conducted in Cidahu Village, Cidahu District, Sukabumi Regency, West Java from
June 2021 to March 2022. Data collection was carried out in June 2021. The tools used in this study
were writing instruments, voice recorders, laptops, cameras to document activities, Microsoft office
and the Statistical Package for the Social Sciences (SPSS) to process data. The instruments used are
interview guides and questionnaires.

Collecting data by using a questionnaire using a household survey technique (Angelsen & Lund,
2011). Respondents were taken from each hamlet with a total of 225 respondents. The respondents
are 18 years and over according to the wishes of the adult age category (KPPA, 2015). Collecting
data using a semi-structured interview method. Observations/field observations are carried out to
obtain an overview and suitability of the real conditions from the respondents’ perception of the
community in terms of social and cultural aspects. The picture is obtained by observing assets, social
relations both among the community and with the tourism manager (Harahap, 2020). Then the
literature study was obtained from journals, books, theses, theses, dissertations, reports, documents,
and so on (Sari, 2017).

Data analysis was carried out quantitatively and qualitatively. Quantitative analysis was conducted
to analyze the respondent's characteristics, perceptions, and the relationship between the respondent's
characteristics and their perception of social and cultural impacts. Frequency and crosstab analysis
methods were used to analyze data related to respondent characteristics and perceptions. Meanwhile,
in the data processing of the relationship between characteristics and perceptions, the analysis was
carried out using the Chi-Square test. Qualitative analysis was conducted to analyze the factors that
influence perception by using thematic analysis. The theme is determined from the points of the
analysis that appear.

RESULTS

The results in social aspect showed that tourism development in Cidahu Village had not had a positive
impact on the social conditions of the community. This can be seen from the opinion of the majority
of respondents who do not feel connected to other community members (cohesiveness), feel they do
not get the opportunity to be involved and do not have the desire to work together to ensure success.
However, tourism development also does not increase the emergence of conflict in the community.
Characteristics that influence the perception of respondents in Cidahu Village include hamlet, gender,
age, occupation, education, involvement of respondents and family members in the tourism industry.

The results in cultural aspect showed that tourism development in Cidahu Village had a positive
impact on the cultural aspects of the community. This can be seen from the opinion of most
respondents who feel they are able to support tourism in Cidahu Village through the diversity of
cuisines as a result of utilizing local resources.

However, most of the respondents are not sure that they can produce local cuisine that can be enjoyed
by visitors. Respondents are not sure that the local cuisine produced in Cidahu Village comes from
the closest ecosystem. In addition, respondents also do not feel confident that tourism in Cidahu
Village will improve the processing of traditional dishes. This uncertainty shows the tendency of
respondents to pay less attention to traditional dishes in their village. The diversity of natural
resources that can be used as ingredients for traditional cuisine as cultural heritage is not seen by
respondents as something special. According to Harsana et al. (2018), this is due to the low level of
motivation and interest among the community.

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People do not understand the importance of local wisdom, especially in traditional culinary, which is
part of development in their area. On the other hand, tourism in Cidahu Village does not cause
changes in the use of traditional languages and changes in livelihoods. The factors that influence
people's perceptions of social and cultural impacts in Cidahu Village, namely distance from
residence, gender roles and relations, kinship, and economic motivation.

From the results, this research is expected to be a reference material for compiling management and
evaluation strategies for managers to develop a tourism village. Also, to increase the positive impact
of tourism activities in the social and cultural aspects. Therefore, the impact can be felt directly by
the local community and can be a reference for the academic community in conducting research
related to social impacts and culture of tourism activities. The research that will be carried out further
can examine further related to cooperation and community participation as well as traditional cooking
processing strategies.

REFERENCES

Angelsen, A., Lund, JF. (2011). Designing the household questionnaire. Measuring Livelihoods and
Environmental Dependence: Method for Research and Fieldwork, 107-126.
Arifin, HS., Fuady, I., Kuswarno, E. (2021). Analisis faktor yang mempengaruhi persepsi mahasiswa
UNTIRTA terhadap keberadaan PERDA Syariah di Kota Semarang. Journal of Communication Research
and Public Opinion, 21(1), 88-101.
Halumiah, S. (2014). Persepsi masyarakat lokal terhadap dampak industri pariwisata Taman Safari Indonesia
ditinjau dari konsep pembangunan berkelanjutan [thesis]. Bogor: Bogor Agricultural University.
Harahap, N. (2020). Persepsi masyarakat tentang dampak ekonomi dan sosial terhadap Wisata Alam Syaakirah
View & Resto, Sumatera Utara [thesis]. Bogor: Bogor Agricultural University.
Harsana, M., Baiquni, M., Harmayani, E., Widyaningsih, YA. (2018). Potensi makanan tradisional kue
kolombeng sebagai daya tarik wisata di Daerah Istimewa Yogyakarta. Home Economics Journal, 1(2),
40-47.
Khairunnisa, H., Prasetyo, JS., Jehane, PT., Asyianita, A. (2019). Kajian pengembangan wisata edukasi
berbasis konservasi di Taman Hutan Raya K.G.P.A.A Mangkunegoro I Karanganyar. Journal of Bio
Education, 4(2), 25-34.
KPPA. 2015. Modul Pelatihan bagi Fasilitator Data Terpadu menurut Jenis Kelamin & Usia. Volume ke-1.
Jakarta: Kemen PPA
Miharja, D. (2016). Wujud kebudayaan masyarakat adat Cikondang dalam melestarikan lingkungan. Journal
of Religion and Cross Culture, 1(1), 52-61.
Rahmah, W. (2016). Dampak sosial ekonomi dan budaya objek wisata sungai hijau terhadap masyarakat di
Desa Salo Kecamatan Salo Kabupaten Kampar. JOM FISIP, 3(2), 1-16.
Sari, E. (2017). Persepsi masyarakat sekitar tentang dampak perkebunan sawit PT Surya Agrolika Reksa dan
PT Adimulia Lestari [thesis]. Bogor: Bogor Agricultural University.
Syahrul., Sumardi. (2019). The culinary tourism destination traditional culinary based in the regency of Toba
Samosir. Journal of Medan Tourism Academic, 7(2), 33-46.

