Green Product Analysis and Ecotourism Awareness Tourist Loyalty with Tourist Satisfaction as a Mediator

Abstract

This study aims to examine the influence of awareness of green products and ecotourism on tourist loyalty in Nglanggeran Tourism Village, with tourist satisfaction as an intervention variable. This study uses a quantitative approach using variance-based Partial Least Square Structural Equation Model (PLS-SEM) analysis, with SmartPLS 4.0 software.  The data was collected through a structured questionnaire that was distributed to 115 tourists who had visited Nglanggeran Tourism Village at least twice. The sampling technique used is purposive sampling based on special criteria. Green products and ecotourism awareness have a positive and significant effect on tourist satisfaction and loyalty. Tourist satisfaction has also been shown to have a positive and significant effect on loyalty, the mediating factor of tourist satisfaction can be a mediator of the influence of green products and ecotourism awareness on tourist loyalty. The findings of this study provide benefits in the fields of sustainable tourism management, ecotourism development, and green marketing strategies. It can be applied to the study of tourism, environmental economics, and hospitality management, especially in the context of community-based tourism. This study also presents a comprehensive model that integrates green products, ecotourism awareness, and tourist satisfaction in explaining tourist loyalty. These findings provide new insights into the role of satisfaction as a mediator in building tourism loyalty in rural ecotourism destinations.