The Influence of Sustainability Practices and Sustainable Marketing on VI in Tourism Villages: The Role of Attitudes, Subjective Norms, and Perceived Behavioral Control in the Formation of Perceived Sustainable Marketing

The study's population is made up of visitors to tourism villages in Magelang Regency, with an emphasis on those that use sustainable marketing and sustainability practices. Magelang Regency was selected as the research locus because it has strong potential for developing sustainability-based tourism and is part of the National Tourism Strategic Area (KSPN). The sample comprises 256 respondents, determined using the G*Power application (5 predictors, power 0.99, α 0.01, effect size f² 0.15), with purposive sampling technique. Respondent criteria include tourists who have visited tourist villages in Magelang Regency and are at least 17 years old, so that they are considered capable of providing assessments of sustainability practices and destination marketing activities.

This study employs a quantitative approach and Structural Equation Modeling (SEM) to analyze the relationships among variables. SEM-PLS was chosen because this research involves several latent constructs, mediating relationships, and is oriented towards developing a predictive model in the context of sustainable tourism. The analysis was performed using SmartPLS 4 software, which is appropriate for prediction-oriented research involving multiple latent variables and mediation relationships. The analysis was conducted in two stages: evaluation of the measurement model (outer model) and evaluation of the structural model (inner model).

Data were collected through a questionnaire measuring sustainability practices, sustainable marketing, AT, SN, PBC, and SM as the dependent variable. The research instrument was tested for validity and reliability, and the data were collected using a Likert Scale consisting of items with the following response options: strongly disagree, disagree, neutral, agree, and strongly agree.

In addition to administering the questionnaire, the researchers conducted direct field observations during the data collection process in the selected tourism villages. The observations were intended to obtain a general understanding of the implementation of sustainability practices, including environmental management, waste handling, conservation activities, and community participation. These observations were not analyzed as a separate qualitative dataset but were used to support the interpretation of the quantitative findings obtained through the SEM-PLS analysis.

The construct measurements in this study were adapted from various previous studies that have been tested for validity and reliability. The constructs of AT, SN, and PBC were adapted from the Theory of Planned Behavior developed by Ajzen (1991). Meanwhile, the constructs of PE, TEP, SIP, SM, and VI were adapted from previous studies on sustainable tourism and sustainable marketing. All indicators were measured using a five-point Likert scale, ranging from 1 = strongly disagree to 5 = strongly agree.

Evaluation of the measurement model was conducted by testing internal reliability using Cronbach's Alpha and Composite Reliability (CR), convergent validity using Average Variance Extracted (AVE), indicator reliability using outer loading values, discriminant validity using the Fornell-Larcker Criterion and the Heterotrait-Monotrait Ratio (HTMT), and multicollinearity using Variance Inflation Factor (VIF). To ensure that each construct measures a different concept and does not experience conceptual overlap, discriminant validity was evaluated specifically on the PE, TEP, and SM constructs using the Fornell-Larcker Criterion and HTMT.

Outer loading values greater than 0.70 and HTMT values below the recommended threshold were considered indicative of satisfactory reliability and discriminant validity. Furthermore, the structural model was evaluated through the path coefficient value, t-statistic value, p-value, coefficient of determination (R²), and predictive relevance (Q²). The significance of the structural relationships was assessed using the bootstrapping procedure with 5,000 bootstrap subsamples. In addition, mediation analysis was performed by examining the indirect effects and total effects to evaluate the mediating role of SM.

The definitions of the variables in this study are as follows. SM is defined as tourists' perceptions of the credibility, authenticity, and consistency of marketing messages communicating a destination's sustainable practices. In this study, SM is positioned as a mediating variable linking sustainability practices and psychological factors with tourists' VIs. Conceptually, this construct encompasses the dimensions of credibility, authenticity, and consistency of sustainability messages received by tourists.

TEP is defined as the level of confidence tourists have that the environmental sustainability practices implemented by a tourism village are actually implemented and have a positive impact on the environment. This construct focuses on trust in the actual implementation of environmental practices, not on how those practices are communicated through marketing activities. TEP dimensions include the credibility of environmental practices, environmental commitment, and consistency of sustainability implementation.

PBC represents tourists’ views on how easy it is to access sustainable information and experiences, along with their belief that their involvement helps with environmental preservation. SN describes the perceived social duty, pressure, and approval to support sustainable tourism destinations. AT represents tourists’ preferences and confidence in the authenticity of sustainable marketing and its effect on their decisions to visit.

PE refers specifically to tourists' assessments of the quality of a destination's physical and ecological environment, such as cleanliness, environmental conservation, waste management, and natural resource preservation. This definition is limited to environmental aspects to avoid overlap with social constructs. Conceptually, PE comprises the dimensions of physical environmental quality, environmental conservation, waste management, and natural resource preservation.

SIP reflects tourists’ views on the social benefits of tourism villages, such as job creation, improved welfare, and community involvement. The SIP dimensions include economic benefits for the community, preservation of local culture, and community participation in tourism development. Finally, VI is defined as a tourist's desire or plan to visit or revisit a tourism village that implements sustainability principles and is positioned as the final dependent variable in this study.

