Gita Siswhara, S.Par., M.Par. is a lecturer in the Tourism Marketing Management Study Program at the Faculty of Social Science Education, Universitas Pendidikan Indonesia (UPI). She specializes in exploring the dynamic intersection of consumer behavior, co-creation, venue quality, and heritage tourism, contributing significantly to both academic development and practical applications within the tourism sector.

Academic Role and Research Areas

Gita’s academic role goes beyond traditional teaching by actively integrating contemporary marketing principles with the complexities of tourism services. Her teaching emphasizes understanding tourist motivations, satisfaction drivers, and loyalty building within various tourism contexts, particularly heritage and hospitality sectors.

Her research interests focus on how various factors such as service quality, destination attributes, and customer participation impact visitor experiences and decision-making processes. This dual commitment to theory and practice enables her to shape curricula that prepare students to meet the evolving demands of tourism professionals in a competitive global market.

Selected Research Contributions

Gita Siswhara has authored and co-authored multiple significant research publications that explore essential aspects of tourism marketing and consumer psychology. Below are some highlights of her research work:

• Factors Influencing Generation Y Satisfaction in Sundanese Restaurants
  Published in Advances in Social Science, Education and Humanities Research, this study investigates the key elements that influence satisfaction among Generation Y diners in Sundanese restaurants. It sheds light on the cultural and experiential factors that appeal to younger generations, helping restaurateurs tailor their services to evolving consumer preferences.
• The Influence of Co-creation Toward Customer Loyalty
  This research explores the role of co-creation—the active involvement of customers in the creation of services, in strengthening customer loyalty within the hospitality industry. Using a survey of Bumi Sangkuriang members who stayed at Concordia Hotels, the study demonstrates how engagement and personalized experiences can foster long-term relationships between customers and brands.
• The Effect of Venue Quality on Customer Satisfaction in Jakarta Convention Centre
  Focusing on the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, this paper analyzes how the quality of physical venues and associated services affects attendee satisfaction, an important consideration for event organizers and destination marketers aiming to enhance their competitiveness.
• The Influence of Heritage Destination Attributes Towards Customer Satisfaction at Palaces in Cirebon
  This study highlights how the attributes of heritage tourism destinations—such as authenticity, cultural significance, and historical value, impact visitor satisfaction. By focusing on palaces in Cirebon, it underscores the importance of cultural identity and preservation in enriching tourist experiences.
• Increasing Consumer Purchase Decisions
  Published in Tourism Scientific Journal, this article delves into the psychological and marketing-related factors that influence consumers’ purchasing decisions within tourism contexts. It provides insights useful for tourism businesses aiming to enhance their sales strategies by better understanding consumer behavior.

Academic Engagement and Future Direction

Beyond her research, Gita Siswhara is deeply committed to mentoring and developing future tourism professionals. She emphasizes analytical thinking, evidence-based decision-making, and applied research in her teaching. Her classroom methods incorporate case studies, market analysis, and practical simulations, fostering an environment where students can connect academic theory with real-world tourism challenges. Looking forward, Gita plans to deepen her research on sustainable tourism marketing and customer experience design, with an eye toward empowering local communities and preserving cultural heritage through innovative tourism strategies

Author : Muhamad Sabil Fawwazian Taufik