This study aims to determine the factors that influence customer satisfaction. The research method used was quantitative. The sampling technique used purposive sampling with 96 respondents. The analysis technique in this study consisted of three stages, namely the first stage of the validity test, the second stage of the reliability test, and the third stage using SEM (Structural Equation Modeling) through SmartPls 3.0 software. The results of this study explained that environmental awareness had a significant effect on current green practices, current green practices had an influence on customer satisfaction, green perceived quality had no effect on customer satisfaction, green marketing had no effect on green perceived quality, and green marketing had no effect on customer satisfaction.

Marketing communication in green marketing aims to influence purchase decisions for consumers interested in the green movement. In addition to product advantages and brand image, companies must also think about consumer transaction convenience. Consumers consider various transaction choices to facilitate electronic-based businesses; in other words, there is an element of service acceleration through more sophisticated business modifications, namely the application of the Society 5.0 era. Marketing communications must include the following elements: advertising through environmental advertisements, sales promotion through the web systems and utilization of cloud computing, utilization of big data in public relations, and personal selling through web engineering systems, and expanding market space.

Pengembangan potensi desa menjadi desa pariwisata menjadi salah satu fokus pemerintah pusat dalam meningkatkan taraf hidup masyarakat. Pengembangan pariwisata tidak terlepas dari persepsi dan dukungan komunitas didalamnya. Dukungan komunitas terhadap pengembangan pariwisata dapat dijelaskan dalam kerangka pikir ekonomi maupun non ekonomi. Peran masyarakat sebagai bagian komunitas yang berfokus pada pendekatan ekonomi, yakni sisi manfaat dan biaya dijelaskan dalam perspektif Social Exchange Theory (SET). Selain faktor ekonomi, faktor non ekonomi juga menjadi pertimbangan yang tak kalah pentingnya dalam pengembangan desa wisata. Pemberdayaan masyarakat desa menjadi faktor pengungkit non ekonomi yang penting untuk menggerakkan perubahan ke arah pengembangan desa wisata. Bertumpu pada Resident Empowerment through Tourism (RETS), penelitian ini berupaya mengungkap peran pemberdayaan masyarakat desa pada wisata sawah Sumber Gempong dalam ranah pengembangan desa wisata. Desain penelitian kualitatif dengan teknik field research dipilih untuk menelaah empat dimensi pemberdayaan masyarakat meliputi personal economic benefit, psychological empowerment, social empowerment, dan political empowerment. Data diperoleh melalui wawancara dan observasi pihak terkait, misalnya pemerintah desa (Kepala Desa dan jajarannya), BUMDesa Mutiara Welirang (Direktur, Manajer dan staff), serta masyarakat lokal pelaku wisata. Hasil penelitian menunjukkan adanya peran postif empat dimensi pemberdayaan masyarakat sebagai faktor pengungkit terhadap pengembangan desa wisata.

One strategy that needs to be done by Surabaya North Quay to attract visitors is to apply the concept of integrated marketing communication (IMC), which can form a brand identity for the tourist destination. This study was conducted to determine the effect of IMC on the interest of tourists visiting Surabaya North Quay through brand identity. The research was conducted by survey method. Respondents were visitors from November-December 2021. The distributed questionnaires were then analyzed quantitatively using SmartPLS ver.3.3 software. From the measurement model results, it can be concluded that each indicator shows a loading factor value above 0.7. This means that there is a relationship between IMC and the formation of a brand identity, which raises the public’s interest in visiting Surabaya North Quay. Monetary and media indicators show the highest value among other indicators, so they can be said as the most influencing factor for tourists’ interest in visiting Surabaya North Quay. IMC has an influence on interest in visiting the Surabaya North Quay destination through brand identity because the statistical results of 13,316 have a value above 1.96.