GREEN INNOVATION TOWARD A SUSTAINABLE GREEN HUMAN-MADE TOURISM DESTINATION: THE MODERATING ROLES OF GREEN COMMITMENT AND GREEN ATTRACTIVENESS

Abstract

This research investigates how four forms of green innovation, namely green product, green process, green technological, and green organisational innovation, influence the sustainability of human-made green tourism destinations, with particular attention to the moderating effects of green commitment and green attractiveness. A causal survey approach was adopted, focusing on destination management organisations responsible for human-made tourism attractions across Jakarta, Batu, Bandung, Bogor, and Surabaya. Data collected from owners and operational managers through proportional purposive sampling were examined using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results demonstrate that both green product innovation and green process innovation contribute positively and significantly to destination green sustainability. In contrast, green technological innovation has a significant adverse effect, whereas green organisational innovation does not demonstrate a statistically significant influence. Green commitment strengthens the relationships involving green product innovation and green organisational innovation. Green attractiveness, meanwhile, enhances the positive relationship between technological innovation and sustainability but reduces the strength of several other relationships. These findings extend sustainability theory to human-made tourism environments and provide practical implications for managers seeking to develop more environmentally sustainable tourism destinations in Indonesia.