PROCEEDINGS. Aligning Competitiveness and Business Sustainability towards the Volatility of Global Environment

PROCEEDINGS ICEM 2013 - YOGYAKARTA, 27 NOVEMBER 2013

PROCEEDINGS

“Aligning Competitiveness and Business Sustainability towards the Volatility of Global Environment “ 27 November 2013 Hotel Sheraton Mustika Yogyakarta

ISBN: 978-602-14666-0-5

i


Perpustakaan Nasional RI: Katalog Dalam Terbitan PROCEEDINGS INTERNATIONAL CONFERENCE FOR EMERGING MARKETS (ICEM 2013) “Aligning Competitiveness and Business Sustainability towards the Volatility of Global Environment”

© Perbanas Institute

Cetakan Pertama, 2013 Hak Cipta dilindungi Undang Undang All Right Reserved Perancang Sampul dan Layout : Fangki A. Sorongan., ST., MM

Penerbit

Jl. Perbanas, Karet Kuningan, Setiabudi Jakarta, 12940 Telp (021) 5252533, 5222501-04 Fax (021) 5228460 www.perbanasinstitute.ac.id

ISBN : 978-602-14666-0-5 xi + 40 hal, 21 cm x 29.7 cm

Dilarang keras memfotokopi atau memperbanyak sebagian atau seluruh buku ini tanpa seizin tertulis dari penerbit ISBN: 978-602-14666-0-5

ii


KATA PENGANTAR

Puji dan syukur kami panjatkan ke hadirat Tuhan Yang Maha Esa, karena dengan berkat dan rahmatnya, kegiatan seminar dan call for paper ini dapat berjalan sesuai waktu yang direncanakan. The 1st International Conference for Emerging Markets (ICEM) tahun ini, sesuai dengan namanya merupakan kegiatan yang pertama kali dilaksanakan dan diharapkan menjadi agenda rutin tahunan Perbanas Institute Tema yang dipilih kali ini adalah “Aligning Competitiveness and Business Sustainability towards the Volatility of Global Environment.” Pemilihan tema ini dilandasi dengan pemikiran bahwa batas-batas geografi serta kendala-kendala ekonomi, hukum, sosial, dan budaya tidak dapat lagi menjadi alasan untuk berlindung dari persaingan bisnis antar negara. Siap atau tidak, lingkungan bisnis akan semakin kompetitif dan memaksa semua pihak berupaya untuk mendapatkan posisi strategis. Tantangan yang sudah di depan mata adalah pemberlakuan ASEAN Economic Communities (AEC) pada 2015. Karakterisitik utama dari AEC adalah (a) a single market and production base, (b) a highly competitive economic region, (c) a region of equitable economic development, and (d) a region fully integrated into the global economy. Dengan kondisi ini, kesiapan semua elemen di dalam suatu negara adalah sesuatu yang mutlak dan tidak dapat ditawar lagi. Untuk alasan itulah, maka ICEM 2013 ini diselenggarakan dengan maksud agar semua pihak, baik dari kalangan akademisi, peneliti, maupun praktisi dapat saling berdiskusi dan berbagi ilmu dan pengetahuan guna menyikapi berbagai perubahan-perubahan yang pasti akan terjadi. Sebagai pribadi dan mewakili seluruh personel yang tergabung di dalam Organizing Committee, kami mohon maaf karena acara yang direncanakan semula bertaraf internasional, tetapi karena satu dan lain hal, dan terutama karena kelemahan dan keterbatasan kami, kegiatan ini terpaksa dilaksanakan di dalam lingkup nasional. Di dalam kesempatan ini, ijinkan kami berterima kasih karena telah diberikan kesempatan menjadi penyelenggara, terutama kepada Bapak Prof. Dr. Ir. Marsudi Wahyu Kisworo selaku Rektor Perbanas Institute dan Ibu Dr. Wiwiek Prihandini, M.M. selaku Dekan Fakultas Ekonomi dan Bisnis. Ucapan terima kasih juga kami sampaikan kepada Para Pembantu Rektor Perbanas Institute, Steering Committee, dan para sponsor. Selanjutnya kepada kepada para pemakalah dan peserta seminar, kami berterima kasih atas partisipasinya di dalam kegiatan ini. Akhir kata, selamat berseminar dan berdiskusi. Semoga Tuhan selalu beserta kita.

Ketua Panitia ICEM 2013

Nicodemus Simu, S.E., M.M

ISBN: 978-602-14666-0-5

iii


SAMBUTAN REKTOR PERBANAS INSTITUTE Menghadapi Datangnya Abad Asia When the going gets tough, the tough gets going When the going gets tough, the tough gets ready I got something to tell you I got something to say I'm gonna put this dream in motion Never let nothing stand in my way (When the going gets tough, the tough gets going, lagu oleh Billy Ocean)

