Stand out among others: Utilizing green marketing strategy to achieve competitive advantage on Tourism Villages

¹ Management Department, Universitas Negeri Surabaya, Surabaya, Indonesia.
² Accounting Department, Universitas Negeri Surabaya, Surabaya, Indonesia.
³ Communication Department, Universitas Negeri Surabaya, Surabaya, Indonesia.
⁴ German Department, Universitas Negeri Surabaya, Surabaya, Indonesia.
⁵ Digital Business Department, Universitas Islam Indonesia, Yogyakarta, Indonesia.
⁶ Management Science Department, Rajamangala University of Technology Krungthep, Bangkok, Thailand.

^* Corresponding author: srisetyo@unesa.ac.id

Abstract

This study seeks to examine the impact of green marketing strategies on the reputation and performance of businesses in tourist villages that feature both natural and artificial tourist attractions. Utilizing a quantitative approach, this research conducted purposive sampling and obtained 463 respondents. Research questionnaires were distributed online to respondents who had traveled to tourist villages in East Java with natural and artificial tourist attractions. The research results show that the green marketing strategy has an effect on reputation and business results in tourist villages with natural and artificial attractions. Other results also show that reputation has no effect on the business results of tourist villages. Green marketing strategies are often only associated with tangible products and rarely touch on service products such as tourism, which is unique in this research. This research discusses the role of green marketing strategy in the context of service products, namely tourist village destinations, on the reputation and performance of tourist villages. A green marketing strategy can be a bridge for the growth of artificial and natural tourist attractions while being in line with sustainable and environmentally friendly values, supporting SDGs goal.