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42. Communicating Industrial Tourism as Identity Asset of

Territories – A Regional Perspective on Center of Portugal
Ana Matias 1*, Luís Cardoso 2 and Ana Marcelo 3
1
Polytechnic of Viseu and Centre for Studies in Innovation and Education (CI&DEI), Portugal
2
Polytechnic Institute of Portalegre and Centre for Comparative Studies, University of Lisbon,
Portugal
3
Polytechnic Institute of Castelo Branco and The Heritage, Education and Culture Research Center
(CIPEC), Portugal

*Correspondence: anamafalda@[Link]

Keywords: Center of Portugal; Communication; Cultural heritage; Cultural tourism; Industrial

tourism

EXTENDED ABSTRACT

The study frameworks the reconversion of Industrial Heritage in Portugal, in order to understand the
impact of its valorization in the Center of Portugal. We bring two case studies - Burel Factory and
Vista Alegre, which reconverted and dynamized some of its facilities for tourism projects -. to analyze
how industrial tourism is contributing to this region, namely by attracting new visitors and enhancing
the local economy.

LITERATURE REVIEW

UNESCO (2022) defines Cultural Heritage as “the legacy of physical artefacts and intangible
attributes of a group or society that are inherited from past generations, maintained in the present and
bestowed for the benefit of future generations”. Because of the ever-increasing competition and the
economic restructuring of regions, new forms of tourism and new types of destinations emerged in
the last few decades. In some cases, places and facilities which were considered unattractive earlier,
drew significant attention and became popular tourist destinations. The growing importance of
industrial tourism is part of the above-mentioned process: former or still operating industrial facilities
(e.g., factories, mills, forges, etc.) and related buildings are becoming attractions. Industrial tourism
can contribute to the development of the whole region in several ways: because of the
deindustrialization and tertiarization, and the global restructuring of economy, former prosperous
regions have to find new ways for their development. Their former manufacturing, mining and other
industrial activities can offer an answer to this challenge, since the identity and built heritage of these
areas are closely associated to industry. The closed factories can be revitalized for new activities:
cultural and heritage tourism, or creative industries (Hospers, 2002).

In a context of progressive development, Industrial Tourism intends to respond to the needs and
expectations of today’s tourists looking for authentic and original experiences. To understand the
(current or past) manufacturing process of a given product, or the way machinery works, and try out
the final product, are examples of this type of tourism. Thus, Industrial Tourism allows to
differentiate the tourist offer of certain territories, including those inland, through the valuation and
sharing of identity aspects that add authenticity to the experience.

In Portugal, Industrial Tourism has been consolidating itself through the increase of an offer
supported by guided tours to factories in operation and museum equipment linked to old industrial

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complexes and know-how, complemented with different experiences of contact with products and
production processes (outstanding events, multimedia presentations…). There are several companies
and municipalities across the country that promote industrial tourism initiatives, thus contributing to
a better knowledge of national production, merging tradition and modernity.

In the Center of the country, abandoned factories became living museums where visitors can get to
know the raw material, the product, the process and the production methods, their applications, as
well as the historical background that these economic activities keep in the memory of the
communities where they are integrated. This region has great potential in what concerns Industrial
Tourism, in sectors such as glass, ceramics, wool, mineral extraction, metal mechanics, plastics, two-
wheel industry, among others, so it is sought that the municipalities, in partnership with private
organizations and Turismo do Centro (Center of Portugal Tourism), can organize ideas, promoting
synergistic projects that point the way towards sustainability, towards digitalization, for new
audiences, so that the country and the region can have an even stronger Industrial Tourism in the
coming times.

RESEARCH METHODS

For the research, the option concerning case studies fell on industrial units that clearly fit into
representative typologies of Industrial Tourism resources in the region: Fashion and Textile plus
Ceramics and Glass.

The research is based on bibliographic research, seeking to survey and critically analyze the
documents published on the subject, in order to update, develop knowledge and contribute to the
progress of knowledge in this area. The methodology is based on qualitative analysis of data
concerning the Center of Portugal (28,200 km² and 2 235.000 inhabitants), provided by previous
scientific research, the Portuguese government, regional tourism data sources, and the Industrial
Tourism projects themselves.

CASE STUDIES

Burel Factory

In 1947, Lanifícios Império, the most important wool factory in the Center of Portugal, was born in
the highest Portuguese mountain. In 2010, the old factory was discovered by two mountain explorers,
who after realizing the heritage that was there, decided not to let it die and moved forward with the
recovery of the factory, that would become the Burel Factory.

The Burel Factory is one of the best examples of Industrial Tourism in operation in the country, with
a careful visual merchandising strategy, and it has won the National Tourism Award 2020, in the
“Authentic Tourism” category (Rodrigues, 2020).

“The future of tourism depends on being authentic and genuine, characteristics rooted in
Portuguese culture. We were able to create a concept with characteristics of unique cultural
interest; it is this past that allows us to be very authentic and, above all, to preserve the
heritage, whether natural, historical or industrial”.
(The Gentleman, 2020)

In 2016, the former “São Lourenço Inn” was acquired by the owners of Burel Factory and
transformed into the new Hotel Casa de São Lourenço, showing a lifestyle linked to the mountain,

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its culture, its people, and the knowledge inherited for generations. In the hotel décor, burel, wool
and its secular connection to the culture of the region were used, aiming to recover material and
immaterial heritage. This way, an industrial heritage was saved, jobs were created and secured, and
knowledge passed to the new generations.

Vista Alegre

Founded in 1824, the Vista Alegre Porcelain was the first industrial unit dedicated to the production
of porcelain in Portugal (Figueira, 2018). One of the few Portuguese luxury brands worldwide,
VISTA ALEGRE produces different types of products from tableware, decorative porcelain, giftware
and hotel ware, high quality glass and crystal.

The VISTA ALEGRE Hotel (opened in 2015) is a symbol of the history, art and culture of the Centre
de Portugal region, combined with the universal value of the heritage and history of one of the most
prestigious Portuguese brands, being part of the Vista Alegre factory renovation project, and
communicated in an elegant and selective way. This five-star Hotel offers painting and ceramic
workshops, as well as ceramics and glass circuits, and its museum space was built from the old
furnaces of the factory, that function as an entrance space in the new structure: the starting point for
a journey through the history of porcelain in Portugal. This type of offer and its schedule strategically
distributed attracts sophisticated visitors who demand the region and its cultural offer not only in
high season.

