Perilaku Pro Lingkungan Wisatawan di Kawasan Ekowisata Kalitalang Taman Nasional Gunung Merapi

Candra Wigati Hayuningsih, Dr. Ir. Kaharuddin, S. Hut., M. Si., IPU.; Dr. Ir. Much. Taufik Tri Hermawan, S.Hut., M.Si., IPU.

2026 | Tesis | S2 Ilmu Kehutanan

Penelitian ini bertujuan untuk menganalisis tipologi wisatawan berdasarkan karakteristik psikografis, mengidentifikasi karakteristik psikografis dan demografis pada masing-masing tipologi wisatawan, serta menganalisis perilaku pro lingkungan wisatawan di kawasan Ekowisata Kalitalang.

Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 209 wisatawan. Analisis data dilakukan menggunakan K-Means Cluster Analysis untuk menentukan tipologi wisatawan, Analysis of Variance (ANOVA) untuk mengidentifkasi perbedaan antar kelompok, serta Spearman's Rank Correlation untuk menganalisis hubungan antar dimensi perilaku pro lingkungan. Dimensi perilaku pro lingkungan yang dianalisis meliputi dimensi kognitif, afektif, responsible behavior, dan active participation.

Hasil penelitian menunjukkan bahwa wisatawan di Ekowisata Kalitalang terbagi ke dalam lima tipologi berdasarkan teori Plog, yaitu psychocentric, near psychocentric, midcentric, near allocentric, dan allocentric. Tipologi yang paling dominan adalah kelompok midcentric, yang menunjukkan karakter wisatawan dengan kecenderungan seimbang antara kebutuhan, kenyamanan, dan keinginan memperoleh pengalaman baru. Masing-masing tipologi wisatawan juga menunjukkan karakteristik psikografis dan demografis yang berbeda. Wisatawan psychocentric cenderung menyukai kenyamanan, keamanan, dan destinasi yang familiar, sedangkan wisatawan allocentric lebih menyukai tantangan, eksplorasi alam, dan pengalaman wisata yang autentik. Hasil analisis korelasi menunjukkan bahwa perilaku pro lingkungan berbeda setiap tipologi wisatawan. Perilaku kognitif dan afektif memiliki hubungan yang relatif kuat terhadap responsible behavior, terutama pada kelompok psychocentric dan near psychocentric. Namun, hubungan tersebut cenderung melemah pada kelompok allocentric. Selain itu, active participation menjadi dimensi yang paling sulit dipengaruhi oleh pengetahuan maupun kepedulian lingkungan wisatawan.

This study aims to analyze tourist typologies based on psychographic characteristics, identify the psychographic and demographic characteristics of each tourist typology, and examine the relationships among the dimensions of pro environmental behvaior among tourists visiting Kalitalang Ecotourism.

A quantitative approach was employed using a survey method through questionnaires distributed to 209 tourist respondents. Data were analyzed using K-Means Cluster Analysis, Analysis of Variance (ANOVA), and Spearman's Rank Correlation

The findings revealed that tourists visiting Kalitalang Ecotourism could be classified into five tourist typologies based on Plog's theory, namely psychocentric, near psychocentric, midcentric, near allocentric, and allocentric tourists. The dominant group was the midcentric typology, indicating that most tourists demonstrated balanced characteristics between comfort-oriented preferences and the desire for new experiences. Each tourist typology also showed distinct psychographic and demographic characteristics. Psychocentric tourist tended to prefer safety, familiarity, and well-developed destinations, whereas allocentric tourist preferred exploration, challenges, and authentic nature-based experiences. The correlation analysis demonstrated that the relationships among dimensions of pro environmental behavior varied across tourist typologies. Cognitive and affective dimensions showed relatively strong relationships with responsible behavior, particularly among psychocentric and near psychocentric tourists. However, these relationships tended to weaken within allocentric groups. In addition, active participation was identified as the most difficult dimension to influence through environmental knowledge and concern. These findings indicate that pro environmental behavior is influenced not only by environmental awareness and attitudes, but also by psychographic characteristic and travel preferences.

Kata Kunci : tipologi wisatawan, karakteristik psikografis, perilaku pro lingkungan, ekowisata, teori Plog