BRIDGING SUSTAINABLE TOURISM AND DIGITAL MOBILITY: INSIGHTS FROM TOURIST PAYMENT BEHAVIOR AT NGURAH RAI INTERNATIONAL AIRPORT, BALI

Abstract

This research investigates tourists’ Ability to Pay (ATP) and Willingness to Pay (WTP) for online transportation services originating from I Gusti Ngurah Rai International Airport to key tourism destinations across Bali, critically assessing their implications for sustainable tourism development. Adopting a mixed-methods research design, the study collected empirical data through structured surveys administered to 350 domestic and international tourists, complemented by focus group discussions with key stakeholders, including policymakers, airport authorities, and transportation service providers.

The findings reveal that although tourists demonstrate moderate to high ATP, their WTP is profoundly shaped by perceptions of service quality, environmental awareness, affordability, and pricing transparency. Notably, tourists who exhibit greater environmental consciousness are more inclined to accept premium rates for eco-friendly transportation alternatives. Stakeholder perspectives emphasize the urgent necessity of embedding digital transportation platforms within comprehensive sustainable tourism frameworks to foster eco-conscious mobility solutions and promote equitable access for a diverse range of visitors.

The study asserts that enhancing service quality, establishing transparent and fair pricing models, and systematically integrating sustainability principles into transportation operations are pivotal to reinforcing tourist satisfaction while simultaneously mitigating environmental pressures associated with mass tourism. Furthermore, the research underscores the need for a regulatory environment that supports innovation in digital mobility while aligning with broader sustainability objectives.

Strategic recommendations include the development of incentive schemes for sustainable transport operators, the promotion of environmental certifications for digital transport providers, and the implementation of dynamic pricing strategies sensitive to environmental and social impacts. Overall, this study advances the discourse on the role of digital mobility innovations in sustainable destination management and contributes practical insights for policymakers and industry actors striving to align Bali’s tourism sector with global sustainability imperatives.