Proceedings of the 6th Open Society Conference (OSC 2024)

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Approaching the “True Ecotourists” Market

Authors
Husna Putri Pertiwi1, *, Cou-chen Wu2, Ridha Azka Raga3, Laras Ayu Andini1
1Universitas Terbuka, South Tangerang, Indonesia
2Nasional Taiwan University of Science and Technology, Taipei, Taiwan
3Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. Email: husna@ecampus.ut.ac.id
Corresponding Author
Husna Putri Pertiwi
Available Online 25 December 2024.
DOI
10.2991/978-2-38476-340-5_8How to use a DOI?
Keywords
Ecotourism; regulatory focus; consumptive lifestyle; volunteering experience; ecotourism tour preferences
Abstract

This study explores the influence of regulatory focus, consumptive lifestyle, and volunteering experience on ecotourism preferences among Indonesian tourists. By employing an experimental design with 237 participants, the research investigates how these factors shape individuals' choices of ecotourism tour packages. The results reveal that volunteering experience significantly impacts ecotourism preferences, particularly in favoring environmentally conscious and less hedonistic tour options. In contrast, consumptive lifestyle and regulatory focus manipulation showed limited direct influence, though an interaction effect was observed between these factors. Participants without volunteering experience were more likely to choose hedonistic ecotourism activities, while those with volunteering experience preferred tours emphasizing environmental conservation. These findings contribute to understanding the ecotourism market and provide insights for developing effective social marketing strategies that promote sustainable tourism behavior.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 6th Open Society Conference (OSC 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
25 December 2024
ISBN
978-2-38476-340-5
ISSN
2352-5398
DOI
10.2991/978-2-38476-340-5_8How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Husna Putri Pertiwi
AU  - Cou-chen Wu
AU  - Ridha Azka Raga
AU  - Laras Ayu Andini
PY  - 2024
DA  - 2024/12/25
TI  - Approaching the “True Ecotourists” Market
BT  - Proceedings of the 6th Open Society Conference (OSC 2024)
PB  - Atlantis Press
SP  - 85
EP  - 99
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-340-5_8
DO  - 10.2991/978-2-38476-340-5_8
ID  - Pertiwi2024
ER  -