Articles

Crisis survival strategies: how a hotel survives during the Covid-19 pandemic

Purpose: This study identified and explored the strategies developed by a four-star hotel in Central Java Province - Indonesia for surviving the Covid-19 pandemic. Methodology: This qualitative study collected data from an in-depth interview with the hotel’s Head of FO Department, which were analyzed inductively. Results:  The hotel focused its survival strategies on four areas or aspects, including organizational targets, human resources, products and services, and marketing communication. Limitation: This study is limited in two ways, i.e. data collection method and the number of informants. Contribution: This study contributes to enriching the strategies for mitigating the disastrous impacts of the Covid-19 pandemic on the hotel business. Keywords: Covid-19, Pandemic crisis, Survival strategies
269-278
Musadad

Innovative human resources management: key competencies expected from hospitality graduates in Ghana

Purpose: The study aimed to determine the key competencies required from hospitality graduates from the hospitality industry perspective. Research Methodology: The study adopted a qualitative research approach. Overall, 43 hotel managers in the Ghanaian hospitality industry were conveniently sampled. Data were collected using a structured survey questionnaire. The study used Statistical Package for Social Sciences (IBM SPSS) version 23 to analysed data collected. Results: Results from the study indicate that the “key competencies” required from hospitality graduates from the industry perspective include good inter-personal skills, innovation and ability to think of new ways of doing things, ability to maintain professional standards, customer-oriented, critical thinking ability, self-motivation, friendly and approachable, good communication skills. Limitation: The study focused only on hospitality employers in Ghana; therefore, findings from the study cannot be generalised to other hospitality employers in different country. Contribution: The study emphasises the need for hospitality educational institutions in Ghana to assess the tourism and hospitality industry's competencies to produce graduates who will fit in the job market. Keywords: Attributes, Employers, Knowledge, Skills
279-291
Vida Commey, Desere Kokt, Johan Hattingh

Antecedents of destination brand experience

Purpose: The tourism sector is the leading sector for Indonesia's foreign exchange earnings. The Indonesian government has established six National Tourism Strategy Areas, including Lake Toba, North Sumatra. Development in the Lake Toba tourist area has been carried out, but it does not automatically bring tourists to visit the Lake Toba Tourism Area. The researcher intended to know the factors of the tourist brand experience in Lake Toba. Therefore, this study aims to confirm the factors obtained from a literature study. Research methodology: The research methodology used is a qualitative study, namely Focus Group Discussion. Participants in the Focus Group Discussion are Government Representatives, Tour Guides, Travel Agencies, and domestic tourists' representatives. Results: The study results should add to the Tourist Self-expression as a new precursor to the destination brand experience. Limitation: The study did not involve hospitality and other relevant governments to gain a broader perspective. Contribution: The results of this study hope to contribute to references for tourism marketing. Keywords: Brand experience, Destination branding, Tourism marketing, Lake Toba
293-303
Miska Irani Tarigan, Arlina Nurbaity Lubis, Endang Sulistya Rini, Beby Karina Fawzeea Sembiring

Consumers' purchase behavior in Bangladesh: green products perspectives

Purpose: This study aimed to identify the influential aspects of consumers' purchase behavior of green products perspectives in Bangladesh. Research methodology: The study was quantitative in nature. The main methodology chosen for this study was the questionnaire survey method (online survey). Primary data were gained through a structured questionnaire survey from 324 Bangladeshi respondents using a seven-point Likert scale from strongly disagree to strongly agree. Data were analyzed by statistical package for social science (SPSS) 25.0. Results: The study results found all the variables are significant with Consumers' green purchase behavior in Bangladesh. As the interpretation of descriptive and regression analyses, Environmental consciousness is the most influential factor in Consumers' green purchase behavior in Bangladesh. Other independent variables like Environmental Responsibility, Environmental Knowledge, Product Quality, Environmental Protection, Social Appeal, Green Advertisement also have positive & significant influences respectively. Limitation: The research was conducted & focused on Bangladesh only, so the study result may not be applicable in any other geographical location. The study was also limited by the sample size of 324 which is not representative of all customers in Bangladesh. There may have other variables except for the variables that are measured in this research. Contribution: The result and analyses of the study will be supportive for the researchers, government, marketing specialist, and business people to gain an insight into Consumers' green buying behavior in Bangladesh and direct them to find out other significant factors related to Consumers' green purchase behavior so that they can formulate their strategies & policies regarding environmental and consumption issues. Keywords: Green product, Green purchase, Consumer behavior, Sustainable product, Environmentally friendly, Green marketing
305-320
Burhan Uddin

Coronavirus pandemic and its impacts on the world’s economy

Purpose: This study is about the coronavirus pandemic and its long-lasting impacts on the world economy. The study's main purpose is to highlight the adverse effects of the Coronavirus on the world's economy and how to mitigate it. Research Methodology: An analytical and descriptive research methodology was conducted to get findings and recommendations. Original material is obtained from primary sources. Information is also taken from books on websites and previous articles on the subject. Results: Precautions and impacts are presented, followed by the recommendations to diminish the effects of Coronavirus. Limitations: The impacts of Coronavirus are not limited to developing countries, but this study has given less focus to developed countries. Contribution: This study is helpful to understand the impacts and redefine the course of actions accordingly. Keywords: Covid-19, Symptoms, Precautions, Economic effect
321-331
Muhammad Suleman Nasir, Muhammad Qayyum Ahsan

Modern dance commodification strategy in tourism promotion (Study on the modern dance community in Kupang city)

Purpose: This study aimed to describe the modern dance commodification strategy in promoting cultural tourism in East Nusa Tenggara Province. Research methodology: The research method used in this research is a qualitative method. Respondents used in this study were 15 people. Data processing was performed using a SWOT analysis. Results: According to the analysis results, the most appropriate strategy for the modern dance community in developing cultural tourism in East Nusa Tenggara is to work together with various parties, create online competitions, innovate with culture, and organize independent events by the dancer community. Limitations: This study only discusses the strategy of the commodification of modern dance in tourism promotion in East Nusa Tenggara. Contribution: This research can become scientific information for students specifically studying tourism. Keywords: Modern dance commodification, Tourism promotion
333-347
Victor C. B. Raya, Rolland E. Fanggidae, Apriana J. Fanggidae