Main Article Content
Abstract
This study aims to analyze the influence of Green Tourism Marketing on Tourist Trust and Tourist Visit Interest toward sustainable tourism destinations. The research was conducted at Ir. H. Djuanda Grand Forest Park, Bandung Regency, using a quantitative approach and analyzed through the SmartPLS 4.0 software. The results show that Green Tourism Marketing has a significant positive effect on Tourist Trust (original sample = 0.601; P < 0.05), indicating that environmentally friendly marketing strategies can enhance tourists’ confidence in the destination’s sustainability commitment. Furthermore, Green Tourism Marketing has a significant effect on Tourist Visit Interest (original sample = 0.463; P < 0.05), showing that the application of green marketing strategies can attract tourists to visit sustainable destinations. The study also reveals that Tourist Trust significantly influences Tourist Visit Interest (original sample = 0.397; P < 0.05). In addition, Green Tourism Marketing indirectly affects Tourist Visit Interest through Tourist Trust (original sample = 0.238; P = 0.035 < 0.05), meaning that trust acts as a mediating variable that strengthens the relationship between marketing strategies and tourists’ behavioral intentions. The findings highlight that green tourism marketing not only improves tourists’ trust but also increases their willingness to visit environmentally responsible destinations.