Green Marketing in Community-Based Tourism: Strategies, Responses,Sustainability Outcomes, and Theoretical Foundations

Lady Faerrosa; Nanang Suryadi; Raditha Dwi Vata Hapsari

doi:10.32534/jv.v21i2.8569

Authors

Lady Faerrosa Universitas Bumigora
Nanang Suryadi University of Brawijaya
Raditha Dwi Vata Hapsari University of Brawijaya

DOI:

https://doi.org/10.32534/jv.v21i2.8569

Keywords:

Community-Based Tourism, Green Marketing, Sustainable Tourism, Tourist Behavior, Digital Marketing, Theoretical Foundation

Abstract

This article reviews empirical studies on green marketing in community-based tourism (CBT), as it is often treated merely as a promotional activity rather than an integral part of sustainable destination development. The study aims to identify the key determinants, major outcomes, and theoretical directions of green marketing in CBT. The method used is a systematic literature review with an empirical-only screening criterion. After excluding conceptual, review-based, and other non-empirical sources, 17 primary studies were retained. The findings show that green marketing in CBT is effective when supported by operational sustainability, active community participation, digital communication capability, and stakeholder collaboration. Strategies such as eco-labels, eco-branding, environmental advertising, community storytelling, social media communication, influencer promotion, visitor segmentation, and transparent destination branding are associated with stronger green trust, improved destination image, higher visit and purchase intention, repeat-visit intention, and more environmentally responsible tourist behavior. This article contributes by proposing an integrative framework linking community capability, green value propositions, communication channels, psychological mediators, and sustainability outcomes, while also highlighting the need for longitudinal impact measurement, stronger anti-greenwashing verification, comparative governance analysis, and greater theoretical consolidation.

References

Akram, U., Lavuri, R., Bilal, M., Hameed, I., & Byun, J. (2024). Exploring the roles of green marketing tools and green motives on green purchase intention in sustainable tourism destinations: a cross-cultural study. Journal of Travel & Tourism Marketing, 41(4), 453–471. https://doi.org/10.1080/10548408.2023.2293022

Alhomaid, A. (2025). Building Trust in Sustainable Journeys : The Interplay Between Green Marketing , Green Brand Trust , and Tourism Purchase Intentions. Sustainability, 17(8464). https://doi.org/https://doi.org/ 10.3390/su17188464

Chang, W., Li, H., Khamarudin, M., & Khan, W. A. (2025). Influencing eco-conscious travelers : The role of green marketing in promoting sustainable destinations. Acta Psychologica, 260(105506). https://doi.org/https://doi.org/10.1016/j.actpsy.2025.105506

Chen, T., Liu, G., Sui, X., & Solangi, Y. A. (2025). Influencing consumer perceptions in green tourism : criteria and strategies for effective destination branding. PLOS ONE, 0319254, 1–25. https://doi.org/https://doi.org/10.1371/journal.pone.0319254

Chin, C.-H., Chin, C.-L., & Wong, W. P.-M. (2018). The Implementation of Green Marketing Tools in Rural Tourism: The Readiness of Tourists? Journal of Hospitality Marketing & Management, 27(3), 261–280. https://doi.org/10.1080/19368623.2017.1359723

Curcija, M., Breakey, N., & Driml, S. (2019). Development of a conflict management model as a tool for improved project outcomes in community based tourism. Tourism Management, 70, 341–354. https://doi.org/https://doi.org/10.1016/j.tourman.2018.08.016

Deeprasert, J., & Yimprasert, U. (2023). Developing Thailand ’ s Koh Lad E-Tan as a sustainable community tourism destination. Kasetsart Journal of Social Sciences, 44, 1219–1228. https://doi.org/https://doi.org/10.34044/j.kjss.2023.44.4.26

Ghasemi, M., Javdan, M., Tavalaee, S., & Charipour, Z. (2024). Local drivers in community-based tourism development: an analytical study of Bonlar village, Iran. Environment, Development and Sustainability, 26(10), 27057–27081. https://doi.org/10.1007/s10668-023-03682-3

