Research Article
Exploring the Impact of Green Marketing on Tourist Visit Intentions: A Case Study of Medan, North Sumatra
@INPROCEEDINGS{10.4108/eai.17-9-2024.2352976, author={Zulkarnain Siregar and T. Teviana and Hendra Saputra}, title={Exploring the Impact of Green Marketing on Tourist Visit Intentions: A Case Study of Medan, North Sumatra }, proceedings={Proceedings of the 6th International Conference on Innovation in Education, Science, and Culture, ICIESC 2024, 17 September 2024, Medan, Indonesia}, publisher={EAI}, proceedings_a={ICIESC}, year={2025}, month={1}, keywords={green marketing tourist intention smart-pls sustainable tourism}, doi={10.4108/eai.17-9-2024.2352976} }- Zulkarnain Siregar
T. Teviana
Hendra Saputra
Year: 2025
Exploring the Impact of Green Marketing on Tourist Visit Intentions: A Case Study of Medan, North Sumatra
ICIESC
EAI
DOI: 10.4108/eai.17-9-2024.2352976
Abstract
The research presented here examines the impact of green marketing on tourism, with a specific focus on the intention of tourists to visit Medan, North Sumatra. The objective of this study is to examine the impact of environmentally conscious marketing strategies on tourist destination selection. To this end, a survey was conducted involving 150 respondents. The analysis, conducted using structural equation modeling through Smart-PLS, indicates a robust positive correlation between green marketing initiatives and tourists' intentions to visit. The findings suggest that the promotion of environmentally sustainable practices has the potential to enhance the attractiveness of Medan as a tourist destination, particularly among the growing segment of eco-conscious travelers. The findings of this study underscore the importance of integrating green marketing into tourism strategies to advance sustainable tourism development and attract a diverse tourist population to Medan, North Sumatra.
