Building Tourism Actors’ Capacity through Clean Tourism Briefing and Islamic Green Ethics

Abstract

Rammang-Rammang is a community-based nature tourism destination in Maros Regency whose environmental quality, visitor conduct, and local tourism economy are closely interconnected. This community service programme aimed to strengthen the capacity of local tourism actors and community participants through clean tourism education, tourism ethics, Islamic green economy values, and the practical use of a Clean Tourism Briefing. The programme was implemented through needs assessment, preparation of learning materials and evaluation instruments, educational sessions, field-based learning, Clean Tourism Briefing practice, visual campaigning, collaborative activities, and programme evaluation. Approximately 60 individuals were involved across the programme, including local tourism actors, micro, small and medium enterprise participants, community members, Universitas Hasanuddin students, and 15 students from Management and Science University. Learning outcomes were assessed using a 10-item pre-test and post-test. Thirty-five participants completed the pre-test, while 15 participants provided matched pre-test and post-test data. Among the matched participants, the mean score increased from 33.3 to 90.0, representing an average gain of 56.7 points. All 15 matched participants recorded higher post-test scores, and a Wilcoxon signed-rank test indicated a statistically significant increase in scores (W = 0, p < .001). The findings indicate that a short, context-specific communication intervention can complement community-based tourism capacity building, although longer-term behavioural and business impacts require further monitoring.