Sejarah menunjukkan bahwa pada abad ke 7 Nusantara pernah mengalami jaman keemasan ketika Kerajaan Sriwijaya yang berpusat di Palembang dihormati kewibawaannya dari Hawai sampai ke India. Setelah Sriwijaya runtuh, maka 7 abad kemudian yaitu pada abah ke 14, kembali Nusantara mengalami jaman keemasan ketika Majapahit dipimpin oleh Hayam Wuruk dan Gajah Mada. Begitu besar pengaruh Majapahit ini bahkan dirasakan dari Hawai sampai ke Afrika Selatan. Tidak heran kalau saat itu Kerajaan Mongol yang berhasil meruntuhkan kerajaan-kerajaan di India, Persia, bahkan meluluh-lantakkan Kerajaan Abassiyah di Baghdad takut untuk menyerbu ke selatan karena dikalahkan dan diusir oleh Raden Wijaya. Kalau siklus 7 abad ini terjadi lagi, maka pada abad ke 21 inilah Indonesia akan mengalami jaman keemasannya lagi Saat ini Indonesia dengan pendapatan rata-rata per penduduk mencapai sekitar Rp. 35 juta/tahun atau sekitar US$ 3200an dan pertumbuhan mencapai 6.4% per tahun, pertumbuhan ekonomi tertinggi setelah Cina, adalah kekuatan ekonomi ke 17 dunia. Lembaga riset ekonomi terkemuka dunia McKinsey meramalkan bahwa pada tahun 2030 nanti Indonesia akan menjadi kekuatan ekonomi dunia ke 7 mengalahkan Jerman dan Inggris. Bahkan kemudian pada tahun 2050 akan menjadi kekuatan ekonomi ke 4 atau ke 5 setelah Cina, India, dan Jepang atau Amerika karena pada saat yang sama Indonesia akan memperoleh bonus demografis dengan munculnya 90 juta kelas menengah dan 180 juta penduduk dewasa yang merupakan pasar yang sangat besar. Bersama dengan pertumbuhan Indonesia, negara-negara ASEAN lainnya seperti Vietnam, Laos, Kambodja, dan Myanmar mulai bangun dan melakukan reformasi besar-besaran. Di Asia, Cina, Korea, dan India mulai melaju menyusul Jepang yang lebih dahulu menjadi 5 besar ekonomi dunia. Karena itulah banyak ahli yang meramalkan bahwa abad ke depan adalah abad Asia. Dalam waktu yang tidak terlalu lama lagi, yaitu pada tahun 2015, bangsa Indonesia bersama-sama dengan 9 negara ASEAN lainnya akan memasuki era Pasar Tunggal ASEAN. Dalam era baru ini, pasar dari 10 negara anggota ASEAN akan menjadi satu kesatuan. Dalam pasar tunggal ini akan terjadi free flow of goods, free flow of services, dan free flow of people. Jacques Attali, seorang filsof Perancis, mengatakan bahwa persaingan antar bangsa akan menghasilkan dua kelompok bangsa-bangsa, yaitu bangsa-bangsa pemenang dan bangsa-bangsa pecundang. Bangsa pemenang dalam persaingan adalah bangsa yang memiliki kualitas dan kapasitas paripurna sehingga mampu untuk bertarung dan berkompetisi secara terbuka. Sedang bangsa pecundang adalah bangsa yang kualitas dan kapasitas rendah, dan akan tenggelam dalam penderitaan, kesengsaraan dan kehinaan, makin terpinggirkan dan ISBN: 978-602-14666-0-5

iv


makin lemah. Pasar Tunggal ASEAN diyakini akan membawa bangsa-bangsa ASEAN khususnya, dan Asia umumnya untuk tumbuh menjadi bangsa-bangsa besar di Abad Asia. International Conference on Emerging Markets 2013 ini adalah konferensi pertama yang diselenggarakan oleh Institut Perbanas untuk mempertemukan berbagai ide dan hasilhasil penelitian yang terkait dengan tumbuhnya pasar baru, baik ASEAN maupun Asia. Saya ucapkan terima kasih kepada para peserta seminar yang telah mengirimkan makalahnya untuk didiskusikan dalam konferensi ini. Juga terima kasih kepada seluruh pembicara sesi panel yang akan menyampaikan pikiran-pikirannya dalam keynote address. Terima kasih juga saya ucapkan kepada seluruh fihak yang telah mendukung acara ini. Terima kasih juga kepada seluruh panitia, baik steering committee maupun organizing committee yang telah bekerja keras sehingga ICEM yang pertama ini dapat terselenggara. Semoga ridho Tuhan Yang Maha Kuasa selalu menyertai kita.

Prof. Dr. Ir. Marsudi Wahyu Kisworo Rektor Perbanas Institute

ISBN: 978-602-14666-0-5

v


SUSUNAN PANITIA

STEERING COMMITTEE / REVIEWER Ketua

: Prof. Dr. Ir. Marsudi Wahyu Kisworo

Sekretaris

: Dr. Wiwiek Prihandini, Ak., M.M

Anggota

: Imam Wahyudi, Ak., M.Com. Hons., Ph.D Zaenal Abidin, S.E., M.B.M., Ph.D Patria Laksamana, S.E., M.B.A., Ph.D Dr. Steph Subanidja, S.E., M.B.A Dr. Umbas Krisnanto, S.E., M.M Dr. Wilfridus B. Elu, S.E., M.Si Dr. Harya D. Widiputra, S.T., M.Kom Dr. Endri., S.E., M.A Adi Susilo Jahja, S.E., M.M

ORGANIZING COMMITTEE Ketua

: Nicodemus Simu, S.E., M.M

Sekretaris

: Hedwigis Esti Riwayati, S.E., M.E

Sekretariat

: Agustina Ninawati, B.Sc Rini Hidayati, S.E

Bendahara

: Fitri Astuti, S.E

Publikasi

: Fangki A. Sorongan, S.T., M.M Dyah Nirmalawati, S.E., M.Si Nani Fitriani, S.Pd., M.Hum R. Adelina, S.S

Sponsorship

: Indra Siswanti, S.E., M.M Ferry Cahaya, S.E., M.M

Transportasi & Akomodasi : Sunarto, S.E., M.M Ruslan Abdulgani, S.E

ISBN: 978-602-14666-0-5

vi


DAFTAR ISI KATA PENGANTAR ............................................................................................................. iii SAMBUTAN REKTOR PERBANAS INSTITUTE ............................................................. iv SUSUNAN PANITIA ............................................................................................................. vi DAFTAR ISI .......................................................................................................................... vii DAFTAR ABSTRACT BANKING AND FINANCE (BF) BF01

BF02

BF03

BF04

BF05

BF06

BF07

ANALYSIS OF NON-PERFORMING FINANCING, OPERATING EXPENSES AND OPERATING INCOME, NET INTEREST MARGIN TO PROFITABILITY IN PT BANKSYARIAH MANDIRI Agus Salim, Dwi Fristika Sari .....................................................................

