The Influence of Environmental Concern and Tourists' Perceptions on Food and Beverage Services Through Sustainable Tourism Marketing: Evidence from Eco-tourism Areas in South Sulawesi, Indonesia

Published date: Dec 03 2025

Journal Title: KnE Social Sciences

Issue title: The 5th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2025)

Pages: 561 - 571

DOI: 10.18502/kss.v10i29.20297

Andi Hasbiandihasipoke@poltekparmakassar.ac.idPoliteknik Pariwisata Makassar, Makassar

Quratul'ain Syahirah Awang AliUniversiti Sultan Zainal Abidin (UniSZA), Terengganu

‎ AgusPoliteknik Pariwisata Makassar, Makassar

Nining Silvia SuniPoliteknik Pariwisata Makassar, Makassar

Ahmad AbPoliteknik Pariwisata Makassar, Makassar

Sustainable tourism is an important issue in eco-tourism areas, yet its impact on food and beverage services and tourism marketing remains limited. This study examines the influence of environmental concern and tourists’ perceptions of food and beverage services through sustainable tourism marketing in South Sulawesi, Indonesia. This research aims to analyze the role of these factors in enhancing tourism sustainability. The method used is partial least squares (PLS) analysis, utilizing the SmartPLS program with a population and 120 respondents. The analysis was conducted in two stages: the outer model test for the validity and reliability of indicators, and the inner model test for hypothesis testing based on path coefficients and significance. The results show that tourists’ perceptions have a significant impact on sustainable tourism marketing and food and beverage services. On the other hand, environmental concern does not significantly affect sustainable tourism marketing. This study concludes that tourists’ perceptions play a greater role in improving food and beverage services and sustainable tourism marketing. The contribution of this research provides guidance for eco-tourism managers to enhance service quality through sustainable marketing that is more responsive to tourists’ perceptions.

Keywords: environmental concern, tourist perception, sustainable tourism marketing, food and beverage service

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