Three main factors influence how sustainable marketing is perceived in tourist villages: visitor attitudes, social impact, and TEP. While social impact indicates advantages for nearby communities, trust guarantees confidence in genuine sustainability practices. These perceptions are converted into behavioral intentions by visitor attitudes, which are influenced by individual values. In addition, SN and PBC, which are the main components of the TPB, also play a role in shaping tourists' perceptions of sustainable marketing.

In this research model, PE is positioned as a tourist's evaluation of the destination's environmental conditions, while TEP represents the level of trust in the implementation of environmental sustainability practices carried out by tourism village managers. SM reflects tourists' perceptions of the credibility and authenticity of the destination's sustainability marketing communications. Thus, these three constructs have distinct conceptual focuses, minimizing the potential for overlap between variables in the research model.

Figure 2. Research model framework

Figure 2 shows the causal relationship flow consisting of PE as an exogenous variable that influences TEP, SIP, AT, SN, PBC, and SM. Furthermore, TEP, SIP, AT, SN, and PBC influence SM, while SM influences VI. Thus, SM acts as a mediating mechanism that bridges the influence of sustainable practices on tourists' VIs. 

4.1 Effect of Perceived Environment on Trust in Environmental Practices

Based on Table 9, the analysis shows that PE has a positive and significant effect on TEP, with a coefficient of 0.700, t-statistic 17.643, and p-value 0.000 (< 0.05). This indicates that the more positive tourists’ perceptions of the physical, ecological, and environmental governance conditions in tourism villages, the higher their trust in the sustainability practices implemented by destination managers.

Theoretically, this finding supports the trust-based approach in sustainability communication as proposed by Papista and Krystallis [22], which explained that consumer trust is formed by the fit between claimed sustainability messages and verifiable evidence on site. In tourism, elements such as nature conservation, eco-friendly architecture, and waste and energy management serve as tangible indicators that strengthen trust in destination sustainability. Research by Chen and Tung [23], Han et al. [24], Kim and Han [25], Paul et al. [26], and Zhang and Dong [27] further supported the idea that trust in green tourism practices is primarily based on favorable opinions of environmental quality.

In this study, PE is specifically defined as tourists' perceptions of the quality of a destination's physical and ecological environment, such as cleanliness, environmental conservation, waste management, and natural resource preservation. Therefore, this construct does not include the social and economic benefits received by local communities, as these aspects are represented separately by the SIP construct. This separation is important to ensure clear conceptual boundaries between constructs in the research model.

When visitors see tangible sustainability practices firsthand, they develop trust, according to field data from tourism villages throughout Magelang Regency. Participation in TPS 3R waste management, green space use, water conservation education, and active community involvement in environmental stewardship are all examples of this. Visitors are persuaded that sustainability principles are not just catchphrases but are actually put into practice through activities like composting, planting trees, and leading educational tours.

These findings suggest that PE plays an initial foundation in building TEP. The higher the environmental quality perceived by tourists, the greater their confidence that the sustainability activities communicated by a destination are not merely promotional strategies but are actually implemented. Therefore, PE is a crucial factor influencing tourists' TEP, which ultimately shapes their perceptions of the destination's sustainable marketing practices.

Thus, PE reflects not only a rational appraisal of destination conditions but also triggers the formation of tourist TEP. Such trust arises when positive perceptions are accompanied by concrete evidence and direct participation. Maintaining environmental integrity and quality in tourism villages is therefore a strategic step to reinforce tourist trust in the sustainability commitments of destination managers.

4.2 Effect of Perceived Environment on Social Impact Perception

Based on Table 9, the analysis shows that PE has a positive and significant effect on SIP, with a coefficient of 0.666, t-statistic 17.508, and p-value 0.000 (< 0.05). This indicates that the more positive tourists’ perceptions of a destination’s environmental aspects, the stronger their belief that their presence contributes positively to local communities.

Theoretically, this is consistent with the Theory of Planned Behavior [28], which stated that perceptions of external conditions such as the environment can shape beliefs about the social consequences of an action. Here, PE acts as an external factor that triggers positive evaluation of the social impacts of tourism activities. Paul et al. [26] noted that perceived environmental quality can influence commitment to social sustainability. Han et al. [24] argued that tourists’ perceptions of a destination’s environmental quality contribute to their evaluations of social impacts, including community participation and cultural preservation. Studies by Nguyen et al. [29], Tilikidou [30], and Yadav and Pathak [31] also supported the argument that PE encourages socially responsible tourism behavior.

In this study, PE and SIP are positioned as two distinct yet interrelated constructs. PE focuses on tourists' perceptions of the physical and ecological quality of a destination, while SIP represents tourists' perceptions of the social benefits received by local communities, such as improved well-being, job creation, cultural preservation, and community participation in tourism activities. The research findings indicate that positive environmental perceptions contribute to a better perception of a destination's social impact. In other words, good environmental quality can signal to tourists that a destination is managed responsibly, not only in environmental aspects but also in providing benefits to local communities.

