Promoting responsible visitor behavior through green tourism initiatives: Willingness to pay for support scenarios in Labuan Bajo and Komodo National Park, Indonesia

Rahman, Ari and Sofiyah, Eva Siti and Sianipar, Imelda Masni Juniaty and Zulfa, Cut Maisarah and Suhardono, Sapta and Lee, Chung-Hun and Suryawan, I Wayan Koko (2025) Promoting responsible visitor behavior through green tourism initiatives: Willingness to pay for support scenarios in Labuan Bajo and Komodo National Park, Indonesia. Regional Sustainability, 6 (6). ISSN 2666-660X

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Abstract

Rapid growth in nature-based and super-premium tourism has increased environmental pressures on protected destinations such as Labuan Bajo and Komodo National Park (KNP) in Indonesia, raising concerns about biodiversity conservation and responsible visitor behavior. Understanding how visitors value and support green tourism initiatives is therefore essential for designing effective and acceptable sustainability policies. This study explores visitor preferences and willingness to pay (WTP) for green tourism initiatives in Labuan Bajo and KNP, a renowned super-premium tourism destination in Indonesia. A choice experiment was employed to ascertain which green tourism options visitors prioritize. A total of 600 visitors completed surveys presenting different tourism scenarios. The data were then analyzed using statistical models to estimate to what extent visitors are willing to pay for each option. The study’s primary focus was on five key aspects: green hotels, sustainable transportation, locally sourced products, environmental footprint reduction, and communication with locals. Three hypothetical scenarios were developed: Scenario 1 with a focus on eco-friendly accommodations; Scenario 2 with an emphasis on sustainable transportation and local engagement; and Scenario 3 with comprehensive green tourism initiatives. The findings showed robust support from visitors and clear WTP for programs such as green hotels, public transport, local food, and improved waste management. The findings also highlighted the significance of enhancing awareness regarding the protection of Komodo dragons and marine ecosystems as part of sustainable tourism. This study significantly contributes to the literature by quantifying visitor preferences within a United Nations Educational, Scientific and Cultural Organization (UNESCO) world heritage site and shows the potential for policies that support environmentally and socially responsible tourism in biodiversity-rich areas.

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