Ecotourism has increased very quickly in recent years especially in developing countries. Ecotourism is considered as a potentially effective tool for sustainable development. Many countries are now embracing it and including it in their economic development and conservation strategies. Including Indonesia, as developing country in South East Asia region, it has high potency of ecotourism attractions, such as the nature ecosystems and its resources, nature biodiversity and traditional values spread in various regions of islands. Hence, it necessary for Indonesia to address this opportunity in order to develop the tourism industry through ecotourism. However, the shortcoming remains exhibiting from the society. In recent, many individuals show poorly pro-environment behavior in tourism places regarding to environmentally and socially, for example, disturbing wildlife, littering in mountain, ignoring local customs and society. Our study includes 237 participants from urban society in Indonesia to investigate the role of regulatory focus, volunteering experience, and lifestyle toward
perceiving ecotourism attitudes, and discover the ecotourism alternatives preference among participants under those factors. Ultimately, our study revealed that regulatory focus and volunteering experience play significant role toward ecotourism attitudes, and ecotourism tour decision making. Our study contributes new insight for ecotourism campaign tools, and ecotourism product development.

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