CONCLUSIONS AND FUTURE WORK

These factories, part of the Portuguese Industrial Tourism Network, configure new experiences and
new players highlighting and valuing industrial processes. This kind of touristic offer makes it
possible to reinforce the region´s attractiveness and bring national and international visitors
throughout the year.

Diverse typologies highlight the activities that stand out in the Center of Portugal: Fashion and
Textile, Ceramics and Glass, Agrifood, Extractive, Hydraulic Energy, Transport, Services and
Communication, or Metal Mechanics (Turismo de Portugal, 2022), and we intend other categories to
be part of the case studies under analysis. In this context, we believe the work can be further explored
within the theme of territorial marketing techniques. Future research will be conducted to study how
industrial tourism can help local tourism to recover and increase the levels of economic wealth in
these territories.

ACKNOWLEDGEMENTS

This work is funded by National Funds through the FCT – Foundation for Science and Technology,
I.P., within the scope of the project Refª UIDB/05507/2020. Furthermore, we would like to thank the
Centre for Studies in Education and Innovation (CI&DEI) and the Polytechnic of Viseu for their
support.

REFERENCES

Figueira, J. (2018). As “políticas de lembrança” dos museus corporativos na construção da memória

organizacional: o caso Vista Alegre. Em Figueira, J. & Peixinho, A. (Eds.), Narrativas Mediáticas e
Comunicação (pp. 255-287). Coimbra: Imprensa da Universidade de Coimbra.

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Hospers, G.J. (2002). Industrial heritage tourism and regional restructuring in the European Union. European
Planning Studies, 10(3), 397-404.
Luger, K. and Ripp, M. (2020). World Heritage Management – Committing to preservation and facilitation:
theoretical and practical considerations. In: Luger, K. and Ripp, M. World Heritage, Place Making and
sustainable Tourism – Towards integrative approaches in Heritage Management. Innsbruck:
StudienVerlag.
Rodrigues, S. (2020). Burel Mountain Origins vence prémio Nacional de Turismo 2020. Revista Rua, Érre
Design e Editorial, Braga. Retrieved from [Link]
premio-nacional-de-turismo-2020/
The Gentleman (2020). O vencedor da categoria de Turismo Autêntico. Retrieved from
[Link]
Turismo de Portugal (2022). Turismo Industrial – Lista de Recursos Nacional. Retrieved from
[Link]
[Link]
UNESCO (2022). Tangible Cultural Heritage Expertise Comittee. Retrieved from
[Link]
Vista Alegre – History. Retrieved from [Link]
Xie, P. (2015). Industrial Heritage Tourism. Bristol: Channel View Publications.

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43. Tourism Development Strategy Using A’WOT: Case Study in

Ngada Regency, East Nusa Tenggara
Marliana Chrismiawati 1*, Ernan Rustiadi 1 and Bambang Sulistyantara 1
1
IPB University, Indonesia

*Correspondence: chrismiawati_lia@[Link]

Keywords: Development; Strategy; Tourist; Ngada; A’WOT

EXTENDED ABSTRACT

Ngada Regency, one of the regencies in East Nusa Tenggara Province located on Flores Island has
many natural and cultural attractions. This district has great potential tourist attractions for tourism
development but has not been managed and developed properly. The number of tourist visits in
Ngada has increased from year to year but the number of visits is relatively small when compared to
other regencies on Flores Island. The designation of Labuan Bajo which is located on the western
part of Flores Island as a Super Priority Tourism Destination will affect tourism development in the
surrounding area including Ngada.

The purpose of this study was to determine the direction and strategy of tourism development in
Ngada. The tourism development directions and strategies formulation are carried out using the
A'WOT method which combines SWOT (Strengths, Weaknesses, Opportunities, and Threats)
analysis with the Analytical Hierarchy Process (AHP).

The results of the analysis concluded that the direction of the strategic plan for tourism development
in Ngada is the SO and ST strategy. It means that the strategic plan is carried out based on the strength
factor possessed with considering opportunities and threats. According to the order of the weights
obtained, there are five strategic plans for tourism development in Ngada.

LITERATURE REVIEW

Moutinho (2000) mentions that strategic decisions consist of fundamental choices for the long-term
development of the organization. Strategic decisions consist of choices fundamental to the long-term
development of the organization. Strategic planning is the development of a long-term plan that best
utilizes organizational resources within the organization's mission domain. The strategic planning
process consists of a careful analysis of the tourism organization and the opportunities and threats
that may be posed by competitors and environmental factors. Rangkuti (2014) states that goals and
strategies are set with the intention of exploiting internal strengths and overcoming weaknesses.
Marimin (2004) states that the process carried out in the SWOT analysis so that the decisions obtained
are more precise, they need to go through stages.

RESEARCH METHOD

The analysis of this study uses the A'WOT method which combines the analysis of SWOT with AHP.
The use of this method enhances and sharpens the basic information of the strategic planning process
(Kurttila et al., 2000). AHP respondents were determined by purposive sampling method that was

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carried out on the basis of the required data requirements, where the party designated as the
respondent is the party who knows and understands the conditions and the management of Ngada.
The number of respondents in this study is four people consisting of representatives of two
respondents from the Tourism and Culture Agency of Ngada, one respondent from the Development
Planning and Research Agency of Ngada, and one tourism actor.

RESULTS

The formulation of the tourism development strategy is strengths, weaknesses, opportunities, and
threats related to the development of tourism activities in Ngada.

Table 1: SWOT Factor Weighting in Ngada

Strategy Factors Weight Rating Score
Strength
Potential tourist attractions 0.58 0.41 0.24
Strategic geographical location 0.33 0.19
High government participation and support 0.26 0.15
Weakness
The lack of tourism facilities and infrastructure 0.12 0.33 0.04
Inadequate infrastructure. 0.22 0.03
Human resources for tourism management are still low. 0.17 0.02
Cooperation between tourism stakeholders is still limited 0.27 0.03
Opportunity
Business opportunities in the tourism service sector still have the opportunity
0.20 0.07 0.01
to be built
Supportive tourism policy 0.18 0.04
The trend of Flores overland tourism makes Ngada a place to stop for rest. 0.12 0.02
domestic tourism market opportunities for surrounding districts 0.11 0.02
Promotion via social media 0.40 0.08
The existence of travel awareness group in Ngada 0.12 0.02
Threat
Lack of coordination between sectors and policy makers 0.10 0.40 0.04
Destructive tourism activities 0.21 0.02
Economic situation 0.19 0.02
Destination marketing from other regional tour operators makes Ngada a
0.19 0.02
transit destination before tourists continue to other places.

