THE EFFECT OF SUSTAINABLE TOURISM PRACTICE ON TOURIST RESPONSIBLE BEHAVIOUR INTENTION

• Main Author: Intan Sari, Putri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53216
• Institution: Institut Teknologi Bandung

Before Covid-19 outbreak, tourism is the most contributed sector on economic development. This sector has created 109 million jobs worldwide in 2016. However, despite the economic contribution, tourism has causing environment and culture degradation in tourism destination. Several destinations such as Boracay Island in Philippine and Sempu Island in Indonesia has to be closed due to environmental degradation that causing by irresponsible tourist behaviour. Not only the environment, but several tourists also show the unrespect behaviour towards destination culture. If tourist irresponsible behaviour continues, not only environment and culture will be harmed but also leads on tourism destination closure. Therefore, one of the most concern sector to implement sustainable development agenda is tourism. United Nation World Tourism Organization has declared the sustainable development agenda on tourism sector as sustainable tourism. Indonesia government has defined guidance for tourism provider in developing sustainable tourism. However, 3 years since the declaration, according to World Economic Forum (2019) Indonesia still became the top 5th worst countries in the world mentioning about environmental sustainability. Tourism itself is a sector that consist of many stakeholders: government, tourism provider, society and tourist. Collaboration between stakeholders is needed to pursue the tourism sustainability. As the main actor that causing the degradation in tourism destination, tourist become the most important stakeholder should be considered. As regulator, Indonesia government has regulated the criteria for sustainable tourism practice. However, this regulation did not show the significant impact on tourism. Therefore, besides giving guidance for tourism provider, it is important to understand whether sustainable practice on tourism destination will influence on tourist intention to act responsibly in the destination. As sustainability become the hot issue recently, there are several previous studies have explored about tourist responsible behaviour intention in tourism destination. However, most of them are only focusing on the environment dimension out of three sustainable dimensions. Since the degradation of tourism is not only happen for the environment, this study is considering the three dimensions of sustainability: environment, socio-culture and economic. This study will explore the influence of sustainable practice in tourism destination on tourist responsible behaviour intention. Seven variables are considered in this study: three dimensions of sustainable practice, sustainable attitude, perceived value, satisfaction and tourist responsible behaviour intention. The relation of those variables is tested by using SEM-PLS. However, data were collected only from Borobudur temple tourist as the object study. Data were collected by distributing the questionnaire through online platform since April until May 2020. Within that time, 294 samples were successfully collected. The empirical result of this study confirmed that sustainable tourism practice in tourism destination have significant effect on tourist responsible behaviour intention. The higher tourists evaluate the sustainable tourism practice, the stronger their preferential degree of performing responsible behaviour is, which leads on the higher the intention to perform responsible behaviour in tourism destination. So does the finding applies for the satisfaction. Further, tourist favourable degree evaluation toward responsible behaviour has stronger effect than the effect of satisfaction they perceived as a consequence of tourism attributes performance. Therefore, it is wisely to conduct further study related to factors influencing tourist sustainable attitude in order to strengthen their responsible behaviour intention.