The Role of Ecotourism Satisfaction in Linking Green Factors to Sustainable Tourist Behavior in the Green Economy Era

Abstract

This study investigates the determinants of ecotourism satisfaction and their effects on revisit intention and green advocacy within the context of Indonesia’s green economy. Drawing upon the Theory of Planned Behavior, the study examines the roles of ecological knowledge, green infrastructure, green marketing communication, green experience, and environmental concern in shaping tourists’ satisfaction and subsequent behavioral intentions. A quantitative research design was employed, and data were collected from 355 visitors to Indonesian ecotourism destinations using purposive sampling. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that ecological knowledge, green infrastructure, green marketing communication, and environmental concern significantly enhance ecotourism satisfaction, whereas green experience has no significant effect. Furthermore, ecotourism satisfaction significantly influences revisit intention and green advocacy and mediates most indirect relationships between the ecological antecedents and behavioral outcomes, except those involving green experience. These findings extend the Theory of Planned Behavior by integrating ecological, contextual, and moral determinants into a comprehensive framework for sustainable tourist behavior. The study also provides practical insights for destination managers and policymakers to strengthen sustainable tourism strategies through environmental education, green infrastructure, and effective sustainability communication.