Experience Economy in Green Marketing Perspective and Its Influence on Sustainability-Oriented Loyalty of Tourists in Wetland Tourism Park with Environmental-Based View Theory Approach

Abstract

Pulau Bakut Nature Tourism Park is a wetland tourism that provides environmental and socio-economic sustainability functions, but this ecosystem is still vulnerable to tourist activities. The existence of this tourism park is very important because it is situated in the conservation zone for the habitat of the Proboscis monkey (Nasalis larvatus). This study aimed to analyze the influence of experience economy practices (EEP) on memorable tourism experience (MTE) and sustainability-oriented loyalty (SOL) in a green marketing perspective to achieve sustainability. The EEP was represented by aesthetic experience (AEX) and entertainment experience (EEX). The research used quantitative method by evaluating the structural model using PLS-SEM, and the software used is SmartPLS-4.1. The results showed AEX and EEX had a significant positive effect on MTE and SOL, and MTE had a significant positive effect on SOL. This study provides a new understanding of the environmental-based view (EBV) theory, where eco-tourism industry is a business that not only provides business values, but also provides values ​​to the environmental and socio-cultural. This study integrates the EBV theory with experience economy theory in building sustainability-based tourist loyalty. Novelty: to build a new model that provides tourist loyalty oriented towards the balance of environmental, economics, and socio-culture sustainability.