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

doi:10.1016/j.regsus.2025.100279

Abstract

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.

Key words: Sustainable tourism, Visitor preferences, Willingness to pay (WTP), Choice experiment, Komodo National Park (KNP)

Ari RAHMAN, Evi Siti SOFIYAH, Imelda Masni Juniaty SIANIPAR, Cut Maisarah ZULFA, Sapta SUHARDONO, Chun Hung LEE, I Wayan Koko SURYAWAN. Promoting responsible visitor behavior through green tourism initiatives: Willingness to pay for support scenarios in Labuan Bajo and Komodo National Park, Indonesia[J]. Regional Sustainability, 2025, 6(6): 100279.

Figures/Tables 6

Fig. 1.

Table 1

Attributes and levels related to green tourism initiatives in Labuan Bajo and Komodo National Park (KNP) case study."

Attribute	Status quo and different improvement levels	Variable
Green hotels	Status quo: The implementation of green hotels in Labuan Bajo is not yet comprehensive.	Green hotels 0
	Level 1: Hotels receive support to implement eco-friendly programs focusing on energy efficiency, water conservation, and waste recycling.	Green hotels 1
	Level 2: Hotels receive assistance in obtaining the Cleanliness, Health, Safety, and Environment Sustainability (CHSE) certification, demonstrating compliance with sustainable tourism standards.	Green hotels 2
Sustainable transportation	Status quo: Public transportation access for tourists remains unavailable, forcing reliance on private vehicles.	Sustainable transportation 0
	Level 1: Public bus services are introduced to connect visitors with major tourist destinations, reducing private-vehicle use.	Sustainable transportation 1
	Level 2: Electric scooters and bicycles are available for rent to encourage flexible and zero-emission mobility options for tourists.	Sustainable transportation 2
Locally sourced products	Status quo: National branding and promotion of locally produced goods are still inadequate.	Locally sourced products 0
	Level 1: Visitors are encouraged to consume locally produced food to support farmers and minimize food-transport emissions.	Locally sourced products 1
	Level 2: Tourists are encouraged to purchase eco-friendly local souvenirs, thereby supporting artisans and environmentally responsible small businesses.	Locally sourced products 2
Environmental footprint reduction	Status quo: Opportunities for reducing energy, water, and waste utilities remain limited.	Environmental footprint reduction 0
	Level 1: Tourists participate in sustainable waste management programs promoting the 3R principles (Reduce, Reuse, and Recycle).	Environmental footprint reduction 1
	Level 2: Visitors adopt eco-friendly transport modes—walking, cycling, or using electric vehicles—to minimize carbon emissions.	Environmental footprint reduction 2
Communication with locals	Status quo: Information and education about Komodo dragons and marine ecosystem protection are still inadequate.	Communication with locals 0
	Level 1: Tourists participate in programs that increase knowledge and awareness about the protection of Komodo dragons.	Communication with locals 1
	Level 2: Tourists receive educational sessions to improve understanding of marine ecosystem protection and local ecosystem preservation.	Communication with locals 2
WTP	Status quo: No additional payment is paid (0.000 USD/(person·times)).	WTP
	Level 1: Tourists are willing to pay 13.160 USD/(person·times) to support green tourism initiatives.
	Level 2: Tourists are willing to pay 19.750 USD/(person·times) to support green tourism initiatives.
	Level 3: Tourists are willing to pay 32.910 USD/(person·times) to support green tourism initiatives.
	Level 4: Tourists are willing to pay 210.620 USD/(person·times) to support green tourism initiatives.

Table 1

Table 2

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Variable	RPL model with WTP interaction	MWTP (USD/(person·times))	RPL model without WTP interaction
Green hotels 1	0.306^*** (0.061)	5.145	0.543^*** (0.093)
Green hotels 2	-0.185^** (0.081)	-	-0.601^*** (0.113)
Sustainable transportation 1	0.329^*** (0.068)	6.154	0.670^*** (0.108)
Sustainable transportation 2	-0.203^** (0.099)	-	-0.613^*** (0.152)
Locally sourced products 1	0.276^***(0.078)	5.166	0.590^*** (0.112)
Locally sourced products 2	0.143^* (0.083)	2.681	0.130 (0.118)
Environmental footprint reduction 1	0.127^* (0.070)	2.382	0.262^*** (0.098)
Environmental footprint reduction 2	-0.020 (0.075)	-	-0.047 (0.111)
Communication with locals 1	0.206^*** (0.071)	3.853	0.308^*** (0.103)
Communication with locals 2	-0.004 (0.076)	-	0.017 (0.104)
WTP	-2.648×10^-5*** (3.384×10^-6)	-	-
Log likelihood function	-1802.328	-	-1882.327
LLR	350.347	-	357.641
McFadden’s pseudo R²	0.089	-	0.129
AIC/N	2.026	-	1.956
Chi square	38.932	-	37.570
Choice sets	1800	-	1800

