Heritage culture and society research

agenda and best practices in the

hospitality and tourism industry
proceedings of the 3rd International
Hospitality and Tourism Conference
IHTC 2016 2nd International Seminar on
Tourism ISOT 2016 10 12 Octobe 1st
Edition Mohd Hafiz Mohd Hanafiah
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HERITAGE, CULTURE AND SOCIETY
PROCEEDINGS OF THE 3RD INTERNATIONAL HOSPITALITY AND TOURISM CONFERENCE
(IHTC 2016) & 2ND INTERNATIONAL SEMINAR ON TOURISM (ISOT 2016), 10–12 OCTOBER
2016, BANDUNG, INDONESIA

Heritage, Culture and Society

Research agenda and best practices in the
hospitality and tourism industry

Editors
Salleh Mohd Radzi, Mohd Hafiz Mohd Hanafiah,
Norzuwana Sumarjan & Zurinawati Mohi
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA,
Selangor, Malaysia

Didi Sukyadi, Karim Suryadi &

Pupung Purnawarman
Faculty of Social Science Education,
Universitas Pendidikan Indonesia, Indonesia

Jointly Organized by
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA,
Selangor, Malaysia
Faculty of Social Science Education, Universitas Pendidikan Indonesia, Indonesia
Cover illustrations:

Picture (top): The Asian African Conference Museum, also known as Gedung Merdeka (“Independence
Building”). This building was built in 1879 by Dutch architects, Van Galen and Wolff Schoemaker, and
was previously named ‘Societeit Concordia’.

Picture (bottom): Gedung De Vries-Bandung.

Warenhuis de Vries is the oldest department store in Bandung, Indonesia. The original function is the
grocery store with Empirestijl Indies architectural styles. It was built in the mid 19th century.

Photographer: Ruhus Shifa Bhakti

CRC Press/Balkema is an imprint of the Taylor & Francis Group, an informa business

© 2016 Taylor & Francis Group, London, UK

Typeset by V Publishing Solutions Pvt Ltd., Chennai, India

Printed and bound in Great Britain by CPI Group (UK) Ltd, Croydon, CR0 4YY

All rights reserved. No part of this publication or the information contained herein may be reproduced,
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Published by: CRC Press/Balkema

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ISBN: 978-1-138-03276-7 (Hbk)

ISBN: 978-1-315-38698-0 (eBook PDF)
 Heritage, Culture and Society – Radzi et al. (Eds)
© 2016 Taylor & Francis Group, London, ISBN 978-1-138-03276-7

Table of contents

Preface xiii
Acknowledgements xv
Organizing committees xvii

Hospitality and tourism management

Tourism development and local community empowerment 3
E. Rachmawati
The effect of green hotel practices on service quality: The Gen Z perspective 9
D.M. Lemy
Tourists’ perceptions on tourism products in Sumedang 15
T. Abdullah, Gitasiswhara & T. Firdaus
Why service encounter quality is important for guest satisfaction in using meeting package? 19
A. Pratiwi & D.P. Novalita
The effect of store attributes on tourists’ loyalty 25
B. Astari, L.A. Wibowo & O. Ridwanudin
Tourism destination development model: A revisit to Butler’s area life cycle 31
A.H.G. Kusumah & G.R. Nurazizah
Service enhancement, in-house training and restaurant business resilience: Integrating the
study framework 37
H.N.A. Majid, M.S.M. Zahari & N.M. Yusoff
Total Quality Management (TQM) best practices in Malaysian hotel industry: An investigation
using Multi-Criteria Decision Making (MCDM) model 43
K.Y. Sin, M.S. Jusoh & N.A. Ishak
Unlocking tourist shopping preferences on souvenir attributes 49
L. Kusdibyo
The underlying factors affecting consumers’ behavioral intentions in foodservice business
in Surabaya, Indonesia 53
S. Wijaya, D.C. Widjaja & A. Hariyanto
Corporate Social Responsibility (CSR) towards employee loyalty in hotel industry: A case
study in Harris Hotel Tebet, Jakarta 59
R.D. Wiastuti
The non-pricing tools of hotel revenue management and performance: A conceptual paper 65
N.A. Ahmad, S.M. Radzi, A.M. Shahril & Z. Othman
Indigenous entrepreneurs and the moderating effect of social capital and government support
on mainstream business intention 71
D. Simpong, M.S.M. Zahari, M.N.A. Akbarruddin & H.A. Hadi
Mediating effect of Transfer of Training (ToT) towards training and service quality
in Malaysian hotels: A conceptual paper 77
S. Raha & H.F. Ariffin

v
The effect of task performance, interpersonal performance and work engagement
on job performance: A pilot study of Malaysian hotel employees 83
S.H. Zakariah & F.M. Shariff
A conceptual framework on perceived values, satisfaction and behavioral intention
of medical tourism 89
N.A.M. Zain, M.S.M. Zahari, M.H. Hanafiah & R. Ahmad
The managerial competencies required by Indonesia’s leading hotel groups: A preliminary
investigation 95
S. Thio & B. King
Employee retention of outsourcing catering services in Malaysian government hospital 101
N. Baba, M.R. Yaakop, S. Bachok, Z.A. Hamid & A.M. Shahril
Visitors’ impulse shopping behavior at Kuala Lumpur International Airport 2 (KLIA2):
A conceptual paper 107
A.H.A. Hamid, S.M. Radzi, N.S. Aziz & R.A. Aziz
Differences in perception between local community and destination management: A challenge
in Community-based Tourism (CBT) 113
S. Rahmafitria & F. Rahmafitria
A study of potential operating efficiency towards service quality of Country Network Hotel 117
P.Y. Woo, N.A. Mustapha, S.K.A.S. Mun, S.A. Juanis & I.M. Akhir
Motivation factors, satisfaction and return intention towards dark tourism
sites in Malaysia 121
M.K.F. Khamis & F.M. Shariff
Structural relationship of service innovation, dining experience and behavioural intention
of restaurant customers 125
R.P.S.R. Abdullah, H.F. Ariffin, L.B. Jipiu, Z. Mohi & N.A.M. Anuar
Modelling the predictors influencing customer satisfaction in event foods 131
H.F. Ariffin, R.P.S.R. Abdullah, N. Baba, L.B. Jipiu & N.A.M. Anuar
Human Resource Management (HRM) practices and employees’ retention
in travel agencies 137
N.F.I. Zailani, N. Aminudin & H. Wee
Profiting toward the Silence Day event from the tourist perspective: An exploratory study
on the identification of destination image in Bali 143
L.Y. Wiarti
Patrons’ satisfaction towards Kopitiam’s physical environment quality in Malacca 149
S.N.W. Safri, Z. Mohi & N. Sumarjan
Guest satisfaction towards physical environment quality in theme hotel 155
T.N.A.T. Asmara & Z. Mohi
The relationship between knowledge on economic risks and homestay operators preparedness 161
M.A. Ghapar, S.A. Jamal & N.A. Othman
Training and development program as a source of improving employee job performance 167
J. Lahap, S.Z. Ibrahim, N.M. Said, A. Azmi & M.N. Syuhirdy
Components of job satisfaction among offshore catering crew: A preliminary investigation 173
M.A.A. Majid, M. Othman, R. Abdullah & N. Derani
The effect of physical environment on behavioral intention through customer satisfaction:
A case of five-star beach resorts in Langkawi Island, Malaysia 179
F.S. Chang, N. Ishak, A.S.M. Ramly, N.S. Ramlan & C.H. Chu
Hotel restaurant brand attributes, dining experience, satisfaction and behavioral intention:
Developing a study framework 185
T.A.T. Ismail, M.S.M. Zahari, F.M. Shariff & M.Z. Suhaimi

vi
The roles of entrepreneurial competencies and organizational innovation on business
performance in service sectors SMEs 191
A. Jamin, N.M. Akhuan & M.T. Zamri
Workplace stress, organizational commitment and turnover intention: A case of Japanese
restaurant in Malaysia 197
M.F.S. Bakhtiar, M.T. Zamri, N.I. Hashim, Z. Othman & M.N.I. Ismail
The relationship between servicescape towards consumers’ perceptions on food truck concept 203
N. Ghazali, N.A.A. Bakar & N. Din
Blue Ocean Strategy (BOS) and performance of four and five star hotels in Kuala Lumpur,
Selangor and Putrajaya 207
S.M. Radzi, M.F.M. Yasin, M.S.M. Zahari, R. Abas, N.H.C. Ahmat & A.H. Ahmad-Ridzuan

Hospitality and tourism marketing

Historical and heritage walk as an alternative tourism activity to enhance heritage promotion
and public awareness: A case study of Bandung 215
R. Wulandari
The opportunity of tourism communication marketing through social media networks 221
H.N. Zaenudin
Experiential marketing implication on museum: A case study on House of Sampoerna Museum 225
A.G. Subakti, K.C. Komsary & N. Khrisnamurti
Investigating the impact of marketing mix and customer purchasing decision process
on satisfaction: A study on Neo milk bar in Jakarta 231
S.F. Rangkuti, A. Riyadi & F. Asmaniati
The impact of attitude, subjective norm, and motivation on the intention of young female
hosts to marry with a Middle Eastern tourist: A projective technique relating to Halal sex
tourism in Indonesia 237
U. Suhud & G. Willson
The role of digital marketing in sport tourism destination 243
Y. Rudiani, V. Gaffar & O. Ridwanudin
Communication strategies for Chinese tourists towards crisis in Southeast Asia 249
P. Zou & X. Hu
Opening the black box: Examining consumer-brand relationship in brand social
networking sites 253
A. Ngelambong, N.M. Nor, M.W. Omar & S. Kibat
Maximizing Word of Mouth (WoM) engagement: The role of relationship value and relationship
satisfaction in hospitality brand social networking sites 259
A. Ngelambong, N.M. Nor, M.W. Omar & S. Kibat

