An experience-based perspective on pro-environmental behavior in urban forests ecotourism

Sitti Nur Azmi Fadhlurrhmah; Karin Ayunia Chaerunisa

doi:10.55942/pssj.v6i3.1607

Authors

Sitti Nur Azmi Fadhlurrhmah Marketing Management, Business Administration Department, Politeknik Negeri Bandung https://orcid.org/0009-0002-6332-4064
Karin Ayunia Chaerunisa Marketing Management, Business Administration Department, Politeknik Negeri Bandung

DOI:

https://doi.org/10.55942/pssj.v6i3.1607

Keywords:

attitude, experience economy theory, experience quality, perceived value, pro-environmental behavior intention, theory of planned behavior, urban forest

Abstract

Urban forest ecotourism has emerged as an important strategy for promoting sustainable tourism and pro-environmental behavior in rapidly urbanizing cities. However, there has been limited attention to understanding how experiential encounters in urban forests translate into pro-environmental behavioral intentions. Drawing on the Theory of Planned Behavior (TPB) and Experience Economy Theory, this study examines the relationships among experience quality, perceived value, attitude, and pro-environmental behavioral intention in the context of urban forest ecotourism. A quantitative research design was employed using a cross-sectional survey of 460 urban forest visitors. Data were analyzed using Structural Equation Modeling with a variance-based approach (SEM-PLS) to assess both the measurement and structural models. The results indicate that experience quality has significant positive effects on perceived value and attitude. Furthermore, both perceived value and attitude significantly influence pro-environmental behavioral intention. However, the direct effect of experience quality on pro-environmental behavioral intention was not significant, suggesting that experiential encounters influence intention indirectly through cognitive and attitudinal mechanisms. These findings extend the TPB framework by demonstrating that experience quality functions as a formative antecedent of attitude and perceived value rather than a direct predictor of pro-environmental intention. The study highlights the importance of designing meaningful urban forest experiences that foster positive evaluations and attitudes toward sustainability. From a managerial perspective, the results provide practical insights for urban forest managers and policymakers seeking to enhance pro-environmental outcomes through experience-based ecotourism strategies.

Author Biographies

Sitti Nur Azmi Fadhlurrhmah, Marketing Management, Business Administration Department, Politeknik Negeri Bandung

Sitti Nur Azmi Fadhlurrahmah is affiliated with Politeknik Negeri Bandung, Indonesia as lecturer in Marketing Management Study Program. She has professional background in business management consulting, banking, people and organization, entrepreneur and education field. Her academic focus lies in vocational applied marketing science with special interests in consumer behavior, green or sustainable marketing, and digital marketing.

Karin Ayunia Chaerunisa, Marketing Management, Business Administration Department, Politeknik Negeri Bandung

Karin Ayunia Chaerunisa is a bachelor degree graduate from Marketing Management Study Program, Politeknik Negeri Bandung. She has personal background in organization, entrepreneur, marketing event and digital marketing specialist. Her academic research interest including tourism marketing and digital marketing.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Ballantyne, R., Packer, J., & Falk, J. (2011). Visitors’ learning for environmental sustainability: Testing short- and long-term impacts of wildlife tourism experiences using structural equation modelling. Tourism Management, 32(6), 1243–1252. https://doi.org/10.1016/j.tourman.2010.11.003

Bamberg, S., & Möser, G. (2007). Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behaviour. Journal of Environmental Psychology, 27(1), 14–25. https://doi.org/10.1016/j.jenvp.2006.12.002

Bigné, J. E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism Management, 26(6), 833–844. https://doi.org/10.1016/j.tourman.2004.05.006

Bratman, G. N., Anderson, C. B., Berman, M. G., Cochran, B., De Vries, S., Flanders, J., Folke, C., Frumkin, H., Gross, J. J., & Hartig, T. (2019). Nature and mental health: An ecosystem service perspective. Science Advances, 5(7), eaax0903. https://doi.org/10.1126/sciadv.aax0903

Buckley, R. (2009). Ecotourism: Principles and Practices. CABI. https://books.google.co.id/books?id=qRzHNJgEiBEC

Chen, C.-F., & Chen, F.-S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35. https://doi.org/10.1016/j.tourman.2009.02.008

Chiu, Y.-T. H., Lee, W.-I., & Chen, T.-H. (2014). Environmentally Responsible Behavior in Ecotourism: Exploring the Role of Destination Image and Value Perception. Asia Pacific Journal of Tourism Research, 19(8), 876–889. https://doi.org/10.1080/10941665.2013.818048

Dewi, F. R., Fatmawati, I., & Musa, H. G. (2022). Effects of Experience Quality and Perceived Value on Tourist Satisfaction and Behavioral Intention in Prambanan Temple. Jurnal Bisnis: Teori Dan Implementasi, 13(2). https://doi.org/https://doi.org/10.18196/jbti.v13i2.17168

Fennell, D. A. (2014). Ecotourism. Routledge.