1

ANALYSIS OF FACTORS AFFECTING MURABAHAH FINANCING IN SHARIAH COMMERCIAL BANK Puji Hadiyati, Muhammad Iqbal ................................................................

2

PENGARUH UKURAN PERUSAHAAN, PROFITABILITAS DAN FINANCIAL LEVERAGE TERHADAP PRAKTIK PERATAAN LABA PADA PERUSAHAAN MANUFAKTUR YANG TERDAFTAR DI BURSA EFEK INDONESIA Fatmawati, Atik Djajanti .............................................................................

3

ANALISIS PERBANDINGAN KINERJA EMAS DENGAN INDEKS HARGA SAHAM GABUNGAN (IHSG) Amin Hudaya, Natali Yustisia .....................................................................

4

PENGARUH PEMBERIAN KREDIT KONSUMSI DAN NON PERFORMING LOAN (NPL) TERHADAP RETURN ON ASSET DAN RETURN ON EQUITY PADA BANK PERKREDITAN RAKYAT DI INDONESIA PER PROVINSI Eduardus Suharto, Indra Siswanti .............................................................

5

ANALISIS FAKTOR MAKRO EKONOMI YANG MEMPENGARUHI PERTUMBUHAN SIMPANAN MUDHARABAH PADA BANK UMUM SYARIAH DI INDONESIA PERIODE JANUARI 2009 – DESEMBER 2012 Irawati Junaeni, A Dewantoro Marsono ....................................................

6

ANALYSIS OF THE MARKET RETURN AND THE STOCK RETURN DISPERSIONS ON THE STOCKS LISTED IN THE INDEX LQ45 INDONESIAN STOCK EXCHANGE 2006-2012 Abdan Syakuro, Inung Wijayanti ...............................................................

7

ISBN: 978-602-14666-0-5

vii


BF08

BF09

BF10

BF11

DAMPAK REGULASI MODAL DAN KEPEMILIKAN TUNGGAL PADA PERSAINGAN INDUSTRI PERBANKAN DI INDONESIA Dyah Nirmalawati T, Hedwigis Esti R, Listijowati Hadinugroho ..........

8

YIELD CURVE ESTIMATION USING VASICEK APPROACH(CASE STUDY: MORTGAGE FINANCING AT 3 GOVERNMENT BANKS, PT. BANK MANDIRI TBK., PT. BANK RAKYAT INDONESIA TBK., AND PT. BANK NEGARA INDONESIA TBK) Harry Susatyo, Sudarso Kaderi Wiryono ..................................................

9

ANALYSIS INFLUENCE OF BI RATE, INFLATION AND THE EXCHANGE RATE OFRUPIAH TO US DOLLAR ON INDONESIA’S NATURAL RUBBER EXPORT TO JAPAN Willibrordus E. Gading, Hedwigis Esti Riwayati ......................................

10

VOLATILITAS PASAR MODAL SYARIAH DAN PASAR MODAL KONVENSIONAL DI KAWASAN ASIA DAN SEKITARNYA UNTUK PERIODE 2010 – 2012 A Dewantoro Marsono, Sodikun, Ridarmeli ..............................................

11

MARKETING (MT) MT01

MT02

MT03

MT04

MT05

MT06

MODEL PERFORMANCE OF THE SERVICE BANK Kesi Widjajanti .............................................................................................

12

THE EFFECT OF PRODUCT ATTRIBUTES DECISION TO PURCHASE BEAUTY PRODUCT Rossy Feramadhani, Pamela Magdalena ...................................................

13

HOW FAMILY DECIDE WHAT BRANDS AND QUALITY TO CHOOSE? Umbas Krisnanto ..........................................................................................

14

EFFECT OF ATMOSPHERIC STORES AND SALES PROMOTION FOR CUSTOMER LOYALTY CENTRO DEPARTMENT STORE IN THE PLAZA SEMANGGI Sisilia Sri Wiji Astuti, ErnaWahyuningsih, Endah Winarti, Chicilia Nova Yatna ....................................................................................................

15

LINKING THE TOURISTS' BEHAVIOR AND THE SUSTAINABILITY OF ECOTOURISM INDUSTRY Titik Desi, Etsa Astridya ..............................................................................

16

SENSORY CHOICE MOTIVES AND INTENTION TO PRODUCT PURCHASE: ATTITUDE AS MEDIATING TOWARD COLLLUSTRUM YOGHURT Lydia Ari Widyarini.....................................................................................

17

ISBN: 978-602-14666-0-5

viii


MT07

MT08

MT09

INFLUENCE OF IT INFRASTRUCTURE QUALITY TO CUSTOMER ACADEMIC SERVICE SATISFACTION IN ABFI INSTITUTE PERBANAS Deden Prayitno , Puji Rahayu, Riska Hanifah .......................................... CUSTOMER SEGMENTATION USING CLUSTERING METHODS TO SUPPORT EFFECTIVE MARKETING STRATEGY: A CASE STUDY AT PT KAMADJAJA LOGISTICS Arlingga Jayasaputra, Harya Widiputra ................................................... PENGUKURAN KESIAPAN SUMBERDAYA PEMBELAJARAN PADA IMPLEMENTASI PENDIDIKAN JARAK JAUH (E-LEARNING READINESS) DI IKPIA PERBANAS STUDI KASUS FAKULTAS FTI Deden Prayitno, Elliana Gautama, Riska Hanifah ..................................

18

19

20

STRATEGIC MANAGEMENT (SM) SM01

SM02

SM03

SM04

PENGARUH PERENCANAAN, PELATIHAN DAN PENGEMBANGAN SUMBER DAYA MANUSIA TERHADAP KEUNGGULAN KOMPETITIF PADA PT BANK RAKYAT INDONESIA KANTOR CABANG CIKARANG BEKASI Bingar Wicaksono Dharma, Tri Prihatini EKP ........................................

