How Tourists Reacted to Ecotourism during COVID-19: Insights on Its Sustainability from a Multivariate Analysis Based on the Case of Banyuwangi

Satria Fadil Persada (), Yogi Tri Prasetyo (), I. Gusti Ayu Pramoedya Maharani, Bahalwan Apriyansyah, Ardvin K. S. Ong, Michael Nayat Young, Reny Nadlifatin, Etsa Astridya Setiyati, Mardhatillah Shanti, Riesta Devi Kumalasari, Sahnaz Ubud, Raden Aditya Kristamtomo Putra, Helena Hanindya Kartika Putri, Gilbert Aldrich Gunawan, Ida Bagus Ananta Wijaya, Asih Zunaidah, Gabriella Sagita Putri, Yuventia Prisca, Anak Agung Ngurah Perwira Redi and Mohammad Razif
Additional contact information
Satria Fadil Persada: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Yogi Tri Prasetyo: School of Industrial Engineering and Engineering & Management, Mapua University, 658 Muralla St., Intramuros, Manila 1102, Philippines
I. Gusti Ayu Pramoedya Maharani: Department of Business Management, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
Bahalwan Apriyansyah: Department of Business Management, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
Ardvin K. S. Ong: School of Industrial Engineering and Engineering & Management, Mapua University, 658 Muralla St., Intramuros, Manila 1102, Philippines
Michael Nayat Young: School of Industrial Engineering and Engineering & Management, Mapua University, 658 Muralla St., Intramuros, Manila 1102, Philippines
Reny Nadlifatin: Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
Etsa Astridya Setiyati: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Mardhatillah Shanti: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Riesta Devi Kumalasari: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Sahnaz Ubud: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Raden Aditya Kristamtomo Putra: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Helena Hanindya Kartika Putri: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Gilbert Aldrich Gunawan: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia
Ida Bagus Ananta Wijaya: Interior Design Department, School of Design, Bina Nusantara University, Jakarta 11480, Indonesia
Asih Zunaidah: Digital Language Learning Center, Communication Science, Faculty of Humanities, BINUS Universities, Jakarta 11480, Indonesia
Gabriella Sagita Putri: Public Relations Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University, Jakarta 11480, Indonesia
Yuventia Prisca: Character Building Development Center, Public Relations, Faculty of Digital Communication and Hotel & Tourism, BINUS University, Jakarta 11480, Indonesia
Anak Agung Ngurah Perwira Redi: Industrial Engineering Department, Sampoerna University, Jakarta 12780, Indonesia
Mohammad Razif: Environmental Engineering Department, Institut Teknologi Adhi Tama Surabaya, Surabaya 60117, Indonesia

Sustainability, 2023, vol. 15, issue 2, 1-23

Abstract: Ecotourism is an alternative to conventional tourism where tourists can enjoy natural scenery by prioritizing conservation aspects as a form of expressing responsibility to the environment. There are several popular ecotourism sites in Indonesia, one of which is Banyuwangi Regency, which was the world winner of the 12th United Nations World Tourism Organization (UNWTO) awards. This study was conducted to analyze the factors that influence the behavioral intention of tourists to ecotourism at Banyuwangi Regency. By knowing the factors influencing behavioral intention, tourism managers and local governments can gain better insight into strategies that can be adopted to increase consumers’ positive intention toward ecotourism. This research was conducted with multivariate structural equation modeling (SEM), and twelve hypotheses were tested. A total of 344 respondents participated. Six accepted hypotheses were revealed. A positive and significant influence was found on the subjective norm and destination image variables on ecotourism behavioral intention. The analysis found a positive and significant effect between ecotourism self-identity and subjective norm variables. Other results found that the biosphere value had a positive and significant effect on the environmental attitude, and the future time perspective and destination image variables were found to have a positive and significant effect on the environmental concern variable. Most respondents in this study admitted that they are individuals who have a love for nature and are willing to dispose of their garbage in its proper place. Further theoretical and practical implications were described.

Keywords: ecotourism; SEM; tourists; behavioral; intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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