Minat Berwisata Generasi Milenial ke Ekowisata Pesisir Clungup Mangrove Conservation (CMC) Tiga Warna di Kabupaten Malang, Jawa Timur

Zainal Abidin; Nuddin Harahab; Abdul Wahib Muhaimin; Meydo Omar Zyahrizal Prabowo

doi:10.15578/marina.v9i2.11907

Minat Berwisata Generasi Milenial ke Ekowisata Pesisir Clungup Mangrove Conservation (CMC) Tiga Warna di Kabupaten Malang, Jawa Timur

Zainal Abidin, Nuddin Harahab, Abdul Wahib Muhaimin, Meydo Omar Zyahrizal Prabowo

Abstract

Perpaduan antara konsep pariwisata dan konservasi menjadi tren pengelolaan wisata masa depan. Ekowisata Clungup Mangrove Conservation (CMC) di Kabupaten Malang, Indonesia merupakan salah satu community based ecotourism yang konsisten menerapkan prinsip ekowisata. Adanya perbedaan kepedulian lingkungan di antara pengunjung ataupun masyarakat, termasuk generasi milenial, menyebabkan minat berkunjung ke destinasi ekowisata CMC yang telah menerapkan prinsip ekowisata pun belum seberapa pulih. Untuk itu, penelitian ini bertujuan untuk (1) menganalisis peran kepedulian lingkungan generasi milenial dalam menentukan minat berkunjung dan (2) menganalisis peran konstruk TPB (theory of planned behavior) dalam memediasi pengaruh kepedulian lingkungan terhadap minat berkunjung. Penelitian eksplanatori ini menggunakan metode survei terhadap pengunjung milenial domestik ekowisata pesisir CMC Tiga Warna pada bulan Mei—Juni 2022. Responden penelitian ini sebanyak 628 pengunjung. Metode analisis data menggunakan SEM-WarpPLS. Hasil penelitian menunjukkan bahwa adanya kepedulian lingkungan generasi milenial dapat menentukan minat berkunjung ke ekowisata pesisir karena efektifnya peran mediasi konstruk TPB (sikap, norma subjektif, dan persepsi kontrol perilaku). Temuan riset ini memperluas penerapan TPB karena menempatkan konstruk TPB sebagai mediating variable peran kepedulian lingkungan terhadap minat kunjungan wisatawan milenial ke ekowisata pesisir. Perlu peningkatan persepsi kontrol perilaku sebagai prediktor utama minat berwisata, disusul dengan peningkatan norma subjektif ataupun sikap. Pemerintah daerah perlu terus menjaga situasi perekonomian agar kondusif sehingga memampukan ekonomi masyarakat termasuk untuk pengeluaran berwisata, membuat pengunjung yakin, mau, dan mampu, serta memiliki sumber daya yang cukup mendukung pengeluaran untuk berwisata.

Title : Millennial Visit Intention to the Clungup Mangrove Conservation (CMC) Tiga Warna Coastal Ecotourism in Malang Regency, East Java

The integration of tourism with conservation principles is a future tourist management trend. Clungup Mangrove Conservation (CMC) ecotourism in Malang Regency, Indonesia, is a community-based ecotourism that adheres to the ecotourism idea. The CMC ecotourism destination, which has applied the philosophy of ecotourism that has not yet recovered, attracts visitors, including millennials, because of their environmental concerns. For this reason, this study aims to (1) analyze the role of the millennial generation’s environmental concern in determining the visit intention, (2) analyze the role of the TPB construct (Theory of Planned Behavior) in mediating the influence of environmental concern on the visit intention. This explanatory research uses a survey method for domestic visitors to the “CMC Tiga Warna” coastal ecotourism in May-June 2022. These research respondents were 628 domestic visitors. The data analysis method uses SEM-WarpPLS. Due to the successful involvement of TPB construct mediation (attitudes, subjective norms, and perceptions of behaviour control), millennials’ environmental concerns may impact their interest in coastal ecotourism. TPB’s construct position as a mediator variable between environmental concern and millennial visitors’ visit intention in coastal ecotourism boosted its utilisation. As the main predictor of visit intention, behavioural control must be increased, followed by subjective norms and attitudes. Local governments must keep the economy healthy to keep travel expenses rising. They also require enough money for trip.

Keywords

ekowisata pesisir; kepedulian lingkungan; milenial; theory of planned behavior; minat berkunjung

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DOI: http://dx.doi.org/10.15578/marina.v9i2.11907