21

RHETORICAL STRATEGIES FOR CSR COMMUNICATION IN DEVELOPING ISLAMIC BANKING LEGITIMACY Adi Susilo Jahja, Patria Laksamana, Ovalia Rukmana ..........................

22

MENGELOLA PENOLAKAN TERHADAP PERUBAHAN DI BANK BTN Menggunakan Metodologi Serba Sistem Lunak Berbasis Riset Tindakan Stefanus Sadana, Septo Pramesworo, Rizka Zainab .................................

23

SOFT SKILLS: PROFESSIONAL ATTRIBUTES PERFORMANCE ACCOUNTANT MM. Tri S. Mildawani, Tiolina Evi ............................................................

24

ACCOUNTING (AC) AC01

AC02

AC03

COMPUTER BASED INFORMATION SYSTEM CONTROL: VIDEO AND AUDIO CALL INTERVENTION Tifa Noer Amelia ..........................................................................................

25

ANALYSIS OF ACQUISITION TRANSACTION IN TERMS OF ECONOMIC SUBSTANCE (ACCOUNTING) AND LEGAL FORM (A CASE STUDY ON PT.MULTIPOLAR, TBK) Thio Yonathan, Jasman ...............................................................................

26

POLA KASUS KORUPSI DI INDONESIA 2012 Wiwiek Prihandini ........................................................................................

27

ISBN: 978-602-14666-0-5

ix


AC04

AC05

THE INFLUENCE OF GOOD CORPORATE GOVERNANCE MECHANISM, FINANCIAL PERFORMANCE AND CONSERVATISM TO REAL EARNINGS MANAGEMENT Deasy Maria Firenza Rd, Elisabeth Stefany Manalu ................................

28

PENGARUH PENILAIAN KINERJA FORMAL TERHADAP KINERJA MANAJERIAL MELALUI KEPERCAYAAN DAN FEEDBACK SEBAGAI VARIABEL INTERVENING Dian Kurniawati, Aiaz Rajasa ....................................................................

29

INFORMATION TECHNOLOGY (IT) IT01

IT02

IT03

IT04

IT05

IT06

IT07

IT08

IT09

TECHNOLOGY ACCEPTANCE MODEL TO ANALYSE THE APPROVAL OF EBANKING SERVICES Puji Rahayu, Dwi Atmodjo, Pratiwi ...........................................................

30

EXTRACTING FEATURES ON INDONESIAN RUPIAH NOTES USING 2PCA ALGORITHM FOR FORGED DETECTION Pratiwi Rachmadi, Nani KrisnawatyTachjar , Lucia Sri Istiyowati .......

31

WEB BASED APPLICATION DESIGN FOR DOCUMENT CONTROL AND MANAGEMENT ISO 9001-2008 Lucia Sri Istiyowati, Febiana Ulfalia .........................................................

32

DESIGN : THE USE OF NEAR FIELD COMMUNICATION PROGRAMMABLE AND ANDROID PROGRAMMING TO ACCELERATE ELECTRONIC TRANSACTIONS Mantra Ign ....................................................................................................

33

INFORMATION TECHNOLOGY AND QUALITY OF INFORMATION SYSTEM Yuli Anwar, Liana Rahardja .......................................................................

34

DISASTER RECOVERY PLANNING PROCEDURE FOR BPR LOKADANA Kristo Angarda Tutuhatunewa, Mardiana Purwaningsih .......................

35

STUDI AWAL PEMINJAMAN KREDIT NASABAH UKM PADA BPR DENGAN MENGGUNAKAN NEURAL NETWORK Agnes Novita, Puji Rahayu, Dwi Atmodjo .................................................

36

INTELLIGENT DASHBOARD ON E-PROCUREMENT OF GOOD/SERVICE AT WEST JAKARTA ADMINISTRATION MAYOR Bayu Waspodo, Zulfiandri ...........................................................................

37

DETERMINATION PRIORITY OF CREDIT ASSESSMENT ASPECT BY USING A DATA MINING Lely Priska D.Tampubolon ..........................................................................

38

ISBN: 978-602-14666-0-5

x


IT10

IT11

MICROPAYMENT DESIGN SYSTEM USING NEAR FIELD COMMUNICATION TECHNOLOGY (NFC) Mardiana Purwaningsih, GN Mantra, M. Isnin Faried ...........................

39

CORPORATE PORTAL [LOG BOOK] MENGGUNAKAN METODE PENGEMBANGAN DOMAIN DRIVEN DESIGN Awan Setiawan, Chandra Permana Putera ...............................................

40

ISBN: 978-602-14666-0-5

xi

International Conference for Emerging Markets (ICEM 2013) – Yogyakarta, 27 November 2013 ISBN: 978-602-14666-0-5 ________________________________________________________________________________________________________________

LINKING THE TOURISTS’ BEHAVIOR AND THE SUSTAINABILITY OF ECOTOURISM INDUSTRY

Titik Desi Harsoyo Ma Chung University Etsa Astridya Setiyati Ma Chung University

Ecotourism is becoming an important issue to discuss in tourism industry, both practically and theoretically. The attempt of building sustainability involves good cooperation between many parties, including governments, tourism operators, and tourists. Ecotourism mainly focuses on the effort of creating balance between environmental conservation and tourists’ satisfaction. Management of ecotourism requires understanding of tourists’ behavior towards natural and social environment in order to be able to encourage them to have more concern and involvement toward sustainability. This research aims to investigate tourists’ behavior toward ecotourism by exploring their cognitive, affective, and conative attitudes. The research collects primary data through surveys to 220 tourists at two major ecotourism sites in East Java, which are Bromo-Tengger-Semeru area and Cangar area. The result shows that most tourists understand the importance of conserving natural areas of ecotourism sites, and interested to learn about it, but receive minimum information from ecotourism operators regarding how they should behave and act in objectifying their concern for the environment. The result also indicates that tourists have willingness to change their behavior toward environment conservation and to involve in conservation programs, as long as they receive reliable information from the responsible parties. Marketing implication of these findings is that ecotourism operators need to create educative yet interesting programs in order to create better awareness towards ecotourism sustainability and increase tourists’ involvement.

