Integgration of the Structural Equation Model Partial Least Square (SEM-PLS) and ANFIS neuro-fuzzy approach for creating a local wisdom-based tourism development model, case study of the Prabu Siliwangi tourist attraction, West Java, Indonesia

This commentary critically examines the integration of smart tourism technologies within the tourism and hospitality sectors, focusing on their role in enhancing tourist experiences and operational efficiencies. Through a multidisciplinary approach encompassing a literature review, case studies, and empirical data analysis, the analysis adopts a constructivist perspective to explore tourists’ subjective experiences with technology. It highlights significant personalization, efficiency, and sustainability advancements while acknowledging challenges related to digital infrastructure and privacy concerns. Advocating for a balanced and sustainable approach that respects environmental integrity and cultural heritage, the commentary concludes with recommendations for future research on the socio-economic impacts of smart tourism, ethical data usage, and the adaptation of technologies to diverse contexts. It calls for increased investment in digital infrastructure and stakeholder collaborative efforts to promote sustainable and inclusive tourism development.

Image destination engagement from a cultural perspective—A neuromarketing approach for a Spanish-German study

The importance of the image of the tourist destination in the communication and marketing of a tourist destination is beyond doubt. For this reason, numerous studies address these issues. However, not so many do so from the perspective of the emotion the receiver feels, which is why this study deals with analyzing the emotion generated in the receiver through neuromarketing techniques and measuring the level of engagement felt. As a fundamental part of this study, we added the variable of cultural differences, both generically and specifically for gender and age. We are mainly guided by the theories of Life Cycle Theory and Generational Theory to analyze age differences. At the same time, gender differences are approached from the Gender Role Theory. The sample comprises one hundred individuals with apparent cultural differences, one sample of German origin and residence and the other of Spanish origin and residence, 50/50. We approached the study from the point of view of the emotion felt by the receiver of the message based on ten neuromarketing techniques (EGG) and ten images used by a famous tourist destination known in both countries. The results suggest that not only are there differences in the emotion felt after viewing images of a tourist destination, but that these differences are also explained by cultural background, gender, and age.

Integgration of the Structural Equation Model Partial Least Square (SEM-PLS) and ANFIS neuro-fuzzy approach for creating a local wisdom-based tourism development model, case study of the Prabu Siliwangi tourist attraction, West Java, Indonesia

Agus Yadi Ismail, Sri Ayu Andayani, Mai Fernando Nainggolan

Article ID: 2494
Vol 4, Issue 2, 2023

DOI: https://doi.org/10.54517/st.v4i2.2494

Received: 3 October 2023; Accepted: 7 November 2023; Available online: 21 November 2023; Issue release: 30 December 2023

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Abstract

Tourism has become one of the most important economic sectors in Indonesia. Indonesia, with its natural wealth, culture, and historical heritage, has attracted the attention of tourists from various parts of the world. One of the provinces that has great potential for tourism development is West Java. The purpose of the research is to formulate a tourism development model based on local wisdom in the tourism location of Prabu Siliwangi. The analysis method used in this research is the use of Structural Equation Model Partial Least Square (SEM-PLS) and ANFIS neuro-fuzzy analysis. Composite reliability above 0.7 GoF value of 0.725 means that the model is very good (has a high ability) in explaining empirical data. The accuracy of the model produced is 97.1% which shows that the input data in the model can represent the real data in the field.

Keywords

strategy; development potential; tourist attraction; local wisdom; King Siliwangi

References

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