In line with the ranking order of development strategy directions according to the order of the weights
obtained, there are five strategic plans, namely (1) developing new destinations and integrated
tourism packages for cultural and natural tourism activities, (2) integrated tourism marketing and
promotion, (3) building marketing and product promotion units unit for local products, (4) strengthen
coordination between sectors, policy makers, and the community, and (5) improve accessibility to
tourism destinations by improving the quality of accessibility.

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Table 2: Ngada SWOT Analysis Matrix

Opportunity Threat
• Developing new destinations and integrated • Increase community support to minimize
tour packages for cultural and natural the impact of tourism ST12T3
tourism activities. S1O1O2O3O4O5 • Build communication and cooperation with
• Improving accessibility to tourism other regional tourism actors. S3T1T4
Strength destinations by improving the quality of • Marketing and promotion of integrated
accessibility. S2O2O3O4 tourism. S2S3T1
• Building a marketing and promotion unit
for local products (souvenirs, etc.).
S3O2O4O5O6
• Development and improvement of public • Strengthening coordination between
and tourism facilities & infrastructure. sectors, policy makers, and the community.
W2O1O2O3O4 W4T1T4
• Improving the economic business of the • Controlling environmental damage due to
Weakness community in tourism destinations. the impact of tourism activities or
W3O1O2O3O4O5O6 household activities. W3T2
• Increase the capacity of human resources • Minimize security disturbances that can
through counseling, training and have an impact on regional economic
certification. W3W4O1O2O3O4O5O6 stability. W3W4T1T3

Table 3: Order of Tourism Development Strategy

SWOT Group Linkages Weight Ranking
S1O1O2O3O4O5 0,41 1
Strategi SO S2O2O3O4 0,27 5
S3O2O4O5O6 0,31 3
S1T2T3 0,28 4
Strategi ST S3T1T4 0,21 7
S2S3T1 0,38 2
W1W2W4O1O2O3O4 0,19 8
Strategi WO W3O1O2O3O4O5O6 0,21 7
W3W4O1O2O3O4O5O6 0,22 6
W4T1T4 0,09 10
Strategi WT W3T2 0,04 11
W3W4T1T3 0,11 9

DISCUSSIONS

he selection of strategic priorities is intended so that the implementation of the strategy can be carried
out in a focused manner, although it does not rule out the possibility of implementing strategies in
the next order. Strategies that have a high level of importance need more attention than those with a
low level of importance (Rohmatulloh & Winarni, 2012). The top positions in the direction of the
tourism development strategy of Ngada based on Matrix Space analysis are the SO and ST strategies.
This means that the strategic plan is carried out based on the strength factor possessed by Ngada by
considering opportunities and threats.

The opportunity for developing new destinations and integrated tourism packages for cultural and
natural tourism activities in the Ngada district is tremendous because this district has a high potential
tourist attraction. Tourism must be packaged attractively to increase tourists' interest. Marketing and
promotion of tourist destinations are carried out to provide information about products, services, and
facilities at the destination. Tourism as a complex activity can be viewed as an extensive system that
has many actors who play a role in it. Coordination and communication between sectors are necessary

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for developing tourism. The existing cooperation and communication between stakeholders were
relatively good, thus accelerating the process of implementing tourism development (Hidayah et al.,
2019). An adequate level of accessibility serves as a determining factor for regional tourism demand.
A sufficient level of accessibility can serve as a determinant of regional tourism demand. Increased
development and improvement of facilities and infrastructure supporting tourism development as
well as increasing accessibility to make it easier for visitors to reach tourist attractions (Porto et al.,
2018).

MANAGERIAL IMPLICATIONS

These formulated strategies would be a great help to increase the efficiency of tourism developments.
These results can be used as input and appropriate strategy alternatives consideration for the Ngada
government and the communities in managing, planning, and developing tourism in Ngada.

FUTURE RESEARCH DIRECTIONS

Tourism is a complex study that requires a multidisciplinary approach. Qualitative and quantitative
studies are needed on tourism developments. Research on tourism demand is needed to see market
opportunities and their development.

REFERENCES

Kurttila, M., Pesonen, M., Kangas, J., & Kajanus, M. (2000). Utilizing the Analytical Hierarchy Process
(AHP) in SWOT analysis - A hybrid method and its application to a forest–certification case. Forest Policy
and Economics, 1, 41-52.
Marimin. (2004). Techniques and Applications of Multiple Criteria Decision Making. Jakarta (ID):Grasindo
PT. Gramedia Widiasarana Indonesia
Moutinho, L.(2000). Strategic Management in Tourism. Wallingford (UK): CABI Publishing.
Rangkuti F. (2014). SWOT Balanced Scorecard Teknik Menyusun Strategi Korporat yang Efektif plus Cara
Mengelola Kinerja dan Risiko. Jakarta (ID): PT Gramedia.
Rohmatulloh, Winarni, S. (2012). Evaluasi Prioritas Strategi SWOT dengan Anlytical Hierarchy Process.
Prosiding Peranan Statistika di Bidang Pemasaran dalam Penyusunan Strategi Bisnis. In: Seminar
Nasional Statistika III, Universitas Padjajaran, 20 Oktober 2012.
Porto, N., Rucci, A.N., Ciaschi, M. (2018). Tourism accessibility competitiveness. A regional approach for
Latin American countrie. Investigaciones Regionales. Journal of Regional Research, 42, 75-91.
Hidayah,N.A., Hutagalung,S.S., Hermawan,D.(2019). Analisis Peran Stakeholder Dalam Pengembangan
Wisata Talang Air Peninggalan Kolonial Belanda Di Kelurahan Pajaresuk Kabupaten Pringsewu. Jurnal
Ilmu Administrasi Publik, 7(1), 55-71.

