Key determinant of visitors' environmentally responsible behavior at Mlarangan Asri Beach Kulon Progo Regency, Indonesia

. The sustainability of tourist attractions can be enhanced through Environmentally Responsible Behavior (ERB). This study aims to identify key factors that encourage visitor to ERB at Mlarangan Asri Beach and to explore the mechanisms of their impact. We surveyed 157 visitors at Mlarangan Asri Beach in Kulon Progo. Our findings, based on structural equation modeling, indicate that personality traits significantly and positively affect both environmentally responsible behavior and visitor satisfaction. However, visitor satisfaction does not influence environmentally responsible behavior, nor does it mediate the impact of personality traits on ERB. The study reveals that the primary determinant of ERB at Mlarangan Asri Beach is personality traits, comprising five indicators: neuroticism, agreeableness, conscientiousness, openness to experience, and extraversion.


Introduction
Visitors looking for a tourist or leisure destination want a destination that offers a new atmosphere.They prefer tranquil areas that feature natural scenery and provide comfort for rest.Typically, these destinations include coastal areas, mountains, villages, forests, etc., which starkly contrast with the urban environments in which they reside.This kind of tourism is known as natural tourism [1].
Nature tourism, driven by the growing number of enthusiasts and those seeking to appreciate nature's allure, is the most popular among various tourism types.Generally, this form of tourism is located in conservation or protected areas, including mountains, forests, national parks, beaches, and natural reserves like wildlife sanctuaries.
The growth of the tourism sector significantly contributes to the economy.The substantial impact of tourism activities and mobility in tourist destinations and nature is frequently a topic of discussion in tourism research [2].According to the publication from the Kulon Progo District Tourism Office, in 2021, Mlarangan Asri Beach recorded 3,439 visitors.This number increased to 3,785 in 2022.It is estimated that the number of visitors to Mlarangan Asri Beach will reach approximately 4,200 in 2023.
Tourism destinations face several environmental concerns, including environmental pollution, damage to plant and animal habitats, and the degradation of ecological and natural resources.A significant aspect of mass tourism is the careless and irresponsible behavior of tourists [3].In recent years, environmental conditions at numerous tourist destinations have deteriorated due to escalating environmental damage, increasing waste production, and significant vegetation loss [4].
Tourism activities substantially contribute to environmental degradation [5].Numerous instances show that mass tourism adversely impacts the environment, notably through increased waste production.In this scenario, tourists are critical contributors to environmental problems associated with tourism.Consequently, comprehending tourist behavior, the characteristics of tourism activities, and their effects on the sustainability of tourist destinations is vital.
Many researchers acknowledge that promoting environmentally conscious behavior among travelers is the most practical and efficient strategy to address environmental issues caused by the rapidly developing tourism sector.This approach aims to mitigate the negative ecological impact of tourism [3].Environmentally Responsible Behavior (ERB) is defined as conduct that promotes the sustainable use of natural resources by individuals or organizations.It represents a practical approach to conserving the natural ecological environment in popular tourist areas [4].
Researchers frequently choose research locations such as wetlands, scenic areas, wildlife refuges, national parks, and coastal destinations to assess tourists' perceptions of these destinations.They aim to understand tourists' participation in recreational activities, their environmental concerns, and the values that influence their behaviour [6].
Personality traits can be used as predictors of individual behavior, explaining certain variations in how people behave in comparable situations.Personality traits are a multidimensional construct, as evidenced by the Big Five personality questionnaire, which includes dimensions such as neuroticism, agreeableness, conscientiousness, openness to experience, and extraversion [7].
The study of Kvasova [8] conducted the first survey in tourist locations to investigate the connection between personality traits and environmentally responsible behavior (ERB).Openness to experience is identified as a personality trait that predicts Satisfaction with interpretative services, such as verbal and visual information.Personality traits play a significant role in guiding visitors' preferences for parking arrangements and services.Regarding visitor behavior, assessments of whether they will exhibit pro-environmental attitudes should be pursued both academically and empirically.However, in Indonesia, there are still relatively few studies focusing on environmentally responsible behavior in coastal areas.
Therefore, this research aims to analyze and answer two questions: • What are the characteristics of visitors who visit Mlarangan Asri Beach?
• What aspects of environmentally responsible behavior can be identified in visitors traveling to Mlarangan Asri Beach?

