INFLUENCE GREEN MARKETING, SOCIO-CULTURAL SUSTAINABILITY, AND CULTURAL VALUES ON CONSUMER SATISFACTION OF BALINESE WOVEN FABRICS IN SUSTAINABLE TOURISM

Ni Made Widnyani; Firli Adri Ridhotama

doi:10.24071/icebmr.v4i1.84

Authors

Ni Made Widnyani Universitas Jember Author
Firli Adri Ridhotama Universitas Jember Author

DOI:

https://doi.org/10.24071/icebmr.v4i1.84

Keywords:

green marketing, consumer satisfaction, culture values, sustainable tourism, socio-cultural sustainability, Balinese weaving

Abstract

Sustainable tourism in Bali is not only supported by natural beauty, but also by the strength of local culture that becomes the identity of the community, one of which is Balinese Weaving. This traditional product is not only economically valuable, but also rich in cultural values that strengthen the appeal of tourism based on local wisdom. As consumer awareness of environmental and sustainability issues increases, the implementation of green marketing and support for socio-cultural sustainability become important factors in maintaining the competitiveness of cultural products in the context of sustainable tourism. The cultural values inherent in Balinese Weaving have a strategic role in creating an authentic tourism experience while increasing consumer satisfaction. This study aims to analyze the influence of green marketing, socio-cultural sustainability, and cultural values on consumer satisfaction of Balinese Weaving in sustainable tourism. The study was conducted using a quantitative approach by distributing questionnaires to consumers of Balinese Weaving involved in tourism activities. Data analysis used the Structural Equation Modeling (SEM) method to test the relationship between research variables. The results of the study indicate that green marketing has a positive and significant effect on consumer satisfaction, because it is able to increase consumer perceptions of environmental concerns and sustainable business practices. Socio-cultural sustainability has also been shown to play a role in increasing consumer satisfaction through awareness of cultural preservation and social sustainability. In addition, the cultural value of Balinese Weaving strengthens local identity, creates authentic experiences, and makes a significant contribution to consumer satisfaction in the context of sustainable tourism in Bali.

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