Current trends in hospitality and tourism management

Tourists’ intention to visit food tourism destination: A conceptual framework 267
D.N. Su, L. Johnson & B. O’Mahony
Senior tourists’ travel selection: A structural model development 273
I.G.B.R. Utama
Memorable tourism experiences in Mulu National Park: Scales development 279
M. Mahdzar, N.M.M. Zaidi & A. Shuib
Local wisdom-based service learning in tourism development 285
L. Anggraeni, I. Affandi & K. Suryadi
Geoheritage utilization in geotourism destination: A case study at Batur Global Geopark, Bali 289
M.S.D. Hadian, B.R. Suganda & A.K. Yuliawati

vii
GadjahMada University as a potential destination for edutourism 293
H.P. Nugroho & J. Soeprihanto
Attraction and destination readiness towards tourists’ intention to visit solar eclipse
phenomenon in Indonesia 299
F. Rahmafitria, G.R. Nurazizah & A. Riswandi
Adopt, adapt and adep: A Balinese way persisting to McDonalization 305
D.K. Sujatha & P.D.S. Pitanatri
Event sustainability and destination image: Evidence from Malaysia 311
T. Alfian & H. Wee
Roles of heritage tourism in preserving urban area 317
R. Andari, G.R. Nurazizah & H.P.D. Setyorini
Characteristic of users at Centrum Park Music as a means of recreation for Bandung community 323
F. Ardiansyah & S. Marhanah
Comparative study on heritage tourism destination profiles: A case of Solo and Makassar 327
D. Turgarini & F. Abdillah
The development of mountain tourism based on disaster mitigation in ring of fire areas 333
W. Kastolani
Tangiblizing the Asian authenticity in tourism and hospitality sector 339
A.H.G. Kusumah
Tourist activities contribution on family cohesion 345
R. Ingkadijaya, J. Damanik, H.S.A. Putra & Nopirin
Tourism brokering phenomenon: When tourism was not managed professionally 351
S. Nurbayani & S. Indriani
Does tourism trigger socio-cultural changes? 357
H. Gunawan & E. Malihah
The Datu-atata institution of Bajo ethnic: Between ecological symbol and citizen’s
ecotourism disorientation 363
S. Amus, K. Suryadi & D. Budimansyah
The competitiveness of Indonesian tourism industry in facing ASEAN Economic
Community (AEC) 367
C. Ningsih & A. Sudono
Sustainable holiday indicators 371
A. Noor, N. Wibisono & H.S. Athar
Perceived destination competitiveness: An empirical assessment using PLS-SEM 377
Z. Zainuddin, S.M. Radzi, M.S.M. Zahari & M.H.A. Ong
Tourism core and created resources: Assessment on Travel and Tourism Competitiveness
Index (TTCI) ranking and tourism performance 383
M.H. Hanafiah, M.A. Hemdi, I. Ahmad & D. Darson
Archaeotourism destination in Lenggong Valley world heritage site: Does Knowledge
Management (KM) matter? 389
M.S.N. Hasliza
The characteristics of Edutourism at Cilegon Krakatau Steel industrial area 395
Nandi & A. Nissa
Tourists’ satisfaction and loyalty towards food tourism in Georgetown, Penang 399
S.B.M. Kamal, N.F.M. Bukhari, D. Abdullah & N. Din
Attributes that affect the level of visitors’ satisfaction and loyalty towards food festival:
A case study of Asia Food Festival in Penang 405
N.S. Aziz, N.A.M. Anuar, A.H.A. Hamid & F.S. Izhar

viii
A conceptual review on Edutourism in Malaysia: Understanding the research trend 411
N. Kamdi, N.A. Hassan & S.A. Jamal
Educational values in old mosque as a tourist attraction for historical and religious tour 415
A. Mulyana
Dimensional structure of rural tourism cultural attributes: A Confirmatory Factor
Analysis (CFA) approach 421
S.N.A. Akbar, N.A. Ridzuan, M.S.M. Zahari & M.H. Hanafiah
Re-vitalising Port Dickson as a leading beach resort tourism destination in Malaysia:
A benchmarking approach 427
V. Nair, N.A. Ragavan, K. Hussain & F. Ali
Tsunami hazard signage at beach tourism area in Indonesia 433
M.Y. Rezaldi & D.W. Soewardikoen
Assessing the effect of shopping experiences in creating landmark shopping destination 437
N.M. Akhuan, A. Jamin & M.T. Zamri
Rural tourism destination accessibility: Exploring the stakeholders’ experience 441
S. Adeyinka-Ojo & V. Nair
Travel constraints affecting young tourist traveling domestically 447
H. Abdullah, N.A.M. Anuar, M.S.M. Mahadi, M.Z. Zaidi & F.Y. Azmi
Film-induced tourism: Young Malaysian traveller motivations to visit a destination 455
K. Hamzah, N. Aminudin, N.A. Mustapha & M.N.I. Ismail

Technology and innovation in hospitality and tourism

Revolution towards competitive tourism: An integration between cultural spatiality,
creative city and Information Communication Technology (ICT) 463
R. Sutriadi & D.B. Anindito
Parameters that facilitate tourists’ acceptance in using wearable augmented reality smart
glass in Geotourism hotspots 469
A. Baktash, V. Nair & H. Subramonian
Why adopting digital business technologies for Small and Medium sized Hotels
(SMHs) matters? 473
F. Ayob & B. Hassan
The mapping of landslide proneness in mountain based tourist destinations: An overview
of remote sensing and Geographic Information System (GIS) method 479
N. Trianawati & F. Rahmafitria
The image of Bandung Basin national strategic area through Instagram 483
M. Christin, A. Prasetio & R.P. Perdana
Embedding psychographic traits into UTAUT2: A conceptual paper on Online Travel
Agency (OTA) users 489
A.A. Azdel, H. Khalid, S.M. Radzi & R.N.R. Yusof
How does product type, trust, risk and perceived value affect online purchase intention? 495
A. Jiwasiddi & T.E. Balqiah
The effect of social media on tourists’ decision to travel to Islamic destination: A case
of Malaysia 501
Z.A. Hamid, H. Wee, M.H. Hanafiah & N.A.A. Asri
Relationship between travel websites attributes and tourists’ travel decision making 507
N.H. Untong & F.I. Anuar
The influence of Instagram communication attributes on Generation Y sharing travel
photo behavior 513
R. Ihsanuddin & F.I. Anuar

ix
Factors influencing visual electronic Word of Mouth (e-WOM) on restaurant experience 519
D. Abdullah, M.E.R.M. Hambali, S.B.M. Kamal, N. Din & J. Lahap
Tour operators’ information and communication technology adoption in Malaysia 525
Z.I.M. Fuza, S.M. Isa & H.N. Ismail
Conceptualising a framework to study behavioural intention of tourists of distinct cultures
towards wearable Augmented Reality (AR) application 531
A. Baktash, V. Nair, H. Subramonian & N.A. Ragavan
Airport self-service check-in: The influence of technology readiness on customer
satisfaction 537
M.A. Hemdi, S.A.S. Rahman, M.H. Hanafiah & A. Adanan
The influence of third party website online reviews on hotel online booking intention 543
M.T. Zamri, S.A.N. Sulaiman, M.M.M. Rashidi, M.A. Azizan, A. Jamin,
N.M. Akhuan & N.H.M. Wasilan
Customers’ technology readiness and customer information satisfaction on tablet-based
menu ordering experience 549
M.I. Zulkifly, M.S.M. Zahari, M.H. Hanafiah, M.A. Hemdi & M.N.I. Ismail
Perceived ease of use towards Point of Sales (POS) system: Four and five star
hotels in Kuala Lumpur 555
M.S.M. Stamam, A.H.A. Bakar & S.M. Radzi

Sustainable tourism
Deep ecology as an environmental ethics for developing sustainable tourism 563
V. Ariani
Preferences to visit green destination in Indonesia from a stakeholder’s perspective 569
A.K. Yuliawati, A. Rahayu, R. Hurriyati, M.S.D. Hadian & K.N. Pribadi
Ecotourism and suitability evaluation of the Mount Salak Resort II in the Halimun-Salak
National Park 573
A. Kusumoarto & R. Ramadhan
The potential of mount trekking based ecotourism at Tangkuban Perahu natural tourism park 581
S.T. Paramitha
Food security in tourism village: A local wisdom of Cireundeu in environmental management 585
S. Komariah
Indigenous community, ecotourism and sustainability: Experience from Tenganan Dauh
Tukad traditional village 591
I.K. Sardiana & N.L.R. Purnawan
Perceived value antecedents and guest satisfaction in Malaysian green hotels 595
R. Hamid, S.A. Jamal, N. Sumarjan & M.H.A. Ong
Measuring sustainability levels of tour operator businesses using sustainable tourism
indicators: A conceptual perspective 601
M.A. Hamid & S.M. Isa
The relationship between green practice and green trust of five-star hotel segment 607
M.N.H. Hassim & M.R. Jamaluddin
Environmental Attitudes Inventory (EAI) of UiTM Penang hospitality students 613
N. Rahim, S.R.M. Apendi, F. Farook & A. Ismail

Gastronomy, foodservice and food safety

Hospitality in school environment supports nutrition educational package for obese
school children 619
N. Said, R. Mohamed, N. Mohamad, R. Nordin & N.M. Nor

x
Knowledge and awareness on the food heritage: A gendered view 625
A.M. Ramli, M.S.M. Zahari, M.Z. Suhaimi & F. Faat
Competencies of consultants and authorities towards the effectiveness of the food
safety system in Malaysia 631
M.B. Jali, M.A. Ghanib & N.M. Nor
Relationship between menu, price and consumers’ acceptance towards food truck concept 639
S.A.A. Tarmazi, A. Ismail, N.M. Nor, Z.M.A. Tan & N. Din
Effect of planting distance and chitosan concentration on the growth of seed
potatoes breeder G0 virus-free in aeroponics 645
R. Budiasih, N. Sondari, A. Komariah, L. Amalia & Romiyadi
Risk factors influencing food security of the elderly during a flood disaster 651
A.N.A. Alias, N.M. Nor, N.I.M. Fahmi-Teng & U.M.M. Asmawi
Study of Sate Padang preservation viewed from Minangkabau indigenous
entrepreneurial ethics 655
M.N.A. Abdullah & W. Priatini
Traditional food of West Java: Is it feasible to become a tourist attraction? 659
A. Sudono, C. Ningsih & R. Miftah
Urban and suburban adolescents’ knowledge, attitudes and practices of food hygiene 663
A.N.S. Awang-Teh, M.R.A. Hamid, N.M. Nor & U.M.M. Asmawi
An exploratory study on traditional food of Semarang as a cultural and heritage product 667
W. Ardiyati, J.A. Wiwaha & B. Hartono
Pork free restaurants: Halal knowledge of the operators 671
M.I. Haroun, M.S.M. Zahari, N.A.M. Zain & M.I. Zulkifly
Development of Averrhoa sweet sour pastille 677
N.A. Karim, N.A. Shattar, F.M. Ali, S.M. Isa & Z.I.M. Fuza
Challenges and difficulties in adopting and practicing traditional Malay festive food 683
M.S.M. Sharif, M.S.M. Zahari, K.M. Abdullah & N. Ishak
The physicochemical changes in ripe jackfruit (Artocarpus Heterophyllus) bulbs during
cold storage 689
R.A. Ramli, A. Azmi, N.M. Shahril & A.F. Badiuzaman
Factors influencing students’ satisfaction towards food outlets in Universiti Utara Malaysia 693
M.A. Mukhtar, N.R.A.N. Azam, C.T. Chik & H.F. Ariffin
Sensory quality and physical characteristic of Chia seeds in butter cake 697
C.T. Chik, N. Baba, S. Bachok, Z.A. Hamid & A.M. Shahril
Assessment of knowledge, attitude, and risk perception towards the practice of using
repeatedly heated cooking oil among roadside food hawkers 701
F.A.M. Sujang, Z.M. Issa & S.A.A. Aziz
Muslim consumer purchase behavior on doubtful Halal packed food 707
A. Arsat & N.I.F.C. Shalifullizam
Syubhah semi processed food and rural Muslim consumer purchase behaviour 713
R.A. Rahman, M.S.M. Zahari, M.Z. Kutut & K.M. Abdullah
Commitment and loyalty of the hearing impaired employees in the fast food restaurant 719
N.M. Yusoff, S.N.A. Darimi, M.S.M. Zahari, N.A. Mustapha & F.A. Ghani
Good Hygiene Practices (GHP) among school canteen food handlers 723
L.B. Jipiu, R.P.S.R. Abdullah, H.F. Ariffin, N.A.M. Anuar & Z. Mohi
Gauging students’ perception and attitudes towards Halal products and logos 729
N. Din, ‘A.A. Rani, F.H.F. Ridzuan, C.N. Zulkifli, S.A.A. Tarmizi, N. Ghazali,
D. Abdullah & S.B.M. Kamal

xi
Preferences towards quality, trust and trend in Halal restaurant 735
A. Arsat, S. Bachok, C.T. Chik & N. Baba