Theoretical background
Since the 1970s, tourism scholars have employed various methods to measure ERB in diverse contexts, reaching a consensus that ERB is a multidimensional construct.ERB is also recognized for its green, environmentally friendly, and pro-environmental characteristics [9].
Empirical studies on nature-based tourism have identified various factors that influence tourists' pro-environmental behavior.These factors include attitudes toward the environment, connection to the location, commitment to conservation, nature-based experiences, environmental education, and social capital [10].
In discussions about environmental responsibility, terms like 'eco-friendly behavior,' 'proenvironmental behavior,' and 'conservation behavior' are often used interchangeably with 'ERB.'While 'ERB' emphasizes the concept of accountability, 'pro-environmental behavior' focuses more on tourists' subjective feelings towards the environment [11].Specifically, tourism promotes the sustainable use of a destination's environmental resources.The concept of ERB highlights the social responsibility of tourists towards the local environment during their vacations.ERB encompasses activities that aim to minimize adverse environmental impacts while enhancing positive ones.Pro-environmental behavior, synonymous with ERB, involves actions that reduce detrimental effects on the physical and natural environment and amplify their positive contributions to sustainability [6].
Numerous researchers have found that tourists' Environmentally Responsible Behavior (ERB) is affected by various factors, both directly and indirectly.Direct influences include a commitment to environmental sensitivity, positive environmental attitudes, and biospheric values.Indirect influences encompass environmental knowledge and perceived environmental value.Additionally, recreational experiences and individual personality traits can impact tourists' ERB in both direct and indirect ways [4].
Personality traits are, to a certain extent, inherited and have evolved.People with different personality traits often exhibit distinct behavioral patterns.These traits significantly influence how individuals respond to and manage real-life situations [12].According to Duong [13], academics identify the "Big Five" personality traits as friendliness, diligence, neuroticism, extraversion, and openness to new experiences.The driving forces behind agreeableness include compassion, charity, social peace, and a sense of unity with others; another term for this trait is empathy.Individuals who score high in agreeableness tend to be easy-going, kind, helpful, and cooperative, often willing to assist others.They are also more attuned to the needs of their environment and those around them.This trait leads them to engage in environmentally friendly activities, which are not only socially commendable but also part of being a "good citizen.
The characteristic of conscientiousness is a propensity for self-control, responsibilities, duties, and adherence to norms and traditions.Highly conscientious people tend to detect major ecological concerns more efficiently because they are more inclined to take proper action to protect the environment and have more extensive environmental interests.Conversely, other research indicates a strong relationship between awareness and improved green participation.
Characteristics of extraversion include a high degree of talkativeness, assertiveness, friendliness, and active engagement in society and community.Extroverted individuals are often more inclined to help others and can also have a favorable impact on environmental behavior.Extraversion has been shown in some studies to be strongly correlated with involvement with the environment.
A person's openness to experience encompasses their curiosity, inventiveness, and affinity for new experiences, including their ability for complex thought and appreciation of diverse and unusual experiences.Previous research has demonstrated a strong correlation between exposure to novel experiences and a variety of pro-environmental behaviors.
Neuroticism is characterized by the tendency to experience negative emotions such as fear, displeasure, anxiety, and psychological distress.Recent research has highlighted the influence of neuroticism on environmentally friendly behavior.Additionally, multiple studies have found that neuroticism has a positive and significant impact on pro-environmental behavior and environmental concerns.Furthermore, satisfaction services in tourism consist of educational and experiential services.Educational services, in the context of tourism, refer to the extent to which tourism incorporates elements of learning to increase tourists' awareness and understanding of environmental issues, thereby encouraging sustainable practices.Meanwhile, experiential service is linked to environmental concerns [14].Kvasofa [8] demonstrated that visitors' ERB might be positively impacted by four personality characteristic dimensions: extraversion, agreeableness, conscientiousness, and neuroticism.Based on the literature background, we propose the following conceptual framework (see Figure 1).

Materials
This research focuses on visitors to Mlarangan Beach in Kulon Progo as its subject, which constitutes the research population.The respondents of this study include both current and past visitors to Mlarangan Beach.Data were collected through the random distribution of questionnaires to these respondents.The final version of the questionnaire consisted of 21 items, each rated on a five-point Likert scale ranging from 'strongly disagree' (1) to 'strongly agree' (5).The questions were adapted from previously published research sources.
Out of the 175 participants who took part, the dataset from only 157 respondents was considered valid due to incomplete and outlier data.The gathered information was analyzed using SEM-PLS (Structural Equation Modeling-Partial Least Squares) supported by SmartPLS software, version 3. The study adhered to the PLS framework, involving steps such as evaluating the measurement model (Outer Model), examining the structural model (Inner Model), and analyzing the path coefficients.

