The Synergistic Impact of Green Promotion and e-WOM on Ecotourism Visiting Decisions Mahesa Marvatama, Robetmi Jumpakita Pinem, Pan Guangmi
1,2 Department of Business Administration, Diponegoro University, Semarang, Indonesia
3 Department of International Trade, Kwangwoon University, South Korea
Abstract
study aims to measure the influence of green promotion and electronic word of mouth (E-WOM) on visiting decisions at Gunung Gede Pangrango National Park (TNGGP). This explanatory research uses a quantitative approach. Primary data were collected through Likert scale questionnaires from a sample of 100 respondents using purposive sampling, targeting visitors aged at least 17 who had visited TNGGP within the past year. The data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results prove that green promotion and E-WOM, both partially and simultaneously, exert a positive and significant effect on visiting decisions, with a combined contribution of 78.9%. Notably, E-WOM was identified as a more dominant factor influencing prospective visitors compared to green promotion. The study recommends that TNGGP management effectively integrate green marketing strategies with proactive digital reputation management. Enhancing the credibility of nature conservation claims and responsively resolving facility complaints are crucial steps to maintain destination attractiveness and recover visitor numbers in the digital era. This study provides empirical evidence on how the combination of green marketing and digital reputation simultaneously affects tourist decisions in the specific context of conservation-based national parks.
Keywords: : Electronic Word of Mouth (E-WOM)- Green Promotion- Gunung Gede Pangrango National Park- Visiting Decision.
Topic: Responsible Digital Entrepreneurship: Fostering Sustainable Business Ecosystems through Innovation and Ethical Governance (Digital Entrepreneurship- Sustainable Ecosystems- Business Innovation)
