Journal 3: The Implementation of Green Marketing Tools inRural Tourism: The Readiness of Tourists?
- Fakar Fahmi
- May 30, 2020
- 2 min read
Journal Summary
In this study can be viewed as to illustrate the readiness of tourists to accept green purchasing behavior in the rural tourism industry. There are several definitions of readiness. One of them is defined as individuals who are prepared to participate in organizational development activities (Huy, 1999). Another definition by Armenakis, Harris, and Field (1999) is about employees’ beliefs regarding the appropriateness of support for change and value for change. These concepts of readiness have been widely applied in previous studies, including studies on the readiness of change in an organization (Holt, Armenakis, Harris, & Field, 2007), the readiness to be involved in volunteer tourism (Suhud, 2015), e-readiness to measure a country’s willingness to obtain benefits that arise from information and communication technologies (Piman & Poldee, 2016), and a sustainable cultural tourism destination from the local communities’ view of Situ Babakan Betawi Cultural Village (Dinamayasari, 2016).
In the present study, the concept of readiness was adopted and applied to the proposed framework. The authors intend to examine the readiness of tourists in the rural tourism industry to opt for green purchasing behavior under the influence of eco-brand, eco-label, and environmental advertisement. Before the actual implementation of green marketing strategies in rural tourism destinations, it is important to determine if tourists are ready to accept green marketing in the context of rural tourism. As Volo (2009) and Ozdemir et al. (2012) pointed out, if tourists are happy with the destinations, they will be motivated to revisit these destinations.
Journal Theory
Service Quality 1986 by Parasuraman.
Rural tourism is often introduced into settings where residents are unfamiliar with providing services, much less regular tourism activities. This has created problems for the professionalisation of the rural tourism sector, which means that rural destinations and companies need technical assistance in developing management strategies. According to Parasuraman (1986), service quality represents as the discrepancy between a customer's expectations for a service offering and the customer's perceptions of the service received, requiring respondents to answer questions about both their expectations and their perceptions. This theory suggests that to measure remedy problems with high means and standard deviations found on some questions and to obtain a direct measure of the importance of each construct to the customer.
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