Relevant areas in hospitality and tourism

Sport tourism in urban area 741
O. Ridwanudin & E. Maryani
Regulation of commercial whitewater rafting national certification: Assessment of Indonesian
whitewater rafting operators 745
R.M. Wirakusuma, O. Sukirman & A. Sudono
The inspiring narcissist leaders: A tale of Tony Fernandes and Richard Branson 751
A.H.G. Kusumah
Communication apprehension levels of tourism and social sciences students 757
R. Effendi & V. Sukmayadi
The orientation and value of spiritual tourism demand toward sustainable benefits
in Bogor region 761
P.E. Pratiekto, R. Avenzora & T. Sunarminto
Should higher tourism education curriculum be adapted into qualification framework
in ASEAN Economic Community (AEC) era? 767
A. Yani & Rosita
A conceptual study: Muslim tourists’ perceived value in Sharia Compliant Hotels (SCH)
in Malaysia 771
N.A.M. Azmin, H.N. Ismail & Z. Khalifah
The trend of late marriage among young Muslim Males in Malaysia: Do wedding food cost
causing the causation? 777
M.S.M. Zahari, M.Y. Kamaruzaman, M.Z. Suhaimi & M.Z. Kutut
Is umrah truly religious tourism? 783
A. Kosasih
Sports tourism event attributes, destination image and revisit intention 787
A.M. Shahril, S. Bachok, N. Baba, Z.A. Hamid & D.A. Razak
Islamic religiosity as the moderator in the relationship between values and travel decision making 791
N.M. Musa & N.A. Othman
Entrepreneurial intention among hospitality students: A case study in UiTM
Terengganu, Malaysia 797
W.K.W.N. Bayah, A.S. Aisah, M.K.M. Hanum, M.G. Amanina,
A.S. Noristisarah & W.N.W. Nazriah
Shariah Compliant Concept (SCC): An approach as best practice at Waqf Hotel 803
M.G. Amanina, A.S. Aisah, M.K.M. Hanum, W.K.W. Nor-Bayah,
M.A.M.H. Adilin & I.C. Zuina
Vacation preferences in Sundanese culture: Time conception, orientation and utilization 807
K. Suryadi
Tourism and religion: Can they coexist? 811
A. Abdussalam
An integration of Graduate Competency Model (GCM) 817
R.A. Zain, S.M. Radzi, J. Lahap & D. Abdullah
Profundity in maxims of Eco-Islam among hospitality students 823
F. Farook, N. Din, M.A. Razali & A. Ismail

Author index 829

xii
 Heritage, Culture and Society – Radzi et al. (Eds)
© 2016 Taylor & Francis Group, London, ISBN 978-1-138-03276-7

Preface

Dear Distinguished Delegates and Guests,

Welcome to the 3rd International Hospitality and Tourism Conference (IHTC2016) and 2nd Interna-
tional Seminar on Tourism (ISOT2016), jointly organized by the Faculty of Hotel and Tourism Man-
agement, Universiti Teknologi MARA, Malaysia and Universitas Pendidikan Indonesia, Bandung on
October 10–12, 2016.
The 3rd IHTC2016 aims to emphasize the interdisciplinary nature of tourism, hospitality and leisure
research, under the theme: “Heritage, Culture and Society: Research agenda and best practices in hospi-
tality and tourism industry”. This conference is to create an international platform for balanced academic
research with practical applications for the hospitality and tourism industry within the area of heritage,
culture and society. The 3rd IHTC2016 is organized in collaboration with the 2nd ISOT2016 with the
theme “Higher Tourism Education: The role for Sustainable Tourism in Asia Pacific”. This theme was
selected in recognition of sustainable tourism as the key economic driver for the Asia-Pacific region, cre-
ating jobs and promoting investment and development. This conference provides a platform for scholars,
policymakers, practitioners and others to debate and share experiences on the most recent innovations,
trends, and concerns, practical challenges and solutions for sustainable tourism.
These proceedings contain refereed papers that have been subjected to a double blind refereeing
process conducted by academic peers with specific expertise in the key themes and research orientation
of the papers. It provides an opportunity for readers to engage with a selection of refereed papers that
were presented during the conference. Divided into 7 themes, the 148 papers include various arrays of
hospitality and tourism research. Themes for the sections are made up of: i) hospitality and tourism man-
agement; ii) hospitality and tourism marketing; iii) current trends in hospitality and tourism management;
iv) technology and innovation in hospitality and tourism; v) sustainable tourism; vi) gastronomy, foodserv-
ice and food safety; and vii) relevant areas in hospitality and tourism. We strongly believe that presentations
scheduled throughout the conference and the papers published in the conference proceedings will have a
significant contribution to the dissemination of knowledge while serving as a unique international forum
for both industry and academia. Participants will have the opportunity to strengthen partnership and net-
work with various stakeholders, including academic researchers, industry professionals, and government
officials, through dialogues on how to better utilize research outputs for the benefits of the industry.
We are very grateful and acknowledge the contribution of various parties who have been involved
directly and indirectly—specifically Universiti Teknologi MARA and Universitas Pendidikan Indonesia,
as well as the organizing committees, students, reviewers, faculty members, speakers, and the sponsors,
for realizing the success of this conference. We also acknowledge the authors themselves, without whose
expert input there would have been no conference.
Finally, we wish you success in your presentation; enjoy fruitful discussions and a pleasant stay in
Bandung, Indonesia.

xiii
 Heritage, Culture and Society – Radzi et al. (Eds)
© 2016 Taylor & Francis Group, London, ISBN 978-1-138-03276-7

Acknowledgements

Ade Gaffar Abdullah, Universitas Pendidikan, Indonesia

Ahmad Esa Abdul Rahman, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Aliffaizi Arsat, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Amrul Asraf Mohd Any, Universiti Malaya, Malaysia
Asep Bayu Dani Nandianto, Universitas Pendidikan, Indonesia
Arief Rosyidie, Universitas Pendidikan, Indonesia
Aslinda Mohd Shahril, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Azdel Abdul Aziz, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Aziean Jamin, Universiti Teknologi MARA Melaka, Malaysia
Azila Azmi, Universiti Teknologi MARA Penang, Malaysia
Chemah Tamby Chik, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Darsiharjo, Universitas Pendidikan, Indonesia
Diena Mutiara Lemy, Universitas Pendidikan Indonesia
Elly Malihah, Universitas Pendidikan, Indonesia
Enok Maryani, Universitas Pendidikan, Indonesia
Ezlika Mohd Ghazali, Universiti Malaya, Malaysia
Fadzilah Mohd Shariff, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Fatimah Abd Ghani, Universiti Teknologi MARA Terengganu, Malaysia
Firdaus Abd Hanan, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Flora Chang Abdullah, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Ghazali Ahmad, Universiti Malaysia Kelantan, Malaysia
Hashim Fadzil Ariffin, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Inoormaziah Azman, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Izhar Hafifi Zainal Abidin, Universiti Teknologi MARA Terengganu, Malaysia
Johanudin Lahap @ Wahab, Universiti Teknologi MARA Penang, Malaysia
Kokom Komalasari, Universitas Pendidikan, Indonesia
Kashif Hussain, USCI University, Malaysia
Khairun Najiah Ahmad, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Mashita Abdul Jabar, Universiti Teknologi MARA Melaka, Malaysia
Mohamad Daim Darson, Universiti Teknologi MARA Melaka, Malaysia
Mohd Faeez Saiful Bakhtiar, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Mohd Hafiz Mohd Hanafiah, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Mohd Hasrul Yushairi Johari, Universiti Teknologi MARA Melaka, Malaysia
Mohd Noor Ismawi Ismail, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Mohd Onn Rashdi Abd Patah, Universiti Teknologi MARA Terengganu, Malaysia
Mohd Raziff Jamaluddin, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Mohd Taufik Zamri, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Mohd Salehuddin Mohd Zahari, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Mohd Syaquif Yasin Kamaruddin, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Mohhidin Othman, Universiti Putra Malaysia, Malaysia
Muhammad Baiquni, Universitas Pendidikan Indonesia
Muhammad Izzat Zulkifly, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Nadia Hanim Mohd Wasilan, Universiti Teknologi MARA Melaka, Malaysia
Nik Rozilaini Wan Mohamed, Universiti Teknologi MARA Melaka, Malaysia
Noor Azmi Ahmad, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Noor Ibtisam Abdul Karim, Universiti Teknologi MARA Melaka, Malaysia
Nor Asmalina Mohd Anuar, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia

xv
Norfadhilah Mohd Akhuan, Universiti Teknologi MARA Melaka, Malaysia
Norfadzliana Ghazali, Universiti Teknologi MARA Penang, Malaysia
Norfezah Md Nor, Universiti Teknologi MARA Penang, Malaysia
Norhayati Mat Yusoff, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Norliana Hashim, Universiti Teknologi MARA Penang, Malaysia
Norliza Aminudin, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Nor Nazihah Chuweni, Universiti Teknologi MARA Perak, Malaysia
Norzuwana Sumarjan, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Nur’Hidayah Che Ahmat, Universiti Teknologi MARA Penang, Malaysia
Rafidah Aida Ramli, Universiti Teknologi MARA Penang, Malaysia
Rafidah Abas, Universiti Teknologi MARA Penang, Malaysia
Raja Iskandar Putera Raja Mustapha, Universiti Teknologi MARA Penang, Malaysia
Ratih Hurriyati, Universitas Pendidikan Indonesia
Ricky Avenzora, Bogor Agricultural University, Indonesia
Salamiah A. Jamal, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Salleh Mohd Radzi, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Salim Abdul Talib, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Vanessa Gaffar, Universitas Pendidikan Indonesia
Vikneswaran Nair, Taylor’s University, Malaysia
Zamzuri Ahmad Nazari, Universiti Teknologi MARA Melaka, Malaysia
Zulhan Othman, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Zurena Shahril, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia
Zurinawati Mohi, Universiti Teknologi MARA Selangor (Puncak Alam), Malaysia

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 Heritage, Culture and Society – Radzi et al. (Eds)
© 2016 Taylor & Francis Group, London, ISBN 978-1-138-03276-7