Keywords: tourist, behavior, sustainability, ecotourism

I.

INTRODUCTION Tourism is one of the world’s largest industries that is deemed to have significant

impact on economic, socio-cultural life, as well as environment. According to The World Travel and Tourism Council (2007), the tourism industry is estimated to contribute 3.6 per cent to gross domestic product, create 231.2 million job employments (which represents 8.3 per cent of total employment worldwide), and will generate approximately US$7,060 billion of 1


worldwide economic activity in 2007. Globally, tourism is expected to account for 10.4 per cent of global GDP, and is expected to grow at a level of 4.3 per cent per year over the next ten years. Along with the potential growth of tourism industry, there is a growing concern towards sustainability. In other words, tourism development cannot be separated from sustainability issues. Sustainable tourism is also in line with the Indonesian tourism development policy (Waluyo, 2007). However, on the other hand, waste problems, destructive behavior of tourists, and poor management by tourist operators are common problems in many developing countries, including Indonesia. Honey (1999) asserts that ecotourism industry needs to be supported and promoted in the attempt to minimize ecosystem damage, as well as provide conservation and community empowerment. United Nations Environment Program (2002) also highlights three important tenets of ecotourism: (1) Conservation, (2) Community, and (3) Education. This principle emphasizes the need to create a “win-win situation” whereby ecotourism business should be able to provide benefits for local economy, while at the same time, encourage tourists to respect nature sustainability and local communities’ culture. Management of ecotourism industry, therefore, requires an understanding of how tourists value and perceive the natural and social environment of the ecotourism area. Such understanding will help ecotourism operators educate tourists to have more respect, concern and involvement toward environment sustainability. This research aims to investigate tourists’ behavior toward ecotourism by exploring their cognitive, affective, and conative attitudes. The paper is comprised of five sections. Following the introduction, a literature review provides an overview of underlying concepts with regard to ecotourism and behavioral

2


theories. The next section outlines the research methods implemented for the study. Results are then presented, followed by concluding remarks.

II.

LITERATURE REVIEW

The Definition and History of Ecotourism Countries with natural beauties benefit a significant advantage to develop its ecotourism industry as mentioned by Giannecchini, 1993 in Parks et al., 2009) that approximately 20-25% of leisure travel is classified as nature based tourism, while one of the most popular nature based tourisms is ecotourism. Ecotourism which is the fastest growing segment of the tourism industry gives a significant contribution on economy. Its growth was based on the shifting of consumer perspectives towards leisure and travel needs. Different from their needs in previous time and also awareness of the importance of environmental preservation, consumers become more interesting to visit ecotourism sites. The condition also relies on the fact that the higher working pressure and increasing disposable income require consumers to a new type of tourism. Consumers more interested on ecotourism which offers the beauty of nature, the knowledge of culture of local people and local ecosystem. Ecotourism has many definitions. The International Ecotourism Society defines ecotourism as responsible travel to natural areas that conserves the environment and sustains the well-being of local people (Wood, 2002 in Waylen et al, 2009). Parks et al (2009) suggested the term ecotourism was created and popularized by Hector CeballosLascurain in 1983. Formerly, it was meant to describe nature-based travel to relatively undisturbed areas with emphasis placed on education. Gilbert (2003) cited from other sources explained that recent definition proposes that ecotourism may also include 3


adventure tourism, cultural tourism, and alternatives tourism. This broader definition is then adopted in further studies. Ecotourism has also been a popular topic in studies conducted in developing countries: Lenz (2001) investigated the ecotourism potential in the Togian Islands-Indonesia; Taylor et al (2003) measured the impact of ecotourism on economics in Galápagos Islands; Waylen et al (2009) conducted a case study on ecotourism at Grande Riviera, Trinidad. Ecotourism and Sustainable Tourism Sustainable tourism became an important topic in the world of tourism conferences. At the World Summit on Sustainable Development in Johannesburg, South Africa, dated August 29, 2002, the Secretary-General of the World Tourism Organization (WTO) mentioned that sustainable development represents the future direction of tourism in the world because not only limited growth, but also will ensure success tourism in the long term (Frangialli, 2002). Sustainable tourism is closely related to social and ecological problems. Various important input on sustainable tourism and biodiversity issues shows that both points cannot be separated. Sustainable tourism is not only limited to areas of ecological significance, but actively attempt to reduce the negative impact on the holistic aspects of economic, social and cultural environment in the long term. Besides, sustainable tourism is closely linked to ecotourism. Waluyo (2007) states that the Sustainable Tourism makes a capital nature and cultural tourism that must be preserved (protected, developed, and utilized) and the duty of all elements of the nation to maintain a balance in the use of natural and cultural preserve obligation to prevent damage. It is also in accordance with national tourism policy. On ecotourism, travelers and the public are invited to learn and appreciate nature, and promote conservation and economic benefit of the local community. Environmental Grantmakers Association (2008) describes the principles of ecotourism as follows: 4


1.

Contribute actively to the conservation and cultural heritage.

2.

Contribute to operational improvements, development and planning of the local community and surrounding destination.

3.

Give an interpretation or meaning of the natural and cultural tourist destination on the individual travelers and groups.