Hypotheses development
Thus, we propose the following hypothesis: H1: Personality traits directly and positively affect ERB.
Several researchers have investigated the connection between personality and enjoyment to determine why visitors choose interpretative services.It has been suggested that many individual personality qualities influence how satisfied visitors are with the services they receive.H2: Personality traits directly and positively affect satisfaction services.
According to Ramkissoon [15], a survey conducted in Australian national parks revealed that visitors' sense of place attachment positively influences Environmentally Responsible Behavior (ERB).To achieve this mediation effect, interpretive services can enhance tourists' satisfaction levels.Consequently, this study proposes the following hypotheses: H3: Satisfaction services directly and positively affect ERB.

Descriptive statistics
The demographic characteristics of the respondents in this study were categorized as follows: Gender distribution was male and 60% female.The age of the majority fell within the 17-28 range, constituting 79% of the respondents.Occupations varied and included homemakers, civil servants, non-civil servant government agency employees, agricultural laborers, lecturers, students, private sector employees, entrepreneurs, and others.Students formed the highest proportion.Most respondents had an income level within the range of 2,500,000-3,500,000.In terms of education level, the categories were high school, bachelor's degree, and postgraduate, with the majority (58%) having a bachelor's degree.The visitors' province of origin varied, with 40% coming from the Yogyakarta Special Region.

Measurement model
The outer model, referred to as the 'indicator check,' evaluates the validity and reliability of the measurement structure within the model.This process involves examining multiple criteria, including factor loadings to assess convergent validity, average variance extracted (AVE) to determine discriminant validity, and composite reliability to establish the reliability of the composites.A comprehensive explanation of these criteria is provided in Table 1.
The results of the convergent validity testing presented in Table 1 indicate that each indicator demonstrates outer loading values exceeding 0.6.Consequently, all indicators are considered valid, as they exhibit stronger correlations with their respective constructs than with others [16].Additionally, the results of the discriminant validity testing reveal that all indicator variables are accurately assessed, evidenced by each variable having an Average Variance Extracted (AVE) value that surpasses 0.50 [17].Furthermore, the outcomes of the Composite Reliability measurement indicate that the composite reliability for all constructs exceeds 0.70, reflecting a high level of consistency and stability [16].Therefore, this measurement tool can be reliably used to evaluate the researched variables, and its reliability has been adequately established.

Evaluation of Model's Goodness and Fit
Partial Least Squares (PLS) is a technique that focuses on the variation within Structural Equation Modeling (SEM).This technique is designed to evaluate the theoretical framework in predictive research.As a result, several experts have developed various metrics to assess the validity of the proposed model.These metrics include R-square, Q-square, Standardized Root Mean Square Residual (SRMR), and PLS prediction [18].Below is an explanation of these metrics, along with their corresponding criteria:

R Square and Q Square
Based on the R Square test results presented in Table 2, it was found that Satisfaction with interpretive services and personality traits have a low influence on environmentally responsible behavior, with values of 0.463.Furthermore, it is observed that personality traits have a moderate influence on environmentally responsible behavior, with a value of 0.528.In addition, Table 2 also illustrates that the Q square value for the variables 'Satisfaction with interpretive services' and 'Personality traits concerning Environmentally responsible behavior' is 0.287.Moreover, the impact of 'Personality traits' on 'Environmentally responsible behavior' is determined to be 0.406.These values exceed the threshold of 0.25, indicating that this study possesses a moderate level of predictive accuracy [18].The predictive capability of the PLS model is evaluated by comparing the RMSE and MAE of the model with linear regression [18].There are two possibilities: (a) If all measurements within the PLS exhibit lower RMSE and MAE, then the PLS demonstrates strong prediction.(b) If some measurements have lower values, then the PLS exhibits moderate prediction.The results in Table 4 above show that most measurements within the PLS have lower RMSE and MAE compared to linear regression.This indicates that the PLS possesses moderate predictive ability.

Hypothesis testing
Hypothesis testing can be seen in Table 5 and Figure 2 below.

Conclusion
The findings of this research reveal that the main factors for Environmentally Responsible Behavior at Mlarangan Asri Beach are personal traits and service satisfaction.A significant direct relationship coefficient value supports these results.Meanwhile, the indirect relationship, namely service satisfaction as a mediating variable, has no significant effect.

Fig. 2 .
Fig. 2. The result of SEM analysis of ERB's sustainability tourism in Mlarangan Asri Beach.

Table 1 .
Test results of the measurement model.

Table 2 .
R and Q square result test.An SRMR value of less than 0.10 is an appropriate indication.This value serves as a measure of fit in PLS-SEM, preventing specification errors within the model.In Table3, the estimated model results in a value of 0.077, indicating an acceptable level of model fit.The empirical data gathered in this study further elucidates the inter-variable influences within the model.

Table 4 .
PLS predicts the result.

Table 5 .
PLS predicts the result.