Organizing committees

PATRON

Prof. Emeritus Dato’Hassan Said, PhD

ADVISOR

Assoc. Prof. Mohamad Abdullah Hemdi, PhD

Prof. Karim Suryadi, PhD

CONFERENCE CHAIR

Prof. Mohd Salehuddin Mohd Zahari, PhD

COMMITTEES

Ahmad Hudaiby Galih Kusumah Mohd Raziff Jamaluddin

Agus Sudono Mohd Syaquif Yassin Kamarudin
Ahmad Esa Abdul Rahman, PhD Mohd Taufik Zamri
Aliffaizi Arsat Mohd Zain Kutut
Arni Abdul Ghani Mohd Zulhilmi Suhaimi
Aslinda Mohd Shahril, PhD Nor Asmalina Mohd Anuar, PhD
Assoc. Prof. Salleh Mohd Radzi, PhD Nor Azah Mustapha
Assoc. Prof. Zafrul Hj Isa Noradzhar Baba
Caria Ningsih Norhayati Mat Yusoff
Dewi Pancawati Norzuwana Sumarjan, PhD
Dewi Turgarini Oce Ridwanudin
Diyah Setiyorini Oman Sukirman
Ery Sukriah Prof. Didi Sukyadi, PhD
Faiz Abdul Karim Prof. Karim Suryadi, PhD
Fitri Rahmafitria Pupung Purnawarmani, PhD
Flora Chang Abdullah Raja Puteri Saadiah Raja Abdullah
Ghoitsa Rohmah Reiza Miftah
Gitasiswarha Rini Andari
Hafizah Hassan Rosita
Hamizad Abd Hadi Saidatul Afzan Abdul Aziz
Hashim Fadzil Ariffin, PhD Salim Abd Talib, PhD
Humas Sri Marhanah
Intan Rahayu Abdul Razak Taufik Abdullah
Jazziana Jamil Vidi Sukmayadi
Lovelyna Benedict Jipiu Woro Priatini
Mohd Faeez Saiful Bakhtiar Yeni Yuniawati
Mohd Hafiz Mohd Hanafiah Zurena Shahril
Mohd Noor Ismawi Ismail Zurinawati Mohi, PhD

xvii
Hospitality and tourism management
 Heritage, Culture and Society – Radzi et al. (Eds)
© 2016 Taylor & Francis Group, London, ISBN 978-1-138-03276-7

Tourism development and local community empowerment

E. Rachmawati
Lincoln University, Lincoln, New Zealand

ABSTRACT: Tourism is an activity that directly touches and involves host communities and causes a
wide range of impacts. At the centre of many recent studies of the impact of tourism on host commu-
nities, particularly in developing country contexts, is the idea that tourism can and should “empower”
local residents. Empowerment frameworks can be used to analyze the actual and/or potential impacts of
various forms of tourism on local communities. This article will discuss whether tourism development
can empower a host community, and to what degree tourism is empowering local rural communities.
This knowledge can aid in the planning of appropriate community involvement strategies in tourism
development.

Keywords: empowerment, tourism impact, local community, sustainable tourism, tourism development

1 INTRODUCTION tourism on local communities (Scheyvens, 2002).

Tourism is an activity directly touches host com-
munities and may cause positive and negative
impacts on economic, social and cultural systems
thus affecting community quality of life (Wood,
2002, Wilkinson and Pratiwi, 1995). Tourism devel-
opment success can be seen from benefits obtained
by the stakeholders involved, directly or indirectly,
in tourism activities (United Nations Environment
Programme (UNEP) and World Tourism Organiza-
tion (WTO), 2005, Wood, 2002). However, results
of many studies indicate that majority of local
people, particularly in developing world, still expe-
rience negative impacts (Walpole and Goodwin,
2000, Sunkar et al., 2013, Timothy, 1999). To
response those negative impacts, a sustainable
development perspective applied in tourism devel-
opment in “sustainable tourism” concept which
aims to increase the benefits for host communities
while maintaining and protecting their cultural and
environmental resources (United Nations, 2002).
Sustainable tourism is achieved when local com-
munities have control over development process
and share equitably of tourism benefits (Scheyvens,
1999, Coria and Calfucura, 2012, He et al., 2008).
Therefore, their capacity should be enhanced so
they can actively participate in the process. One
of important aspects in community development
is power decentralization to community since they
are most affected by the development. This proc-
ess is called “empowerment” (Sofield, 2003, Boley
and McGehee, 2014, Boley et al., 2015, Scheyvens,
1999). Empowerment frameworks also can be
used to analyze actual and/or potential impacts of
Therefore, empowerment can be defined as an out-
come and/or a process (Timothy, 2007, Alsop and
Heinsohn, 2005).
This article discusses whether tourism develop-
ment can empower a host community. The dis-
cussion may help researchers and development
practitioners who wish to distinguish sustainable
forms of tourism that in processes and outcomes
empower communities in various ways. This
knowledge can aid in the planning of appropri-
ate community involvement strategies in tourism
development.
2 SUSTAINABLE TOURISM CONCEPT
Sustainable tourism concept arose in response
to tourism impact, particularly the negative
impacts on natural environment and communi-
ties (Scheyvens, 2002). This concept is based on
sustainable development perspectives that apply
to tourism activities. Sustainable development has
been defined in many ways, but the most commonly
used definition is from the Brundtland Report. It
stated that “sustainable development is develop-
ment that meets the needs of the present without
compromising the ability of future generations to
meet their own needs” (Brundtland Commission,
1987). Sustainable development and sustainable
tourism focus on the same key issues of ecology,
society, and a systemic process of development.
Sustainable Tourism Development (STD) goals
are to increase tourism benefits for host communi-
ties while maintaining cultural and environmental

3
integrity of host communities and enhancing the
protection of ecologically sensitive areas and natu-
ral heritages (United Nations, 2002). These aims
are based on three pillars of sustainable develop-
ment namely environmental, social and economic
(United Nations Environment Programme (UNEP)
and World Tourism Organization (WTO), 2005).
From development perspective, sustainable tour-
ism can be considered successful if local communi-
ties have some measure of control over them and
share equitably of tourism benefits (Scheyvens,
1999, Coria and Calfucura, 2012, He et al., 2008).
The unequal power between stakeholders and
local communities inhibit sustainable tourism
development since it limit their ability to obtain
economic benefit and to have an effective voice
in management planning and decision-making
(Coria and Calfucura, 2012). Related to benefits,
many research studies showed that most of local
people in developing countries were only received
a small proportion of economic benefits (Walpole
and Goodwin, 2000, Sunkar et al., 2013, He et al.,
2008). This is caused by the lack of mechanisms
of fair distribution, which results in economic ben-
efits only received by a community’s elite (Lapeyre,
2010, He et al., 2008, Coria and Calfucura, 2012)
and/or stakeholders outside the area (Timothy,
1999).
Tourism development is a system where inter-
dependence is essential and collaboration and
cooperation between different organisations within
a tourism destination creates the tourism product
(Tinsley and Lynch, 2001). It involves numerous
stakeholders interact with each other. For tour-
ism development to be sustainable, stakeholders
including local community, should be supportive
(and supported) and involved in the entire proc-
ess (Tosun, 2000). Local community is the stake-
holder that most affected by tourism development
in their area. Therefore, it is important that they
feel empowered prior their involvement in tourism
development (Scheyvens, 2002) so they can involve
in tourism development process and received ben-
efit from it and furthermore may promote sustain-
able tourism development (Wood, 2002).
In developing world context, there are some oper-
ational, historical, structural, and cultural obstacles
for community involvement in tourism develop-
ment, particularly in planning and decision mak-
ing processes (Cole, 2007, Ramos and Prideaux,
2014, Tosun, 2000, Timothy, 1999). Operational
barriers include a lack of co-ordination among
private and various public bodies responsible for
tourism development and a lack of information
which available for local people in tourist destina-
tions (Tosun, 2000, Timothy, 1999). Co-ordination
is needed to identify actors and their roles in tour-
ism development and distribute those roles and
4
responsibilities. Any lack of co-ordination may
reduce potential opportunities for community
involvement (Tosun, 2000). Regarding informa-
tion, knowledge of decision making processes and
tourism system are essential if community wants to
participate in tourism planning and management
(Cole, 2006). Therefore, communities need access
to a wide range of information about tourism, so
they understands what they are to make decisions
about (Sofield, 2003).
Structural obstacles include elite domination,
lack of resources and skills, negative attitudes of
tourism professionals in designing a participa-
tory tourism plan, a shortage of qualified human
resources, discouraging legal frameworks, and
a dearth in expertise (Tosun, 2000, Ramos and
Prideaux, 2014). In some developing countries,
the voices are limited to business elites, state elites
and/or foreign institutions and organizations
(Diamond, Linz and Lipset, 1995 as cited at Tosun,
2000) which resulted in community voices exclu-
sion during tourism development process (Tosun,
2000). Therefore, their lack the opportunity to
involve in the process. Regarding resources, com-
munity have limitation since sometimes they have
troubles using their communal property as col-
lateral due to land conflict and tenure insecurity
(Coria and Calfucura, 2012). It makes community
difficult in selling or developing the land so that
the community becomes dependent on external
support and may fail to develop financial and man-
agement skills during this process (Kiss, 2004). The
lack of skills and experience in planning, business
and financial management, marketing, and prod-
uct research and development often places them
in a poverty trap, as the NGOs usually under-
take these tasks (Omofonmwan and Odia, 2009,
Zhuang et al., 2011). Related to legal systems, most
of policies in developing countries are difficult for
community members to understand and sometimes
do not describe community rights in tourism devel-
opment process (Tosun, 2000). If the community
does not understand their rights in tourism devel-
opment, they may not participate in the process.
Cultural limits include limited capacity and
poor people desire, some residents apathy, power
traditions, and low levels of awareness, cultural
and political traditions (Thammajinda, 2013, Cole,
2007). In less-developed countries, the poorer or
inferior groups have least influential and seldom
able to express their views (Thammajinda, 2013).
Their powerlessness is often interpreted as pas-
sivity and indifference, but the problem is lack of
opportunity for their direct involvement (Midgley,
1986 as cited at Tosun and Timothy, 2003). In
societies with centralized political structures, the
government often takes a prominent role in devel-
oping and managing tourism (Wood, 1997) and
makes decisions that favor dominant segments and
discriminate underrepresented groups (Garrod,
2003). This problem is more serious when local
tourism planners may lack of expertise, time, or
money to conduct participatory planning proc-
ess in an equitable way (Garrod, 2003; Timothy,
1999). Therefore, tourism planners in developing
countries have to consider local conditions in tra-
ditional societies (Timothy, 1999).
To overcome those inhibiting factors, various
stakeholders should involve to support commu-
nity, including improving their capacity. The exter-
nal stakeholders roles and their interaction with
community need to be identified and the processes
need to be investigated to gain insights of tour-
ism development process and determined critical
factor(s) that encourage and/or inhibit sustainable
tourism goal achievement including community
empowerment.
3 EMPOWERMENT IN TOURISM
CONTEXT
Empowerment can be defined as a condition/
outcome and a process (Alsop and Heinsohn,
2005, Timothy, 2007). Empowerment is defined
as a condition where host community mem-
bers have an authority and a capacity to act, a
choice of actions, and control over decisions and
resources (Timothy, 2007). Empowerment can also
be defined as a process of control transfer to indi-
viduals and communities (Alsop and Heinsohn,
2005, Timothy, 2007) by improving community’s
understanding of the occurring condition and the
decisions they may being asked to make (Sofield,
2003); as a way of gaining knowledge and capac-
ity that may arm a community to challenge outside
and elitist interests in tourist destinations (Tosun
and Timothy, 2003) and to determine their own
affairs (Scheyvens, 1999), so they can maximise
their benefits and have some control over tourism
development in their area.
Tourism literature recognizes that being empow-
ered means that local communities are not only
able to participate in tourism industry (Scheyvens,
2002) but should also have ability to solve their
problems, make decisions, implement actions and
evaluate their solutions (Cole, 2006). In partici-
pating, they are involved in decision making that
affects the industry, their businesses and their
everyday lives. In tourism development context,
Sofield (2003) defines empowerment as “a multi-
dimensional process that provides communities
with a consultative process that is often character-
ized by the input of outside expertise; the oppor-
tunity to learn and to choose; the ability to make
decisions; the capacity to implement/apply those
5
decisions; acceptance of responsibility for those
decisions and actions and their consequences; and
outcomes directly benefiting the community and
its members, or diverted or channeled into other
communities and/or their members”. Therefore,
community members may have capacity to make
choices and transform them into desired actions
and outcomes (being empowered) (Alsop and
Heinsohn, 2005).
There are several form of community empow-
erment in tourism context such as economic, psy-
chological, social, and political empowerment.
Economic empowerment refers to community
access to economic opportunities and benefits
arise from tourism development, which is equi-
tably distributed within community (Scheyvens,
1999). Economic empowerment may have a role
in empowering communities process (Scheyvens,
1999, Wilkinson and Pratiwi, 1995). Inequitable
distribution of benefits within community may
discourages participation and creates or exacer-
bates divisions (Coria and Calfucura, 2012), and as
the results it may result in disempowerment of the
community. Psychological empowerment “high-
lights tourism’s potential to increase resident pride
and self-esteem from the feelings associated with
visitors traveling to one’s community to experience
the unique natural and cultural features the com-
munity has to offer” (Boley et al., 2015, Scheyvens,
1999). Increasing confidence of community mem-
bers leads them to seek out further education and
training opportunities. Access to employment and
cash leads to an increase in status for traditionally
low-status sectors of society. Social empowerment
may lead to a situation in which a community’s
sense of cohesion and integrity strengthened by
tourism activities (Scheyvens, 2002).
Social empowerment which refers to tourism
ability to enhance community interaction and/
or collaboration and, by extension, community
cohesion, resilience, well-being, social capital and
solidarity (Scheyvens, 1999, Boley et al., 2015). Con-
versely, social disempowerment may occur if tour-
ist activity results in crime, begging, perceptions of
crowding, displacement from traditional lands, loss
of authenticity or prostitution (Mansperger, 1993
as cited at Scheyvens, 1999). Inequities in tourism
benefits distribution, described under economic
empowerment, can also lead to social disempower-
ment through feelings of ill-will and jealousy which
they may foster (Sofield and Birtles, 1996). Politi-
cal empowerment (Boley et al., 2015). This dimen-
sion is about the ability that a local community has
to control the level and type of tourism develop-
ment taking shape in their surroundings (Boley
et al., 2015, Scheyvens, 1999). Political empower-
ment means that community voices and concerns
should guide tourism development from feasibility
stage to implementation. Diverse interest groups
within a community, including women and youths,
grassroots organizations, local church groups, and
indigenous institutions, should also have represen-
tation on community and broader decision-making
bodies (Scheyvens, 1999).
An empowerment framework (Scheyvens, 1999,
Scheyvens, 2002) is designed and proposed as a
suitable mechanism for aiding analysis of tourism
impacts on local communities. Local communities’
empowerment involves economic, psychological,
social, and political dimensions, which led local
peoples to greater economic achievements, self-
confidence, social cohesion, and political influence
on management (Weaver, 2010, Scheyvens, 1999).
This framework primarily relates to empowerment
as an outcome, although the political empower-
ment also relates to processes, which is a bit limit-
ing, as there are political empowerment outcomes
too.
4 TOURISM AS A TOOL OF
EMPOWERING EMPOWERMENT
Several research reveals tourism can empower
community in different level and dimension (Boley
et al., 2014, Boley et al., 2015). Oizumi residents
perceived different level of empowerment dimen-
sion from tourism development. Based on their
perception, the highest dimension is psychologi-
cally, then socially and politically. The commu-
nities generally proud of tourism type offered
within them, and there is chance for improvement
in social and political empowerment dimension
(Boley et al., 2015).Virginian community felt more
socially and then psychologically empowerment
that influenced their support for tourism (Boley
et al., 2014). El Naranjo community felt psycho-
logical empowerment as the highest dimension,
then social, environmental and economic and
political dimension as the lowest level (Ramos and
Prideaux, 2014).
5 CONCLUSION
Many studies of tourism impact on host commu-
nities, particularly in developing country contexts
discussed the idea that tourism can and should
“empower” local residents. Some research results
showed that tourism can empower local commu-
nity in different dimension and level (Ramos and
Prideaux, 2014, Boley et al., 2015) which in the and
will influence their support for tourism develop-
ment (Boley et al., 2014). It is raised an important
question as to why one dimension of empower-
ment is more prevalent than another or tied one
6
another (Boley and McGehee, 2014, Timothy,
1999). More research needs to be conducted on
why these differences arise and how these differ-
ences influence other important outcomes (Boley
et al., 2015).
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 Heritage, Culture and Society – Radzi et al. (Eds)
© 2016 Taylor & Francis Group, London, ISBN 978-1-138-03276-7

