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Urban Traveler and the Allure of Village Homestays: Perception and Preference for Sustainable Tourism Development
No full textUrban travelers (Millennials and Gen Z) usually think about both the location and the kind of lodging when making travel plans. At the same time, many choose traditional hotels, including homestays. The study aimed to (1) identify the demographic characteristics of urban travelers interested in tourist village homestays, (2) explore their perceptions of staying in these homestays, (3) measure their level of interest in choosing homestays for rural tourism, and (4) analyze the influence of these perceptions on their interest in homestays. This research used an explanatory sequence mixed-methods design. The sampling technique used was purposive sampling with the following criteria: 1) Gen Z and Millennials. 2) Reside in urban areas. 3) Have visited places in rural areas. The statistical analysis results showed a strong and positive relationship between urban tourists’ perceptions of homestays in tourist villages and their interest in staying overnight, with a correlation coefficient value of r = 0.778. The perception of urban travelers who are interested in homestays has an influence of 60.5% on their interest in staying at a homestay. The statistically significant correlation supports the hypothesis that perception significantly shapes the urban traveler’s preference
Drivers of Artificial Intelligence (AI) Adoption in Tourism Companies: An Empirical Study of Technology Acceptance Model (TAM) Theory
No full textCompetition among AI providers is intensifying, with each offering its own unique features to users. This study aims to examine AI usage behavior among tourism companies. Two variables, perceived ease of use (PE) and perceived usefulness (PU) are used to measure their influence on intention to use (ITU) and actual use (AU). Respondents in this study were AI users from tourism companies, who are increasingly using AI to help generate engaging and relevant marketing content. The sample size was 225, determined using a purposive sampling approach. The research data was processed using a Structural Equation Modeling (SEM) approach with SmartPLS software. The research findings indicate that both independent variables, PE and PU, influence ITU and AU, both directly and indirectly. This finding confirms previous findings, which showed that the perceived usefulness of using AI technology is the strongest variable influencing intention to use AI by tourism companies. This research contributes to AI providers’ understanding of user needs in the tourism sector, enabling them to develop more tailored products or features. Furthermore, the study results provide strategic guidance for tourism companies in adopting AI to improve operational efficiency, customer experience, and business competitiveness. Theoretically, this study broadens the understanding of the determinants of AI adoption in the tourism industry and opens up opportunities for further research related to digital innovation in the service sector
Bridging the Gap: Assessing Tourism Interpretation Training Needs Among Farm-to-table Operators in Aquaculture Settings
No full textFarm-to-table is a form of food tourism that offers opportunities for engaging experiences by connecting visitors to sustainable food production. Effective tourism interpretation is critical for farm-to-table operators to build this connection and eventually enhance visitor understanding and satisfaction. This study assesses the training needs for tourism interpretation among farm-to-table operators in Batu Kumbung Village, West Lombok, an emerging land-based aquaculture tourism destination. A qualitative empirical approach with a circular, flexible process is used in this research, involving surveys to evaluate the operators’ self-perceived interpretive skills, direct observations during a trial program, and in-depth interviews focusing on challenges and training priorities. Findings reveal significant gaps not only in interpretive techniques, thematic content development, and audience engagement strategies but also in fundamental communication skills, including English proficiency. These challenges limit operators’ ability to effectively deliver aquaculture narratives and engage diverse visitor groups. The study contributes to the development of interpretive training foundations in rural tourism by integrating established frameworks (such as Tilden’s principles) with grounded insights from farm-to-table aquaculture context, an area still underexplored in tourism research. It proposes tailored, hands-on training modules that integrate language support with interpretive content, aligned with sustainable tourism principles. By bridging these gaps, the research helps enhancing the capacity of local operators to deliver meaningful and accessible tourism experiences, supporting sustainable development in growing aquaculture tourism destinations
The Potential of Pilgrimage Tourism in Pringsewu, Lampung
