ASEAN Journal on Hospitality and Tourism

Does the Occurrence of a High-Impact Temporary Incident Disrupt the SERVQUAL Model? Evidence from the Indian Hospitality Industry

Mafruza Sultana — 2025-04-30

The occurrence of COVID-19 made the authors seek to find out if the SERVQUAL model holds good during high-impact temporary incidents or if adding new dimensions can improve the satisfaction prediction. The motive of this research is to observe how the five dimensions of the SERVQUAL Model play out during an unusual high-impact temporary event like the COVID-19 pandemic to measure customer satisfaction, and if the COVID protocol measures adopted by the hospitality industry have any impact on the relative importance of the SERVQUAL dimensions on the overall satisfaction of the customers. This study conducted an online survey to gather relevant information. The researchers identified a select group of respondents using the non-probability sampling technique. This work used the Partial Least Squares (PLS) modeling technique to measure customer satisfaction. Adoption of COVID protocols significantly impacts customer satisfaction. Even when the hotel strictly follows the COVID protocols, the empathy and responsiveness shown by the hotel staff and the assurance guaranteed by the hotel about the safety and well-being of the customers have significantly contributed to improving customer satisfaction. The authors found that SERVQUAL as a model stood firm even during a high-impact temporary incident with a negligible increase in R²value when the hotel industry adopted a new dimension specific to COVID-19 precautions.

Identifying Effective Halal Attributes for Muslim Tourists in Japan: Perspectives from Supply and Demand

Anil Ghimire — 2025-04-30

Halal tourism is growing for Muslim and non-Muslim destinations due to Muslim population growth. Halal tourism is harder in non-Muslim countries due to cultural differences. Previous research investigated halal attributes from the perspective of the demand side. This study investigated Japan's halal attributes from the perspectives of supply and demand, as perceived by destination Muslim residents and Muslim tourists, thereby promoting halal tourism in non-Muslim destinations. The viewpoints of Muslim residents identified four important halal attributes: supportive infra and service, social environment, halal food and beverage, and specific facilities and amenities. The effectiveness of these attributes was confirmed by 253 Muslim tourists. It was found that the success of a non-Muslim destination in halal marketing is contingent on partial halal resources and well-managed indigenous resources.

Botanic Garden Tourism: An Implementation of Sustainability Principle through Tourism Private Partner Collaboration in Bogor Botanic Garden

Ulfi Maranisya — 2025-04-30

All tourism activities in the botanic garden should support its primary function. Tourism activities in botanic gardens are required to maintain the sustainability of botanic gardens as plant ex-situ conservation. Since 2021, the private sector has managed tourism in the Bogor Botanic Garden. The importance of evaluating the sustainability of ecological/environmental, socio-cultural, and institutional aspects in the Bogor Botanic Garden after private partners manage the tourism. The research method uses Multidimensional scaling RAP-Sustourism. The research informants include the private sector, the government, and academia. The ecological/environmental dimension, with a score of 75.25%, is in good or very sustainable status. The socio-cultural dimension, with a score of 56.40%, has a reasonably sustainable status. The institutional dimension with a score of 48.69%, is less sustainable. The tourism personnel training program and sustainable tourism rules should be available at the Bogor Botanic Garden. This can control the tourism concept developed in the Bogor Botanic Garden. The Bogor Botanic Garden needs tourism human resources who understand botanic gardens and their plant collections.

An Investigation on the Crisis Management Practices of Boutique Hotels and Villas in Sri Lanka: Lessons from the COVID-19 Era

Vageesha Rajapakse — 2025-04-30

This study investigates the key crisis experiences and coping management strategies adopted by boutique hotels and villas in Sri Lanka with specific reference to the coronavirus (COVID-19) pandemic and the subsequent economic downturn era in Sri Lanka. A qualitative research method was adopted in conducting the study. Data was gathered using eight semi-structured interviews targeting general managers of registered boutique hotels and villas in Sri Lanka, selected through the snowball sampling technique. The thematic analysis was conducted to extract the main ideas from the transcripts. The study's results revealed infrastructural discrepancies, strategy risk, and distorted supply chains as three key crisis experiences encountered by boutique hoteliers in Sri Lanka during the period under study. Three key coping strategies were discovered as those predominantly used by boutique hoteliers during the crises, stressing the importance of product diversification, marketing efforts, and revamping supply chains. This study urges hoteliers to enhance crisis resilience through strategic adjustments, including restructuring supply chains via local partnerships for authenticity and cost benefits. It also raises caution to governments, emphasizes proactive planning for national resilience, especially in infrastructure, and advocates for active government involvement/participation in the tourism sector.

Sustainable Tourism through the Tri Hita Karana Concept

Kadek Diana Agustini Putri Subrata — 2025-04-30

This study examines how the implementation of the Tri Hita Karana (THK) concept can support sustainable tourism. The participants for this study were selected using a purposive sampling technique. Data collection was conducted through observations and interviews. The data analysis method employed qualitative research techniques, including transcription, data reduction, data presentation, and drawing conclusions. The results of this study reveal that Anantara Uluwatu Bali Resort has successfully implemented the THK concept, as evidenced by the fulfillment of all indicators related to Parhyangan, Pawongan, and Palemahan. However, several indicators within the Pawongan and Palemahan aspects have not been fully optimized. These include the relationship between internal employees and management within the hotel, as well as the company's involvement in environmental conservation efforts. Based on these findings, this research suggests that further development of the Pawongan (human) and Palemahan (environmental) aspects is necessary to support sustainable economic, social, cultural, and environmental tourism.

Negotiating the Waves and Tides of Life: Challenges, Opportunities, and Coping of Skimboarders in Dahican, Mindanao, Philippines

Chris Lloyd A. Ceniza — 2025-04-30

Employing qualitative methods, particularly phenomenological research designs, this study explored the lived experiences and coping strategies of skimboarders in Dahican, Mindanao. Studies have shown varying effects of ecotourism on locals. In this study, the result shows the existence of affirmative and negative effects of tourism. Skimboarders faced physical struggles in learning the sport due to its technical difficulty, high temperatures, and exhaustion. On the emotional and psychological struggles, dealing with unforgiving tourist who treats them as mere commodities or human beings being paid to serve at their disposal. The wanton abuse of the environment, where tourists are inconsiderate of leaving trash anywhere along the coastlines. On the other hand, the result also showed an affirmative effect on skimboarders. Among these were livelihood chances. The tourism industry provides income for skimboarders through tutorials, and these fees are used for their daily expenses. Further, improved interpersonal relations also appeared. By dealing with tourists, skimboarders developed their skills in customer relations. Lastly, they improved their advocacy for the environment through marine life protection. Coastal clean-ups and the development of turtle hatcheries increase their love for the environment, especially the sea. The result of this study greatly contributes to the growing knowledge and literature on the lives of skimboarders by understanding their opportunities and challenges.