Consumer Attitude Attitude structure consists of three complementary components, namely cognitive component, affective, and conative (Anwar, 2005, p.23). Cognitive component is a representation of what is believed by the individual owner's attitude. This component includes the stereotypical beliefs of the individual about something. It is similar to the handling of (opinion) especially when it comes to controversial issues or problems. Affective component associated with feelings or emotional aspects. The emotional aspects most commonly rooted in the attitude component. Emotional is also the most enduring aspect of the influences that may alter one’s attitude. Affective component is equal with one’s own feeling toward something like a revelation of love, pride, status and security. Conative component is a certain aspect of the tendency to behave in accordance with the attitude of a person. And contains tendency or propensity to act / react to something in a certain way. And are associated with the object that it faces is logical to expect that a person's attitude is reflected in the form of behavioral tendencies. The relationship between the three components of attitude illustrates the influence of high-involvement hierarchy which belief affects feelings, then feeling affects the intention to purchase. Tourists’ Behavior As a consumer, every tourist has a different motivation to behave different when visiting the ecotourism objects. Behavioral aspects are closely related to the interpretation of 5


the motivation, attitude, perception and the learning-process of travelers. There are many concepts of human behavior and one of the relevant for this study is taken from the Model of Responsible Environmental Behavior suggested by Hines et al (1986, 1987) as cited by Littlefair (2003). It is mentioned that the intention to do environmental responsibility behavior is influenced by action skills, knowledge of action strategy, knowledge of issue and personal factors (attitude, locus of control and self-responsibilities). III.

RESEARCH METHOD This descriptive research employs a self-administered questionnaire survey. The time

horizon of the field study research was cross-sectional. This paper investigates the survey sections: 1) demographic profile of the respondents, 2) tourists’ motivation to visit ecotourism sites, and 3) cognitive, affective, and conative aspects of tourists’ attitude. The population was all tourists who visit the National Park Bromo-Tengger-Semeru and Cangar forest park. The population size is unknown. Thus, the non probability sampling method was used and convenience sampling technique was employed. Malhotra (2007) states that this by using this technique, the sample unit will be easily accessible, easily measured and more cooperative. The sample unit for this research was individual tourists who visit two major ecotourism sites in East Java (which are Bromo-Tengger-Semeru and Cangar area) on the day where the survey was conducted. A convenience sampling approach was employed for this research. Two hundred and twenty (N=220) tourists completed the survey. The sample size is deemed to be sufficient, and meet the minimum requirement of test-marketing studies, which is 200 (Malhotra, 2007). The questionnaire contains numerous close-ended questions that provide alternative answers regarding demographic profiles, motivation to visit, and tourists’ interpretation with

6


regards to their cognitive, affective, and conative aspects. The indicator variables are measured by Nominal Scales. Validity and reliability test were then performed in a pilot study that was conducted on 30 respondents. The validity test was performed by analyzing the Pearson product-moment correlation coefficient to examine whether the questionnaire items are well enough to measure what they are intended to measure. Items that are invalid, were removed, and were not analyzed further. Meanwhile, to determine the degree to which the scale produces consistent and stable results, reliability test was performed by looking at the Cronbach’s alpha. Items that have Cronbach’s alpha more than 0.6 suggest that the items have relatively high internal consistency; whereas Cronbach’s alpha less than 0.6 are considered to have relatively low internal consistency and therefore were removed from the questionnaire and were not included in data analysis. IV.

RESULTS

Demographic of Sample Table 1 describes that among 220 respondents that were surveyed, most of them are male, in young age (21-27-year-old), in tertiary higher education, single, and employed. This indicates that the biggest segment for the two major ecotourism sites is those with young spirit, adventurous, love nature, and well-educated. Thus, interpretation programs should employ an educative approach, and select a specific technique or media that is appropriate and familiar for this segment. This may include presentations, brochures, self-guided trails, interactive computers, videos, activities and games, signs, displays and exhibits. Social media, websites, and special-interest-magazines may be used for promotional programs. With regards to their motivation to visit ecotourism sites, most respondents state that opportunity to see the panorama, intention to conserve the natural environment, and opportunity to see the local culture are the three most important factor. This result signifies 7


that natural and social environments are influential factors which attract tourists to visit ecotourism sites. Hence, interpretation program should be able to display the uniqueness, the richness of both natural and cultural heritage of the ecotourism sites. Most importantly, providing opportunities for tourists to involve in natural conservation programs and to interact with local communities will help them appreciate the environment, and subsequently will increase their awareness toward ecotourism sustainability. These motivations can be seen in Table 2. Table 1. Profile of Respondents

Frequency

Percentage (%)

188

85.5

32 93 127 43 69 29 22 16 26 8 7

14.5 42.3 57.7 19.55 31.36 13.18 10.0 7.27 11.82 3.64 3.18

Single

129

58.6

Married

91

41.4

Junior High School

5

2.3

High School

62

28.2

123

55.9

30 71 81 25 43

13.6 32.3 36.8 11.4 19.5

Demographic Variables Tourist Types Sex Age (years)

Marital Status Pernikahan Education Level

Occupation

Domestic (Indonesia) Foreign Female Male 14 – 20 21 – 27 28- 34 35 – 41 42 – 48 49 – 55 56 – 62 ≥ 63

Tertiary higher education Post graduate Students Employee Employer Other

8


Table 2. Tourist Motivation to Visit Ecotourism Sites

Statements Opportunity to see the panorama Intention to conserve the natural environment Recommendation from other traveler (s) Opportunity to do some physical activities (hiking, climbing, riding a horse, etc) Opportunity to see the local culture *multiple responses

Frequency

Percentage (%)*

217 174 139

98.6 79.1 63.2

143 166

65.0 75.5

Cognitive The result of cognitive aspects analysis of the respondents shows that tourists have a good understanding that they are responsible for the sustainability of natural as well as cultural environment. However, further investigation indicates that they receive very minimum information on sites regarding how they should behave and act in objectifying their concern for the environment. Table 3. The Agreement of Tourists’ participation in Environment Conservation Statements Every tourist is responsible to maintain the sustainability of the natural environment of this tourist area

