Detail Publikasi
Abstrak
This study aims to assess the causal and mediating relationships between green marketing strategies and dimensions of sustainable tourism development (environmental, social, and economic), While looking at how things like faith in environmentally friendly brand names and views of a place act as go-betweens. The research used numbers by making a survey given to important people in the travel business, such as hotel bosses, trip organizers, and travelers, to get facts about how they use and feel about environmentally friendly marketing plans and what effects they have. The findings showed that environmentally friendly marketing plans, mainly acting like a good company, environmentally safe items and services, and environmentally safe new ideas, had a real and good effect on how well travel spots did for the environment. These plans also made it clear that they improve the people aspect by making visitors happier and getting local people more involved. When it comes to money, the research showed that eco-friendly marketing helps to bring in more lasting income and makes people want to buy more, and it also helps by building faith in the environmentally-friendly brand and making the place seem like a good choice for sustainable travel. The way the data was analyzed showed that faith in the brand (with a score of 0.65) and how the place is seen (with a score of 0.70) are very important in connecting things, which proves that putting money into being sustainable really does help the economy by making customers more loyal and making the place more attractive. These results show that eco-friendly marketing is not just about being good to the environment; it's a smart way to spend money that helps all three parts of making tourism last. The research advises that those who make the rules and tourism groups should use and make even better eco-friendly marketing plans, focusing on talking about things in a way that builds faith and makes the place look better. The research also gives ideas for what to look into in the future, like comparing different cultures, studying specific parts of tourism, looking at the long-term effects over time, adding in how tourists act, studying what digital tools and artificial intelligence do, looking at what stops eco-friendly marketing from working, and checking how well rules and leadership work. This research emphasizes how much eco-friendly marketing could help make tourism more sustainable and able to bounce back.