pISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 5 Mei 2024 http://jist.publikasiindonesia.id/
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2082
The Mediating Role of Positive Emotion in the Nexus of
Marketing Strategies and Sustainable Marine Tourism: Study
on Coral Reef Conservation Area at Mengiat Beach, Bali
Tjokorda Gde Agung Wijaya Kesuma Suryawan
1*
, I Wayan Meryawan
2
, I
Komang Sumerta
3
, I Dewa Agung Ayu Eka Idayanti
4
Universitas Ngurah Rai Bali, Indonesia
*Correspondence
ABSTRACT
Keywords: Education-
based Marketing Strategy;
Positive Emotion;
Relationship Marketing
Strategy; Sustainable
Marine Tourism.
This study investigates the impact of relationship and
education-based marketing on sustainable marine tourism,
utilising positive emotion as a mediating factor. Through a
quantitative approach and purposive random sampling with
100 respondents, the research underscores the significance
of relationship and education-based marketing in shaping
positive emotion and its correlation with sustainable marine
tourism. Data were collected through questionnaires and
analysed using the Partial Least Square (PLS) method in
Smart PLS Version 3.0. Relationship and education-based
marketing emerge as critical influencers of positive
emotion and contribute positively to sustainable marine
tourism. Positive emotion is a crucial mediator, linking
emotional experiences to advancing sustainable marine
tourism. The study's implications for marketing
management emphasise the pivotal role of relationship
marketing in cultivating positive customer emotions and its
subsequent influence on sustainable marine tourism.
Marketing practitioners can leverage these insights by
prioritising personalised engagement strategies and loyalty
programs, strengthening emotional connections between
tourists and destinations. Integrating educational initiatives,
such as partnerships with environmental organisations and
awareness campaigns, is essential for promoting marine
conservation and sustainable practices. The study
emphasises the necessity of diverse marketing approaches
to evoke positive emotional responses, offering practical
guidance for marketers to benefit marine conservation
efforts and enhance the tourism experience.
Introduction
The intersection of ecological preservation, sustainable economic development,
and marine tourism has recently risen to the forefront of global discourse, catalysing
profound debates and proactive endeavours (Agyeiwaah et al., 2017). The concept of
Use of Fuzzy AHP and Topsis Methods for Prioritizing Scada (Supervisory Control and Data
Acquisition) Integration at Keypoint (Study Case at PLN Up2d Makassar)
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2083
marine tourism, firmly rooted in the ethos of responsible marine resource utilisation, has
garnered considerable attention as a promising framework to harmonise what might
seem to be divergent objectives within the broader concept of the Blue Economy. This
paradigm, which seeks to ensure the health of marine ecosystems while fostering
economic growth, has sparked vibrant conversations on local, national, and international
levels (Pardiyono, 2020).
The Sustainable Development Goals (SDGs) were universally embraced by all
United Nations member states in 2015, representing a comprehensive and collective call
to action to eradicate poverty, preserve the environment, and ensure global well-being
and tranquillity by 2030. Comprising 17 distinct goals, the SDGs exhibit a profound
interrelation: they acknowledge that actions undertaken in one realm can yield