Assessing the Green Tourism Indicators: A Partial Least Squares Approach

One of the main challenges in the development of the tourism industry is to preserve the environmental sustainability of a country; so that it can continuously become a tourist attraction and choices. Degradation of environment sources will adversely impact the tourism stakeholder and causes decrease in tourist arrival. In the long term, gross domestic product would decline due to reduced income from the tourism sector. In the management of the environment, the authority frequently evaluates the actual and potential impact on the ecosystem. Hence, the development of green tourism is important in order to attain sustainable environment for the benefit of the tourism industry. The objective of this study is to investigate the impact of economic and social culture indicators on green tourism from experts’ viewpoint. The survey was distributed to various experts involved in the tourism sector, such as academicians, government officers, resort operators, community leaders, non-governmental organizations and local communities. This study will utilize Partial Least Squares-Structured Equation Model (PLS-SEM) to analyze the data. The findings show that the economic and social-cultural indicators have a positive relationship with green tourism.