Visitor Segmentation Through Sustainable Travel Behaviors: Insights from Indonesia

Tourism's potential to contribute to sustainable development is strongly influenced by tourist behaviors.To advance sustainability in destination planning, segmentation studies tailored to behavioral patterns are essential.This study aims to identify distinct segments of urban visitors based on environmental and social sustainability practices, while also exploring generational differences.Using a two-step cluster analysis on survey data from 1,053 respondents in the Jakarta Metropolitan Area, visitors were grouped based on their reported sustainable behaviors.The analysis first determined the optimal number of clusters using the Bayesian Information Criterion (BIC) and then validated the solution through silhouette analysis.The study reveals two primary visitor clusters: one characterized by consistent pro-environmental and pro-social behaviors, predominantly comprising individuals with higher education and income; and another with more sporadic sustainable behaviors, largely associated with lower socioeconomic status.Generational distinctions were evident, with Gen Y and Gen X dominating the former cluster, while Gen Z and Baby Boomers were more prevalent in the latter.The study offers actionable insights for tailoring sustainability-focused tourism strategies across demographic profiles and contributes an important perspective from the Global South, addressing the literature's current bias toward Western contexts.