Enhancing Tourism Marketing Performance Through Green Marketing Strategy and Consumer-based Brand Equity
DOI:
https://doi.org/10.32534/jv.v19i3.6429Abstract
One crucial determinant of tourism performance is environmental sustainability. Unfortunately, not all tourist destinations have adopted environmentally friendly tourism practices, making it important to explore and research this issue. This study aims to analyze the impact of green marketing strategy and consumer-based brand equity (CBBE) on the sustainability of tourism marketing performance in Lombok Island. The research employed both qualitative and quantitative approaches. The researchers conducted interviews with 10 informants from among Lombok's tourism stakeholders and distributed questionnaires to 350 domestic tourists. Qualitative data was analyzed using content analysis, while quantitative was analyzed using multiple linear regression with the aid of SPSS. The results indicate that both green marketing strategy and CBBE have a positive and significant impact on tourism marketing performance. As this study utilizes a mixed-method approach, it provides a more comprehensive understanding of the key factors that can enhance tourism marketing performance. Consequently, these findings can serve as a basis for stakeholders in formulating policies for sustainable and environmentally friendly marketing concepts that align with the demands of their target consumers.
Keywords:
Brand Equity, Consumer-Based Brand Equity, Green Marketing, Marketing Performance, Marketing StrategyReferences
Afriyie, S., Du, J., & Ibn Musah, A.-A. (2019). Innovation and Marketing Performance of SME in an Emerging Economy: The Moderating Effect of Transformational Leadership. Journal of Global Entrepreneurship Research, 9(1). https://doi.org/10.1186/s40497-019-0165-3
Ahmad, R., Javed Ahmad, M., Farhan, M., & Arshad, M. A. (2020). The Relationship Within Green Marketing Strategies and Market Performance Of Pakistan SMEs. Hamdard Islamicus, 43(3), 204–216. https://www.researchgate.net/publication/344429515
Asamoah, E. S. (2014). Customer based brand equity (CBBE) and the competitive performance of SMEs in Ghana. Journal of Small Business and Enterprise Development, 21(1), 117–131. https://doi.org/10.1108/JSBED-10-2013-0154
Bader, D. M., Aityassine, F. L., Khalayleh, M. A., Al-Quran, A. Z., Mohammad, A., Al-Hawary, S. I., & Alkhawaldah, R. A. (2022). The Impact of E-marketing on Marketing Performance as Perceived by Customers in Jordan. Information Sciences Letters, 11(6), 1897–1903. https://doi.org/10.18576/isl/110605
Bafadhal, A. S. (2020). Pemasaran Pariwisata Pendekatan Perilaku WIisatawan (Cetakan1 ed.). Media Nusa Creative (MNC Publishing).
Baloch, Q. B., Shah, S. N., Iqbal, N., Sheeraz, M., Asadullah, M., Mahar, S., & Khan, A. U. (2023). Impact of Tourism Development Upon Environmental Sustainability: A Suggested Framework for Sustainable Ecotourism. Environmental Science and Pollution Research, 30(3), 5917–5930. https://doi.org/10.1007/s11356-022-22496-w
Bengtsson, M. (2016). How to Plan and Perform A Qualitative Study Using Content Analysis. NursingPlus Open, 2, 8–14. https://doi.org/10.1016/j.npls.2016.01.001
Chen, X., & Qasim, H. (2021). Does E-Brand Experience Matter in The Consumer Market? Explaining The Impact of Social Media Marketing Activities on Consumer-Based Brand Equity and Love. Journal of Consumer Behaviour, 20(5), 1065–1077. https://doi.org/10.1002/cb.1915
Chinakidzwa, M., & Phiri, M. (2020). Impact of Digital Marketing Capabilities on Market Performance of Small to Medium Enterprise Agro-processors in Harare, Zimbabwe. Business: Theory and Practice, 21(2), 746–757. https://doi.org/10.3846/btp.2020.12149
Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An Analysis of Definitions, Strategy Steps, and Tools through A Systematic Review of The Literature. Journal of Cleaner Production, 165, 1263–1279. https://doi.org/10.1016/j.jclepro.2017.07.184
Díaz, M. R., & Espino-Rodríguez, T. F. (2016). Determining the Sustainability Factors and Performance of A Tourism Destination from The Stakeholders’ Perspective. Sustainability (Switzerland), 8(9). https://doi.org/10.3390/su8090951
Duh, H. I., & Uford, I. (2019). Examining Contributions of Customer-Based and Employee-Based Brand Equity to a Retail Bank’s Market Performance Using Resource-Based Theory. The Retail and Marketing Review:, 15(1), 27–38. https://www.researchgate.net/publication/335433002
Eneizan, B. M., Abd.Wahab, K., M.S, Z., & Obaid, T. F. (2016). Effects of Green Marketing Strategy on the Financial and Non-Financial Performance of Firms: A Conceptual Paper. Arabian Journal of Business and Management Review, 5(12), 14–27. https://doi.org/10.2139/ssrn.3648651
Erlangga, H. (2022). The Effect of Product Promotion and Innovation Activities on Marketing Performance in Middle Small Micro Enterprises in Cianjur. Budapest International Research and Critics Institute-Journal (BIRCI-Journal, 4(1), 528–540. http://dx.doi.org/10.33258/birci.v4i1.1636
