Tourist Engagement to Develop Ecotourism With Nature Relatedness as a Moderating Variable on Behavioral Intention at Kaligua Tea Plantation, Indonesia

Abstract

This study explores the interplay between tourist engagement, perception, perceived value, and nature relatedness on tourists' behavioral intentions towards pro-environmental actions at Kaligua Tea Plantation, Indonesia. Emphasizing the role of nature relatedness as a moderating variable, this research seeks to identify the complex relationships these factors share in promoting sustainable tourism practices. Tourist engagement involves active and emotional participation, which has been found to enhance the tourist's connection to the destination, thereby influencing their pro-environmental intentions. Tourist perception, which encompasses views on authenticity, environmental quality, and alignment with ecotourism principles, directly impacts the sustainability and reputation of the destination. Meanwhile, perceived value—which tourists ascribe based on the economic, social, and environmental benefits received—further influences their commitment to sustainable practices. The study utilizes a quantitative approach with a Likert scale to measure responses from 350 purposively sampled visitors, revealing that nature relatedness not only strengthens the positive effects of tourist engagement and perceived value but also serves as a critical factor in fostering a deeper environmental commitment among tourists. This research contributes to ecotourism literature by providing nuanced insights into how ecotourism operators can enhance tourist experiences and satisfaction, ultimately leading to more sustained and effective conservation efforts.