PENGARUH PENGALAMAN PENGUNJUNG WISATA HASIL HUTAN BUKAN KAYU TERHADAP LOYALITAS BERORIENTASI KEBERLANJUTAN DI RUMAH ATSIRI INDONESIA, JAWA TENGAH: PERSPEKTIF PEMASARAN HIJAU
Abstract
Taman wisata hasil hutan bukan kayu (HHBK) Rumah Atsiri Indonesia merupakan wisata yang menunjukkan fungsi keberlanjutan lingkungan dan sosial-ekonomi. Penelitian ini bertujuan untuk menganalisis pengaruh experience economy (EE) terhadap loyalitas berorientasi keberlanjutan (LYK) dalam perspektif pemasaran hijau. Dalam konteks ini, EE direpresentasikan oleh pengalaman estetika (EST) dan pengalaman hiburan (HIB). Metode yang digunakan adalah metode kuantitatif dengan model struktural menggunakan PLS-SEM yang dievaluasi menggunakan software SmartPLS-4.1. Hasil penelitian menunjukkan EST dan HIB memiliki pengaruh positif secara signifikan terhadap LYK, Penelitian ini memberikan pemahaman baru bahwa industri ekowisata yang tidak hanya memberikan nilai ekonomi bisnis, tetapi juga memberikan nilai lingkungan dan nilai sosial-budaya. Studi ini mengintegrasikan teori environmental-based view (EBV) dengan teori EE dalam membangun loyalitas wisatawan berbasis keberlanjutan.
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DOI: https://doi.org/10.20527/jss.v9i1.18411
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