The effect of green hotel practices on service quality: The Gen Z

perspective

D.M. Lemy
Pelita Harapan School of Hospitality and Tourism, Tangerang, Indonesia

ABSTRACT: The purpose of this study is to describe the Gen Z perception towards the effect of green
hotel practices on service quality. To attain the goal, a purposive judgment sampling was used. Twenty stu-
dents from the hospitality management program have been selected as the participants of a Focus Group
Discussions (FGD). The result of the study showed favorable findings towards the green hotel practices
from the students who could be the potential future customer group or as the potential future employees
group. This result may motivate the hotel industry to communicate more intensively their green hotel
concept implementation to their stakeholders.

Keywords: green hotel, green practices, Gen Z, service quality

1 INTRODUCTION Chan et al. (2014) stated the three green triggers:

Topics related to environmental problems have
been intensively discussed recently. The vast devel-
opment and operation of hotel industry, mainly
regarding the clean water supply, garbage manage-
ment, energy consumption, pollution and destruc-
tion of ecosystem also contributes to the problems.
This condition motivates some initiatives by the
hotel industry to apply a more environmental
friendly hotel operation using the green hotel con-
cept. In order to make the initiatives successful,
supports from customers as well as the employees
are very important. To date, there are some stud-
ies regarding the perceptions of consumers and
employees toward the application of green hotel
concepts (Baker, Davis & Weaver, 2014; Chan, Hon,
Chan & Okumus, 2014; Manaktola & Jauhari,
2007; Zengeni & Muzambi, 2013).
Baker et al. (2014) found that customer per-
ceived the green hotel operation has an implication
on the convenience of their stay because of the
cost cutting on operational cost that will decrease
the luxury. The study also indicated that customers
may regard that the green hotel concept is reducing
the service quality of the hotel.
From the perspective of the employee, Zengeni
et al. (1989) showed that most of the employees
saw little benefit of green tourism as they had
the perceptions that it only contributed to the
company profit. Furthermore they have a per-
ception that some of the green hotel practices
increased their workloads and could lead to the
extension of working hours. On the other hand,
environmental knowledge, environmental aware-
ness and environmental concern have a positive
impact on ecological behavior of the employee. It
will positively affect the employees in implement-
ing green practices in hotels.
Based on the mixed results, it is interesting to
explore more on the customers’ and employees’
perception about green hotel practices. The result
is essential for the hotels themselves to know what
message they are sending to the guests and their
employees when their hotels are identified as green
hotels. Additionally, as most of the green hotel
practices are related to the service aspects, it is also
important to know the impact of these practices
to service quality. The impact might exist as the
green hotel practices could reducing the facilities
provided to customers (Baker et al., 2014) or resist-
ance from the employees because they do not own
the application of this concept and feel that it is
an additional workload for them (Zengeni, et al.,
2013).
This research chose students of hospitality man-
agement program with the age span of 19–20 years
old, and identified as Gen Z. The respondents were
considered as the eligible stakeholders to give the
information needed as they might become either
as potential customer or the future employee for
the hotel industry.
Specifically, the objectives of this study are to:
a. Describe the Gen Z perception as the poten-
tial customers towards the effect of green hotel
practices on service quality.

