Understanding the Influence of Traffic Congestion on Tourist Consumer Behaviour: The Role of Stoicism and Sad Ripu Control in Maintaining Sustainable Tourism

Abstract

This research investigates the effects of Stoic principles and Sad Ripu control on tourists’ consumption behaviour regarding the perceived condition of traffic congestion in Bali. Among tourists’ most pervasive problems, traffic congestion affects consumptive behaviour and travel decisions. This study tries to investigate how emotional regulation, governed by Stoicism and a traditional Balinese philosophy known as Sad Ripu, influences the response of tourists to perceived crowding and, subsequently, their behaviour. This study is novel because integrating Stoic principles with Sad Ripu control offers a fresh perspective into emotional regulation in tourism behaviour. A quantitative approach with structured questionnaires was applied to 200 tourists in Bali, testing relationships among the variables by means of SEM. The findings indicate that Stoic principles and Sad Ripu control are significantly associated with more positive tourist behaviour, promoting less stress and more satisfaction, hence more positive consumption decisions. Besides, traffic congestion has been found to play a mediating role in emotional regulation and consumer behaviour. This study underlines the importance of emotional management in tourism and claims that Stoic practices and emotional control strategies can improve the tourist experience and foster loyalty. Further studies are necessary to explore broader contexts and long-term impacts across various tourist destinations