Syaifurrizal Wijaya Putra, Nindria Untarini, Muhammad Rizky Ramadhan, Widyastuti
This study examines the dynamics of green tourism in Bali by analyzing how cultural orientation (collectivist versus individualist) shapes tourists' motivations and visit intentions toward green tourism villages. Grounded in the Theory of Green Purchase Behavior and the individualism–collectivism framework, the research investigates four key motivational dimensions: escape, excitement, learning, and relaxation. Bali’s green tourism villages, including Penglipuran and Taro, provide a relevant empirical context where ecological conservation, cultural preservation, and community empowerment intersect. Using a quantitative cross-sectional design and PLS-SEM analysis, data were collected from domestic Indonesian tourists representing collectivist cultures and international tourists from highly individualist countries. The findings reveal significant cultural differences in motivational drivers. Among collectivist tourists, excitement and relaxation significantly influence visit intention, whereas escape and learning do not show significant effects. In contrast, individualist tourists demonstrate stronger effects of escape, excitement, and learning motivations, while relaxation is not significant. Furthermore, AI assistant play a moderating role in several motivation–intention relationships. AI strengthens the effect of excitement across both cultural groups and enhances the influence of escape among individualists and relaxation among collectivists. However, AI does not significantly moderate learning motivation in either group. These results highlight the importance of culturally adaptive marketing strategies and smart tourism technologies in promoting sustainable travel behavior. The study contributes to cross-cultural tourism theory by integrating motivational psychology and AI-enabled personalization within green tourism contexts. Practically, it provides insights for destination managers seeking to enhance sustainability performance, visitor satisfaction, and long-term competitiveness in environmentally responsible rural tourism destinations. Copyright (c) 2026 The Authors. This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. https://creativecommons.org/licenses/by-nc-nd/4.0/
Faculty of Economics and Business, Universitas Negeri Surabaya, Surabaya, Indonesia; Faculty of Engineering, Universitas Negeri Surabaya, Surabaya, Indonesia
