Published date: Oct 15 2024

Journal Title: KnE Social Sciences

Issue title: 8th International Conference on Sustainability (8th ICoS): Sustainable Economics

Pages: 298–313

DOI: 10.18502/kss.v9i29.17257

Ratu Cindya Mahyudinratucindyamahyudin@gmail.comDepartment of Management, University of Merdeka Malang, Malang, Indonesia

Syarif HidayatullahFaculty of Economics and Business, University of Merdeka Malang, Malang, Indonesia

Harianto RespatiFaculty of Economics and Business, University of Merdeka Malang, Malang, Indonesia

Indonesia, as a country rich in natural resources and biodiversity, has a great opportunity to develop an environmentally friendly tourism sector. In the last two decades, there has been an increasing interest in tourism development, especially with regard to green tourism. This study aims to empirically test the effect of green tourism differentiation and green marketing on tourists’ decisions to visit certain destinations. The independent variables for this analysis are green tourism differentiation and green marketing. The dependent variable is visit decision. The intervening variable is visit interest. The sample for this research draws from tourists who are visiting or have already visited Paharangan Village Agrotourism. The engineering method, non-probability sampling, was used for the sampling. Data collection was carried out by distributing questionnaires directly to respondents, totalling as many as 130 questionnaires, and multiple linear regression and path analyses were conducted. The results show that while green tourism differentiation and green marketing significantly positively affect visit decision and visit interest of tourists, visit interest does not affect visit decision, and visit interest is not proven as an intervening variable between green tourism differentiation and green marketing on visiting decisions.

Keywords: green tourism differentiation, green marketing, visit interest, visit decision

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