9
b. Describe the Gen Z perception as the potential
employee towards the effect of green hotel prac-
tices on service quality.
The result of this study can provide practical
implications for the hotel managers to develop
effective plans regarding the green practices, which
are beneficial to the guests as well the employees;
and also will increase the service quality.
2 LITERATURE REVIEW
2.1 Green hotel concept
The term green hotel is considered synonymous
with the term of environmental friendly hotel,
eco-friendly hotel and sustainable hotel (Zengeni
et al., 2013). A green hotel also can be defined as a
sensitive hotel that pays attention on the environ-
mental issues and try to minimize the degradation
of the environment on it’s operation (Iwanowski &
Rushmore, 2003).
There are various motivations for a hotel to do
green practices. The three main motivations are
government regulations (Mensah, 2004), mon-
etary benefits because of cost reduction through
the green practices (Gonzales & Leon, 2001) and
to gain positive image in the eyes of the public
(Tzschentke et al., 2004).
Millar & Baloglu (2008) stated that there are
many steps that can be taken by a hotel in practic-
ing the green hotel concept. For example: recycling
programs, linen re-use programs and the installa-
tion of more efficient thermostats in every guest
room. Their study towards the preferred green
hotel attributes in every guest room resulted on
some items that are well received by the guests
as the environmental friendly initiatives, which
include energy saving light bulbs throughout the
room, low flow toilets and faucets, towel re-use,
sheets change upon request, recycling bins, occu-
pancy sensors and key cards. There are some other
items, which are not really preferred by the guests,
such as refillable shampoo and soap dispensers
(for hygiene reasons) and low flow showerheads
(because the guest perceived it as something that
will lessen their convenience in bathing).
Consumers’ attitudes and behaviors toward
green hotel practice are varied. Manaktola and
Jauhari (2007) showed the willingness of the guests
to pay more for a service from a green hotel. On
the contrary, Yesawich (2008) showed that only
half of the respondents who prefer to stay at a
green hotel are willing to pay more for the services
in the related hotels.
Chan et al. (2014) studied some literatures and
came to a conclusion that environmental programs/
system will create additional workloads for hotel
10
employees. For instance office staff are required
to do double-sided printing or photocopying and
a purchasing staff are requested to look for eco-
friendly products; and these activities will consume
more time.
2.2 Service quality
Early definitions of Service Quality were based on
the so-called disconfirmation paradigm (Caceres &
Paparoidamis, 2007). Parasuraman, Zeithaml &
Berry (1985) defined Service Quality as a result
of comparison between what consumers consider
the service should be and their perceptions about
the actual performance offered by the service pro-
vider. Following this definition, Parasuraman
et al. (1985) postulated five dimensions of the serv-
ice experience in their well-known SERVQUAL
model: reliability, responsiveness, empathy, assur-
ance and tangibility.
According to Pollack (2008), Service Quality is
some level of formation that consist of three sub-
dimensions: interaction quality, physical service
environment quality and outcome quality. Interac-
tion quality dimension consist of service provider’s
behavioral, attitude, and expertise. Physical service
environment quality consist of ambience condi-
tion, design, and social factor from service facili-
ties. Outcome quality dimension consist of waiting
time, intangibility aspect, and valence (Pollack,
2008).
The green hotel practices will be related with
those three sub-dimensions of service quality:
interaction quality, physical service environment
quality and outcome quality. For instance, when a
hotel has a eco-friendly building that more depends
on wind rather than air con and the sunlight rather
than lamps, for sure the design of the building will
affect the physical service environment quality.
2.3 Gen Z
Recently, many discussions are made upon the
unique social characteristics of Generation X, Y
and Z. The categorization was based on the birth
year of a group of people who were born on the
same time span. Individuals in the same category
tend to have similar attitudes, adaptabilities and
traits as they face the same events during their
formative year. According to Montana & Petit
(2008), Generation Z in most cases is the offspring
of Generation X who were born after 1996.
The unique characteristics of Generation Z lie
on their lifestyles, attitudes and their tendencies
to be an individual reflecting new conservatives
embracing traditional beliefs, valuing the family
unit, self-controlled, and more responsible. They
are also very exposed to high-tech and multiple
Another random document with
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as Macready knew, that he was the person for whom the play had
been written and that, did he refuse it, there was no other person on
the English stage who could, by any chance, do justice to it. To
refuse his request would mean a serious loss to her, and so,
humiliated for the moment, she set to work in great haste to carry out
Macready’s wishes. It was done with an ill grace, for it seemed to
Miss Mitford as so much unnecessary labour, especially as critics
like Talfourd and Harness had said so. It was unfortunate that, in her
bitterness, she overlooked the fact that Macready was, under the
circumstances, entitled to every consideration, seeing he had most
at stake in the matter of reputation, etc.
The story of this little breeze got about—possibly it only reached
the ears of a few—but it got about, and some person, some evil-
disposed person, fully cognizant of the feud which existed between
Kemble and Macready wrote an open letter “To Charles Kemble,
Esq., and R. W. Ellison, Esq., On the Present State of the Stage,” in
which the writer urged these gentlemen to exercise themselves and
prevent the Drama from “going to the dogs,” suggesting the cause of
and offering a remedy for the degeneration. The article was
published in Blackwood’s Magazine for June, 1825, and bore
indubitable evidence of having been written by some person
possessed of an extraordinarily intimate knowledge of Miss Mitford
and her affairs. It began:—“Gentlemen,—It will, I fear, appear to you
as somewhat officious that a stranger, possessing no other skill in
the mysteries of theatrical politics than the constant perusal of every
play bill, and a very frequent seat in the middle of the pit can afford
him, should thus attempt to call away your thoughts from the many
anxious and perplexing occupations in which you are engaged, and
demand your attention to his unsolicited advice on the management
of Covent Garden and Drury Lane.” Having thus introduced himself
the writer proceeded to animadvert on what he asserted was the
decline in the public taste for the legitimate drama, instancing the
fact that the managers had been forced to introduce variety shows in
order to keep up the receipts; and he went on to say that “the
present depressed state of the national drama is the fault of your
Great Actors—I mean of your soi-disant Great Actors—of
Messrs. Kean, Young and Macready.” The arrogant pretensions of
these gentlemen were such as not to allow an author to tell his story
exactly as he conceived it. “Would any play so written, have a
chance of being represented?” proceeded the writer, arguing that it
would not because these actors refused to play any but the hero and
insisted on the author keeping down the minor rôles.
“Are you not compelled to sacrifice the interest of the author which
ought to be your first concern, whether you consider your duty to the
public or yourselves, to the caprice and absurd vanity of your
principal performers? The author must obey the directions of the
performer; the whole order and process of the work is reversed; and
the dramatist is expected to mould his character to fit the actor,
instead of the actor modelling his preparation to the conception of
the author.”
Up to this point the article, though offensive to the actors named,
was nothing more than the outburst of a man who might be voicing a
public grievance; but he continued in a strain which proved at once
that he was something more than a lover of and regular attendant at
the play—that he was indeed in the confidence of one, at least, of
the authors he was championing. “The history of the lately rejected
tragedy of Rienzi is strikingly illustrative of the evils that attend the
operation of the present system. The authoress, a person not a little
distinguished in the literary world, had selected, for the exercise of
her talent, a passage of history which Gibbon has recommended as
peculiarly calculated for dramatic representation. The plot was
completed and shown to Mr. Macready. He was delighted with the
production. The chief part was very effective both in language and
situation, and only required a very few and slight alterations to
render it worthy the abilities of any of the great actors. He wished an
entirely new first act; this was indispensable; that Rienzi might be
introduced striking to the earth an injurious patrician, as Moses
smote the Egyptian, because this circumstance had peculiarly
pleased Mr. Macready’s fancy when a boy at school. To make room
for the introduction of this important incident, the second and third
acts, to the great injury of the general interest and original
arrangement of the tragedy, were to be compressed into one. The
fifth act, which had been framed in the most strict conformity with the
truth of History, was to be re-written; that the character of Rienzi
might, to the very dropping of the curtain, hold its paramount station
on the stage.
“All these alterations were to be made in a fortnight. The authoress
was then to return to town with the play and superintend in person
the rehearsals and the getting-up of the piece; but at all events the
work must be ready in a fortnight. In a fortnight the play was
mangled and distorted, and fitted to Mr. Macready’s exaggerated and
melo-dramatic measures of performing; the author arrived in London
to attend the bringing-out of the play; she called on Mr. Macready
with the manuscript; to her utter astonishment, he received her with
the greatest coolness:—‘There was no hurry for the play. The
managers had another piece at the theatre, which must at all events
be produced first.’”
Having thus divulged details of a most intimate character—
circumstantial to a degree—the writer proceeded to argue that this
sort of treatment must make authors of the front rank give up
dramatic work in disgust, and then wound up with the suggestion
that if these great actors, with their absurd mannerisms, refused to
abide by a code which would banish the present bad state of affairs,
then let them go to the country and in twelve months they would be
completely forgotten.
It will be readily conceded that the article was extremely offensive
towards Macready, and, as he afterwards maintained, very
damaging too. He claimed that the damage it made to his reputation
resulted in the reduction of his income by one-half and that it made
him seriously consider an immediate retirement from the stage—a
course which he abandoned only because of his children and their
dependence upon him.
The article was an anonymous one, signed “Philo-Dramaticus” and
by reason of the inner knowledge it revealed of what were
unquestionably private conversations between Miss Mitford and
Macready, suspicion fell on William Harness. Taxed with its
authorship, he denied the accusation and was not believed. The
subject was one upon which every one was talking; in club-land and
in stage-land the question was being continually asked: “Who wrote
the Blackwood article?”
Poor Macready was sorely wounded and wrote to Miss Mitford.
The letter reached her at a time when she was suffering from an
abscess, confined to her bed. She dreaded these embroilments; she
was for peace; but in this case she was, to some extent, to blame in
not acting on Macready’s advice, without seeking the further advice
of her friends. Macready now desired to learn from her whether she
knew the author of the malignant article, and whether she had
authorized the person to write so in her behalf. The situation was
difficult; how to answer these queries she knew not. That she knew,
or suspected, the author, is without a doubt for she must have written
to that person on the point. In her extremity she got her mother to
write to their mutual friend Talfourd and since it is so important we
quote it in full:—
“My dear Friend,—I am obliged to make use of my
mother’s hand to write to you having been for a week past
confined to my bed with an abscess which prevents me
turning on either side—it proceeds from neglected
inflammation, I having taken it for a boil—There is no
danger I believe although much fever and very great pain.
The letter from Mr. Macready which I got arrived this
morning—I have not answered it, nor shall I until I hear
from you—What can I say? You will see from the enclosed
note (which I send in strict confidence) he wrote the article.
I suspected William Harness and I asked him and you see
what he says—What can I say? The statement, however
inaccurate in trifling matters, is yet substantially true as you
will know—although it is possible that had I behaved with
more patience and submission (and I most sincerely wish I
had) the result might have been different—It is very rarely
that a quarrel takes place between two persons without
some touch of blame on either side—and a sick bed is not
a place to deny one’s faults—Still the statement is
substantially true and was undoubtedly derived from my
own information—in which is bitterness of disappointment
 —although the publication was so far from being
authorized by me that I do not know anything that ever
gave me more pain, but what can I do? I cannot disavow
my kind and zealous friend William Harness—I cannot
disavow that part of the statement which is true—and
nothing less than an entire disavowal would satisfy Mr.
Macready, yet God knows how I dread one of his long
narratives—What can I do? I have had to-day another most
pleasant note from Mr. Harness—They are delighted with
Charles I—Mr. Hope read it without laying down and said:
‘It was a very fine play—that Charles was excellent, and
Cromwell excellent, the Queen very good and the action
quite sufficient.’ This is very pleasant from the author of
Anastatius—William does not say a word about Cromwell’s
cant, and if he, the clergyman, does not mind it, I should
hope that George Colman[20] would not, especially as it is
now a high tory play. I shall tell William to send the MS. to
your house or Chambers (which?) as soon as I know you
are returned.
“It is certainly quite a new thing especially Cromwell—
For in spite of my having written Charles up as much as
possible, Oliver is the life of the piece—God bless you my
dear friend—
“Kind regards from all—
“Ever yours,
“M. R. M.”
“Could you write to Mr. M.? Would that be prudent? I
don’t know that it would—He evidently wants a complete
disavowal—I wonder what he means to do—Do write me
your advice most minutely—And pray forgive the trouble.”
Dismissing from our minds that portion which deals with “Charles
I” and what the critics thought of it and confining ourselves to the
other matter, we shall plainly see that Miss Mitford’s suspicions as to
the author had undergone a change by her receipt of the note from
the real culprit and as she mentions her original suspicion regarding
William Harness we may permissibly infer that he and the culprit
were not one and the same. What Talfourd did with the note which
was submitted to him in strict confidence is not known to us.
Probably he returned it to Miss Mitford. In any case the letter from
which we took our copy bore no clue, and the identity of the person
who wrote the offending article cannot therefore be revealed. It is,
however, quite clear from the postscript that Miss Mitford was
apprehensive lest Macready should resort to law and that is a view
which is strengthened by her appeal to Talfourd, who was a lawyer,
to write his advice most minutely.
Whether Miss Mitford ever replied to Macready, and, if so, what
was its purport, are questions which we can only surmise from a
statement, made by Macready, some years later, but we do know
that, for many years after, the great actor nursed a grievance against
Miss Mitford and cherished a bitter resentful feeling against Harness,
believing the latter to be the person who had written the Blackwood
article. In his Diary, after an interval of eleven years—i.e. February,
1836—recalling his endeavours to be of service to Miss Mitford he
writes of her as requiting him “by libel and serious injury,” while
throughout that and the following year are many entries containing
disparaging remarks about her and her “inability to write a play.”
Of Harness, in this same Diary, he wrote still more bitterly. “I
believe the Rev. Mr. Harness was among my slanderers at the time”
is a reference to the old grievance, written under date June 30, 1835.
In the July following he classes Harness with those “who gain their
livelihood and draw their gratifications from the imagined triumphs of
their envious and malignant nature”; in March, 1836, he writes of
Harness’ “blackguardism and rascality” and so on, frequently through
the Diary until January 8, 1839. On this day Harness called on him
by appointment to discuss a play by Mrs. Butler (Fanny Kemble)
and, after the business was transacted, Macready detained him by
saying there was another matter on which he wished to speak with
him. “I observed to him that whatever faults of character might be
ascribed to me, I was incapable of doing any one an injury wittingly;
that my notions of honour and virtue, such as they were, were strictly
revered by me, and if I had done him a wrong, I held myself bound to
expatiate [sic] it in every possible way. I then mentioned to him the
libellous article which in June, 1825, had been written against me in
Blackwood’s Magazine; the effect it had had in raising the Press
against me; the partial contradiction that Miss Mitford had given it....
He was evidently much embarrassed and seemed to suffer much;
his mode of expressing himself was confused and rambling; he said
that he must acknowledge that he was inculpated so far as that he
had heard the story told by Miss Mitford, and had communicated it to
the writer of the article, but that he had not written it.... I told him that
I was very glad to hear that he was not the author, as I was happy to
think well of all men, and was very sorry that I had suspected him of
the fact. He was going away, when he turned back, having passed
the door, and said, ‘I think we ought to shake hands.’ I gave him my
hand, saying, ‘I was very happy to do so,’ and we parted. My heart
was much lighter, and I fear his was much, very much heavier, as it
is evident, though not the author, that he was deeply implicated in
that shocking transaction—that assassination of my character. I think
of him with perfect charity, and with the most entire and cheerful
forgiveness.”[21]
Thus ended this extraordinary and lengthy feud begotten of a
trifling incident which unwisdom magnified. Truly Miss Mitford might
justly doubt the proverb that “in multitude of counsellors there is
safety.” It was a sorry business in which neither of the participants
can be said to have shone.

