ANALYSIS OF WILLINGNESS TO PAY FOR COASTAL TOURISM SERVICES OF LASIANA BEACH AND BATUNONA BEACH WITH TRAVEL COST METHOD APPROACH

Abstract

Lasiana and Batunona Beach are coastal attractions, but the environmental conditions of the attractions
began to experience a decline in environmental quality. The environmental sustainability of the tourism object is
the responsibility of the tourists and the managers of tourism object, the form of tourist responsibility
economically in the form of incoming retribution value which includes the cost of maintaining the environmental
services, but in fact the current retribution has not included the environmental services in it. The purpose of this
study is to investigate and analyze the value of willingness to pay from tourists who visit Lasiana and Batunona
Beach, and the influence of the independent variabels to request visitors to the beach such as travel cost,
distance, security, income, age and education of tourists using travel cost method. The results showed that the
value of willingness to Pay (WTP) Lasiana is IDR. 37,034 greater than the retribution that has been applied NTT
Tourism Provincial Office is IDR. 2000, but less than the value of willingness to Pay (WTP) Batunona IDR.
39.512 while from the six independent variables tested in Lasiana Beach only Distance and in Batunona Beach
shows only the travel cost variable that significantly affects positively to the dependent variable. Beach Manager
need to increase retribution to be used to maintain the environment.
Keywords: willingness to pay, travel cost method, coastal tourism