Proceedings of the International Conference on Hospitality and Tourism Management

SUSTAINABLE CULTURAL HERITAGE TOURISM IN HUE CITY, VIETNAM: FOCUSING ON NGUYEN DYNASTY CEREMONIES

Thi Thanh Nga NGUYEN — 2024-12-27

Hue, the singular former capital of Vietnam, remarkably preserves its royal architectural integrity and a wealth of unique, culturally rich traditional ceremonies. In the specific context of Thừa Thiên Huế Province in Vietnam, the UNESCO recognition of its cultural heritages has the potential to transform the region into a global heritage city. For several decades in the 20th and 21st centuries, Hue has consistently emerged as a pivotal center of tourism in Vietnam. This study delves into the realm of cultural heritage preservation and interpretation, with a keen focus on identifying Hue's intrinsic cultural elements. The objective is to foster sustainable and systematic development of cultural heritage tourism in this UNESCO-acclaimed eight heritages city. Employing a globally recognized value-based approach to heritage conservation and enhancement, the paper methodically employs qualitative research methodologies. These include a comprehensive literature review, analysis of diverse documentary sources (both official and private), semi-participatory observation, in-depth interviews, and field studies. The findings illuminate the profound influence of religious and spiritual values in shaping Hue’s cultural identity and directly impacting the urban planning, architectural design, and functional aspects of the city’s edifices. The research thereby lays a scientific groundwork for developing strategies in cultural heritage tourism; it is anchored in a comprehensive narrative centered on the ceremonial practices of the Nguyen Dynasty, with a particular emphasis on the Nam Giao Sacrifice. This exploration not only reinforces the cultural significance of Hue but also charts a course for its future as a beacon of cultural heritage tourism.

INTEGRATING ISLAMIC CULTURAL AND RELIGIOUS VALUES INTO TOURISM DEVELOPMENT IN GCC COUNTRIES: CHALLENGES, OPPORTUNITIES, AND CASE STUDIES

Ziaurrahman Azmi — 2024-12-27

This study examines the impact of Islamic values on the tourism industry in Gulf Cooperation Council (GCC) countries, highlighting the balance between promoting tourism growth and preserving religious and cultural traditions. It explores how Islamic principles are incorporated into tourism policies, infrastructure, and visitor experiences, with specific attention to case studies from Saudi Arabia, UAE, Oman, Qatar, and Kuwait. The research employs a qualitative approach, using thematic analysis and case study methodologies, to provide a nuanced understanding of the challenges and opportunities in integrating Islamic values into tourism. Key themes include cultural preservation, community engagement, and sustainable development, offering strategic insights for policymakers and industry stakeholders. This paper contributes to the growing field of Islamic tourism by proposing a practical framework that aligns economic growth with cultural and religious authenticity, ensuring a sustainable and inclusive future for tourism in the GCC.

A CROSS-GENERATIONAL INVESTIGATION OF TOURISM DECISION-MAKING ON SOCIAL MEDIA: IMPLICATIONS FOR MARKETING AND DESTINATION MANAGEMENT

Rullyana Puspitaningrum Mamengko — 2024-12-27

This study examines the generation's impact on tourists’ decision-making characteristics when selecting a tourist destination through social media platforms. The target group for this study consists of those who utilize social media platforms to gather information about tourist destinations before choosing to visit. A non-probability sampling approach, using a purposive sampling method derived from a survey administered through a questionnaire, was used to collect primary data from 338 respondents across generations. Data were analyzed using SPSS 29 and Manova, followed by post-hoc tests (Bonferroni and Games-Howell). The measurement of tourists’ decision-making process incorporates various factors, including Cultural Influence, Social Influence, Personal Characteristics, and Psychological Factors. In addition, Marketing Influence was also considered. The results revealed that the variable Generation significantly influences Cultural Influence, Social Influence, Personal Characteristics, Psychological Influence, and Marketing Influence simultaneously and partially. In particular, when considered separately, Generation has a significant impact on Cultural Influence, Social Influence, Personal Characteristics, Psychological Influence, and Marketing Influence. This study contributes to the existing body of knowledge by providing insights into the impact of generation on tourists’ decision-making characteristics and its implications for tourism marketing and management. These findings highlight the importance of considering generational differences when developing social media strategies to engage tourists and understanding how these differences shape the tourism decision-making process. This study enhances the ability of destination marketers to engage tourists and promote their travel products and services. Theoretical contributions of this study include understanding how generations influence tourism destination decisions, exploring the role of cultural, social, personal, psychological, and marketing factors in tourist decision-making, and highlighting the significance of social media in destination marketing. Managerial contributions include suggestions for tailoring marketing tactics to visitors’ interests and social connections, understanding existing and prospective tourist personas, and prioritizing digital media in tourism destination management.

