Tourists' Experiences in Interpreting Sustainable Tourism: A Study on Ecotourism Destinations in Indonesia

Abstract

Sustainable tourism has emerged as a critical paradigm in the global tourism industry, emphasizing environmental preservation, social equity, and cultural authenticity. In the context of ecotourism, tourists' experiences are deeply emotional and transformative, influencing their perceptions of sustainability and ethical responsibility. However, existing research predominantly uses quantitative approaches that fail to capture the subjective meanings and emotional dimensions of these experiences. This study investigates how tourists construct meanings and interpret their experiences of sustainable tourism using an interpretative phenomenological analysis (IPA) approach. Data were collected through in-depth semi-structured interviews with 18 tourists visiting ecotourism destinations in Indonesia and analyzed using thematic analysis to identify experiential themes. The findings reveal that tourists’ perceptions of sustainability are shaped by emotional connections with nature, ethical responsibility toward local communities, and a desire for authentic cultural immersion, highlighting the emotional, social, and ethical dimensions of sustainable tourism. These insights provide a holistic understanding of tourists' subjective experiences, contributing to the literature by offering a phenomenological perspective on sustainable tourism. The study underscores the importance of experiential authenticity and emotional engagement in influencing tourists' sustainable behaviors and provides strategic implications for experience design and destination marketing. These findings pave the way for future research on cross-cultural comparisons, longitudinal impacts, and the role of digital narratives in shaping sustainability meanings.