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Responsible environmental behavior intention of travelers on ecotourism sites

Author

Listed:
  • Tanti Handriana

    (Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia)

  • Raya Ambara

    (Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta, Indonesia)

Abstract

The purpose – This research aims to investigate responsible environmental behavior intention of travelers formed upon visiting ecotourism sites in Indonesia. Nowadays, ecotourism has become a popular concept of tourism in Indonesia due to its rich potential of natural and cultural resources. Nevertheless, it is undeniable that not all travelers visiting ecotourism objects demonstrate positive environmental behavior. Several previous studies have already revealed that travelers’ behavior may alter after visiting tourism sites. Unfortunately, there has not been much discussion on travelers’ positive behavior formed after visiting an ecotourism site. In this research, four variables regarded as significant in shaping responsible environmental behavior intention included destination image, trip quality, perceived value, and satisfaction. Design/Methodology – This research applied a survey method. The research sample consisted of travelers who had visited ecotourism sites in Indonesia, while the number of respondents amounted to 210 travelers. Structural Equation Modeling (SEM) was selected as the technique of analysis. Finding – This research confirmed that five proposed hypotheses were supported. Hence, this study clearly contributes to the development of the theory and concept of ecotourism useful for practitioners associated with ecotourism activities. Originality of the research – Research on ecotourism in developing countries has not been much done. Similarly, the research on ecotourism related to intention to behave environmentally responsible is still not much to investigate, while the ecotorurism activities in Indonesia began in earnest. Therefore, research is expected to contribute ideas and implementation of ecotourism in developing countries.

Suggested Citation

  • Tanti Handriana & Raya Ambara, 2016. "Responsible environmental behavior intention of travelers on ecotourism sites," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 22(2), pages 135-150, December.
    • Handle: RePEc:tho:journl:v:22:y:2016:n:2:p:135-150
    DOI: 10.20867/thm.22.2.4
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    References listed on IDEAS

    as
    1. Akansha Bajpai & Cheng-Wen Lee, 2015. "Consumer behavior in e-tourism services: a case of Taiwan," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 21(1), pages 1-17, May.
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    Citations

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    Cited by:

    1. Conrado Carrascosa-López & Mauricio Carvache-Franco & Wilmer Carvache-Franco, 2021. "Perceived Value and Its Predictive Relationship with Satisfaction and Loyalty in Ecotourism: A Study in the Posets-Maladeta Natural Park in Spain," Sustainability, MDPI, vol. 13(14), pages 1-16, July.
    2. Uce Karna Suganda & Mularia Priska Theresia & Herrisa Azhalia Wijaya, 2022. "Antecedent of green purchase behavior: Cases of Indonesia," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 4(1), pages 01-10, January.
    3. Md. Sahabuddin & Qingmei Tan & Imran Hossain & Md. Shariful Alam & Md. Nekmahmud, 2021. "Tourist Environmentally Responsible Behavior and Satisfaction; Study on the World’s Longest Natural Sea Beach, Cox’s Bazar, Bangladesh," Sustainability, MDPI, vol. 13(16), pages 1-19, August.
    4. Awais, Minahil & Afzal, Ayesha & Firdousi, Saba & Hasnaoui, Amir, 2023. "Is fintech the new path to sustainable resource utilisation and economic development?," Resources Policy, Elsevier, vol. 81(C).
    5. Ilham Junaid & Anne-Marie d’Hauteserre, 2017. "Collaborative schemes for anticipating negative impacts of the tourists' visit," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 23(2), pages 279-294, November.
    6. Su-Lan Pan & Ju Chou & Alastair M. Morrison & Wen-Shiung Huang & Meng-Chen Lin, 2018. "Will the Future Be Greener? The Environmental Behavioral Intentions of University Tourism Students," Sustainability, MDPI, vol. 10(3), pages 1-17, February.

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    More about this item

    Keywords

    ecotourism; destination image; perceived value; satisfaction; responsible environmental behavior intention;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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