Factors Influencing Visitors Willingness to Pay at Situtirtamarta Nature Tourism

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Page Numbers: 3629-3644
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Published: Jul 14, 2026
Digital Object Identifier: 10.58578/mikailalsys.v4i2.11231
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Authors:
Ira Dzatini1, Sodik Dwi Purnomo2*, Bagus Adhitya3
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Ira Dzatini
University Wijaya Kusuma Purwokerto, Indonesia
Sodik Dwi Purnomo
University Wijaya Kusuma Purwokerto, Indonesia
Bagus Adhitya
University Wijaya Kusuma Purwokerto, Indonesia

Abstract

Although willingness to pay (WTP) has been widely examined in tourism research, empirical evidence regarding the factors influencing visitors’ WTP at the Situtirtamarta Nature Tourism Destination in Purbalingga Regency remains limited. This study analyzed the determinants of visitors’ WTP at the destination. A quantitative approach with a survey design was employed, involving 100 respondents selected through purposive sampling. Data were collected using a structured questionnaire and analyzed through binary logistic regression to assess the effects of ten independent variables on the probability of visitors’ willingness to pay. The findings demonstrated that the regression model was statistically significant overall. Partially, travel cost, length of visit, occupation, income level, and visit frequency significantly influenced visitors’ WTP, whereas gender, age, years of education, marital status, and number of dependents had no significant effects. These results indicate that visitors’ WTP is primarily shaped by economic conditions and visit-related characteristics rather than demographic factors. This study extends the tourism economics literature by providing empirical evidence on the determinants of WTP in a nature-based tourism context. The findings also provide practical implications for tourism managers and local governments in developing appropriate admission-pricing policies, improving service quality, and supporting the sustainable management of the Situtirtamarta tourism destination. Further research may examine psychological factors and perceived destination quality as additional determinants of visitors’ WTP.

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How to Cite
Dzatini, I., Purnomo, S. D., & Adhitya, B. (2026). Factors Influencing Visitors Willingness to Pay at Situtirtamarta Nature Tourism. Journal of Multidisciplinary Science: MIKAILALSYS, 4(2), 3629-3644. https://doi.org/10.58578/mikailalsys.v4i2.11231

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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

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