Structural Equation Model of Javanese Cultural Reference Values on Traditional Javanese Hospitality Toward Eco-Cultural Tourism Sustainability in Central Java

Eco-cultural tourism is a subset of ecotourism in which the distinctive culture of the people living there serves as the main attraction for visitors to a particular location. Based on traditional Javanese hospitality behavior, which is impacted by Javanese cultural values implemented in society, traditional Javanese hospitality delivers a warm reception to make guests feel welcome. In this study, we will examine the sequence of traditional Javanese hospitality behaviors that hosts and their guests go through, beginning with Gupuh (passionate), continuing with Aruh (warm welcome), Rengkuh (accepting a person’s presence), Lungguh (providing a seat), and suguh (serve guests), with the reference values of tepa salira (considerate), andhap asor (humility), and ngajeni (respect) playing a big role. This study encompassed 380 Javanese participants residing in the Special Region of Yogyakarta and Surakarta, which are renowned as the epicenters of Javanese culture. This study utilizes structural equation modeling, specifically partial least squares (SEM-PLS). The findings of this study demonstrate that the traditional Javanese principles of hospitality have a significant impact on the hospitality conduct of Javanese individuals. Furthermore, considerate values, which are deeply rooted in Javanese culture, play a crucial role in shaping the array of traditional Javanese hospitality behaviors.