Y GENERATION PARTICIPATION IN RECOMMENDING SUSTAINABLE TOURISM: A STUDY OF ASIAN TRAVELERS IN BALI ISLAND

H.S. Utomo, A. Kusumawati, Suharyono, Sunarti
2018 Russian Journal of Agricultural and Socio-Economic Sciences  
This study examines environmental awareness as a moderating variable that strengthens the influence of perceived environmental sustainability, perceived cultural sustainability, and perceived economic sustainability on word-of-mouth intention on foreign tourists, particularly the Y generation, traveling in the Island of Bali. This study also examines the perceived direct effect of environmental sustainability, perceived cultural sustainability, and perceived economic sustainability on
more » ... uth intention. As many as 211 Y generation foreign tourists from countries in the Asian region were selected as respondents to this study. Data was collected by questionnaire using 4 foreign languages and analyzed using WarpPLS. The results show that environmental sustainability, cultural sustainability, and economic sustainability have a significant effect on word-of-mouth intention. Environmental awareness strengthens the influence of environmental sustainability and economic sustainability on word-of-mouth intention, but does not moderate the influence of cultural sustainability on word-of-mouth intention. The results of this study provide an understanding to destination managers to pay attention to sustainability aspects because the increasing environmental awareness of the youth will influence the interest, especially interest in recommending destinations. KEY WORDS Y generation, environmental awareness, sustainable tourism, island tourism, word-of-mouth intention.
doi:10.18551/rjoas.2018-12.22 fatcat:bbbpxg2szvf4vhmqq5w5cgvf3y