International Journal on Recent Trends in Business and Tourism (IJRTBT)

Mapping Online Food Delivery Servicevis-a- vis Customer Satisfaction and Behavioural Intention: A Bibliometric Analysis

2025-07-16T03:42:44+00:00

Introduction: This study explores the progression of research on online food delivery (OFD) services and their impact on customer satisfaction and behavioral intentions, using bibliometric analysis. Methods: A total of 524 publications indexed in the Scopus database, published between 1996 and January 2025, were analyzed to identify research trends in this domain. The analysis examined various categories, including scientific productivity, total citations, most cited articles, authors, journals, leading institutions, country contributions, co-citations, and thematic mapping. Results: The year 2020 emerged as the most prolific in terms of publications. The most influential institutions were Boston College (US) and Florida State University (US). The United States was the most productive country, contributing 111 publications. The study also identified the top ten most prolific journals in the field, ranked by ABDC, SJR, H-index, and citation scores, along with five thematic clusters. Conclusion: The study visualizes the research patterns, thematic evolution, and influential contributions in the fields of OFD, customer satisfaction, and behavioral intention. It answers five research questions outlined at the outset and provides valuable insights for service providers, policymakers, and practitioners aiming to enhance customer satisfaction and overall experience in OFD services. Limitations: The analysis was limited to the Scopus database and employed only VOSviewer and Biblioshiny software. Future studies could expand the scope by including multiple databases, broader timeframes, and alternative analytical tools. Originality/Value: This paper provides an in-depth examination of OFD services in relation to customer satisfaction and behavioral intentions—an area that has received limited scholarly attention. It also offers practical and theoretical implications for advancing research in this domain.

Role of Digital Media in Promotion of Homestay Tourism: A Study on Mirik in Darjeeling District of West Bengal, India

2025-10-24T05:33:24+00:00

Introduction: Tourism in North Bengal has a unique blend of nature and culture, which is evident in the picturesque locations and local hospitality by the local residents. Homestays not only provide lodging facilities but also provide a glimpse of local hospitality, culture, and cuisine through guest-host interactions. Through homestays, tourists come in close contact with the family members of the homestay owners and get an opportunity to share various diversities. These homestay owners are dependent on tourist inflows, which generate income for them. In contrast to hotels, homestays typically struggle with poor publicity and promotional issues as a result of limited knowledge, skill, and computerization. This study aims to understand the role of digital media in the promotion of homestays in Mirik by examining operators’ demographic and operational profiles, their use of digital platforms and the impact of these tools on bookings and visibility. Methods: Descriptive and exploratory research design was employed. Data was collected through a structured questionnaire from homestay operators about their operational challenges and utilization of digital media to address several facets of demographics, operations and digital behavior. Further, regression analysis was conducted to investigate the connection between digital activities and booking performance. Results: Regression results confirmed a positive correlation between digital engagement and booking conversion rates. Challenges including limited digital marketing skills, lack of professional content and poor internet connectivity were found. Despite this, a majority expressed strong interest in digital training and acknowledged the potential of digital strategies to improve visibility and sustain business growth in rural destinations like Mirik. Conclusion: The study concludes that digital media platforms are an essential medium for the growth of homestays in destinations like Mirik; as such, the operators of homestays who are active in updating digital content, use various social media platforms and get more online inquiries are more likely to secure significant bookings through digital channels.

The Effect of Inventory Control on The Performance of Small and Medium-Sized Enterprises in Douala

2025-12-02T05:13:39+00:00

Introduction: Ineffective inventory control can sometimes hinder the effectiveness of small and medium-sized firms (SMEs), despite their critical role in employment and economic development. This study examines the impact of three inventory-control techniques, i.e., Economic Order Quantity (EOQ), Just-in-Time (JIT), and ABC classification, on SMEs' performance in Douala, Cameroon. Methods: A cross-sectional field survey administered structured questionnaires to 120 SME managers/owners selected via purposive sampling (100% response). Data was analyzed using descriptive statistics, reliability testing (Cronbach’s α), and regression models (OLS and ordinal logit); diagnostic tests indicated no problematic multicollinearity. Results: EOQ is a strong, positive, and statistically significant predictor of reported SME performance (β = 0.718, SE = 0.117, t = 6.143, p < 0.001). JIT (β = 0.079, p = 0.478) and ABC (β = 0.028, p = 0.847) show positive but statistically insignificant effects. The regression model explains 28.5% of the variance in performance (R² = 0.285; F (3.116) = 15.44; p < 0.001). Conclusion: Findings indicate that affordable, computerized EOQ systems supported by staff training and regular stock reconciliation can yield measurable performance gains for SMEs. Effective adoption of JIT and ABC appears contingent on stronger supplier reliability, logistics, and managerial capacity. Limitations include cross-sectional design, purposive sampling, and reliance on self-reported performance; future research should use longitudinal designs, representative samples, and objective performance indicators.

Marketing Capability as a Mediator of Market Orientation and Entrepreneurship on Marketing Performance

2025-11-04T04:55:48+00:00

Background: This study examines the influence of market orientation and entrepreneurial orientation on marketing performance and investigates the mediating role of marketing capability in the sarong industry in Gresik, Indonesia. Methods: A quantitative descriptive approach was employed using a structured, closed-ended questionnaire. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0 to assess both direct and indirect relationships among the study variables. Sample: The population comprised all registered sarong industry businesses in Gresik, selected using a census technique. A total of 132 respondents, including business owners and marketing managers or staff, participated to represent organizational-level perspectives. Results: The findings indicate that market orientation and entrepreneurial orientation have positive and significant effects on both marketing capability and marketing performance. Furthermore, marketing capability serves as a significant mediating variable that strengthens the influence of strategic orientations on marketing outcomes. Conclusion: Marketing capability plays a crucial strategic role in linking market orientation and entrepreneurial orientation with marketing performance. Firms that effectively develop and leverage marketing capabilities are better positioned to translate strategic orientations into tangible performance outcomes Implications: Enhancing marketing capabilities—such as market analysis, product innovation, and digital marketing adoption—is essential for improving competitiveness, expanding market reach, and ensuring business sustainability in the sarong industry in Gresik.