Sorumlu Turizm Tutumunun Bilişsel Faktörleri: Sarawak Ekoturistlerinin Perspektifi

Öz

Sorumlu turizm, sürdürülebilir turizme ulaşmak amacıyla tüm turizm paydaşlarının üretim ve tüketimde etik ve sorumlu uygulamaları benimsemesini içerir. Son dönemde yaşanan turizm krizi, sektörün kırılganlığını ortaya koymuş ve ulusal ve yerel ekonomiler ile birçok birey ve ailenin geçim kaynakları üzerindeki önemli etkisini vurgulamıştır. Malezya'daki turizm sektörü, hızlı büyümesi ve geçmişte sorumlu yaklaşımların eksikliği nedeniyle birkaç yıl önce ciddi krizler ve sürdürülemez uygulamalarla karşı karşıya kalmış, bu da sürdürülebilirlik sorunlarına yol açmıştır. Bu çalışma, ekoturistlerin sorumlu turizme yönelik tutumlarını, farkındalık, algılanan değer, öz-yeterlik ve sonuç beklentisi olmak üzere dört temel etkenin etkisiyle incelemiştir. Çalışmanın amacı, turistlerin algılarını anlamak ve davranış değişikliğine yol açabilecek tutumları belirlemektir. Çalışmada nicel bir yöntem benimsenmiş olup, geçerli veri sayısı 383'tür (N=383). Ön veri analizini gerçekleştirmek için SPSS 29.0 kullanılmıştır. Ardından, iki aşamalı kısmi en küçük kareler yapısal eşitlik modeli (PLS-SEM) analizini gerçekleştirmek için SmartPLS 4.0 kullanılmıştır. Sonuçlar, farkındalık, algılanan değer ve sonuç beklentisinin tutumla pozitif ve anlamlı bir ilişkiye sahip olduğunu önermektedir. Ancak, öz-yeterliğin tutum üzerinde bir etkisi bulunmamıştır. Ayrıca, bu çalışmanın sorumlu turizm ve sürdürülebilir turizm alanında literatüre, akademisyenlere, politika yapıcılara ve sektör oyuncularına ampirik kanıtlar sunarak katkı sağlayabileceği düşünülmektedir.

Anahtar Kelimeler

• Ekoturizm
• Algılanan Değer
• Öz-Yeterlik
• Farkındalık
• Sonuç Beklentisi

Cognitive Factors of Responsible Tourism Attitude: The Perspective From Sarawak’s Ecotourist

Öz

Responsible tourism involves ethical and responsible practices in production and consumption by all tourism stakeholders to achieve sustainable tourism. The recent tourism crisis has revealed the sector's vulnerability, highlighting its significant impact on national and local economies and the livelihoods of many individuals and families. The tourism industry in Malaysia has faced severe crises and unsustainable practices couple years ago due to its rapid growth and past lack of responsible approaches, leading to issues with sustainability. This study explored ecotourists' attitudes toward responsible tourism, influenced by four key predictors — awareness, perceived value, self-efficacy, and outcome expectation. The goal is to understand tourists' perceptions and identify attitude that may lead to behavioral change. The study adopted a quantitative approach, with the valid data of 383 (N=383). Statistical Package for Social Sciences (SPSS) 29.0 were utilized to perform preliminary data analysis. Then SmartPLS 4.0 is used to perform two stage partial lease square structural equation model (PLS-SEM) analysis. The result recommended that awareness, perceived value, and outcome expectation is positively and significantly related to attitude. However, self-efficacy is found to have no impact on attitude. Besides, the current study is believed to be able to contribute to the literature, scholars, policymakers and industry players by providing empirical evidence in the field of responsible tourism and sustainable tourism.

Anahtar Kelimeler

• Ecotourism
• Awareness
• Perceived Value
• Sel-efficacy
• Outcome Expectation

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