FOOTNOTES:
[20] George Colman the Younger, Examiner of Plays (1824-1836).
[21] The Diaries of William Charles Macready, 1833-1851, edited
by William Toynbee, London: Chapman and Hall, Ltd., 1912, 2
vols.
 CHAPTER XIX

A SLAVE OF THE LAMP

The success of Our Village was really astonishing—it had entirely

caught the public fancy. As proof of this we find in a letter to Sir
William Elford, dated February 19, 1825, the statement that
“Columbines and children have been named after Mayflower [one of
her favourite dogs]; stage coachmen and postboys point out the
localities; schoolboys deny the possibility of any woman’s having
written the cricket-match without schoolboy help; and such men as
Lord Stowell send to me for a key.” In addition to all this proof of
popularity it is fairly evident that Campbell, who had originally
thought the sketches not dignified enough for the pages of his New
Monthly, must have relented somewhat, for in the same year she
sent him two articles to the care of Mr. Colburn. This was probably
due to the representations of William Harness, to whom, it will be
remembered, Miss Mitford addressed herself on the matter.
Then, not to be outdone in loyal devotion to his friend, the woman
of the hour, Haydon painted her portrait and exhibited it among
portraits of other celebrities of the year. It was not a flattering
likeness—a reproduction of it is given in these pages—and its
reception, although not particularly hostile, was not altogether
friendly. Haydon’s enemies—and he had many—sniggered and
passed on; Miss Mitford’s friends nearly all commiserated her. “Now
to the portrait,” says she in a letter to her friend, Mrs. S. C. Hall. “One
friend of mine used to compare it to a cook-maid of sixty, who had
washed her dishes and sat down to mend her stockings; another to
Sir John Falstaff in the disguise of the old woman of Brentford; and a
third to Old Bannister, in Moll Flagon. I have not myself seen it since
it was finished, but there must have been something very formidable
about it to put such comparisons into people’s heads.” With her
usual good-nature she would not suffer Haydon or his work to be
maligned, and so was kept well occupied in defending him.
 M. R. Mitford
Mary Russell Mitford—The “Cook-Maid” portrait.
(From a painting by B. R. Haydon, 1825.)
“As for the picture,” she wrote to Mrs. Hofland, “I shall always
value it most exceedingly as a high honour, and a great kindness,
from such a man.” To Sir William Elford, who, above most other
people, might hear the truth, she wrote:—“It seemed a strong,
unflattered likeness—one that certainly would not be very calculated
to feed a woman’s vanity, or to cure the public of the general belief
that authoresses are and must be frights. But really I don’t think it
much uglier than what I see every day in the looking-glass; and I
especially forbid you from answering this observation by any flattery
or anything whatsoever.
“I am sorry that the portrait is not more complimentary, because it
vexes my father to hear it so much abused, as I must confess it is,
by everybody but Miss J——, and the artist, who maintain that it is a
capital likeness—quite a woman of genius, and so forth. Now, my
dear friend, I entreat and implore you not to mention to any one what
I say. I would not have Mr. Haydon know it for worlds. It was a
present, in the first place, and certainly a very kind and flattering
attention; and, in the second, my personal feelings for him would
always make the picture gratifying to me for his sake were it as ugly
as Medusa.”
Throughout the correspondence of this (1825) and succeeding
years there is a constant reference to a projected novel—in a letter
to William Harness, dated April, 1825, Miss Mitford actually gave a
complete outline of the plot—but, sandwiched between the
information that the story was progressing, there were frequent hints
that the writer was finding the task a little beyond her powers and—
were the truth told—her inclinations. It was to the Drama she turned,
believing that there only could she win laurels and—what was more
to the point, just then—a freedom from want and care for those she
loved.
Her Tragedy of Charles I was constantly being worked upon, for
she was hoping that Kemble would be able to produce it at Covent
Garden early in the next year, but in this, as in all other literary work
—it was the penalty exacted by popularity—she was much hindered
by callers—“deuce take ’em,” she wrote, “for I am fairly worn off my
feet and off my tongue.” Furthermore she could never resist the
fascination of letter-writing and, as she could never bring herself to
the inditing of a short note—the heavy postal-charges of those days
would have made such a thing appear as the height of extravagance
—her epistles were generally very lengthy and must have taken up
much valuable time. One of her letters to Haydon, during this year,
contains a most amusing defence of her own spinster condition. “I
have a theory, very proper and convenient for an old maid, that the
world is over-peopled, and always hear with some regret of every
fresh birth. I hold old maids and bachelors—especially old maids, for
an obvious reason—to be the most meritorious and patriotic class of
his Majesty’s subjects; and I think the opinion seems gaining ground.
Three persons in this neighbourhood especially, all friends of mine,
are staunch in the creed; only, unluckily, their practice does not quite
accord with their principles. The first, an old maid herself, I caught
last week in the act of presiding over a dozen of country-town ladies,
cutting out baby-linen for a charity—‘The Maternal Society,’ save the
mark! Bounties upon babies! The second, an admiral of the last
edition, called on me on Saturday with a very rueful face to
announce the birth of a daughter (he has a pretty young wife and six
children under eight years old).—‘Well,’ said I, ‘it must be endured.’
‘Yes,’ said he, ‘but who would have thought of its being a girl!’ The
third, a young married woman, was brought to bed this very morning
of twins—a catastrophe which I have been predicting to her this
month past.”
In the autumn, the play of Charles I was at last finished and
despatched to Kemble for his consideration. Having read it, he wrote
informing the author that it was “admirable, though somewhat
dangerous,” and that he had sent it for perusal to the licenser,
George Colman, junior. This official took three weeks to consider the
MS. and at length wrote to say “that, in consequence of the
exceedingly delicate nature of the subject and incidents of Charles
the First, he had received instructions to send the manuscript to the
Lord Chamberlain” (The Duke of Montrose), “that he might himself
judge, on perusal, of the safety of granting a licence.” The author
had already suffered so much from the jealousies of rival actors that
she viewed this new obstacle—the possibility of trouble with the
Licenser of Plays—with the utmost apprehension. It was one thing to
have her production delayed through the incompatibilities of actors—
those could be overcome, in time—but to feel that her work bore
within it matter for prohibition altogether was a totally different thing.
It meant that she, to whom labour and time meant so much, just now,
might labour for months, valuable months, only to find her offspring
condemned and killed at birth. And, as she rightly argued, if she had
offended in the case of Charles, she might offend with other plays.
The problem was: how she was to avoid such a contingency in
future? and so she wrote off to William Harness, asking whether he
would advise her to write the Licenser on the point. “I have a good
mind to write to Mr. Colman and ask. I would, if I knew any way of
getting at him. Certainly I mean no harm—nor did I in Charles; and
the not licensing that play will do great harm to my next, by making
me timid and over careful.... You cannot imagine how perplexed I
am. There are points in my domestic situation too long and too
painful to write about. The terrible improvidence of one dear parent—
the failure of memory and decay of faculty in that other who is still
dearer, cast on me a weight of care and of fear that I can hardly bear
up against. Give me your advice. Heaven knows, I would write a
novel, as every one tells me to do, and as, I suppose, I must do at
last, if I had not the feeling of inability and of failure so strong within
me that it would be scarcely possible to succeed against such a
presentiment. And to fail there would be so irremediable! But it will
be my lot at last.”
Harness’s advice was that Colman should be written to, and as by
that time the Lord Chamberlain had definitely refused to license the
Charles I play, Miss Mitford also embodied in her letter a request to
be informed whether it was possible to alter that play in such a
manner as would make it licensable. This letter was conveyed to
Colman through the medium of a mutual friend, a Mr. Rowland
Stephenson, to whom a reply was immediately forthcoming. It will be
apparent from a perusal of this reply that Miss Mitford must have
based her plea for information on the fact that her domestic affairs
rendered the success of her work a more than pressing necessity.
Dated November 28, 1825, and written from Brompton Square, Mr.
Colman’s letter was as follows:—
“My dear Sir,—
“It is much to be regretted that Miss Mitford has
employed her time unprofitably when so amiable a motive
as that of assisting her family has induced her to exercise
 her literary talents; but it would be idle and ungenerous to
flatter her with hopes which there is no prospect of fulfilling.
“My official opinion of her tragedy is certainly
unfavourable to the author’s interests. I was, however, so
far from wishing it to prejudice the Lord Chamberlain, that
the play was submitted to his perusal at my suggestion. He
therefore formed his own judgment upon it and decidedly
refused to license its performance.
“As to alterations—the fact is, that the subject of this play
and the incidents it embraces are fatal in themselves—they
are an inherent and incurable disease—the morbid matter
lies in the very bones and marrow of the historical facts,
and defies eradication. Indeed it would be a kind of
practical bull to permit a detailed representation of
Charles’s unhappy story on a public stage, when his
martyrdom is still observed in such solemn silence that the
London theatres are actually closed and all dramatic
exhibitions whatever suspended on its anniversary.
“I give Miss Mitford full credit for the harmlessness of her
intentions, but mischief may be unconsciously done, as a
house may be set on fire by a little innocent in the nursery.”
Miss Mitford’s only comment on this to William Harness was, “Is
not this a precious morceau? But there is no use in contending.”
Then continuing her letter, in which she congratulated him on the
publication of his edition of Shakespeare’s works, she reverted to the
troubles at home and furnishes the first indication we have of the
senility of Mrs. Mitford. “Poor mamma’s failure of faculty is very
peculiar. You might see her twenty times for twenty minutes, and yet
not perceive it; or, on the other hand, she might in one twenty
minutes show it a hundred times. She mistakes one person for
another—one thing for another—misjoins facts—misreports
conversations—hunts for six hours together after a pin-cushion
which she has in her pocket, or a thimble on her finger, and is totally
absorbed in the smallest passing objects. This is, in one respect,
fortunate, since it prevents her from foreseeing greater evils. But
then again, it deters her from supporting me in any effort to mitigate
them. So that from her incapacity, and the absolute inertness of my
father in such matters—an obstinacy of going on in the same way
which I cannot describe—I find myself compelled to acquiesce in a
way of living which, however inexpensive, is still more so than we
can afford, for fear of disturbing and, perhaps, killing her. If she were
herself she would rather live on dry bread in a garret than run in
debt; and so would I, merely as a question of personal comfort.”
This letter, as will be seen, bore no evasive terms regarding Dr.
Mitford; indeed, Miss Mitford knew quite well that any attempt to
hoodwink William Harness concerning her father’s habits of life was
only so much wasted ink and energy. In any case it is no edifying
spectacle here presented—an improvident father obstinately
persisting in a manner of living which present income did not justify;
an invalid mother whose intellect was so weak that she had not the
power to notice that things were reverting to the old bad ways; a
daughter, struggling to make ends meet, to keep the improvident one
satisfied and to withhold from the invalid the truth which to know
might mean her death; and, to crown all, the fruit of her labours
rejected at the eleventh hour. Was ever woman so stricken?
But her cup of bitterness was not yet full, for in December her
publisher, George Whittaker, stopped payment, though, fortunately,
the embarrassment was only temporary. Nevertheless it presented to
the distracted woman a new and hitherto unthought-of possibility
whereby her endeavours to gain a livelihood might be frustrated.
So pressing were the needs of the household that early in the year
1826 she paid a hurried visit to town in the hope of collecting some
of the money due to her, but the result was very meagre. Fortunately
William Harness was able to come to the rescue by acceding to her
suggestion that she should collaborate with him in the production of
some rather elaborate charades for which she had a market in
Blackwood’s Magazine. The idea of the charades was first
suggested to Mr. Harness by some of his young lady friends at
Hampstead, where he was then living. They, tired of the rather
stereotyped form of charades, asked him to furnish them with
something requiring a certain amount of care in the production, with
the result that he introduced a trifling dramatic scene and dialogue to
represent each word. The fame of these Hampstead charades soon
spread and as a result came Miss Mitford’s suggestion that she
might place her dramatic skill at his command and that their united
efforts should then go to Blackwood’s. At first Mr. Harness demurred
to the idea of magazine publication and counselled his friend to keep
her charades until she could embody them in the novel about which
she was continually writing. Her wish prevailed, however, and
Harness undertook to forward the “copy” on to Blackwood’s, the
proprietor of which was willing to pay ten guineas a sheet for these
contributions. Following these, Miss Mitford entertained the project of
writing an opera—there was no end to her schemes, though not all
of them came to anything.
“I want to write a grand opera on the story of Cupid and Psyche,
with Weber’s music. Just look at the story, and see how dramatic it is
—how full of situation and variety, both for dialogue and poetry, for
music and scenery; ... I wish with all my heart you would ask Mr.
Kemble whether, if I were to put all my strength into such an opera,
he could get Weber to compose the music, and whether Weber
would like the subject. It has seized my imagination most strongly,
and there would be no fear of the licenser in this case.”
The October of 1826 saw the second volume of Our Village
published—Whittaker having survived his business troubles; a small
play, Gaston de Blondeville awaiting Kemble’s reading; a volume of
Dramatic Scenes preparing for the press, and the author anticipating
an immediate visit to town to witness the long-delayed production of
Foscari. For this event the Doctor and his daughter took apartments
at 45, Frith Street, and these, Miss Mitford wrote, were delightful.
The Foscari was to be produced on Saturday, November 5, and as
the visitors arrived in town on November 1, they employed the
interval in witnessing various plays and in working themselves into a
fever of excitement lest Kemble should not recover from an attack of
hoarseness and lest the Duke of York—then seriously ill—should
succumb, in which latter case, of course, the theatre would be
closed. But the Duke did not die and, as luck would have it, the
November number of Blackwood contained a delightful review of Our
Village and a laudatory notice of the author. This was all to the good.
It stimulated the public interest, and the consequence was a very full
house on that auspicious Saturday. How delightful it is to read of well
deserved success. Miss Mitford’s letter home to her mother is
infectiously exhilarating. It was written after the play, late on the
Saturday night, so that no time might be lost in the conveyance of
the news and in order to prevent the Doctor from rushing off then
and there to Reading and home to carry the news in person.
“I cannot suffer this parcel to go to you, my dearest mother,
without writing a few lines to tell you of the complete success of my
play. It was received, not merely with rapturous applause, but without
the slightest symptom of disapprobation, from beginning to end. We
had not a single ‘order’ in the house, so that from first to last the
approbation was sincere and general. William Harness and Mr.
Talfourd are both quite satisfied with the whole affair, and my other
friends are half crazy. Mrs. Trollope,[22] between joy for my triumph
and sympathy with the play, has cried herself half blind. I am, and
have been, perfectly calm, and am merely tired with the great
number of friends whom I have seen to-day ... Mrs. Morgan, Hannah
Rowe, and my own darling Marianne,[23] who stayed with me during
the whole of the time that the play was acting, which I passed at
George Robins’s. Marianne is going with me on Monday to the
tragedy. Of course I shall now stay rather longer than I intended,
having the copyright of the play and the volume of Dramatic
Sketches to sell, if I can. I quite long to hear how you, my own
dearest darling, have borne the suspense and anxiety consequent
on this affair, which, triumphantly as it has turned out, was certainly a
very nervous business. They expect the play to run three times a
week till Christmas.”
It is an interesting circumstance to note that the Epilogue—then
considered indispensable—arrived so late that the play proceeded
without it, and the manager proposed its omission altogether. “It was
simply an added danger,” he said; “could do no good in the case of a
failure, and stopped the applause when the play was a success.” It
was the first occasion on which such a decision had been given and
acted upon.
 The proposed remuneration for Foscari was excellent, and the
copyright of the play, together with the volume of Dramatic Scenes,
were sold for a good figure to Whittaker. The latter work Miss Mitford
had to complete, and in writing to Sir William Elford, thanking him for
congratulations on Foscari’s success, she told him: “I am just
returned from passing a brilliant fortnight in London ... and heard a
great deal more literary news than I have head to remember or time
to tell. For, alas! my dear Sir William, the holiday time of our
correspondence is past. I am now a poor slave of the lamp, chained
to the desk as a galley slave to his oar, and am at present triply
engaged; for the monthly periodical publications, which I have been
too much engaged to supply; to the Annuals, which, to my sorrow,
are just on, and have begun dunning me again; and to my own
bookseller, who has bought my Dramatic Scenes.”