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44. Relationship of Customer Citizenship Behavior towards Intention

to Revisit Heritage Destination: Moderating Effect of Cultural
and Historical Attractions
Sara Weena George 1, Ida Ingko 1*, Joseph Martin Pudun 1, Sherrymina Kichin 1,
Francesca Enchang 1, Adlin Baizura Ariffin 1, Ting Hui Bun 1 and Hanafi Hamzah 1
1
UCSI University, Malaysia

*Correspondence: idaai@[Link]

Keywords: Customer citizenship behavior; Cultural and historical attractions; Revisit intention

EXTENDED ABSTRACT

This study aims to examine the relationship of customer citizenship behavior towards intention to
revisit with the moderating effect of cultural and historical attraction in Kuching, Sarawak. Kuching
is a popular tourism destination in Malaysia and blessed with numerous heritage attractions available
in the region (Chin et al., 2018). Similar studies were undertaken in Malaysia, but there is a lack of
research conducted in Sarawak, especially in Kuching. Therefore, this study sought to examine
customer citizenship behavior (CCB) as influencing variable that may exert influence on domestic
tourists’ intention to revisit heritage attractions in Kuching. Besides, prior research has been carried
out and studies on tourist motivations are limited to heritage attractions particularly in Kuching.
Moreover, moderating role of cultural and historical attractions is also deployed in this study to
examine how it may affect CCB and intention to revisit heritage attractions in Kuching.

LITERATURE REVIEW

Customer Citizenship Behavior and Intention to Revisit

Heritage tourism destinations have gained attention and it has been shown to be a significant predictor
of travel intention (Lee & Choong-Ki, 2020). In tourism, the word ‘heritage’ is referred primarily to
landscapes, natural history, structures, artifacts, and cultural practices that are transmitted from
generation to generation in a literal or figurative manner. Intention to revisit is being defined as the
likelihood that an individual would take an action or make a choice to visit to a certain destination as
mentioned by Abbasi et al. (2020) and Tosun et al. (2015). As posited by Ming et al. (2020), tourists
tend to categorize their intention to revisit based on varied push motives and CCB.

According to Shafiee et al. (2020), CCB regarded as a voluntary and discretionary actions that are
not necessary for the effective production and/or delivery of the service but benefit the service
organization as a whole.

Moderating Role of Cultural and Historical Attractions

Wasudawan et al. (2021) stated that cultural and historical attractions play an important part that
contribute to tourist’s intention to revisit certain place and it could play a moderating role between
customer citizenship behavior and the intention to revisit.

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Underpinning Theories

Theory of Planned Behavior is crucial as it is presumed to explain the revisit intention based on
person’s past behavior. Intention to revisit is being defined as the likelihood that an individual would
take an action or make a choice to visit to a certain destination decision.

Cultural & Historical

Attractions

H2
Customer Intention
Citizenship to
Behavior Revisit
H1

Figure 1: Conceptual Framework

RESEARCH METHOD

This research applied quantitative approach particularly using purposive sampling technique.
G*Power technique is utilized and a total of 200 respondents' data targeting domestic tourists were
collected online via Google Form. Seven-Likert measurement scale was utilized to get more
reliability result as midpoint choice is important. This larger (step by step) spectrum of choices offers
more independence to a participant to pick the ‘exact’ one (which he prefers most) rather than to pick
some ‘nearby’ or ‘close’ option (Dawes, 2008). The data was analyzed using SPSS Version 22.

RESULTS

Table 1: Structural Model Results

Std. Std. t- p- Lower Upper
Relation f2 R2 Q2
Beta Deviation value value CI CI
CBB -> INT 0.192 0.069 2.796 0.003 0.079 0.303 0.057 0.548 0.681
CBB*CHA -> INT -0.028 0.033 0.858 0.195 -0.071 0.023 0.012 0.681 0.579
Note: Bootstrapping with 5,000 re-sampling was conducted (Hair, 2017).

Demographic profiles showed a majority of the respondents were between 18 to 25 years old (48.2%),
residing in Sarawak (68.7%), female (55.8%), and 9.9% of the respondents have visited to any
cultural heritage destination in Sarawak. Assessment of the reflective measurement model was
performed, and the results show that all constructs have passed the threshold values. Next, variance
inflation factor (VIF) was performed, and the result revealed that this study model is safe from
multicollinearity issue among the constructs. Table 1 shows the summary of the results.

DISCUSSIONS

In line with Santharen et al. (2019), Table 1 result showed that the tourists will tend to perform
positive CCB behavior during travel. Furthermore, the study revealed that the CCB has positively
significant influence on the intention to revisit (H1). The result indicated that the tourists were willing

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to provide feedback which helps the tourist service to improve and recommend the destination to
their friends or family. As for the moderating role of Cultural & Historical Attraction (CHA) (H2),
the finding indicated that the CHA does not exert any influence on the respondents’ CCB and
intention to revisit heritage attractions in Kuching. Given various choices of heritage tourism
destinations, the respondents may tend not to be influenced by the attractiveness of cultural and
historical values in Kuching when making decision to display CCB and intention to revisit as each
destination is considered unique and distinct from each other (Katahenggam, 2020).

MANAGERIAL IMPLICATION

The research helps government other relevant authorities to better understand the visitors' intention
to revisit in the perspective of domestic heritage destination. The government should extend their
marketing effort by introducing Kuching as heritage destination to the public so that more people
will be aware of the existence of destinations while at the same time boost the number of tourists to
Sarawak.

FUTURE RESEARCH DIRECTIONS

Although the study met its objectives, it has some limitations. Online questionnaires were used to
gather the data due to COVID-19 pandemic mobility restrictions. Besides, the questionnaires were
only prepared in English language. This study was carried out among domestic visitors, and some
respondents may have faced difficulty in understanding the questionnaires.

This study was cross-sectional in nature, future researchers may use longitudinal approach to collect
data to comprehend the complexity involved in understanding tourist attitude and their subsequent
behavior. Future researchers may also explore the application of the extended TPB model using
different sampling technique aside to purposive sampling. Lastly, future studies should replicate the
studied model question with a larger and more geographically diverse sample.

