The Effect of Green Branding, Historical Value and Innovative Tourism Packageon Willingness to Pay More at Bilebante’s Green Tourism Village
Author(s) : Ananda Mardiah; Akhmad Saufi
Institution : University of Mataram, Indonesia
Category : Article, IJMMU
Topics : The Effect of Green Branding, Historical Value and Innovative Tourism Packageon Willingness to Pay More at Bilebante’s Green Tourism Village
Abstract : Willingness to pay more indicates the level of awareness among tourists about participating inenvironmental conservation activities. This study is aimed at analyzing the impacts of green branding,historical value, and innovative tourism packages on tourist willingness to pay more in Bilebante’s greentourism village. The research employs an associative and quantitative approach to study the behavior oftourists who had previously visited Bilebante’s Green Tourism Village, 120 respondents were selectedusing purposive sampling, and data was collected using online and offline questionnaires. The data wasanalyzed using the partial least squares method with the SmartPLS version 3.0 application. The resultsshowed that green branding, historical value, and innovative tourism packages positively and significantlyinfluence tourists’ willingness to pay more in Bilebante’s green tourism village. This implies that touristswho have awarness of the environmental issues, historical value of the innovative tourism packages willbe willing to pay higher prices for tourism packages. In addition, this study provides implications fortourist village managers on how to enhance management practices and increase tourists’ willingness topay more.
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