Frequency

Percentage (%)*

213

96.8

9


Everyone is responsible to maintain the sustainability of cultural environment of this tourist site * multiple responses

210

95.5

Table 4. The Information Received by the Tourists

Kind of Information Provision that tourists should not pick any plants without permission in this tourist area Provision that tourists should not litter in this tourist area Provision that tourists should not do any vandalism activities in this tourist area Provision that tourists should not violate the prohibition and customs of the local community Provision that tourists must follow the walking/hiking track which has been set up in this tourist area Provision that tourists should not bring any gun or weapons on their visit to this tourist area Illegally traded souvenir products (e.g. endangered species, rare cultural objects that are specific to this tourist area) which you should avoid Equipment, clothing and personal supplies to bring on the trip The local ecosystems which you will be seeing Sources of information about this tourist site which foreign tourists can access The history and culture of the local people Travel ethics about proper behavior when interacting with local people * multiple responses

Frequency

Percentage (%)*

179 185

81.4 84.1

175

79.5

133

60.5

120

54.5

144

65.5

136

61.8

158 140

71.8 63.6

144 135

65.5 61.4

135

61.4

Affective

10


Analysis on affective aspects displays that tourists have eagerness to learn about nature conservation, and are interested to participate in conservation programs if available. Considering the demographic background of the respondents, a good understanding (cognitively) and passion to participate in conservation programs (affectively) may be influenced by their education level. Hence, interpretation programs should be designed in a way that facilitate the interpretative process which include cognitive and affective aspects, which in turn will encourage the change of behavior (conative aspect) towards ecotourism environment.

Table 5. Tourists Interest on Environment Conservation Statements I eager to learn about how I can conserve natural resources I am interested to participate in conservation activities * multiple responses

Frequency

Percentage (%)*

190

86.4

181

82.3

Conative Examination on tourists’ conative aspects signifies that visiting ecotourism sites encourage them to change their behavior towards environment. Further investigation finds that their willingness to change is influenced by the shocking facts of how tourists’ negative behavior has brought damage to natural environment. Most respondents express their disappointment towards environmental damage caused by negative behavior of tourists and affect other tourists’ satisfaction. If given an opportunity to participate in conservative programs, tourists are most likely willing to join. Table 6. Willingness to Change Behavior After Visiting The Ecotourism Site

Willingness to Change Behavior After Visiting The Ecotourism Site No

Frequency Percentage (%) 80 36.4 11


Yes

140

63.6

Table 7. Tourists Interest on Environment Conservation Kind of Behaviors That Would Be Change After Visiting The Ecotourism Site Habit of garbage disposal Consumption of natural resources Participation in nature conservation programs/activities Support to environmental actions Respect to other culture Travelling habits Hiking habit Conservation of wildlife * multiple responses

Frequency Percentage (%)* 66 30.0 23 10.5 49 22.3 46 20.9 57 25.9 51 23.2 14 6.4 9 4.1

In the attempt to conserve ecotourism environment, generally there are several techniques that are commonly utilized by ecotourism operators. The first technique is by providing physical control in the form of separation, climbing/hiking track, and facility location setting which are considered to have influence on visitor behavior. By employing this technique, the negative impact of visitors’ behavior can be minimized by physically separating them from the natural environment, or to regulate the spatial distribution to protect sensitive areas. The second technique is to emphasize the direct control in the form of rules, restrictions, or permits to prohibit or restrict the negative behavior of visitors which may damage the environment of ecotourism sites. Some examples of this technique include banning certain activities, and area closures. This technique is generally accompanied by fines, the prohibition to entry in the future for certain visitors, detention, and even legal actions. The third technique is in the form of indirect mechanisms which aim at reducing inappropriate actions through voluntary education program. The program (often referred as 'interpretation' program) involve educational program, through the use of original objects, tourist experience, and through the use of illustrative media. In order to design an effective interpretation program for ecotourism, it is necessary to understand the process of learning so that the interpretation successfully targets those 12


mental processes that are involved in human learning. Model of interpretation which includes cognitive dissonance, affective domain, incentive to act, opportunity to act, as well as feedback-testing mechanism can be used to develop tourist interpretation program in the attempt

of

creating

sustainable

ecotourism

industry

(Figure

1).

13


Figure 1. Model of Tourists’ Interpretation

PROGRAM DESIGN

Resolution of Cognitive Dissonance Dynamic Disequilibrium

Managing Cognitive Dissonance

Motivation/Incentive to Act

Affective Domain Opportunity to Act Action Domain

GOVERNMENT SUPPORT FEEDBACK

EFFECTIVENESS ASSESSMENT

Minister of Forestry Department of Tourism Regional Planning Agency

14


The proposed model (that is based on the results of this study) begins with the design of a program that uses educational strategies. Interpretation program model is based on the understanding of human cognitive learning process, which is a series of thinking processes and understanding. Cognitive learning is related to how humans use information that they obtain from the environment and retrieve from their memory to make a decision, which eventually will encourage them to do an act. Piaget (1970), one of the cognitive experts, claims that human mind build it cognitive structures to receive external sensory input, interpret, transform, and then organize them. Individual and environment are equally involved in the continuous interaction that will create a new perception and new knowledge in the cognitive learning process. When a person obtains a different information with the knowledge that he understood, it will create an imbalance condition that will psychologically push him to learn more and to form a new understanding. Interpretation program should encourage the creation of 'dynamic disequilibrium' in the mind of tourists by raising provocative questions in the minds of tourists (not necessarily to provide direct answers). This condition is expected to bring up the need for information that by itself would motivate tourists to learn and accept new information in the process of cognitive learning. Forestell and Kaufman (1990) suggest that this strategy should be done before tourists making a contact with ecotourism sites. Then, when travelers have the opportunity to visit ecotourism sites, the 'cognitive dissonance' needs to be managed properly. In other words, interpretation program should be designed in ways that challenge the mindset (that had been formed in the minds of tourists), to create a psychological urge that will motivate tourists to change the prior mindset to be aligned with the new information they receive in the interpretation program. Therefore, the next step is to provide information that creates a resolution on the 'cognitive dissonance', which includes affective domain and real actions. Then, the resolution should be facilitated by activities that help tourists to align the new information he received into behavior change. 15


