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The behaviors of Indonesian domestic ecotourists using a Rasch analysis

Budi Setiawan (Postdoctoral Program, Research Center for Economics of Industry, Services, and Trade, National Research and Innovation Agency, Jakarta, Indonesia and Institut Bisnis dan Informatika Kesatuan, Bogor, Indonesia)
Umi Muawanah (Research Center for Economics of Industry, Services, and Trade, National Research and Innovation Agency, Jakarta, Indonesia)
Addin Maulana (Research Center for Economics of Industry, Services, and Trade, National Research and Innovation Agency, Jakarta, Indonesia)
Fauziah Khoiriyani (Research Center for Economics of Industry, Services, and Trade, National Research and Innovation Agency, Jakarta, Indonesia)
Marhanani Tri Astuti (Research Center for Economics of Industry, Services, and Trade, National Research and Innovation Agency, Jakarta, Indonesia)
Imam Nur Hakim (Research Center for Economics of Industry, Services, and Trade, National Research and Innovation Agency, Jakarta, Indonesia)

The Bottom Line

ISSN: 0888-045X

Article publication date: 18 April 2024

Issue publication date: 30 May 2024

54

Abstract

Purpose

This study aims to analyze the capacity of ecotourists to exhibit behavior that aligns with the ecotourist scale using the Rasch model measurement.

Design/methodology/approach

The data was gathered using an online survey incorporating the five tenets of ecotourism using a seven-point rating scale on domestic tourists in Indonesia. Descriptive statistics, cross-tabulation and Rasch model measurement were used to analyze the data.

Findings

The ecotourist identification scale measurement items were reliable and satisfactory. The most challenging behavior for ecotourists was using the services of a tour guide who was concerned about the environment. Meanwhile, respecting cultural differences around the tourist destination was the most accessible behavior. Most respondents demonstrated a fit response pattern and satisfactorily met the validity and reliability criteria.

Research limitations/implications

This study did not compare ecotourists’ ability to behave by the type of conservation visited as its limitation. However, it provides a significant methodological contribution to developing a measurement of ecotourist behavior implemented in well-established behavioral theories.

Practical implications

Integrating ecotourism into education, incentivizing eco-friendly tourism practices, promoting awareness, supporting local businesses, respecting local values and ensuring safe travels.

Originality/value

To the best of the authors’ knowledge, this study is the first of its kind to be conducted in Indonesia. It uses a unique and innovative method to reveal the unobserved variables in ecotourists’ behavior. The findings confirm that tourists’ behaviors align with the five tenets of ecotourism.

Keywords

Acknowledgements

The authors would like to thank the National Research and Innovation Agency (BRIN), which facilitated this study through the Postdoctoral program (Decree of Deputy for Human Resources for Science and Technology, number 15/II/HK/2023).

Citation

Setiawan, B., Muawanah, U., Maulana, A., Khoiriyani, F., Tri Astuti, M. and Hakim, I.N. (2024), "The behaviors of Indonesian domestic ecotourists using a Rasch analysis", The Bottom Line, Vol. 37 No. 2, pp. 179-206. https://doi.org/10.1108/BL-06-2023-0180

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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