Exploring the Impact of Green Marketing on Tourist Visit Intentions: A Case Study of Medan, North Sumatra Using Zulkarnain Siregar, T Teviana, Hendra Saputra
Universitas Negeri Medan
Abstract
This study examines the influence of green marketing on tourism, with a particular focus on tourists^ intentions to visit Medan, North Sumatra. The objective of the study is to ascertain the impact of eco-friendly marketing strategies on tourists^ destination choices. To this end, a survey was conducted involving 150 respondents. The analysis, conducted using Structural Equation Modeling through Smart-PLS, reveals a significant positive relationship between green marketing initiatives and tourists^ intentions to visit. The findings suggest that promoting environmentally sustainable practices can enhance Medan^s attractiveness as a tourist destination, catering to the growing segment of eco-conscious travelers. This study underscores the importance of integrating green marketing into tourism strategies to foster sustainable tourism development and attract a diverse tourist population to Medan, North Sumatra.
Keywords: Tourism, Green Marketing, Tourist Intention, Sustainable Tourism
