Smart,sustainable,and ethical: Challenging the role of perceived value in a global south tourism context

Abstract

This study examines the influence of digital engagement, innovative tourism technologies, ecological value, and destination image on sustainable tourism intention in the Global South. Integrating the Theory of Planned Behavior (TPB) and the Value-Belief-Norm (VBN) theory, it proposes a comprehensive model that captures the interactions among technological, environmental, and perceptual constructs. Empirical data were collected from 420 tourists visiting three diverse destinations in Indonesia—Yogyakarta, Bali, and Lombok, which together represent the heterogeneity of tourism experiences in developing economies. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Importance–Performance Map Analysis (IPMA), the study reveals that tourist environmental awareness and digital engagement are the most influential factors in driving sustainable tourism intention. While innovative tourism technologies enhance ecological value and destination image, their effectiveness is highly dependent on contextual factors, including cultural and environmental integration. A key finding is the non-significant role of perceived value, suggesting a shift from utilitarian to ethical and ecological motivations in sustainability-driven travel behavior. This insight challenges traditional behavioral models and calls for a reorientation of tourism strategies in developing countries. The study contributes to theory by redefining behavioral predictors and provides practical implications for aligning tourism development with post-material values and digital inclusion in the Global South.