BUDAYA PELAYANAN INDONESIA DALAM INDUSTRI HOSPITALITY DAN PARIWISATA GADING SERPONG: SEBUAH KAJIAN LITERATUR
Keywords:
Gading Serpong, hospitality, Service Culture, Service Excellence, Service QualityAbstract
Gading Serpong, a planned urban township in Tangerang Regency, Banten, has evolved into a complex hospitality and tourism ecosystem featuring starred hotels, hundreds of restaurants, and national-scale culinary centers, inhabited by a multicultural population composed of Betawi, Sundanese, Chinese-Peranakan, and migrants from across the archipelago that creates a unique service culture context remaining understudied academically. This study employs a PRISMA-based systematic literature review to examine how Indonesian service culture rooted in warmth, pelayanan prima, and Tangerang's multicultural identity manifests in hospitality practices in Gading Serpong, analyzing 40 reputable sources published between 2020 and 2026 using thematic analysis. Findings yield four main themes: (1) warmth and hospitality behavior as determinants of guest satisfaction; (2) Tangerang's multiculturalism as a service differentiation asset; (3) human resource challenges in maintaining pelayanan prima consistency; and (4) digital integration in contemporary service culture expression. This study contributes an initial mapping of service culture dynamics in Indonesia's planned urban townships.
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