Breaking Barriers through Cultural Sensitivity and Community Engagement in Ecotourism

This study investigates how cultural sensitivity, community engagement, and consumption value shape tourists' attitudes and intentions toward mangrove ecotourism in Indonesia—a setting marked by cultural diversity and ecological vulnerability. Guided by the theory of planned behaviour and constraint theory, data from 473 ecotourists were analysed using PLS-SEM and importance-performance analysis. Findings reveal that positive attitude—driven by cultural alignment and local participation—plays a dominant role in shaping intention, while perceived barriers reduce attitude but do not directly suppress intention. The study underscores the strategic importance of embedding cultural narratives, ethical values, and inclusive community engagement into ecotourism design. Emotional resonance—especially among first-time or faith-conscious visitors—can be fostered through eco-guided tours, cultural immersion, and symbolic inclusion. By addressing psychological and cultural constraints, mangrove destinations can strengthen tourist connection and promote sustainable visitation. This research offers a culturally grounded lens for advancing green tourism in emerging ecotourism landscapes.