Tourism Destination: The Role Of Beach Tourism Experience Affect Green Consumption on Parangtritis Beach Yogyakarta

Abstract

Beach has become a part of tourism experience and it is one of the most important motivators for tourism. In order to attract tourists to visit, a beach should have a favorable image. Furthermore, nature and environmental awareness by tourists in a beach destination are also considered to be very important to influence the spread of positive green consumption towards a beach destination. However, in the context of tourist destinations, these concepts have never been empirically investigated. Therefore, the aim of this research is to extend the theoretical concepts and evaluates the empirical evidence of the relationship between tourism experience, connectedness to nature, and environmental awareness towards green consumption. The results drawn from a sampleof 226 domestic tourists in Yogyakarta, show that tourism experience, connectedness to nature and environmental awareness has a significant influence on green consumption. Furthermore, this study reveals that the development of a beach in a tourism destination is only possible if the beach is simultaneously developed into an attractive destination.