摘要
Tourists’image about Bali and the motivation to visit the island are firmly based on Bali’s rich culture and tradition as well as its abundant nature.Due to the increasing number of visitors year by year,the island is in urgent need to reduce or even minimize the negative impacts of tourism and the damages done to nature and Balinese society.To improve the quality of tourism,a better understanding of tourists’behavioural intention and actual behaviour is crucial.An essential part of this context and the process of tourists’decision making plays the level of environmental knowledge.Therefore,the study intended to answer the research question:“How does issue-related knowledge influence ecotourism behavioural intention and actual environmental behaviour of tourists?”.A sequential exploratory research method using quantitative and qualitative data from interviews and Focus Group Discussion has been utilized to find more insights.Ajzen’s(1991)“Theory of Planned Behaviour”has been applied in an extended model to analyze whether knowledge influences attitude,intention,and behaviour.The data for the quantitative analyzes were collected 2019 within four weeks through interviews of 264 international and domestic tourists at three nature-based tourism destinations in Bali.The gained data were processed using multiple techniques:descriptive statistical analysis,correlation analysis,and Structural Equation Model(SEM)analysis.The results showed that ecotourism knowledge has a direct impact on tourists’environmental attitudes and their actual environmental behaviour.Although the SEM analysis could not show the direct influence towards ecotourism behavioural intention,this was confirmed by the correlation analysis result with a positive relationship of the latent variables ecotourism knowledge and ecotourism behavioural intention with significant strength.The research findings led to the conclusion that the research question could be confirmed.The level of ecotourism knowledge has a positive influence onenvironmental attitude,behaviour intention,and actual behaviour.