Ecotourism operators need to work hand in hand with the government to gain support for designing a good interpretation programs that provide motivation and opportunity for tourists to act. Moreover, this interpretation program also requires a variety of methods, media, materials, and management related to technical aspects that are quite complex, and therefore, need the support of relevant government agencies that are responsible for the project. The interpretation program should be periodically evaluated to determine whether the design of the education program provide contents that are good enough to encourage tourist to learn new things and change their behavior to conserve the ecotourism environment. If the designated program is not sufficient enough to encourage positive behavior change to support environmental sustainability of ecotourism sites, the feedback from the evaluation process will provide valuable insights that need to be considered in the process of designing a new, and a more effective interpretation program. Interpretation program should not only describing facts, but instead should seek to create a mental and emotional responses for tourists, as well as a deep understanding of the value of ecotourism objects. Therefore, creativity plays an important role in encouraging tourists to participate in the conservation programs. Expected outcomes of interpretation program include a greater appreciation, awareness, understanding, and better satisfaction for ecotourism visitors. Furthermore, cognitive learning processes in the interpretation program should also encourage visitors to provide recommendation for other tourist to come and visit, experience and enjoy the ecotourism sites, acquire new knowledge and understanding of the natural and socio-cultural environment of ecotourism objects, and eventually will also increase tourist visits to ecotourism sites.

16


V.

CONCLUSION

Based on the results, it can be obtained several conclusions as follows: 1.

Sample was dominated by domestic tourists (from Indonesia) comprises 85.5%, male (57.7%), single (58.6%) and tertiary higher education (55.9%).

2.

Most of tourists mentioned that seeing panorama was the most important motivation to visit ecotourism site (98.6%) meanwhile opportunity to do some adventurous activities in ecotourism site was the least important (65)%.

3.

From the cognitive aspect, travelers show good awareness of the restriction or provision that should not be done related to the natural environment in ecotourism site. It can be concluded that tourists show a good level of affective based on their intention to learn how to conserve the environment and also willing to participate in environment conservation activities. Finally, from the conative aspect, most of respondents mentioned that they want to change their behavior post-visiting (63.6%) and the changing the habit of garbage disposal is the most wanted behavior that will be changed (30%) whereas conservation of wildlife is the least interesting behavior to be changed.

4.

Based on the cognitive, affective and conative aspects, a model of tourists’ interpretation can be developed. The model based on the importance of interpretation program which integrating the three aspects and conducted by several parties included tourist as the consumer of ecotourism sites, government and the ecotourism provider. The success of interpretation will determine the sustainability of ecotourism industry.

ACKNOWLEDGEMENT Thank you to the Direktorat Jenderal Pendidikan Tinggi for funding this research in the scheme of ‘Penelitian Hibah Bersaing’ year 2013-2014.

17


REFERENCES Azwar, S. (2005). Sikap Manusia: Teori dan Pengukuran. Yogyakarta: Liberty. Environmental Grantmakers Association. 2008. Ecotourism As a Conservation Strategy for Funders. A Background Briefing. NY: New York. www.ega.org. (retrieved on 8 May 2012). Frangialli, F. (2002). World Tourism Organization Statement by Secretary-General of the World Tourism Organization, at the World Summit on Sustainable Development. Johannesburg. South Africa, 29 August. http://www.un.org/events/wsdd/ statements/ wtoE.htm (retrieved on 10 April 2012). Honey, M. (1999). Ecotourism and Sustainable Development-Who owns Paradise? Island Press. Washington D.C. USA. Gilbert, R. (2003). Ecotourism and Education for Sustainability: A Critical Approach. International Review for Environmental Strategies, Vol. 4, No.1: 75-83. Lenz, R. (2001). Ecotourism Potential in the Togian Islands, Indonesia. FOCUS. Vol 46. No. 3 (Summer): 13-20. Littlefair, C,J. (2003). The Effectiveness of Interpretation in Reducing The Impacts of Visitors in National Park. School of Environmental and Applied Sciences, Faculty of Environmental Sciences, Griffith University. Malhotra, N. (2007). Marketing Research: An Applied Orientation. 4th edition. New Jersey. Prentice Hall. Parks, T.H., Parks T.A., Allen C. (2009). The Development of a Framework for Studying Ecotourism. International Journal of Management, Vol. 26. No 1 (April): 89-97. Taylor, J.E., Dyer, G.A., Stewart. M., Yunez-Naude, A., Ardila, S. (2003). The Economics of Ecotourism: A Galapagos Islands Economy-Wide Perspective. The University of Chicago: 977-997. United Nations Environment Programme. (2002). International Year of Ecotourism. Waluyo, H. (2007). Pengembangan Kepariwisataan Indonesia. Seminar Perspektif Hibua Lamo Menuju Kemandirian Daerah Halmahera Utara, 23 April 2007. Departemen Kebudayaan dan Pariwisata Republik Indonesia. Waylen, K.A., McGowan, P.J.K., Pawi Study Group., Milner-Gulland, E.J. (2009). Ecotourism Positively Affects Awareness and Attitudes but not Conservation Behaviours: A Case Study at Grande Riviere, Trinidad. Fauna & Flora International, Oryx. Vol 43. No. 3: 343-351.

18

PROCEEDINGS. Aligning Competitiveness and Business Sustainability towards the Volatility of Global Environment

Recommend Documents