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Green tourism in education and research to build Bali State Polytechnic’s brand image and loyalty

Author

Listed:
  • I Ketut Astawa

    (Politeknik Negeri Bali)

  • Ni Luh Eka Armoni

    (Politeknik Negeri Bali)

  • Anak Agung Putri Suardani

    (Politeknik Negeri Bali)

  • Made Ruki

    (Politeknik Negeri Bali)

Abstract

The purpose of the study was to analyze the application of green tourism integration in education and research to build Bali State Polytechnic’s (BSP) brand image and its impacts on stakeholders' loyalty. The concern of academics and practitioners for the environment and the inclusion of green tourism in campus management is important. However, in the context of integrating green tourism in education and research to build a brand image of educational institutions and stakeholder loyalty, further investigation is needed. The number of research respondents is 60 representatives of study programs, alumni, and users. Determination of respondents is done by purposive sampling. Data collection techniques by observation, interviews, questionnaires, and documentation. Interviews were conducted in a semi-structured manner using an interview guide. The statistical method used is Partial Least Square with SmartPLS 3.3.9 program. The results showed that the application of green tourism integration in education and research positively and significantly affected the brand image of BSP. In addition, the brand image of BSP affects the Willingness to Pay More. This study is based on a way to encourage stakeholders to engage with tuition fees per semester. BSP's brand image also influences Willing to Support BSP. This means that the higher the brand image formed, the higher the Willingness to Support studying at BSP. Furthermore, BSP's brand image has a positive and significant effect on the Willingness to Recommend BSP.

Suggested Citation

  • I Ketut Astawa & Ni Luh Eka Armoni & Anak Agung Putri Suardani & Made Ruki, 2022. "Green tourism in education and research to build Bali State Polytechnic’s brand image and loyalty," Technium Social Sciences Journal, Technium Science, vol. 35(1), pages 448-461, September.
    • Handle: RePEc:tec:journl:v:35:y:2022:i:1:p:448-461
    DOI: 10.47577/tssj.v35i1.7231
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    References listed on IDEAS

    as
    1. Agustian Zen & Kesih Sukaesih & Aulia Januar Malik, 2022. "Analysis of the Effect of the Educational System and Student Motivation in Creating Workforce Competitiveness (A Case Study Facing the Industrial Revolution 4.0)," Technium Social Sciences Journal, Technium Science, vol. 31(1), pages 662-669, May.
    2. repec:srs:journl:jemt:v:2:y:2011:i:1:p:6-15 is not listed on IDEAS
    3. Mehdi AZAM & Tapan SARKER, 2011. "Green Tourism In The Context Of Climate Change Towards Sustainable Economic Development In The South Asian Region," Journal of Advanced Research in Management, ASERS Publishing, vol. 2(1), pages 6-15.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    green tourism; education; research; brand image; stakeholders' loyalty;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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