No full textReligious tourism is a vital segment of the global tourism industry. These destinations not only offer spiritual guidance and fulfil religious needs, but also serve as rich sources of cultural and historical knowledge. This study explores Catholic pilgrimage tourism in Pringsewu, Lampung, with a focus on two main religious destinations: The Sanctuary of the Holy Mary in Padang Bulan and the Tomb of Mgr. Albertus Hermelink Gentiaras, SCJ. Employing a qualitative approach through field observation, interviews, and document analysis, the research examines the roles of local communities and visitors in shaping the dynamics of pilgrimage tourism. Findings reveal that both sites serve not only as spiritual centres but also as social spaces, contributing to environmental conservation, local economic empowerment, and interfaith dialogue, thereby enhancing religious identity. Challenges identified include limited promotional strategies. The study highlights the importance of integrating spiritual values with community-based tourism strategies and environmental conservation to ensure the sustainability of Catholic pilgrimage tourism in Pringsewu, Lampung
Destination Branding of Rural Cultural Tourism in Guilin, China: A Qualitative Approach
No full textDestination branding facilitates the sustainable development of rural cultural tourism. However, some obstacles are keeping it from culturally sustainable development. These barriers cover inconsistencies in brand management, inefficient cultural narratives in brand personality, and insufficient culturally sensitive design in brand marketing. This study explores a characteristic model of constructing rural cultural tourism from the theory of destination branding. The methodology of this research consists of semi-structured interviews and documentary investigations from the stakeholders’ perspective on destination brand building of rural cultural tourism, through in-depth interviews with local authorities, local communities, cultural tourism operators, and tourists, combined with theoretical dimensions of destination branding, which includes brand management, brand personality, and brand marketing. Research findings show that destination branding is crucial to rural cultural tourism. Brand management is effectively fulfilled by engaged stakeholders’ shared understanding of rural cultural tourism branding. Agricultural Cultural Intellectual Property (IP) addresses irreplaceable cultural elements as brand personality. Cultural narratives offer innovative approaches to expand brand marketing. Theoretical and practical implications for rural culture tourism are further discussed
Analysis of Feminist Representation on the Instagram Account @Magdaleneid
No full textPatriarchal structures have historically relegated women to subordinate positions, prompting the emergence of feminist movements that contest these norms and advocate for gender equality. The Instagram account @Magdaleneid functions as a digital platform that consistently addresses feminism, social justice, and human rights from an intersectional and educational standpoint. This study employs Teun A. van Dijk’s critical discourse analysis, focusing on the dimensions of text, social cognition, and social context. Data collection involved observation, literature review, and documentation of @Magdaleneid posts exemplifying feminist representation. This study identified three primary dimensions that influence feminist representation. The text dimension analyzed linguistic structures in posts, including narratives that contest patriarchal authority and hashtags such as #MeToo and #PerempuanBersuara. The social cognition dimension encompassed the perspectives of both the account administrator and the audience with a focus on gender equality and critique of sexual violence, particularly in high-profile cases involving women. The social context dimension demonstrated how @Magdaleneid’s posts affect patriarchal culture in Indonesia and illustrate the role of social media in feminist advocacy. The account regularly addresses issues such as femicide, women’s reproductive rights, and solidarity campaigns, providing alternative narratives that challenge prevailing perceptions of women
Algorithmic Intimacy: How Platform Curation Shapes Emotional Expression in Gen Z
No full textThis study examines how algorithmic curation on platforms such as TikTok, Instagram, and X shapes the emotional expressions and perceived intimacy of Generation Z. While Gen Z’s digital fluency and identity performance have been widely discussed, less is known about how emotions are cultivated and managed within algorithm-driven environments. Based on ethnographic data collected between February and June 2025, this research analyzes how curated content feeds influence users’ emotional engagement through mechanisms such as FYP recommendations, “relatable” emotional trends, and public digital confessions. Findings show that Gen Z’s emotional expression is increasingly performative and tailored to platform logics, where visibility and virality determine social relevance. Practices such as sad posting, oversharing, and humorous self-deprecation illustrate a new form of algorithmic intimacy a technologically mediated sense of closeness shaped by algorithmic curation rather than interpersonal connection. The study concludes that algorithms act as affective infrastructures that organize public online and shape how Gen Z experiences emotional intimacy, belonging, and validation. These insights advance understanding of digital affect and platform culture while offering practical implications for educators, mental health professionals, and policymakers concerned with emotional literacy in online youth communication