REFERENCES

Abbasi, G.A., Su-Yee, S. and Goh, Y.-N. (2020). An integrative approach for detremining consumers mobile
advertising related attitudes and intentions. International Journal of Interactive Mobile Technologies
(ijlM), 14 (15).
Chin, C.H., Law, F.Y., Lo, M.C., & Ramayah, T. (2018). The impact of accessibility quality and
accommodation quality on tourists’ satisfaction and revisit intention to rural tourism destination in
Sarawak: The moderating role of local communities’ attitude. Global Business and Management
Research: An International Journal, 10(2), 115-127.
Dawes J. (2008). Do data characteristics change according to the number of scale points used? An experiment
using 5-point, 7-point and10-point scales. International Journal of Market Research, 50(1):61-77
Katahenggam, N. (2020). Tourist perceptions and preferences of authenticity in heritage tourism: Visual
comparative study of George Town and Singapore. Journal of Tourism and Cultural Change, 18(4), 371-
385.
Lee, & Choong-Ki. (2020). The roles of cultural worldview and authenticity in tourists’ decision-making
process in a heritage tourism destination using a model of goal-directed behavior. Journal of Destination
Marketing & Management, 18.
Ming, W. W., Ling, E. T., & Ping, C. H. (2020). Determinations of Tourist Outbound Travel Intention in
Sarawak: Does Gender Really Matter? Borneo Journal of Social Science and Humanities. Retrieved from
[Link]
Santharen, Y., Kumar, K. M., Krishnaswamy, J., Ranjanthran, M., & Annamalai, N. (2019). Push and pull
factors influencing visitors from European countries to Malaysia. The European Proceedings of Social &
Behavioural Sciences.

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Shafiee, M. M., Tabaeeian, R. A. & Khoshfetrat, A. (2020). Tourist engagement and citizenship behavior: The
mediating role of relationship quality in the hotel industry. Tourism and Hospitality Research, 20 (4), 481-
492.
Tosun, C., Dedeoglu, B.B & Fyall, (2015). Destination service quality, affective image and revisit intention:
the moderating role of past experience. Journal of Destination Marketing and Management, 4(4), 222-
234.
Wasudawan, K., Abdu Shakur, M. M., & Ab-Rahim, R. (2021). The impact of the rural culture and cultural
attractions on poverty alleviation: The moderating effect of tourism resources. International Journal of
Academic Research in Business and Social Sciences, 11(1), 595–614.

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45. Responsible Tourism in Southeast Asia Post COVID-19 Pandemic

using NVIVO
Rashid Ating 1*, Anak Agung Gde Satia Utama 2, Aung Aung 3, Hazza Roshada Ramli 4,
Khairani 5 and Mia Bella R. Fresnido 6
1
Institute of Advanced Studies (IAS), Universiti Malaya, Kuala Lumpur, Malaysia
2
Accounting Department, Economics and Business Faculty, Universitas Airlangga, Indonesia
3
University of Chinese Academy of Sciences, Beijing, China; Kunming Institute of Botany, Chinese
Academy of Sciences, Kunming, China; Myanmar Environmental Assessment Association, Yangon,
Myanmar
4
Department of Agrotechnology & Bio-Industry, Polytechnic Sandakan, Sabah, Malaysia
5
Department of Tropical Biodiversity Conservation, IPB University, Bogor, Indonesia
6
Department of Tourism Management, College of Economics and Management, Central Bicol State
University of Agriculture, Philippines

*Correspondence: rashid_ating@[Link]

Keywords: NVIVO; Post-COVID-19; Responsible tourism; Southeast Asia

EXTENDED ABSTRACT

The tourism industry is one of the sectors impacted by the COVID-19 pandemic, which has caused
a massive loss of income and unemployment worldwide. The pandemic has exacerbated the existing
sustainability challenges of the tourism industry, challenges that are being addressed through
responsible tourism. In this study, the authors examined and discussed responsible tourism based on
literature, interviews, and blogs by using NVIVO software. The study identified several emerging
themes from the software analysis based on eight interviews and three blog reviews. As a result, to
practice responsible tourism requires the participation of all parties involved in the supply chain,
including investors, institutions, governments, tour operators, local communities, and destination
management organizations (DMOs) and the tourists themselves.

LITERATURE REVIEW

It is important to note that the tourism industry is based on people and target locations and the
interactions between both. This industry is very sensitive to the micro and macro social and physical
conditions of the destination environment (Hanafiah & Harun, 2010). The key element in the success
of tourism development is tourism planners and other authorities involved in the tourism industry
because they must pay attention to the views of the community about the development plan.
Community involvement is critical to the success of tourism development and responsible tourism
implementation and the attitudes of citizens can directly influence the development of the tourism
industry (Ling et al., 2010).

Two years ago, the COVID-19 pandemic began wreaking unprecedented havoc on the tourism
industry, resulting in massive loss of income and unemployment across the globe. Thus, the pandemic
exacerbates the already existing sustainability challenges of the tourism industry (Seabra & Bhatt,
2022). The tourism industry in the Southeast Asia region has experienced several crises that raise
questions about their ability to manage crises and readiness for future contingencies. The importance
of these capabilities is increasing especially in today's landscape where the speed and scale of the
COVID-19 pandemic threatens to derail the global economy (Eppang et al., 2020).

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RESEARCH QUESTION

RQ1 What are the factors that influence implementation of responsible tourism (RT) in Southeast
Asia (SEA)?

RQ2 How is environmental awareness related to RT in SEA?

OBJECTIVE OF STUDY

RO1 To investigate the factors that influence the implementation of responsible tourism in (SEA)

RO2 To examine the relationship between environmental awareness and RT in (SEA)

RESEARCH METHOD

The study is qualitative in nature with the authors conducting a review of literature on responsible
tourism, looking for factors that have been affecting development and implementation of responsible
tourism. Based on the literature gathered, we performed coding using NVIVO software and classified
the factors into significant themes such as environmental protection, community development,
community-based tourist program and, lastly, environmental awareness. Questions were then
developed based on these themes and used for interviews among respondents in SEA.

Preliminary Data Collection & Literature Reviews

Week 1 ~ July 7-14, 2022 (8 days)

Data Collection: Surveys to Targeted Groups

Week 2 ~ July 20– 27, 2022 (7 days)

Perform coding using NVIVO Software and formed a theme

Week 3 ~ July 29 – August 4, 2022 (7 days)

Manuscript writing
Week 4 ~ August 6 – 21, 2022 (16 days)

Figure 1: Flowchart for the Data Collection

These are some of the questions asked during the interviews with the respondents:
• Can you please describe what are the responsibilities of tourists when conducting tourism
activities?
• What should a person do (not do) to be a responsible tourist?
• How would you differentiate responsibility from sustainability?
• Who are the key players in tourism industry?