Gallarza, M., Gil-Saura, I., & Arteaga-Moreno, F. (2017). Exploring competing models on sacrifices, quality, value, satisfaction and loyalty with PLS and partial correlations. European Journal of Tourism Research, 17(17), 116–135. https://doi.org/10.54055/ejtr.v17i.297

Hair, J. F., Ortinau, D. J., & Harrison, D. E. (2024). Essentials of marketing research (Sixth edition, international student edition). McGraw Hill Education.

Han, H., Hsu, L.-T. (Jane), & Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325–334. https://doi.org/10.1016/j.tourman.2009.03.013

Han, H., Kim, W., & Kiatkawsin, K. (2017). Emerging youth tourism: Fostering young travelers’ conservation intentions. Journal of Travel & Tourism Marketing, 34(7), 905–918. https://doi.org/10.1080/10548408.2016.1261758

Hosany, S., & Witham, M. (2010). Dimensions of cruisers’ experiences, satisfaction, and intention to recommend. Journal of Travel Research, 49(3), 351–364. https://doi.org/10.1177/0047287509346859

Kim, M., & Thapa, B. (2018). Perceived value and flow experience: Application in a nature-based tourism context. Journal of Destination Marketing & Management, 8, 373–384. https://doi.org/10.1016/j.jdmm.2017.08.002

Klöckner, C. A. (2013). A comprehensive model of the psychology of environmental behaviour—A meta-analysis. Global Environmental Change, 23(5), 1028–1038. https://doi.org/10.1016/j.gloenvcha.2013.05.014

Konijnendijk, C., Nilsson, K., Randrup, T., & Schipperijn, J. (2005). Urban forests and trees: A reference book. Springer.

Lawasi, Moh. A., Kenda, N., Yusnikusumah, T. R., Pratama, B. B., Pratiwi, D., Septina, A. D., & Asrawijaya, E. (2025). Forest-Based Ecotourism in Indonesia: A Comprehensive Review of Policy Challenges, Diverse Practices, Stakeholder Engagement, Conservation Efforts, and Socioeconomic Aspects. Geojournal of Tourism and Geosites, 60(2 supplement), 1041–1056. https://doi.org/10.30892/gtg.602spl02-1478

Lee, T. H. (2011). How recreation involvement, place attachment and conservation commitment affect environmentally responsible behavior. Journal of Sustainable Tourism, 19(7), 895–915. https://doi.org/10.1080/09669582.2011.570345

Lee, T. H., & Jan, F.-H. (2018). Ecotourism Behavior of Nature-Based Tourists: An Integrative Framework. Journal of Travel Research, 57(6), 792–810. https://doi.org/10.1177/0047287517717350

Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 7(1), 97–105. Reprint 98407.

Prebensen, N. K., Woo, E., Chen, J. S., & Uysal, M. (2013). Motivation and Involvement as Antecedents of the Perceived Value of the Destination Experience. Journal of Travel Research, 52(2), 253–264. https://doi.org/10.1177/0047287512461181

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0

Tang, H., Ma, Y., & Ren, J. (2022). Influencing factors and mechanism of tourists’ pro-environmental behavior – Empirical analysis of the CAC-MOA integration model. Frontiers in Psychology, 13, 1060404. https://doi.org/10.3389/fpsyg.2022.1060404

World Health Organization (WHO). (2016). Urban green spaces and health. A review of evidence. WHO Regional Office for Europe. https://www.who.int/europe/publications/i/item/WHO-EURO-2016-3352-43111-60341

Wu, H.-C., & Li, T. (2017). A Study of Experiential Quality, Perceived Value, Heritage Image, Experiential Satisfaction, and Behavioral Intentions for Heritage Tourists. Journal of Hospitality & Tourism Research, 41(8), 904–944. https://doi.org/10.1177/1096348014525638

Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism Management, 40, 213–223. https://doi.org/10.1016/j.tourman.2013.06.006