Tourism Destination: The Role of Beach Tourism Experience Affect Green Consumption on Parangtritis Beach Yogyakarta, Indonesia

Beach has become a part of tourism experience and it is one of the most important motivators for tourism. In order to attract tourists to come to visit, a beach should have a favorable image. Furthermore, nature and environmental awareness by tourists in a beach destination are also considered to be very important to influence the spread of positive green consumption towards a beach destination. However, in the context of tourist destinations, these concepts have never been empirically investigated. Therefore, the aim of this research is to extend the theoretical concepts and evaluates the empirical evidence of the relationship between tourism experience, connectedness to nature, environmental, green consumption towards Parangtritis beach. The result drawn from a sample of 226 domestic tourists in Yogyakarta (117 men, 109 women; age rage 18-60 years), between September 2023 and December 2023, show that tourism experience, connectedness to nature, environmental awareness and green consumption has a significant influence on Parangtritis beach. Furthermore, this study reveals that the development of a beach in a tourism destination is only possible if the beach is simultaneously developed into an attractive destination