THE ROLE OF ECOTOURISM IN PRESERVING ENVIRONMENTAL AWARENESS, CULTURAL AND NATURAL ATTRACTIVENESS FOR PROMOTING LOCAL COMMUNITIES IN BALI, INDONESIA

Abstract

Ecotourism is a form of sustainable tourism that aims to preserve the natural environment and wildlife while benefiting local communities. It is a responsible and ethical way of travel that promotes environmental awareness, education, and cultural exchange. Ecotourism has gained popularity recently due to growing concerns over environmental degradation and climate change. This study discusses the influence of environmental awareness, cultural and natural attractiveness, and ecotourism attributes on destination image and intention to visit. The location of the study is in Bali, Indonesia. This study used quantitative research using purposive random sampling and analyzed using SmartPLS. The results explain a significant positive relationship between environmental awareness, cultural and natural attractiveness, and ecotourism attributed to destination image and intention to visit.