Sustaining Lake Toba’s Tourism: Role of Creative Industry, Green Tourism Marketing and Tourism Experience

IF 0.8 Q4 BUSINESS, FINANCE Asian Journal of Business and Accounting Pub Date : 2019-06-27 DOI:10.22452/AJBA.VOL12NO1.9

Prihatin Lumbaraja, Arlina Nurbaity Lubis, B. K. Hasibuan

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引用次数: 11

Abstract

Manuscript type: Research paper. Research aims: This study aims to investigate the role of creative industry, green tourism marketing and tourist experience in building tourists’ satisfaction. Design/Methodology/Approach: Data were collected from 200 tourists who visited Lake Toba, Indonesia; and then analysed using structural equation modelling. Research findings: The findings indicate that green tourism marketing and creative industry are positively related to tourism experience. This study, however, does not find substantial evidence to support the direct relationship between green tourism marketing and creative industry with tourism satisfaction. Instead the relationship is mediated by tourism experience. Theoretical contribution/Originality: The findings indicate that green tourism marketing and creative industry are positively related to tourism experience. This study, however, does not find substantial evidence to support the direct relationship between green tourism marketing and creative industry with tourism satisfaction. Instead the relationship is mediated by tourism experience. Practitioner/Policy implications: This study provides insights for marketers and policy makers to better understand how tourism in Lake Toba can be sustained. It specifically highlights the role of creative tourism and green tourism marketing in creating exciting tourism experience and tourism satisfaction. This outcome is expected to facilitate tourism operators in sustaining their businesses and for policy makers to consider this as a strategy for decision-making. Research limitation: Since this study focusses on the Lake Toba tourism industry only, the generalisability of the findings may be biased. Therefore, future studies should incorporate a larger and more diverse set of samples. Keywords: Tourism Satisfaction, Tourism Experience, Creative Industries, Green Tourism Marketing, Developing Country, Indonesia JEL Classification: M3

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多巴湖旅游业的可持续发展:创意产业的作用、绿色旅游营销与旅游体验

手稿类型：研究论文。研究目的：本研究旨在探讨创意产业、绿色旅游营销和旅游体验在构建游客满意度中的作用。设计/方法/方法：从200名到访印度尼西亚托巴湖的游客那里收集数据；然后使用结构方程模型进行分析。研究结果：绿色旅游营销和创意产业与旅游体验呈正相关。然而，本研究没有发现实质性的证据支持绿色旅游营销和创意产业与旅游满意度之间的直接关系。相反，这种关系是以旅游体验为中介的。理论贡献/原创性：研究结果表明，绿色旅游营销和创意产业与旅游体验呈正相关。然而，本研究没有发现实质性的证据支持绿色旅游营销和创意产业与旅游满意度之间的直接关系。相反，这种关系是以旅游体验为中介的。从业者/政策含义：这项研究为营销人员和政策制定者提供了见解，以更好地了解托巴湖旅游业如何可持续发展。它特别强调了创意旅游和绿色旅游营销在创造令人兴奋的旅游体验和旅游满意度方面的作用。预计这一结果将有助于旅游运营商维持其业务，并使决策者将其视为决策战略。研究局限性：由于本研究仅关注托巴湖旅游业，因此研究结果的普遍性可能存在偏差。因此，未来的研究应该包含一组更大、更多样的样本。关键词：旅游满意度，旅游体验，创意产业，绿色旅游营销，发展中国家，印度尼西亚JEL分类：M3

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来源期刊

Asian Journal of Business and Accounting BUSINESS, FINANCE-

CiteScore

2.00

自引率

11.10%

发文量

期刊介绍： An academic journal that aims to advance knowledge in the business and accounting disciplines, to narrow the gap between theory and practice, and to set direction for policy initiatives in Asia. Welcome to the Asian Journal of Business and Accounting (AJBA). AJBA is an international refereed journal, published biannually (30th June and 30th December) by the Faculty of Business and Accountancy, University of Malaya, Malaysia. AJBA aims to publish scholarly business researches that are relevant to Malaysia and the Asian region. It intends to highlight the practical implications in promoting better business decision making process and the formulation of public policy in Asia. This journal publishes theoretical, conceptual, and empirical papers within the broad areas of business and accounting in Asia. The AJBA covers a broad spectrum of the business and accounting disciplines. A suggestive (though not necessarily comprehensive) list of areas that would be included in this journal are: general management, strategic management, human resource management, organizational behaviour, labour and industrial relations, international business management, business communication, entrepreneurship, leadership, management science, operations management, production management, supply chain management, marketing management, brand management, consumer behaviour, information management, e-marketing, e-commerce, quality management, retailing, service marketing, hospitality management, hotel and tourism management, asset pricing, capital and money markets, corporate finance, derivatives markets, finance and banking, financial economics, etc.