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All Journal Barista : Jurnal Kajian Bahasa dan Pariwisata
Andar Danova Lastaripar Goeltom
Politeknik Pariwisata NHI Bandung
Languange, Linguistic, Communication & Media Social Sciences Other

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Deciphering Green Promotion Attributes: A Conjoint Analysis of Tourists' Preferences in Greater Bandung Marceilla Suryana; Mega Fitriani Adiwarna Prawira; Andar Danova Lastaripar Goeltom; Eko Susanto; Vany Octaviany
Barista : Jurnal Kajian Bahasa dan Pariwisata Vol. 11 No. 01 (2024): June
Publisher : Unit Bahasa, Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/barista.v11i01.1501

Abstract

The Greater Bandung area grapples with various challenges, including spatial planning, waste management, water resources, critical land, and transportation, all of which are intricately linked to sustainability concerns, particularly affecting tourism. To address these issues, it is crucial to understand tourists' preferences for green promotion attributes in destinations. This study employs conjoint analysis to discern tourists' perceptions of various destination attributes. Findings reveal that Greater Bandung tourists prioritize environmentally friendly tourism activities as the most significant destination image attribute, while ecologically friendly transportation ranks as the least important. Additionally, when assessing destination advertising attributes, environmentally friendly visuals hold more importance than environmentally friendly messaging. Tourists prioritize sustainable product packaging, while they consider the destination's tourist product color to be less significant. These findings underscore the importance of clear communication, ecolabeling, and environmentally friendly practices in promoting sustainable tourism in the Greater Bandung area. By understanding tourists' preferences, stakeholders can tailor promotional strategies to effectively convey the destination's green initiatives, thus enhancing its appeal and contributing to sustainable tourism development.
Co-Authors Eko Susanto Marceilla Suryana Mega Fitriani Adiwarna Prawira Vany Octaviany