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Tourism Village Marketing Branding Towards Sustainable Tourism Based on Local Wisdom Surya, Elfitra Desy; Mesra, Mesra; Kadir, Zahidah Abd
Jurnal Manajemen Bisnis Vol. 15 No. 2: September 2024
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v15i2.23503

Abstract

Research aims: This study aims to test and analyze the influence of tourism village branding marketing towards sustainable tourism based on local wisdom.Design/Methodology/Approach: This study employs a quantitative methodology with an associative approach. The study population comprises travelers who visit the Hutatinggi tourist village in the Lake Toba superpriority area which totals 980 tourists. The sample in this study amounted to 140 tourists obtained from 7 x the number of indicators, where the number of Indians was 20x7 = 140 tourists.Research findings: The study's findings indicate, it was found that the variables brand experience, perceived value, brand loyalty, and brand love exert a beneficial and substantial impact on the promotion and maintenance of sustainable tourism. The variables of brand experience, perceived value, brand loyalty, and brand love have a positive and significant influence on sustainable tourism through satisfaction.Theoretical Contribution/Originality: The variables of brand experience, perceived value, brand loyalty, and brand love have a positive and significant influence on sustainable tourism through satisfaction.Practitioners/Policy Implications: The limitations of this research are only for tourist villages in the Lake Toba area, and in the future, it can be developed to tourist villages throughout Indonesia. Research Limitations/Implications: The contribution of local wisdom to be able to increase sustainable tourism for marketing and branding of tourist villages in Hutatinggi, Toba Samosir.
Co-Authors , Elfitra Desy Surya Alhail, Hadi Azis, Adek Cerah Kurnia AZMI, AZMI Barli Kifli Gamal Kartono harahap, zety shafitri Ibrahim, Anam Kadir, Zahidah Abd M. Shalahuddin Natalia Natalia Oktavianti, Santi Oktaviyani, Henny Rajudin, Rajudin Saleh, Khaerul Sugito - Sumarsono Sumarsono Tarigan, Nelson Teuku Muhammad Haqiqi, Teuku Muhammad Vanesha Rahmania Yumielda, Vivi Destri Zulkifli Zulkifli