Faerrosa, Lady, Sudiartha Athar, H., & Widiana, H. (2022). Market Orientation and Product Innovation As an MSME Marketing Strategy. Amwaluna: Jurnal Ekonomi Dan Keuangan Syariah, 6(2), 362–378. https://doi.org/10.29313/amwaluna.v6i1.10044
Freudenreich, B., Lüdeke-Freund, F., & Schaltegger, S. (2020). A Stakeholder Theory Perspective on Business Models: Value Creation for Sustainability. Journal of Business Ethics, 166(1), 3–18. https://doi.org/10.1007/s10551-019-04112-z
Heale, R., & Twycross, A. (2015). Validity and Reliability in Quantitative Studies. Evidence-Based Nursing, 18(3), 66–67. https://doi.org/10.1136/eb-2015-102129
Jasrotia, S. S., Kamila, M. K., & Patel, V. K. (2023). Impact of Sustainable Tourism on Tourist’s Satisfaction: Evidence from India. Business Perspectives and Research, 11(2), 173–189. https://doi.org/10.1177/22785337211043960
Jehan, Y., Batool, M., Hayat, N., & Hussain, D. (2022). Socio?Economic and Environmental Impacts of Tourism on Local Community in Gilgit Baltistan, Pakistan-a Local Community Prospective.pdf. Journal of the Knowledge Economy. 14(4), 1-20. https://doi.org/https://doi.org/10.1007/s13132-021-00885-9
Khalayleh, M. A., & Al-Hawary, S. I. S. (2022). The Impact of Digital Content of Marketing Mix on Marketing Performance: An Experimental Study at Five-Star Hotels in Jordan. International Journal of Data and Network Science, 6(4), 1023–1032. https://doi.org/10.5267/j.ijdns.2022.8.008
Khatun, N. (2021). Applications of Normality Test in Statistical Analysis. Open Journal of Statistics, 11(01), 113-122. http://dx.doi.org/10.4236/ojs.2021.111006
Lavery, M. R., Acharya, P., Sivo, S. A., & Xu, L. (2019). Number of predictors and multicollinearity: What are their effects on error and bias in regression? Communications in Statistics: Simulation and Computation, 48(1), 27–38. https://doi.org/10.1080/03610918.2017.1371750
Mehralian, M. M. (2022). Effect of Internet of Things on Marketing Performance: The Mediating Role of Entrepreneurship Orientation. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4195987
Morse, J. M. (1991). Approaches to qualitative-quantitative methodological triangulation. Nursing Research, 40(2), 120–123. https://doi.org/10.1097/00006199-199103000-00014
Mukonza, C., & Swarts, I. (2020). The Influence of Green Marketing Strategies on Business Performance and Corporate Image in The Retail Sector. Business Strategy and the Environment, 29(3), 838–845. http://dx.doi.org/10.1002/bse.2401
Munene, C. (2023). Marketing Strategies, Consumer-Based Brand Equity, Organizational Characteristics and Performance of Insurance Companies in Kenya. University of Nairobi. Issue 5. https://ijecm.co.uk/wp-content/uploads/2022/05/10523.pdf
Naim, A. (2023). Consumer Behavior in Marketing Patterns, Types, Segmentation. European Journal of Economics, Finance and Business Development, 1(1), 1–8. https://www.scribd.com/document/727878247/Naim-A-2023-Consumer-Behavior-In
Nekmahmud, M. (2020). Environmental marketing: Tourists’ purchase behaviour response on green products. Tourism Marketing in Bangladesh: An Introduction, April, 273–295. https://doi.org/10.4324/9781003007241-26
Pisicchio, A. C., & Toaldo, A. M. M. (2021). Integrated Marketing Communication in Hospitality SMEs: Analyzing The Antecedent Role of Innovation Orientation and The Effect on Market Performance. Journal of Marketing Communications, 27(1), 1–20. http://dx.doi.org/10.1080/13527266.2020.1759121
Saleh, N. S., & Rosli, M. S. (2024). Reliability Test , Homoscedasticity , and Heteroscedasticity Scatter Plot for Housemanship Instrument for Research Development. Journal of Social Transformation and RRegional Development, 6(1), 49–55. http://dx.doi.org/10.30880/jstard.2024.06.01.006
Shah Thakkar, R. (2024). Green Marketing and Sustainable Development Challenges and Opportunities. Global Journal of Social Sciences Green Marketing and Sustainable Development Challenges and Opportunities, May 2022. https://www.researchgate.net/publication/360808759_GAP_GYAN_A_GLOBAL_JOURNAL_OF_SOCIAL_SCIENCES_GREEN_MARKETING_AND_SUSTAINABLE_DEVELOPMENT_CHALLENGES_AND_OPPORTUNITIES
Sohail, M. S. (2017). Green marketing strategies: how do they influence consumer-based brand equity? J. for Global Business Advancement, 10(3), 229. https://doi.org/10.1504/jgba.2017.10005507
Taherdoost, H., & Hamta, G. (2017). Validity and Reliability of the Research Instrument ; How to Test the Validation of a Questionnaire / Survey in a Researchfile:///C:/Users/admin/Desktop/RISACHI REPORT 2021/reference B/2190-8050-1-PB-1 SOCIO.pdf. International Journal of Sport, Exercise & Training Sciences, 5(3), 28–36. http://dx.doi.org/10.2139/ssrn.3205040
Taupikurrahman, T., & Suwandana, E. (2022). Analisis Sektor Pariwisata Provinsi Nusa Tenggara Barat dan Dampak MotoGP Mandalika. Jurnal Kepariwisataan Indonesia: Jurnal Penelitian Dan Pengembangan Kepariwisataan Indonesia, 16(2), 163–185. https://doi.org/10.47608/jki.v16i22022.163-185
Yang, Y., Wani, G. A., Nagaraj, V., Haseeb, M., Sultan, S., Hossain, M. E., Kamal, M., & Shah, S. M. R. (2023). Progress in Sustainable Tourism Research: An Analysis of the Comprehensive Literature and Future Research Directions. Sustainability (Switzerland), 15(3), 1–15. https://doi.org/10.3390/su15032755
