The Influence of Green Tourism Differentiation and Green Marketing on Tourist Visit Decisions through Visit Interest in Paharangan Village Agrotourism, North Daha District, Kandangan City
Ratu Cindya Mahyudin, Syarif Hidayatullah, Harianto Respati

Universitas Merdeka Malang

Abstract

Indonesia as a country rich in natural potential 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 with special interests including green tourism. This study aims to empirically test the effect of green tourism differentiation and green marketing on the decision to visit of tourists through interest in visiting. This analysis uses independent variables green tourism differentiation and green marketing. The dependent variable is visit decision. The intervening variable is visit interest. The sample of this research is tourists who are or have already visited Paharangan Village Agrotourism. Sampling was done by engineering method non probability sampling. Data collection was carried out by distributing questionnaires directly to respondents as many as 130 questionnaires. The research method uses Multiple Linear Regression Analysis and Path Analysis. The research results show that 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

Topic: Green Management and Business