Visitor Behavior in Ecotourism in Bandar Lampung: A Cultural Semiotic Study on Ecotourism Destination Attributes
DOI:
https://doi.org/10.22225/jr.11.1.2025.241-258Keywords:
Cultural Semiotics, Ecotourism Destination Attributes, Meaning Interpretation, Symbols and Signs, Visitor IntentionAbstract
This study aims to analyze the influence of ecotourism destination attributes on visitors' intentions for visiting, revisiting, and recommending in Bandar Lampung. Using a cultural semiotics approach, this research focuses on the attributes present in ecotourism destinations and identifies and interprets signs, symbols, and meanings that may influence visitors' interest. This study adopts a mixed-methods approach that integrates both quantitative and qualitative elements. Interviews with visitors, managers, and local communities provide in-depth qualitative insights into their perceptions and experiences regarding the ecotourism destination. These qualitative data are then analyzed alongside the quantitative data to obtain a more comprehensive understanding of the influence of destination attributes on visitors' intentions. The survey, involving 116 respondents, used a research instrument containing 39 questions, designed based on purchase decision theory and marketing mix. Data analysis was conducted using descriptive statistics, correlation tests, and multinomial regression. The findings of this study reveal that visitors tend to interpret cultural symbols based on their personal experiences and social backgrounds. For example, some visitors associate certain symbols with modern values, while others understand them in the context of deeper traditions. Therefore, interpretations of cultural symbols can vary depending on individual perspectives, reflecting the complexity of understanding culture in a broader context. These findings also emphasize that visitor behavior iss greatly influenced by how they interpret symbols and meanings within the cultural ecosystem in Bandar Lampung. Furthermore, the study reveals how ecotourism attributes shape visitor experience and satisfaction, as well as the role of local cultural elements in deepening their understanding of ecotourism. Therefore, the findings of this study provide a significant contribution to the development of sustainable ecotourism, emphasizing the importance of cultural aspects in the design and management of nature-based tourism destinations
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Akhmad Sofyan, Riantino Yudistira, Muta’allim, Fahmi Reza Alfani, & Abdul Azizul Ghaffar. (2022). The Analysis of Conversational Implicature between Students and Teachers at Al-Azhar Islamic Boarding School. RETORIKA: Jurnal Ilmu Bahasa, 8(1), 65–72. https://doi.org/10.55637/jr.8.1.4042.65-72
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Djausal, G.P., Sanjaya, F.J., Tarumanegara, F., Melita, J., & Armanza, Y.D. (2025). Pendampingan Komunikasi Pelanggan pada Bisnis Ekowisata melalui Sosial Media di Bandar Lampung. Abdi Laksana: Jurnal Pengabdian Kepada Masyarakat, Vol. 6, No. 1, 1-9.
Eco, U. (1976). A Theory of Semiotics. Indiana University Press.
Field, A. (2009). Discovering Statistics Using SPSS, Third Edition. London: SAGE Publication.
Hairus Salikin, Muta’allim, Fahmi Reza Alfani, Hosaini, & Hasan Sayfullah. (2021). Traditional Madurese Engagement Amids the Social Change of the Kangean Society. RETORIKA: Jurnal Ilmu Bahasa, 7(1), 32–42. https://doi.org/10.22225/jr.7.1.2633.32-42
Hall, S. (1997). Representation: Cultural Representations and Signifying Practices. Sage Publications.
Hardani HD, I. P. (2019). Perilaku Minat Wisatawan terhadap Ekowisata Hutan Mangrove Baros Bantul. Khasanah Ilmu: Jurnal Pariwisata Dan Budaya, 10(1). https://doi.org/10.31294/khi.v10i1.5622
Hultman, M., Kazeminia, A., & Ghasemi, V. (2015). Intention to Visit and Willingness to Pay Premium for Ecotourism: The Impact of Attitude, Materialism, and Motivation. Journal of Business Research, 69(9).
Lalika, H. B., Herwanti, S., Febryano, I. G., & Winarno, G. D. (2020). Persepsi Pengunjung terhadap Pengembangan Ekowisata di Kebun Raya Liwa (Visitors’ Perception Towards Ecotourism Development in Liwa Botanical Garden). Jurnal Belantara, 3(1), 25–31.
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