Variable	Class 1	Class 2	MWTP (USD/(person·times))
Green hotels 1	35.318 (5329.700)	0.264^*** (0.074)	10.405
Green hotels 2	57.379 (7670.714)	-0.449^*** (0.114)	17.927
Sustainable transportation 1	-12.984 (29,023.190)	0.455^*** (0.086)	-
Sustainable transportation 2	-0.530 (44,046.680)	-0.316^** (0.124)	13.982
Locally sourced products 1	4.942 (9387.350)	0.355^*** (0.096)	5.892
Locally sourced products 2	-4.123 (5872.383)	0.150^* (0.102)	2.677
Environmental footprint reduction 1	-15.739 (21,019.750)	0.163^** (0.082)	6.433
Environmental footprint reduction 2	61.483 (12,020.520)	-0.220^** (0.108)	-
Communication with locals 1	63.155 (4332.998)	0.097 (0.091)	6.311
Communication with locals 2	-94.050 (7337.722)	0.160^** (0.098)	-
WTP	-2.648×10^-4 (1.001×10^-2)	-1.671×10^-6*** (4.660×10^-7)	-
Log likelihood function	-1698.512	-	-
LLR	821.648	-	-
McFadden’s pseudo R²	0.195	-	-
AIC/N	1.792	-	-
Chi square	49.588	-	-
Choice sets	1800	-	-

Variable	Category	Class 1	Class 2	Chi square	df	P-value
Supporting mass tourism practices	No	20 (3.33%)	209 (34.83%)	21.545	1	<0.010
Supporting mass tourism practices	Yes	88 (14.67%)	283 (47.17%)	21.545	1	<0.010
Preference for eco-friendly hotels	No	37 (6.17%)	165 (27.50%)	0.021	1	0.886
Preference for eco-friendly hotels	Yes	71 (11.83%)	327 (54.50%)	0.021	1	0.886
Concern for environmental issues	No	79 (13.17%)	476 (79.33%)	71.097	1	<0.010
Concern for environmental issues	Yes	29 (4.83%)	16 (2.67%)	71.097	1	<0.010
Income (USD/month)	<165.000	36 (6.00%)	80 (13.33%)	48.977	4	<0.010
	165.000-330.000	32 (5.33%)	61 (10.17%)
	330.000-660.000	16 (2.67%)	87 (14.50%)
	660.000-820.000	12 (2.00%)	130 (21.67%)
	>820.000	12 (2.00%)	134 (22.33%)
Frequent travel (times/a)	1	29 (4.83%)	112 (18.67%)	20.470	4	<0.010
	2	31 (5.17%)	129 (21.50%)
	3	35 (5.83%)	94 (15.67%)
	4	6 (1.00%)	71 (11.83%)
	>4	7 (1.17%)	86 (14.33%)
Education level	High school or below	64 (10.67%)	167 (27.83%)	23.972	1	<0.010
Education level	Diploma or above	44 (7.33%)	325 (54.17%)	23.972	1	<0.010
Gender	Male	53 (8.83%)	250 (41.67%)	0.107	1	0.743
Gender	Female	55 (9.17%)	242 (40.33%)	0.107	1	0.743

Attribute	Scenario 1 (eco-friendly accommodations)	Scenario 2 (sustainable transportation and local engagement)	Scenario 3 (comprehensive green tourism initiatives)
Green hotels	Eco-friendly program	-	Eco-friendly program
Sustainable transportation	-	Public bus	Public bus
Locally sourced products	Local food	Eco-friendly souvenirs	Local food+eco-friendly souvenirs
Environmental footprint reduction	Waste management (3R principles)	-	Waste management (3R principles)
Communication with locals	-	Protection of Komodo dragons	Protection of Komodo dragons
MWTP (USD/(person·times))	23.170	22.160	45.330
95.00% confidence interval	23.1567-23.1577	22.1588-22.1596	45.3336-45.3341