The behaviors of Indonesian domestic ecotourists using a Rasch analysis

Purpose This study aims to analyze the capacity of ecotourists to exhibit behavior that aligns with the ecotourist scale using the Rasch model measurement. Design/methodology/approach The data was gathered using an online survey incorporating the five tenets of ecotourism using a seven-point rating scale on domestic tourists in Indonesia. Descriptive statistics, cross-tabulation and Rasch model measurement were used to analyze the data. Findings The ecotourist identification scale measurement items were reliable and satisfactory. The most challenging behavior for ecotourists was using the services of a tour guide who was concerned about the environment. Meanwhile, respecting cultural differences around the tourist destination was the most accessible behavior. Most respondents demonstrated a fit response pattern and satisfactorily met the validity and reliability criteria. Research limitations/implications This study did not compare ecotourists’ ability to behave by the type of conservation visited as its limitation. However, it provides a significant methodological contribution to developing a measurement of ecotourist behavior implemented in well-established behavioral theories. Practical implications Integrating ecotourism into education, incentivizing eco-friendly tourism practices, promoting awareness, supporting local businesses, respecting local values and ensuring safe travels. Originality/value To the best of the authors’ knowledge, this study is the first of its kind to be conducted in Indonesia. It uses a unique and innovative method to reveal the unobserved variables in ecotourists’ behavior. The findings confirm that tourists’ behaviors align with the five tenets of ecotourism.