Community participation in green tourism marketing and its impact on the image of the tourist village of Sait Buttu

Nurhafizha Khairi; Afifah Shabrina; Ajeng Ayu Putri Dian; Ameliya Vega Three Marbun; Bhimo Adrian Abimayu; Dina Adelia; Emya Dhia Pertalisa Lingga; Mhd Firmansyah Azhom; Yoana Romauli Saragih

doi:10.26905/jpp.v11i1.16318

Authors

Nurhafizha Khairi Jurusan Kepariwisataan dan Politeknik Pariwisata Medan
Afifah Shabrina Jurusan Kepariwisataan dan Politeknik Pariwisata Medan
Ajeng Ayu Putri Dian Jurusan Kepariwisataan dan Politeknik Pariwisata Medan
Ameliya Vega Three Marbun Destinasi Pariwisata-Politeknik Pariwisata Medan https://orcid.org/0000-0003-4745-4707
Bhimo Adrian Abimayu Jurusan Kepariwisataan dan Politeknik Pariwisata Medan
Dina Adelia Jurusan Kepariwisataan dan Politeknik Pariwisata Medan
Emya Dhia Pertalisa Lingga Jurusan Kepariwisataan dan Politeknik Pariwisata Medan
Mhd Firmansyah Azhom Jurusan Kepariwisataan dan Politeknik Pariwisata Medan
Yoana Romauli Saragih Jurusan Kepariwisataan dan Politeknik Pariwisata Medan

DOI:

https://doi.org/10.26905/jpp.v11i1.16318

Keywords:

CBT, community participation, destination image, green tourism, pentahelix

Abstract

The implementation of green tourism at the village tourism level often faces various challenges. This phenomenon is also evident in Sait Buttu Tourism Village, Pematang Sidamanik Subdistrict, Simalungun Regency. This research examines community participation in green tourism marketing and its influence on the image of Sait Buttu Tourism Village in Pematang Sidamanik District, Simalungun Regency. Using a descriptive qualitative approach and MACTOR analysis, this study maps the Pentahelix actor collaboration: government, academia, business, media, and community. Data was collected through observation, interviews, documentation, and focus group discussions. The results show that community participation plays a significant role in shaping the image of sustainable destinations across economic, social, cultural, and environmental dimensions. Programs such as waste banks and greening initiatives strengthen green tourism practices, while socio-cultural engagement reinforces local identity. This research underscores the importance of strengthening community capacity and cross-sectoral synergy to achieve an inclusive and competitive green destination, and offers a collaborative model between Community-Based Tourism (CBT) and the Pentahelix as a strategy for the sustainability of village tourism.

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