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• Who are the stakeholders involved in ensuring that tourism is sustainable?

• Can you please describe the way tourism can be developed sustainably?
• Can you provide examples/share your experience in relation to responsible tourism practices?
• Why is responsible tourism important today?

RESULT

Profiles/background of the Respondents

Out of eight respondents, six are female and the rest are male, most of them are considered as
millennials, with ages ranging between 20-30 years old. Most of the respondents came from both
Indonesia and Myanmar, with each country having three respondents plus they are officials and
practitioners in the area of responsible tourism making them appropriate respondents for this study.

Table 1: Distribution of Respondents

Variables Descriptions Total Number
Male 2
Gender
Female 6
20 – 30 years 5
Age
31 – 40 years 3
Indonesia 3
Country Malaysia 2
Myanmar 3
Officials and Practitioners 5
Employment Status Students 1
Frequent Travelers 2

DISCUSSIONS

Tourism is an industry that has continued to grow over the years. According to the World Tourism
Organization, there are over one billion tourists who travel abroad each year, and this number is
expected to grow. As the industry continues to grow, it becomes increasingly important for
companies and governments to consider how their actions can affect the environment and
communities.

Environmental Protection

In tourism, there are many ways in which people can be environmentally conscious. A few of these
include using public transportation and walking instead of driving a car, recycling, avoiding the use
of plastic bags and straws, buying locally made souvenirs instead of imported ones, and choosing to
stay in hotels that are eco-friendly.

As one of the fastest growing industries in the world, tourism brings in billions of dollars every year
and is a huge opportunity for many people to make a living. However, tourism also has its downsides.
One of them being irresponsible tourism practices that cause damage to local communities, their
culture and environment. To reduce these negative impacts on communities, responsible
environmental tourism practices are needed.

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Community Development

Developing tourism is not without its challenges. For the most part, developing tourism relies on the
local people and their willingness to welcome tourists into their communities. This can present
problems for some communities who may not be accustomed to foreigners or who are still struggling
with poverty.

Responsible tourism development includes community development which focuses on the needs of
the local community and ensures that they are benefitting from tourism activities taking place in their
area. The goal is to empower them with skills, knowledge and opportunities so they can take
advantage of the benefits that tourism can bring while protecting themselves from its negative
impacts.

Figure 2: Development of Responsible Tourism

Community Based Tourist Program

Tourists often visit different places in the country to know more about the culture and traditions of
that country. They are also able to see how people live their lives in a destination. Tourism can be
good for the economy of a nation because it helps create jobs for locals. However, tourism can also
have negative impacts on a country’s development if not managed properly.

Environmental Awareness

Figure 3: How Environmental Awareness relates to Responsible Tourism

Environmental awareness tourism is a form of ecotourism that aims to raise people’s awareness about
the environment. It usually involves visiting natural landscapes and learning about their ecological
significance. Environmental awareness tourism can be done in a variety of ways, including hiking,
biking, kayaking, bird watching and more. The goal is to get people out into nature so they can
understand how important it is to preserve it for future generations.

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When it comes to sustainable tourism, the majority of people want to help the environment and do
their part, but the movement is not always easy to define. The terms "green travel," "green tourism,"
"ecotourism," "responsible travel," "ethical tourism," and others may also come to mind. Reusing
hotel towels for an additional day or choosing a reusable water bottle over single-use plastic bottles
are just two examples of these concepts.

MANAGERIAL IMPLICATIONS

From the practitioners' perspective, this study provides invaluable inputs for policymaking, planning,
destination management, collaborating, involving, and guiding stakeholders. The implication of this
study is to perform critical stakeholders' perspectives for achieving long-term ecotourism
sustainability through understanding stakeholders’ responsibilities and roles in responsible tourism.
This paper also emphasizes the importance of involving the local residents in the tourism destination,
stakeholders that more often neglected in tourism development.

FUTURE RESEARCH DIRECTIONS

A comparative study between the Southeast Asia countries (Malaysia, Indonesia, Philippines and
Myanmar on Responsible Tourism can be conducted in the future using a similar methodology. The
same study can be used as a baseline to see the impact of the COVID-19 pandemic on the responsible
tourism industry in Southeast Asia after the post-pandemic.

REFERENCES

Seabra, C., & Bhatt, K. (2022). Tourism Sustainability and COVID-19 Pandemic: Is There a Positive Side?
Sustainability, 14(14), 8723.
Eppang, B., M., Som, A., P., M., Azinuddin, M., Rijal, S., Ridwan, M. (2021). The Impacts of the Covid-19
Pandemic on the Tourism Economy in South Sulawesi, Indonesia. Psychology and Education, 58(2),
2613-2624.
Hanafiah, M., H., M., & Harun, M., F., M. (2010). Tourism demand in Malaysia: A cross-sectional pool time-
series analysis. International Journal of Trade, Economics and Finance, 1(1), 80-83.
Ling, L., P., Jakpar, S., Johari, A., Myint, K., T., & Rani, N., S., A. (2011). An evaluation on the attitudes of
residents in Georgetown towards the impacts of tourism development. International Journal of Business
and Social Science, 2(1), 264-277.

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46. Digitalization of Heritage Mosque Tourism for

Commercialization; Issues and Potential
Nazatul Aqilah Sutrisno 1, Siti Sara Ibrahim 1*, Masrul Hayati Kamarulzaman 1 and
Alia Nadira Rosle 2
1
Faculty of Business Management, UiTM Cawangan Negeri Sembilan, Malaysia
2
Faculty of Computer and Mathemtical Sciences, UiTM Cawangan Negeri Sembilan, Malaysia

*Correspondence: saraibrahim@[Link]

Keywords: Digitalization; Heritage mosque tourism; Commercialization

EXTENDED ABSTRACT

Heritage sites become much more commercially viable if they are designed to be maintained and
well promoted for the public to gain economic advantages. This is in line with SDGs 9, 11, and 16
to promote regeneration, preserve cultural heritage, and sustain city communities, as well as
strengthen the institution of the mosque as a peaceful place for community gathering. This research
is aimed to explore the potential and issues of digitalization towards the commercialization of
heritage mosques in the tourism industry through a qualitative study (structured interview) that will
answer the stipulated research questions.

