2.1. Literature Review
Several theories used in this research include the theory of Technology Acceptance Model (TAM) and the Theory Planned of Behavior (TPB) to explain how technology, commitment, and cultural change guides towards the sustainable development of religious ecotourism villages.
TAM theory. This theory was adapted from the Theory of Reasoned Action (TRA), introduced by Ajzen and Fishbein in 1980 and then proposed by Davis in 1989. TAM is defined as a causal relationship between beliefs and behavior of users of an information system (benefits and ease of use of information systems) [
13]. Concerning the concept of ecotourism village, TAM is used to understand how tourists use information technology in the travel decision-making process and in their intention to travel to tourist destinations [
14]. The use of information technology also plays a significant part in decision making related to tourism promotion, by delivering virtual experiences to visitors, consequently affecting their interest in visiting [
15]. When a virtual experience gives an amazing impression, there is consideration and awareness in choosing a destination, following which there is an intention to travel. TAM makes it possible to boost predictive power in situations when tourists choose to get information about tourist attractions via technology rather than through e-word of mouth.
TPB theory. The Theory of Planned Behavior, or TPB, as expanded upon by Ajzen (1985), indicates that added controls to the development of this theory, which was previously simply behavioral and normative, explain the problems individuals face in carrying out behavior. As a result, this theory has an advantage over other behavioral theories. It can identify a person’s belief in influencing something that occurs due to the activity, allowing it to differentiate between a person who wills and does not will. The Theory of Planned Behavior has been extensively accepted regarding ecotourism villages to maintain and preserve the culture that is owned by local communities in ecotourism villages [
16], as well as by local communities and local governments who commit to environmental responsibility [
17]. Through environmental attitudes, behavioral control, and ecotourism behavioral intentions, the Theory of Planned Behavior is utilized to predict and explain the behavior of ecotourists. This interpretation implies that tourists cherish natural resources and help to promote environmental attitudes [
18]. This theory can demonstrate how ecotourism gives visitors learning experiences connected to various ecosystems and traditions, allowing them to appreciate local cultures.
Ecotourism is known for the relationship between ecological or natural sustainability and the world of tourism, resulting in a segment of nature-based tourism and an alternative in tourism that comprises the biophysical environment in natural areas [
19]. Therefore, ecotourism must occur in natural regions, such as protected areas, sacred natural places, and religious traditions tied to nature. Ecotourism is more devoted to rural area development that seeks to provide jobs for residents [
20]. Ecotourism may also aid in the preservation of religious traditions associated with nature and the expansion of traditional ecology in biodiversity. The development of ecotourism villages, by applying the concept of religion, is a unique tourist attraction. Religion can be interpreted as a belief in the relationship between humans and God, a supernatural essence, and an attitude toward life based on certain doctrines. Religious tourism is defined as a tourist activity to a place with special meaning for religious people, usually in places of worship, tombs with famous religious figures, or ancient sites with historical value and unique architecture. The temple has a high spiritual tourism power that is in demand by tourists, especially foreign tourists; recently, temples are increasingly popular among tourists, namely the temples accompanied by melukat places in the Bali area. With the creativity of the Balinese people, tourism is combined with Balinese religious traditions so that melukat tourism, as a form of self-purification, continues to be an attraction. With the development of places of worship and melukat, religious ecotourism villages can provide tourists with unique and fun new experiences. In addition, ecotourism village managers can create income from these tourism activities so that they can manage locations for sustainable tourism operations. For [
21], the availability of income from ecotourism development can affect local populations’ behavior and practices. Ecotourism is currently thought to have progressed far enough to become a significant amplifier of biodiversity conservation, particularly in developing countries with a lack of funding for park institutions by the government [
22]. The presence of ecotourism areas can have both positive and negative consequences. They can have positive outcomes in the living standards of local communities, improving local infrastructure and the availability of entertainment facilities, promoting local identities, and creating new jobs to increase local people’s income. However, on the negative side, ecotourism can impact the cost of living, small-scale crime increases, the population density worsens, conflicts often occur, and the ecosystem changes [
23].
Technology. The utilization of information technology using the internet and social media is the spearhead in providing tourist information [
24]. This information technology utilization construct is built on software, hardware, and network [
25]. The software is a system that analyzes management information and the needs of ecotourism villages. At the same time, the hardware supports the needs of ecotourism villages by providing laptops, printers, and smartphones, and network refers to the internet network. Utilizing technology through social media may be used not just for promotional purposes, but also to address the limitations of religious-based ecotourism village destinations. This is evidenced through visitor reviews, including criticism, advice, and ideas for maximizing the growth and enhancement of ecotourism communities to boost the economy.
Things that can apply technology to ecotourism villages are closely related to religious tourism products that use digital platforms for the promotion of tourism villages, namely utilizing social media [
26]. This can be on Facebook, which targets married tourists, who typically prioritize religious tourism in search of serenity; Instagram, which targets young tourists or teenagers who prioritize natural panoramas; and YouTube, which targets tourists of all walks of life. Marketing media can also be through Twitter, ecotourism village websites with detailed explanations, marketplace websites such as traveloka, Agoda, booking.com, and others, and TikTok media, which is increasingly trending in all circles. Not to be overlooked are promotional efforts to showcase religious traditions through photographs and movies, making them distinctive in an ecotourism village. The results of [
27] show that in every independent tourist village, the management of the tourist village used software or application assistance.
Commitment. [
28] explain commitment as the presence of binding psychological strength or relational continuity between exchange partners in an organization to derive conclusions about several aspects. Commitment is divided into three types: affective commitment, normative/cognitive commitment, and coactive commitment. Affective commitment is emotional involvement, while normative/cognitive commitment is a feeling, and coactive commitment is a motivational trait [
29]. In the context of tourism, affective commitment is primarily focused on the emotional tie provided by locals to retain their commitment to tourism [
30]. As for normative commitments to tourism, there is a contractual responsibility that locals think is compatible with others in supporting tourism growth.
Meanwhile, coactive commitment is considered to reflect a feeling by the locals to maintain a relationship with tourism development to reap advantages for the tourist region and foster more collaboration [
31]. In the context of tourism, affective commitment is more widely studied, which is because affective commitment often occurs when there is an emotional attachment to an organization [
32]. The significance of affective commitment in an organization is that it provides individuals with the emotional motivation to push the organization toward its goals.
Culture. Culture is a unique value for a certain group or community whose development creates certain personality traits and motives. On the other hand, it can be a shared belief or norm. As a shaper of orientation, culture takes the initiative of both individuals and social groups [
33]. Culture is frequently used as a benchmark for improving the effectiveness of rural development policies to encourage people to visit ecotourism villages [
34]. Culture is one of the main contributors to promoting ecotourism in villages [
35]. Local people and city governments have a part in showcasing the original culture present in ecotourism villages, by acting as promoters, regulators, funding institutions, and performance facilitators. While culture becomes a popular tourist destination, due to the authenticity of the concept of tradition, visitors typically look for dances, festivals, rituals, or those directly tied to religion, while culture such as singing is often ignored [
36]. Traditional and cultural activities are packaged as attractive rural tourism products to be visited by both domestic and foreign tourists [
37]. It is also considered by the management, which the local community maintains for them to be professional and trained in preserving cultural heritage. As a result, ecotourism has emerged as one of the most significant economic activities for maintaining culture, natural resources, and the environment. Local communities and governments must address the challenge of losing the authenticity of local culture, and this tourism destination must be explored and protected in greater detail [
38].