EVALUATING COMPLIANCE AND SUSTAINABILITY IN POTENTIAL ECOTOURISM SITES IN AKLAN: INSIGHTS FOR POLICY

Tonylen De Jose — 2024-12-27

This Study explores the role of ecotourism in Aklan, focusing on its societal impact, the importance of monitoring and evaluation, and compliance levels at ecotourism sites monitored by the Department of Environment and Natural Resources (DENR) and the Provincial Tourism Office of Aklan. Aligned with Sustainable Development Goal (SDG) 15, the research assesses adherence to ecotourism standards across potential ecotourism sites in Aklan, emphasizing sustainability. Using a mixed-methods approach, data were collected through surveys and interviews with Tourism Officers, Barangay Captains, locals, and tourists from seven municipalities. The Ecotourism Tracking Tool, developed by the Department of Environment and Natural Resources (DENR) in collaboration with the Department of Tourism (DOT) and other relevant stakeholders, with eight standards, was used for site assessments. Findings revealed that the participant demographic was predominantly local, educated, and female. Compliance with ecotourism standards was moderate, with gaps identified in waste management and environmental education. Statistical analysis showed a significant correlation between compliance and the implementation of best practices, such as community involvement and sustainable resource management. Challenges included inconsistent enforcement of regulations, limited monitoring capacity, and the need for coordination among stakeholders. However, best practices, particularly in community-based tourism, were identified as key drivers of sustainability, environmental conservation, and local economic benefits. The Study provides insights into the enhancement of monitoring by the DENR and strategies by the Department of Tourism (DOT). It offers a foundation for policy recommendations to promote Aklan’s sustainable development as an ecotourism destination and improve its global competitiveness.

DANCE FOR CULTURAL SUSTAINABILITY: INDIGENOUS ECO-TOURISM AT ANNAH RAIS LONGHOUSE IN SARAWAK, MALAYSIA

Premalatha Thiagarajan — 2024-12-27

This study foregrounds dance as a key promoter of indigenous tourism through the narratives of living artists at the longhouse of the Bidayuh community in Annah Rais. Annah Rais longhouse is located in Padawan, in the east Malaysian state of Sarawak, about 65km from the capital city of Kuching. This longhouse is designated as the eco-tourism site, hence, community-based tourism and cultural performances such as music and dance intertwine in this site to promote indigenous or ethnic culture and perpetuate Bidayuh identity while helping the community to improve income through arts-based tourism. This is a qualitative study that focuses on ethnography. This study draws data from fieldwork, especially through observations and interviews with key people in the longhouse to examine how indigenous dances contribute to both economic empowerment and the preservation of cultural heritage. The Bidayuh culture is epitomized by the Brangi Ba’uh (eagle dance), a pride of the Land Dayak community. It is presented as a welcoming dance, followed by the participatory dance, Samah Brangi (also called as the long dance). This study articulates that dance is not only a crucial element to boost eco-tourism as it stands as an attraction for day tours and homestays, but also a medium for cultural transmission and community engagement. Although sustainability is being threatened by the aging population of artists, migration of younger generations to urban cities, the risk of cultural misrepresentation, Annah Rais continues to persevere through various strategies. This research will show that the indigenous tourism’s survival in Borneo depends a large part on the preservation of arts and culture. Presenting “original” ethnic dances is vital role in this process, a significant finding that has been ignored in existing scholarships.

ANALYSIS OF RESILIENCE RESEARCH IN THE FIELD OF TOURISM

Tülay Polat Üzümcü — 2024-12-27

Recent disruptions such as natural disasters, economic crises, and the COVID-19 pandemic have significantly increased interest in resilience studies and resilience has emerged as a prominent topic within the realm of tourism and hotel management literature. In this context, the study aims to conduct a bibliometric analysis of articles focusing on resilience across six of the most influential SSCI-indexed tourism journals. The database of these journals was searched using keywords such as "Resilience, Resilient, and Resiliency". Data retrieval was facilitated through the ZOTERO program, and articles were subsequently ranked based on their frequency using the ATLAS.Ti program. These data were then transferred to Excel, and 133 articles appearing more than 10 times were selected. The findings indicate a surge in the popularity of resilience-related articles in tourism and hospitality literature, largely attributable to the COVID-19 pandemic and subsequent crises, and the highest number of articles is in the IJCHM journal. When the articles are examined according to the methods used on a journal basis in the research, it has been seen that the number of articles on resilience made with bibliometric methods (% 3, 9) is quite limited. Within the scope of the research, the articles on resilience are largely firm-centric and it is understood that the studies conducted mostly focus on tourism businesses and their employees, while destination or community-centered studies are more limited. Also, from the research findings, it is possible to say that the articles in these journals are more focused on employee level, and human and psychological capital. In addition, it is understood that the articles are mostly reactive and there are a limited number of proactive resilience articles. As a result of the bibliometric analysis, while conceptual studies and individual-level research, there exists a notable gap in bibliometric research at the organizational and destination levels.