Gheorghe, G., Tudorache, P., & Roşca, I. M. (2023). The Contribution of Green Marketing in the Development of a Sustainable Destination through Advanced Clustering Methods. Sustainability (Switzerland), 15(18), 1–24. https://doi.org/10.3390/su151813691

Gutierrez, E. L. M. (2023). Re-examining the participation and empowerment nexus: Applications to community-based tourism. World Development Perspectives, 31, 100518. https://doi.org/https://doi.org/10.1016/j.wdp.2023.100518

Hendrayani, Y., & Zen, I. S. (2025). Nglanggeran Village : A Model for Sustainable Tourism Through Multi-Stakeholder Engagement and Corporate Social Responsibility. Sage Open, July-Septe, 1–16. https://doi.org/10.1177/21582440251363672

Hendrayanti, S., & Terini, U. (2021). the Impact of Brand Image, Brand Trust and Brand Awareness on Aqua Loyalty Brand. JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen Dan Akuntansi, 3(2), 116–133. https://doi.org/10.33747/capital.v3i2.124

Hu, D., Samad, S., & Mahmood, S. (2026). Sustainable marketing and tourists ’ sustainable behavior in South Korea : The roles of emotional value , connectedness to nature , and green consumption values. Acta Psychologica, 262(January), 1–12. https://doi.org/https://doi.org/10.1016/j.actpsy.2025.106129

Hysa, B., Zdonek, I., & Karasek, A. (2022). Social Media in Sustainable Tourism Recovery. In Sustainability (Vol. 14, Issue 2, p. 760). https://doi.org/10.3390/su14020760

Juma, L. O., & Khademi-Vidra, A. (2019). Community-Based Tourism and Sustainable Development of Rural Regions in Kenya; Perceptions of the Citizenry. In Sustainability (Vol. 11, Issue 17, p. 4733). https://doi.org/10.3390/su11174733

Kilipiri, E., Papaioannou, E., & Kotzaivazoglou, I. (2023). Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations : The Instagram Case. Sustainability, 15(6374), 1–18. https://doi.org/https://doi.org/ 10.3390/su15086374

Kurniawati, E., & Kohar, U. H. A. (2025). Green Technology as a Marketing Strategy in Improving Competitive Advantages Of Community-Based Tourism MSMEs in Indonesia (Sustainability of CMC Pantai Tiga Warna). Geojournal of Tourism and Geosites, 61(3), 1792–1803. https://doi.org/10.30892/gtg.61338-1548

Lee, T. H., & Jan, F.-H. (2019a). Can community-based tourism contribute to sustainable development? Evidence from residents’ perceptions of the sustainability. Tourism Management, 70, 368–380. https://doi.org/https://doi.org/10.1016/j.tourman.2018.09.003

Lee, T. H., & Jan, F.-H. (2019b). Market segmentation based on the environmentally responsible behaviors of community-based tourists: Evidence from Taiwan’s community-based destinations. International Journal of Tourism Research, 21(3), 400–411.

Lo, Y.-C., & Janta, P. (2020). Resident ’ s Perspective on Developing Community-Based Tourism – A Qualitative Study of Muen Ngoen Kong Community, Chiang Mai, Thailand. Frontiers in Psychology, 11(July), 1–14. https://doi.org/10.3389/fpsyg.2020.01493

Musavengane, R., & Kloppers, R. (2020). Social capital: An investment towards community resilience in the collaborative natural resources management of community-based tourism schemes. Tourism Management Perspectives, 34, 100654. https://doi.org/https://doi.org/10.1016/j.tmp.2020.100654

Ngo, T., Lohmann, G., & Hales, R. (2018a). Collaborative marketing for the sustainable development of community-based tourism enterprises : voices from the field. Journal of Sustainable Tourism, 26(8), 1325–1343. https://doi.org/10.1080/09669582.2018.1443114

Ngo, T., Lohmann, G., & Hales, R. (2018b). Collaborative marketing for the sustainable development of community-based tourism enterprises: voices from the field. Journal of Sustainable Tourism, 26(8), 1325–1343. https://doi.org/10.1080/09669582.2018.1443114

