The Influence of Motivation and Behavior on Sustainable Tourism in Indonesia

Tourism is one of the industries that have an important role for Indonesia, especially in its economic development which has unlimited development potential [1]. Sustainable tourism is believed to be the most suitable concept for the industry in the new normal era which is supposed to make less crowd and interaction [2]. Indonesia is one of the countries experiencing the largest proportional decline in sustainable tourism by 56% [3]. Therefore, this study aims to analyze the influence of the motivation and behavior of domestic tourists on sustainable tourism as an effort to restore the economy of the Indonesian tourism industry after the COVID-19 pandemic. It is not only the responsibility of the government and tourism stakeholders, but also the responsibility of Indonesian citizens as tourism consumers to be able to consciously participate in reviving and maintaining the sustainability of this important industry. This research uses questionnaire as data collection methods and multiple linear regression as main analysis methods. The sample of the research is 122 domestic tourists who have knowledge of sustainable tourism. Furthermore, this research contributes to creating a better sustainable tourism development strategy by understanding and increasing awareness about sustainable tourism not only from the side of tourism supply but also from the demand side.