Generative AI in Conflict Resolution to Enhance the Creativity of Gen Z Students
No full textThis study addresses the challenge of enhancing conflict resolution and creativity skills among Generation Z students in the digital age. It aims to explore how generative AI can be integrated into controversial issue-based learning to strengthen critical thinking, empathy, and creativity. Using a mixed-method approach with a quasi-experimental design and exploratory case studies involving Social Studies Education students at Surabaya State University, the research demonstrates that generative AI not only improves students’ understanding of social conflict dynamics but also enhances their ability to design reflective, ethical, and contextual solutions. Findings highlight that AI creates a safe, interactive, and transformative learning environment. The study recommends the strategic integration of generative AI with humanistic approaches and local wisdom in higher education curricula to develop creative, inclusive, and resilient learners in addressing contemporary social challenges
Cultural Awareness and Megalithic Heritage: Exploring Gen Z Students' Perspectives
No full textThis study discusses Generation Z students’ perception of megalithic heritage concerning cultural awareness in higher education, especially among non history and non social science students at Universitas Negeri Malang. The research sample, consisted of 156 people, was gained through an online questionnaire comprising 10 closed-ended questions, and was later treated with descriptive analysis. In conformity with the guidelines set for the exploration, figures have not been reported as numerical data but understood qualitatively through conceptual interpretation of their meaning, thus leading to the emergence of a very interesting paradox at the heart of this study. On one hand, overwhelming recognition that megalithic heritage is a part of Indonesian cultural identity is expressed by 85.3% supporting efforts toward its preservation by 93.6%. On the other hand, only 36.5% could name specific sites, and even fewer had visited them (only 28.8%). Most wished to include this material in the university curricula, with 78.8% falling in this category. Around 87.8% opined that digital technologies, such as virtual reality (VR) and augmented reality (AR), might be possibilities for motivational support. Consequently, considerable symbolic recognition of megalithic heritage does not correspond to real knowledge and personal experience, but can potentially enhance motivation for learning. As a result, considerable symbolic recognition of megalithic heritage does not align with actual knowledge or personal experience
Transformation of Islamism to Post Islamism Adaptation of Political Islam in Indonesia: Anis Matta's Political Thought Study
No full textPost Islamism studies have focused more on political parties; not many post Islamism studies have discussed the field of thought of a figure who comes from the political Islamic movement. The object of study in this research is the post Islamism thoughts of Anis Matta. Post Islamism is the adaptation of political Islamic groups in a democratic system, accepting democracy as a political system that can be used by Muslims to fight for their aspirations and political interests. The research method used is a literature study, collecting information relevant to the topics and problems studied. The information was obtained from books, articles, media news, and research journals. The results of the research on Anis Matta’s thoughts are that Islamic politics is not just the presence of the existence of political parties, but in the form of a civilization movement. The political Islam project is the revival of civilization. The democratic system, although not born from Islamic civilization, can be used by Muslims as one of the arenas of struggle in fighting for Islamic values in state politics. The empowerment of civil society according to political Islam is based on the values of freedom, humanity, and human rights. Anis Matta’s thoughts deconstruct the understanding of the Islamic state, that being called an Islamic state does not have to be in the form of a caliphate as before, but the state provides happiness to humans perfectly. The conclusion of this study is that Anis Matta has modified his political thoughts and practices from being initially Islamist to post Islamism