FOOTNOTES:
[22] Mrs. Frances Trollope, a noted author, died 1863.
[23] Marianne Skerrett—a connection of Macready’s. She
subsequently held a position in Queen Victoria’s household, as
superintendent of the Queen’s dressers.
 CHAPTER XX

MACREADY’S RESERVATION, AND LORD

LYTTON’S PRAISE

Notwithstanding the success of Foscari and the apparently

overwhelming literary output of its author during the year 1826, it is
fairly certain that the financial position of the household at Three Mile
Cross remained as before. There had been, of course, the
acquisition of the pony and chaise—originally purchased so that Dr.
and Mrs. Mitford might take exercise in a form they both enjoyed
and, in the case of the latter, certainly required—but this, so far as
can be ascertained, was the only extravagance in expenditure that
had been indulged in. The production of Foscari—if the run lasted for
twenty performances—was to bring in £400, and the copyright of the
play and the sale of the Dramatic Scenes was fixed at £150, a total
of £550 as estimated income at the end of 1826. Then there were
the regular payments from Blackwood’s, and these, together with the
odd items gathered from the “Annuals”—the editors of which were
actually dunning Miss Mitford for contributions—must have brought
the receipts up to considerably over £600, even if we estimate most
modestly. Such an income for a family of three persons, plus the
housekeeper, maid and odd-man for stable and garden, living in a
glorified cottage in a tiny village, seems to us to represent a very
comfortable sum upon which to exist for, let us say, twelve months.
And yet in June, 1827, we find Miss Mitford writing to a friend: “We
are as poor as poor can be and are ourselves living on credit.” It is
true that she added, “we have only received one hundred pounds
from the theatre,” but, even so, that would leave an estimated
balance of £300—a sum which would scarcely justify such a family in
living on credit. Where did the money go? We confess to being
nonplussed, and can only suggest that the extravagance and
improvidence of Dr. Mitford were still to the fore and still being
acquiesced in and glossed over by his daughter, for Mrs. Mitford
could hardly be held to blame now that she was unfitted to exercise
any control whatever over domestic matters.
These are problems which will never be solved, but of this we can
be certain: that Miss Mitford was still working as hard as ever to keep
the family ship afloat. A letter to William Harness, written in March,
1827, gives an outline of a new play, Inez de Castro, upon which,
after consulting her friends, she worked diligently, and was able to
send it up to Kemble during the year 1828.
In addition to this there was in active preparation a third volume of
Our Village, the publication of which was arranged for by Dr. Mitford
in person. To him, then lodging at “Old Betty’s Coffee House, behind
the new church, Strand,” his daughter wrote in February, 1828:—
“Nothing, my own dearest, was ever more comfortable and
satisfactory than the manner in which you have managed this affair.
Pray write to George Whittaker directly. Of course we must not take
a farthing less than one hundred and fifty pounds, when we are sure
of it from such a respectable quarter as Longman’s. I never had the
slightest hesitation in my liking for that house, except their name for
closeness; but certainly this offer is very liberal. You have done the
business most excellently—just as I thought you would.” (The Doctor
was evidently playing off Longman’s against his godson.) “God grant
you an equal success with the dramatic affair! I am not the least
afraid of your management there. I’ll never write a play again, for I
daresay Longman’s people would give a good price for a novel. If
you can, without inconvenience, will you bring me a bottle of eau-de-
Cologne?—this is a piece of extravagance upon the strength of the
fifty pounds; but don’t buy anything else. And pray, my darling, get
quit of the dogs.”
The dramatic affair mentioned in this letter evidently concerned the
long-postponed production in London of Rienzi, and as Dr. Mitford’s