https://ejournal.lucp.net/index.php/ijrtbt <p style="float: left; padding-right: 30px;"><img style="width: 280px; max-height: 100%;" src="https://ejournal.lucp.net/public/site/images/admin/IJRTBT-cover.jpg" /></p> <p><strong data-start="172" data-end="247">International Journal on Recent Trends in Business and Tourism (IJRTBT)</strong> Online ISSN: 2550-1526 is an international, peer-reviewed, multidisciplinary, scholarly, refereed journal published by Lincoln University College, Asia Pacific Higher Learning Sdn Bhd. IJRTBT publishes articles in the areas of Management, Business, Tourism and Hospitality. It is an open access, double-blind peer reviewed quarterly journal published in January, April, July and October. Presently IJRTBT follows a Continuous Article Publication (CAP) process, meaning the journal publishes an article for an issue as and when the article is accepted.</p> <p style="text-align: justify; margin-top: 0px; margin-bottom: 10px;">The main principle of the <strong>International Journal on Recent Trends in Business and Tourism (IJRTBT)</strong> is to publish scholarly research articles in the fields of Management, Business and Tourism. The journal publishes papers of significant interest that contribute to the theoretical basis of business, management and tourism and hospitality studies. The International Journal on Recent Trends in Business and Tourism possesses broad scope. The journal caters development of editorial policies to create reachable, thought-provoking content for the general academic business community. <strong>IJRTBT</strong> values systematic reviews, original papers, and peer-reviewed research on all aspects of Management, Business and Tourism.</p> <p style="text-align: justify; margin-top: 0px; margin-bottom: 10px;"><strong data-start="122" data-end="138">Open Access:</strong> The articles published in the International Journal on Recent Trends in Business and Tourism (IJRTBT) are Open Access (OA), ensuring that articles are freely available online without subscription restrictions. IJRTBT not only provides free access to readers but also grants clear rights for reuse, typically under Creative Commons licenses. This promotes wider dissemination, visibility, and utilization of scholarly work.</p> <h3>Topics of interest to IJRTBT readers include:</h3> <p style="margin-top: -20px; text-align: justify;">1. Accounting &amp; Finance 2. Advertising 3. Business and Marketing 4. Crisis Management 5. Education Management 6. Executive Management 7. Business Economics 8. General Management 9. Health Care Management 10. Human Resouce Management 11. Business Information Technology 12. Operation Research 13. Project Management 14. Stock Market Analysis 15. Supply Chain Management 16. Tourism and Hospitality</p> Asia Pacific Higher Learning Sdn Bhd, Lincoln University en-US International Journal on Recent Trends in Business and Tourism (IJRTBT) 2550-1526 https://ejournal.lucp.net/index.php/ijrtbt/article/view/4684 <p><strong>Introduction</strong>: 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. <strong>Methods</strong>: 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. <strong>Results</strong>: 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. <strong>Conclusion</strong>: 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.<strong> Limitations:</strong> 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. <strong>Originality/Value</strong>: 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.</p> Piyali Mullick Bikram Singh Copyright (c) 2025 International Journal on Recent Trends in Business and Tourism (IJRTBT) https://creativecommons.org/licenses/by-nc-nd/4.0 2025-10-28 2025-10-28 9 4 1 19 10.31674/ijrtbt.2025.v09i04.001 https://ejournal.lucp.net/index.php/ijrtbt/article/view/5055 <p><strong>Introduction</strong>: 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. <strong>Methods</strong>: 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. <strong>Results</strong>: 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. <strong>Conclusion</strong>: 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.</p> Rajaul Karim Copyright (c) 2025 International Journal on Recent Trends in Business and Tourism (IJRTBT) https://creativecommons.org/licenses/by-nc-nd/4.0 2025-11-10 2025-11-10 9 4 20 33 10.31674/ijrtbt.2025.v09i04.002