Authors:Witsathit Somrak, Rathirat Khaewmesuan Pages: 1 - 13 Abstract: The COVID-19 outbreak has caused an unprecedented health crisis, had a significant economic impact on many worldwide sectors and transformed the tourism sector to unprecedented levels. Also, create new challenges and new development paths. The main findings show that online information sources gained weight over consulting friends and relatives. Except for specialised and advisory services, a significant advance in digitisation is expected, where online platforms will displace physical travel agencies. Additionally, technologies such as applications, e-payment, online check-in/out, and artificial intelligence (AI) may play an increasingly important role in the long term. Each trip is a self-organised “traveller” who fewer purchases a journey from the tour service provider “tourist”. Natural-based tourism, such as slow tourism, eco-tourism and adventure tourism, becomes the primary tourism forms. Marketing and promotional communications in safety, flexibility and hospitality that emphasise the understanding of personal risk and epidemic prevention stimulate the interest of tourists’ “tourists’ motivation”. PubDate: 2022-12-30 DOI: 10.5614/ajht.2022.20.3.01 Issue No:Vol. 20, No. 3 (2022)
Authors:Nidhi Nidhi, Rajib Lochan Dhar Pages: 14 - 33 Abstract: Pandemic COVID-19 has placed an unforeseen and unparalleled challenge to organizations worldwide. In an attempt to mitigate its consequences, the organizations have resorted to specific measures and adopted new mechanisms for their survival. This research encompasses a review of available literature on the “organizational responses to the COVID-19” focusing hospitality sector. It also assesses the impact of responsive measures on hospitality employees. Lastly, it addresses the new agendas for future research. Through a detailed assessment of data collected from 50 articles, the study explores the structural and functional changes introduced by the organizations to combat the challenges posed by outbreak of Pandemic COVID-19 and reviews the association between workplace response, including employees in the hospitality sector. PubDate: 2022-12-30 DOI: 10.5614/ajht.2022.20.3.02 Issue No:Vol. 20, No. 3 (2022)
Authors:Punit Moris Ekka, Balamurugan Annamalai Pages: 34 - 51 Abstract: The work systematically reviews the articles published on sustainable tourism during the COVID-19 pandemic. The paper focuses on the current state of knowledge on sustainable tourism, identifies the relevant opportunities for successful implementation and development of sustainability in the tourism industry and gives future directions. Scopus and Web of Science databases were searched, and 184 papers were identified from 2020-to 2021. Each article was evaluated for the study's objective, the data collection steps, the data synthesis process, and the quality measures. The systematic review findings show an increasing interest in research on sustainable tourism adoption post-COVID-19 pandemic in the tourism industry. This is the very first article, which synthesises the published literature on sustainable tourism during COVID-19 pandemic, through Systematic Literature Review method. Our findings indicate that the applications of sustainability in tourism have been focused on all the tourism industry stakeholders. The study will be helpful to predict the extent of current and potential future pandemic effects on the tourism industry. It will also be beneficial for practitioners and policymakers to design new policies aimed at operational sustainability and capacity building of the tourism industry as an active recovery policy for counter-attacking the impact of COVID-19 on tourism. PubDate: 2022-12-30 DOI: 10.5614/ajht.2022.20.3.03 Issue No:Vol. 20, No. 3 (2022)
Authors:Boishampayan Chatterjee, Rimi Moitra Pages: 52 - 64 Abstract: This paper attempts to measure the relative importance of cognitive and affective factors in the context of hotel service satisfaction. Although the literature talks about the relative influence of cognitive and affective factors on satisfaction, it is generally mute on the “Impact Overlap” that may exist due to the simultaneity of the influence. The confoundedness created by this impact overlap is the research gap, which this paper tries to disentangle. Principal Component Analysis has been used to construct cognitive and affective indices based on the factors identified from the previous literature. The relative importance of the cognitive and affective factors that a consumer considers while deciding to stay in a hotel is assessed using regression analysis. Our findings from the regression analyses suggest that cognitive factors such as infrastructure and location significantly increases customer service satisfaction. Amongst the affective factors, personalization and word of mouth have a significant positive impact on service satisfaction, even after controlling for brand name. Furthermore, results from the regressions testing the interaction effect of cognitive and affective factors reveal that for customers valuing affective factors, the impact of cognitive factors on satisfaction is relatively less. However, the converse is not necessarily true. This finding therefore implies that affective factors play a relatively important role than cognitive factors in deriving service satisfaction. PubDate: 2022-12-30 DOI: 10.5614/ajht.2022.20.3.04 Issue No:Vol. 20, No. 3 (2022)
Authors:Ni Ketut Wiwiek Agustina, Made Dewinda Yudi Astari Pages: 65 - 76 Abstract: Travel behaviour will drive a trend in the tourism industry. Microtrends are fast-moving trends that impact destinations, hotels, attractions, and other businesses in the travel industry. Travel behaviour changes based on several factors; one of these factors is generation. These changes will occur as Gen Z travel patterns continue to evolve. This study aims to answer the characteristics, travel behaviour, and how the travel microtrends of Gen Z in Bali shape the present and future. The research method used qualitative with an exploratory study approach. Literature reviews, observations, and interviews are used to collect data. This study found that Gen Z will prioritise health factors, both environmental and mental health in the future. The study also found that Gen Z favours sustainable accommodation. PubDate: 2022-12-30 DOI: 10.5614/ajht.2022.20.3.05 Issue No:Vol. 20, No. 3 (2022)
Authors:Fajra Farhan Ekadj, Mahawan Karuniasa Pages: 77 - 88 Abstract: This research takes a case study in a cultural heritage tourism area on Onrust Archaeological Park by taking into account the role of local communities. Tourism is an important sector in increasing the economic growth of a country or region. This study aims to improve the welfare of local communities by prioritizing ecotourism aspects. The researcher used a qualitative descriptive analysis approach with data collection in the form of document studies, observations, and semi-structured interviews. This approach is considered appropriate in analyzing, describing, and summarizing the conditions of tourism and the people who work on the Onrust Archaeological Park. In this study, the researcher found that the welfare of the working community can be influenced by 2 reasons, namely, the number of tourists and the availability of contract workers. Ecotourism is believed to be an alternative way to increase the number of tourists and the income of the people working on Onrust Archaeological Park. PubDate: 2022-12-30 DOI: 10.5614/ajht.2022.20.3.06 Issue No:Vol. 20, No. 3 (2022)
Authors:Priya Bai, Muhammad Muzamil Sattar, Vijay Kumar Pages: 89 - 108 Abstract: Current theory in tourism marketing lacks understanding of how businesses signal trust to consumers to make destination-based choices. The present research investigates the role of E-WOM, destination image, familiarity, and trust (as mediator) in destination choice from signaling theory perspective. The theory suggests that there is asymmetric information between the receiver and sender which can be resolved by communicating various positive signals. This study aims to test interrelationships among these variables on destination choice. A random sample of 382 consumers having experience of travelling to the northern areas of Pakistan participated in this study. Data was analyzed through SmartPLS. The research findings highlight relationship among factors which plays a significant role for destination choice. The findings further indicate that destination trust act as a positive signal for consumers which in turn influences their destination choice (consumer perceive). Furthermore, for tourists visiting northern areas of Pakistan positive E-WOM, destination image and familiarity create signals to influence destination trust. Implications of the findings for theory and practices are considered along with future research directions. PubDate: 2022-12-30 DOI: 10.5614/ajht.2022.20.3.07 Issue No:Vol. 20, No. 3 (2022)
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