Green Marketing and Intention to Mantain Sustainable : Case Study On Rural Tourism In Malang

Abstract

The negative impact of aggressive marketing on tourism destinations in Indonesia become a main concern to various groups. Whereas, the purpose of developing rural tourism is not only to achieve economic sustainability but also to sustain the environment. The concept of green marketing is estimated to be a worthy solution to maintain the sustainability of the tourism destination. Therefore, this study aims to determine the effect of green marketing concepts to affect tourists' intention for avoiding the damage in the future of new rural tourism. Meanwhile, some methods used in this research and the type of research were descriptive research. The sampling technique used in this research was incidental purposive sampling and the sample was tourists on rural tourism like in "Kampung Wisata in Malang" with the number of the sample was 200 tourists. The analysis technique used Partial Least Square (PLS) analysis. The result of this research was Green Marketing has a positive and significant effect on the tourists' intention to maintain the sustainability of rural tourism. Physical evidence and products, as well as promotions and prices, are indicators of green marketing that must be considered more.

The The Impact of Green Price, Green Promotion, and Green Place on the Economy of Communities in Tourism Areas through Environmental Sustainability Entering the New Normal

“…There is a big impact of green development carried out by tourism city managers on tourist destinations to follow the carrying capacity of tourist cities, and there is a big impact of real evidence in tourist cities on tourist destinations to keep up with the management of tourist cities (Cahyanti & Iliyawati, 2018). Green Promoting affects tourist destinations to keep up with the state travel industry (Cahyanti & Menanti, 2019). Beramas, in his article entitled "Reasonable Examination of the Travel Industry in the Tanjung Setia Tourism Area of the West Coast Regime," revealed that the implementation of supporting aspects of the travel industry in the tourist area of Tanjung Setia has not been carried out by these three points of view.…”