EXPLORING HOW SUSTAINABLE DESTINATION PREFERENCE MEDIATES THE EFFECTS OF TOURISTS' MOTIVATION ON SATISFACTION

Abstract

This study investigates the effect of Sustainable Destination Preference (SDP) on the relationship between escapism motivation, affordability perception, and tourist satisfaction at UNESCO World Heritage Sites in Indonesia. A survey was conducted on 228 international tourists, and analyzed through Confirmatory Factor Analysis and Structural Equation Modeling. SDP significantly mediates the relationship between escapism motivation and tourist satisfaction, while affordability perception directly impacts tourist satisfaction but not SDP. The Sobel test validates SDP's mediating role. The findings underscore the importance of sustainability in enhancing tourist experiences, suggesting that tourists value both ethical and environmental aspects of travel, beyond just cost.