Human Resource Development of Tourism Service Providers Through Literacy, Self-Efficacy, and Financial Management Behavior: Evidence from Kendari Bay Tourism, Indonesia

Saemu Alwi, Hasddin Hasddin, Marjani Marjani, Murini Murini, Muh. Yani Balaka, Lapipi Lapipi, Safril Kasim, Fithriah Napu, Irelda Sari Syaranamual, Wiwiek Wiyiaastuty Soeparyanto

Abstract


This research explores how financial literacy and financial self-efficacy contribute to shaping financial management practices among small-scale tourism service providers in the Kendari Bay region. The findings underscore that inadequate financial knowledge can impede effective financial planning and operational management, which in turn may compromise the quality of services offered to tourists. Furthermore, financial self-efficacy—defined as the confidence individuals hold in their capacity to manage financial tasks—emerges as a critical factor in enabling responsible and strategic financial decision-making. Empirical studies have previously suggested that self-efficacy acts as a mediating mechanism between financial literacy and financial behavior, a relationship this study further investigates within the tourism microenterprise context. This study addresses a notable gap by introducing a conceptual model that contextualizes financial behavior within the socio-economic and geographical realities of coastal tourism actors. Utilizing a quantitative methodology, data was gathered from 279 owners of small tourism businesses in Kendari through purposive sampling. Analysis using Smart PLS 4 revealed that while both financial literacy and self-efficacy exert significant influence on financial management behavior, self-efficacy demonstrated a more dominant role in explaining behavioral outcomes. Based on these insights, the study advocates for the development of localized and community-sensitive financial literacy initiatives that also aim to strengthen individuals’ self-confidence in financial matters. Additionally, it offers strategic policy directions to enhance the resilience of the coastal tourism economy, including the promotion of microfinance access, environmental-based economic incentives, and multisectoral partnerships to foster sustainable, community-driven tourism development.

Keywords: coastal microenterprises, financial capability, behavioral finance, community resilience, sustainable local economy

© 2025 Serbian Geographical Society, Belgrade, Serbia.

This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Serbia.


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