Nguyen, D. T. N., d’Hauteserre, A.-M., & Serrao-Neumann, S. (2022). Intrinsic barriers to and opportunities for community empowerment in community-based tourism development in Thai Nguyen province, Vietnam. Journal of Sustainable Tourism, 30(4), 723–741. https://doi.org/10.1080/09669582.2021.1884689

Rosalina, P. D., Dupre, K., Wang, Y., Putra, I. N. D., & Jin, X. (2023). Rural tourism resource management strategies: A case study of two tourism villages in Bali. Tourism Management Perspectives, 49, 101194. https://doi.org/https://doi.org/10.1016/j.tmp.2023.101194

Roxas, F. M. Y., Rivera, J. P. R., & Gutierrez, E. L. M. (2020). Mapping stakeholders’ roles in governing sustainable tourism destinations. Journal of Hospitality and Tourism Management, 45, 387–398. https://doi.org/https://doi.org/10.1016/j.jhtm.2020.09.005

Sanjaya, D., Arief, M., Setiadi, N. J., & Heriyati, P. (2024). Exploring the role of digital green marketing campaigns and environmental beliefs in shaping tourist behavior and revisit intentions in eco-tourism. Journal of Eastern European and Central Asian Research, 11(3), 553–572. https://doi.org/https://doi.org/10.15549/jeecar.v11i3.1693

Silva, T. P. G. Da, Costa, M. F. Da, & Holanda, L. A. De. (2021). Environmentally responsible behaviour, place authenticity and openness to experience for community-based tourism (CBT) destinations. International Journal of Tourism Policy, 11(2), 93–116.

Sinsup, K., & Phumsathan, S. (2025). Creative Tourist Segmentation for Nature-Based Tourism : A Social Media Framework for Sustainable Recreation Planning and Development in Thailand ’ s National Parks. Sustainability, 17(10005), 1–24. https://doi.org/https://doi.org/10.3390/ su172210005 Copyright:

Utarasakul, T., & Sunandha, S. (2021). Model Of Environmental-Friendly Market for Community-Based Tourism Enterprises in Phatthalung Province, Thailand. Journal of Management Information and Decision Sciences, 24(1), 1–8.

Van Tuyen, T., Uy, T. C., Le Phi Khanh, H., Phuong, L. T. H., Ha, H. D., Nga, L. T. T., & Dung, T. Q. (2023). Community-based tourism as social entrepreneurship promoting sustainable development in coastal communities: a study in Thua Thien Hue province, Central Vietnam. Maritime Studies, 22(1), 8. https://doi.org/10.1007/s40152-023-00293-6

Vicente, J. M. (2024). Green tourist behavior analysis and its relationship with the choice of eco-tourism destination: An empirical study. International Journal of Geoheritage and Parks, 12(4), 544–557. https://doi.org/https://doi.org/10.1016/j.ijgeop.2024.11.003

Vilkaite-vaitone, N., & Skackauskiene, I. (2026). Going Green : The Key to Winning Over the Next Generation of Travellers. Sage Open, January-Ma, 1–15. https://doi.org/10.1177/21582440251414859

Vilkaite-Vaitone, N., & Tamuliene, V. (2024). Unveiling the Untapped Potential of Green Consumption in Tourism. Sustainability (Switzerland), 16(1), 1–16. https://doi.org/10.3390/su16010230

Yang, W., & Bi, C. (2024). Marketing the Community-Based Eco-tourism for Thai and Chinese under the New Media Era for Local Authorities. Journal of Ecohumanism, 3(7), 4481–4496. https://doi.org/https://doi.org/10.62754/joe.v3i7.4563 Marketing

Zielinski, S., Kim, S., Botero, C., & Yanes, A. (2020). Factors that facilitate and inhibit community-based tourism initiatives in developing countries. Current Issues in Tourism, 23(6), 723–739. https://doi.org/10.1080/13683500.2018.1543254