Analysis Of Green Marketing Tourism Village-Based Tourism Green Satisfaction Towards Green Loyalty-Reference-Cited by-同舟云学术

Analysis Of Green Marketing Tourism Village-Based Tourism Green Satisfaction Towards Green Loyalty

Published:2023-12-31 Issue:2 Volume:1 Page:755-766
ISSN:3025-5627
Container-title:International Journal of Management, Economic and Accounting
language:
Short-container-title:IJMEA

Author:

Elfitra Desy Surya ,Firman Ario

Abstract

This research was carried out in the village tourism Kota Pari Serdang Bedagai where this study was conducted to determine how the influence of the service marketing mix consists of Green Products (X1), Green Price (X2), Green Promotion (X3), Green Place (X4) and green satisfaction (Z) as mediated variable and green loyalty (Y). The population in this study was consumers with 240 samples taken. The research was conducted from October to December 2023. This study used quantitative data which was processed using SEM-PLS analysis model with Smart PLS 3.0. application. Data sources used primary data taken directly from respondents and secondary one was obtained from interviews with travelers visiting Kota Pari village. The results of the research show that green products, green prices, green promotions, and green places, have a positive and significant effect on green loyalty to visiting Kota Pari village. Meanwhile, green satisfaction in this research can mediate the influence of green products, green prices, green promotions, green places, and travelers visiting Kota Pari Village.

Publisher

CV Hawari

Reference25 articles.

1. Ali, Hasan. 2013. Green Tourism. Alternatif Jitu Dalam Menyelamatkan Lingkungan, Sosial, dan Budaya. Orasi Ilmiah Dalam Dies Natalis Sekolah Tinggi Pariwisata Yogyakarta ke 26 pada 13 Januari 2013 STP Ampta Yogyakarta

2. Booms, B.H., Bitner, M.J., 1981. Marketing Strategies and Organizational Structures for Service Firms. Marketing of Services.

3. J. H. Donnelly and W. R. George. American Marketing Association, Chicago, 47-51. Bramwell, B. (ed). 1990. Shades of Green: Working Towards Green Tourism in the Countryside, London. Chabowski, B. R., Mena, J. A., & Gonzalez-Padron, T. L. (2011). The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities. Journal of the Academy of Marketing Science, 39, 55-70 Conference on Innovation and Application of Science and Technology (CIASTECH 2018) Universitas Widyagama Malang, 12 September 2018 ISSN Cetak: 2622-1276 ISSN Online: 2622-1284 60 Prefix - RE Seminar Nasional Hasil Riset

4. Cronin, J. J., Jr., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green marketing strategies: an examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39, 158

5. Dahlstrom, R. (2011). Green marketing management. International Edition, Australia: South-Western/CengageLearning. Etzion,D.(2007).Researchonorganizationsandthenaturalenvironment, 1992– present: a review. Journal of Management, 33, 637–664.