LITERATURE REVIEW

Digitalization in Heritage Mosque Tourism Development

Digital platforms such as mobile applications, social media, and many more have become one of the
chosen options to make daily activities more efficient (Kapoor et al., 2018). Its use has also gained
recent response in the Islamic tourism industry, for example, Umrah and Hajj service application
provided by the Saudi government.

Potential in Digitalization of Heritage Mosque Tourism

It is demonstrated that the presence of a digital platform is more beneficial to mosque management
members in managing, conducting da'wah, and expanding outreach activities (Batool et al., 2019).
For example, social media platform has made it easier for the mosque to advertise activities, which
can indirectly attract and provide information to local or foreign visitors (Sazali et al., 2020).
Otherwise, website also assisted to promote and raise tourism trust as well as for da'wah
communication (Briandana et al., 2020). QR code also has the potential to be smart tourism with
various benefits (Azmadi et al., 2022). Meanwhile, Aris and Ahmad (2019) claimed that
collaboration can spread word-of-mouth (WOM) or feedback widely, which can build tourist trust,
such as the collaboration between the heritage mosque and TripAdvisor, so that tourists can see
previous visitor experiences. Then, using a virtual reality headset, the heritage mosque can preserve,
restore, and maintain its structure for future generations thanks to a collaboration between heritage
building and laser scanned 3D modeling (Noor et al., 2019).

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Challenges in Digitalization of Heritage Mosque Tourism

Even though digitalization is making work easier, there are still challenges for those who lack
knowledge of how to use it. Parson et al. (2022) mentioned that the barrier to digitalization is the
skill in using digital platforms. Otherwise, the perception of value is another barrier to heritage
mosque tourism (Fadli et al., 2019). Meanwhile, the heritage mosque bounding with the act 645,
therefore not easy to make changes on the building (Som et al., 2021). It is not easier to prepare better
infrastructure, public facilities, and so on which need to go through approval of the Heritage
Commissioner (Dawood, 2019).

RESEARCH METHOD

A multi-case study is conducted by exploring the element of digitalization to answer the research
questions of (1) What is the current position of the Mosque as a tourism icon according to the industry
standard? and (2) What are the potential and issues arising in the sustained commercialization of
heritage mosque tourism?. Mosques located in heritage land were selected as a sample of the study
as reported in Mosque Trail Malaysia (Razak, 2020). Under section 67(2) of Act 645, there are nine
criteria in determining a heritage building, Therefore, some mosques have been identified for meeting
the criteria of heritage buildings, including the Alwi Mosque, Perlis; Zahir Mosque, Kedah; Kapitan
Keling Mosque, Penang; National Mosque, Kuala Lumpur; and Kampung Hulu Mosque, Malacca.

RESULTS

The study has been conducted on the mosque representatives that have highlighted potential and
issues, which have been displayed in Table 1 below.

DISCUSSIONS

Potential of Digitalization in Mosque Tourism Development

As technology develops, the mosque's function is also getting wider. The results in Table 1 show
three potential elements arise, which are commercial, management and collaboration.

Commercial refers to the digitalization platform that can help them introduce the mosque's existence
to visitors or tourists. In fact, most of them have commercialized the mosque using Facebook pages,
Instagram, YouTube, WhatsApp Groups (Qariah), television information, QR codes for donation,
and subsequently, websites are still in the process of being developed for the future user. Meanwhile,
from a management perspective, mosques agree that digitalization can facilitate their daily
management. Not only that, in fact, the use of digitalization can also help mosques to get
collaborations, such as the National Mosque, Kuala Lumpur, which has implemented a collaboration
with TripAdvisor. This indirectly can help visitors or tourists to get information about the mosque,
such as the location, nearby attractions, hotels, etc. Kapitan Keling Mosque has also become one of
the knowledge centers for visitors and tourists by providing 3D visualizations to visitors who did not
have the opportunity to attend the program.

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Table 1: Thematic Results of Potential and Issues in Digitalization

Potential Issues
Mosques Commerc Manage- Collabora Perceived Heritage
Skills
-ial ment -tion Value Issues

√ √ √ √

Alwi Mosque

√ √ √ √ √
Zahir Mosque, construction site
will remind of the tombs of Kedah
warriors who died during the
Siamese invasion of Kedah in
1821.

√ √ √ √
Kapitan Kling Mosque combines
Indian-Mughal architecture with
Gothic, Moorish, and Roman
Renaissance designs.

√ √ √ √
National Mosque, Kuala Lumpur,
the design was inspired by India,
Pakistan, Iran, Turkey, Saudi
Arabia, UAE and Spain.

√ √

Kampung Hulu Mosque, with a

symbol of Malay culture and Baba
yonya in Malacca.

Issues of Digitalization in Mosque Tourism Development

Digitalization making it easier for the community to manage or engage in mosque activities.
However, several issues arose from the interview, which are: skills, value, and service provider. Skills
refer to the ability of users to use digitalization platforms. For example, Zahir Mosque management
is still based on a traditional paradigm due to the age factor of the officers with lack of digital skills.

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This also leads to the service provider issue, whereas we know that not all mosques have their own
website since they do not have any experts in the fields of technology or digitalization. Otherwise,
the value of the digitalization benefit is being debated. For example, at the Alwi Mosque, the mosque
management does not emphasize the digital use of the platform to tackle visitors or tourists; instead,
they use a touch of faith approach. This is supported by Kampung Hulu Mosque, which mentioned
that the mosque does not need an upgrade in terms of digitalization, as is already famous for its
history and architecture.

MANAGERIAL IMPLICATIONS

The Malaysian government has shown serious intentions of developing the tourism industry through
Malaysia’s National Tourism Policy 2020, which gives concrete direction for the future of Malaysia’s
tourism industry over the next 10 years.

FUTURE RESEARCH DIRECTIONS

Future research direction for mosque tourism should be embedded in the exploration of digitalization,
not only for the purpose of sustainable commercialization, but also for the management and
community development.

ACKNOWLEDGEMENT

This paper is funded by FRGS 2021 grant code: 600-RMC/FRGS 5/3 (098/2021).

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