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June 29, 2024West Science Interdisciplinary Studies

The Effect of Green Branding, Relational Marketing, and Product Innovation on Perceived Customer Value in the West Java Tourism Industry

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Authors

FSFrans SudirjoUniversitas 17 Agustus 1945 SemarangTYTirta YogaUniversitas Tribhuwana TunggadewiHMHaqibul MujibUniversitas Darussalam Ambon

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Implication

Quantitative analysis reveals increased perceived customer value among West Java tourists, highlighting the positive impact of green branding, relational marketing, and product innovation.

Key Points

  • Green branding, relational marketing, and product innovation significantly increase perceived customer value, directly enhancing overall tourist satisfaction and loyalty.
  • Structural equation modeling with partial least squares was employed to analyze quantitative survey data collected from active tourists across diverse regional destinations.
  • Highlights the strategic value of customer relationship management and environmental sustainability practices, supporting sustained competitive advantage for destinations.

Cite This Study

Sudirjo et al. (2024) studied this question.

synapsesocial.com/papers/68e62acbb6db6435875bd732https://doi.org/10.58812/wsis.v2i06.1023
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