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All Journal Majalah Ilmiah Bijak Innovative: Journal Of Social Science Research
Ekastuti, Ida Ayu Agung
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Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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The Role of Green Marketing Innovation In Establishing Sustainable Tourism Based on Green Customers In Kesiman Kertalangu Tourism Village, Denpasar Ekastuti, Ida Ayu Agung; Ardani, Wayan; Laksmana, Komang Agus Rudi Indra
Majalah Ilmiah Bijak Vol. 22 No. 1: March 2025
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/bijak.v22i1.4549

Abstract

The aim of this research was to analyze the direct effect of green marketing innovation and green customer on sustainable tourism,   and to explore the mediating role of   green customer on the effect of green marketing innovation on sustainable of tourism village in Kesiman Kertalangu, Denpasar, Bali. The population of this research was the tourists who visited Kesiman Kertalangu. There were 180 tourists being the respondents of this research. The data was analyzed using   SEM-PLS. This study revealed that Green marketing innovation and green customer had positive and significant effects on sustainable tourism. Furthermore, Green customer significantly mediated the effects of   green marketing innovation on sustainable tourism. Green marketing helps to create awareness and educate tourists about environmentally friendly tourism, while green customers drive demand and put pressure on the industry to adapt to sustainable practices. Collaboration between the two can create a more environmentally friendly tourism ecosystem and support the preservation of nature and culture in the future.
Inovasi Bisnis Berbasis Inovasi Hijau untuk Mewujudkan Sustainability Pada Kuliner Warung Nasi Tekor di Denpasar Ekastuti, Ida Ayu Agung; Wira Putri, Luh Gd.Devani Astrid; Ardani, Wayan; Srikandi WS, I Gusti Ayu Diah Werdhi
Innovative: Journal Of Social Science Research Vol. 3 No. 1 (2023): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v3i1.14752

Abstract

Inovasi merupakan salah satu faktor penting dalam meningkatkan keunggulan bersaing perusahaan. Tujuan dari penelitian ini adalah untuk menganalisis inovasi bisnis berbasis inovasi hijau yang dilakukan di Warung Nasi Tekor untuk mewujudkan bisnis keberlanjutan (sustainability business). Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif. Teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Model aalisis yang digunakan adalah data Miles dan Huberman, yang mencangkup tahapan pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian ini menunjukan Warung Nasi Tekor mempunyai celah yang sangat besar dalam pengembangan bisnis berkelanjutan dengan tetap mempertahankan konsep inovasi hijau dan menjaga konsistensi cita rasa khas Bali, melestarikan keunikan Bali tempo dulu, pengembangan variasi menu, dan promosi yang lebih intensif pada tingkat nasional maupun internasional. Hasil penelitian ini diharapkan menjadi referensi bagi pelaku bisnis kuliner terkait pentingnya inovasi dalam mewujudkan bisnis keberlanjutan.
Co-Authors Laksmana, Komang Agus Rudi Indra Srikandi WS, I Gusti Ayu Diah Werdhi Wayan Ardani Wira Putri, Luh Gd.Devani Astrid