INFLUENCE OF AWARENESS, PERCEIVED IMPORTANCE, AND PERCEPTION TOWARD OTHERS ON INTENTION TO IMPLEMENT RESPONSIBLE TOURISM MARKETING

Abstract

This research aims at examining influence of awareness and perceived importance on intention toimplement responsible tourism marketing, moderated by perception towards other tourismstakeholders. Respondents of the research were 157 tourism Small and Medium Enterprises(SMEs) in Indonesia. Results show that while levels of awarenes and perceived importance werehigh, perception towards others and intention to implement responsible tourism marketing werelower. Further, awareness and perceived importance influenced positively intention to implementthe concept. The influence of awareness on intention to implement was moderated by perceptiontowards other stakeholders. This indicates that tourism industry is systemic where actions ofstakeholders are highly interdependent. Individual stakeholder’s decision to adopt of a certainconcept/strategy depends on others’ decision to also adopt it, despite the importance of suchactions perceived by him/her individually.