Green Behavior of Tourist Visiting Bali
DOI:
https://doi.org/10.55927/wakatobi.v4i2.89Keywords:
Green Behavior, Tourists, Theory of Planned Behavior (TPB), EFA, Sustainable TourismAbstract
This research explores the pro-environmental behavior of tourists in Bali and identifies the key determinants of such actions, grounded in the framework of the Theory of Planned Behavior (TPB). Utilizing a quantitative method combined with proportional probability sampling techniques, data were collected from 160 respondents comprising 104 domestic and 56 foreign tourists through structured questionnaires. The data were analyzed using Exploratory Factor Analysis (EFA). The results reveal that international tourists demonstrate a stronger commitment to green behavior compared to their domestic counterparts. For foreign tourists, six key factors were identified: Operational Support, Habits of Sustainability, Environmental Encouragement, Awareness from Others, Responsible Consumption, and Tourist Social Norms. Meanwhile, domestic tourist behavior is shaped by three main factors: External Influence, Consumer Commitment, and Operational Support. This study introduces a novel conceptual model called ECOHEART which integrates the identified factors into a unified framework for understanding green behavior in tourism.
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