Lady Faerrosa, Baiq Nadia Nirwana, Silviana Kholi Coniawati

Optimizing Green Marketing Strategy on Marketing Performance by Implementing Green Tourism Advertising

Introduction

Optimizing green marketing strategy on marketing performance by implementing green tourism advertising. Optimize green marketing in tourism. This study shows how green tourism advertising significantly enhances marketing performance, providing empirical data for sustainable tourism policies.

Abstract

Green marketing strategies have become an essential component in enhancing the sustainability of tourism marketing performance. However, the implementation of green marketing strategies has proven to be suboptimal, leaving ample room for further research. Therefore, this study aims to identify the tourism advertising model that best moderates the role of green marketing strategies in enhancing tourism marketing performance, thereby supporting the concept of sustainable tourism. To test this research model, an experimental method was used. The researchers designed two types of tourism advertisements: one general tourism advertisement tested on 100 control samples, and the other, a tourism advertisement emphasizing environmentally friendly messages (green tourism advertisement), tested on 100 additional samples. The results of this study indicate that green marketing strategies have a positive but insignificant effect on tourism marketing performance. However, green tourism advertising can significantly enhance the influence of green marketing strategies in improving tourism marketing performance. Because this research is based on empirical evidence, the results can provide a strong basis for policymaking and developing tourism advertising concepts that are more in line with the government's agenda to promote sustainable tourism.

Review

This paper, "Optimizing Green Marketing Strategy on Marketing Performance by Implementing Green Tourism Advertising," addresses a crucial gap in understanding the practical effectiveness of green marketing within the tourism sector. The authors adeptly highlight that despite the recognized importance of green marketing for sustainability, its implementation often yields suboptimal results, creating a clear impetus for further research. The study's objective to identify how different tourism advertising models can moderate the impact of green marketing strategies on performance is both timely and highly relevant, offering a potential pathway to enhance sustainable tourism initiatives. Methodologically, the study employed an experimental design to rigorously test its hypotheses. By comparing a control group exposed to a general tourism advertisement with an experimental group viewing a green tourism advertisement, each with 100 samples, the researchers established a direct comparison of advertising efficacy. The findings reveal a nuanced but critical insight: while green marketing strategies alone had a positive yet statistically insignificant effect on tourism marketing performance, the deliberate implementation of *green tourism advertising* significantly amplified this influence. This suggests that the way green messages are communicated is paramount to their overall effectiveness. The empirical evidence presented offers a strong basis for policymaking and the development of more effective tourism advertising concepts. By demonstrating that specific advertising interventions can significantly enhance the impact of green marketing strategies, the research provides actionable insights for governments and industry stakeholders committed to promoting sustainable tourism. Future work might benefit from exploring the specific attributes of green advertising messages that resonate most with consumers, along with examining these dynamics across diverse tourism contexts and demographic groups to further enhance the generalizability and practical application of these important findings.

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