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All Journal Trikonomika: Jurnal Ekonomi International Journal of Green Tourism Research and Applications
Yudawisastra, Helin
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

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THE INFLUENCE OF GREEN PRODUCTS ON GREEN MARKETING AND SUSTAINABLE TOURISM Yudawisastra, Helin; Hapsari, Ayuningtyas; Purliantoro, Dwi; Qamri, Ghulam; Hanim, Wasifah
TRIKONOMIKA Vol 24 No 1 (2025): June Edition
Publisher : Faculty of Economics and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/trikonomika.v24i1.21200

Abstract

Sustainable tourism is becoming an important priority in the development of tourist destinations, which are facing environmental challenges. This research aimed to explore the influence of green products on sustainable tourism in the Bandung tourist area, where green marketing serves as a moderating factor. Quantitative methods combined with descriptive verification were used to survey several tourist attractions that have implemented the concept of green tourism. The respondents comprised 210 visitors and the multivariate data analysis method was factor analysis with covariance-based SEM-PLS using SmartPLS. The results show that green products independently influence sustainable tourism from green marketing as a moderating variable. Green products influence the ability of tourist attractions in the Bandung area to continue operating because the local community has the knowledge and cares for this industry. As a result, this understanding will increase trust in tourism sector for both tourist and companies offering the services.
The effect of green products on sustainable tourism through green marketing in natural tourism destinations in Garut, West Java Yudawisastra, Helin; Burhanudin, Jajang; Samoedra, Artarina D.; Voda, Mihai
International Journal of Green Tourism Research and Applications Vol. 5 No. 1 (2023): June 2023
Publisher : Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/ijogtra.v5i1.45-51

Abstract

This research aimed to see the influence of green products on sustainable tourism through green marketing in Garut, West Java, Indonesia. Garut has many tourist destinations, both natural and artificial. Awareness of environmental issues has created new markets that produce environmentally friendly products and services. The method of analysis using multivariate data analysis includes factor analysis with SEM-PLS covariance. The results showed that green products affect sustainable tourism through green marketing as an intervening variable. More awareness is needed for marketing ecosystems with minimal environmental impacts. This research was conducted during the Covid-19 pandemic. The results represent the condition of tourist destinations in Garut affected by the pandemic.
Co-Authors Ayuningtyas Hapsari, Ayuningtyas Dwi Purliantoro Hanim, Wasifah Qamri, Ghulam Samoedra, Artarina D. Voda, Mihai