Field conditions support these findings. Tourists visiting tourism villages in Magelang acknowledge the active role of local communities in environmental conservation and sustainable land use. Some villages implement spatial zoning that integrates tourism with productive areas such as agriculture and forestry. Visitors observe activities such as creating biopores, converting waste into compost, building natural footpaths from stone and bamboo, and harvesting rainwater for daily needs. Many voluntarily join tree planting, spring restoration, and organic farming training. These experiences reinforce the belief that visits generate tangible social and ecological benefits.

These results indicate that tourists tend to associate good environmental quality with a destination's ability to generate social benefits. When the environment appears to be well-maintained and sustainably managed, tourists perceive that local communities also benefit from tourism activities. In other words, environmental perceptions serve as an early indicator that helps tourists evaluate the social impact of tourism destination management.

Accordingly, PE becomes a key trigger for positive perceptions of the social impacts of tourism visits. These findings reinforce the argument that successful environmental management not only generates ecological benefits but also enhances tourists' belief that tourism positively contributes to local communities. Therefore, maintaining the environmental quality of a destination is a crucial strategy for strengthening tourists' perceptions of the social benefits generated by sustainable tourism villages.

4.3 Effect of Perceived Environment on Attitude

Based on Table 9, the analysis shows that PE has a positive and significant effect on AT, with a coefficient of 0.736, t-statistic 22.633, and p-value 0.000 (< 0.05). This indicates that the more positive tourists’ perceptions of environmental aspects such as cleanliness, greenness, spatial comfort, and ecological governance, the more favorable their attitudes toward the destination’s sustainability values.

Theoretically, this aligns with the Theory of Planned Behavior [28], which asserts that attitudes are formed by evaluations of anticipated outcomes. When tourists see well-managed, sustainability-oriented environments, their attitudes toward sustainable practices become more open and supportive. Perceptions of physical environmental elements function as stimuli that shape positive affect and evaluations of sustainability.

AT represents tourists' positive or negative evaluations of sustainability practices implemented in tourist villages. Research findings indicate that PE is a crucial factor shaping tourists' attitudes toward sustainability. Good environmental quality provides positive experiences for tourists, thus fostering a more supportive attitude toward a destination's sustainability efforts. Thus, tourists' attitudes develop through an evaluation of the environmental conditions they observe and experience during their visit.

Prior studies reinforce this finding. Vermeir and Verbeke [32] showed that perceived environmental conditions significantly enhance pro-environmental attitudes. Han et al. [24] found that perceptions of cleanliness and landscape harmony contribute to positive attitudes toward eco-friendly behavior. Paul et al. [26] and Zhang and Dong [27] reported that high-quality environmental experiences strengthen attitudes toward sustainable marketing. Papista and Krystallis [22] noted that authentic environmental attributes aligned with ecological values amplify positive attitude evaluations toward sustainable destination images.

 Empirically, tourism villages in Magelang demonstrate that visitors quickly form positive attitudes when they encounter clean, natural, aesthetically organized settings with minimal visual and noise pollution. Litter-free public areas, natural drainage, preserved local vegetation, and footpaths made from eco-friendly materials create pleasant experiences from the outset. Even before promotional explanations, visitors sense that they are in a sustainability-minded place. This shows that perceived environmental quality strongly contributes to attitudes that support sustainable tourism.

This finding is also important in explaining the mechanisms of the research model. PE does not directly shape tourists' VIs, but rather first forms a positive attitude toward sustainability. This attitude then contributes to the formation of SM, which in turn influences VI. Thus, attitude acts as a psychological mechanism that bridges the influence of environmental quality on tourists' responses to sustainable marketing.

The results of this study strengthen the argument that environmental quality is a strategic factor in developing tourists' positive attitudes toward sustainability. The better the environment perceived by tourists, the more likely they are to support and appreciate the sustainable practices implemented by the tourist destination. Therefore, tourism village managers need to consistently maintain environmental quality because a well-maintained environment not only enhances the destination's attractiveness but also fosters positive attitudes that support the success of sustainable marketing.

4.4 Effect of Perceived Environment on Subjective Norm

Based on Table 9, the analysis shows that PE has a positive and significant effect on SN, with a coefficient of 0.577, t-statistic 11.952, and p-value 0.000 (< 0.05). This indicates that positive perceptions of environmental quality and management strengthen the belief that sustainable tourism behavior is socially supported by important others.

Theoretically, this supports the Theory of Planned Behavior [28], which states that SN are formed by perceived social pressure or expectations from significant others. In a collectivist culture such as Indonesia, social influence strongly shapes attitudes and behavior. When a destination shows strong environmental commitment, visitors tend to perceive eco-friendly behavior as a social expectation from respected groups such as family, community, or peers.

SN in this study represents tourists' perceptions of social support that encourages them to engage in sustainable tourism activities. Research findings indicate that positive environmental perceptions can strengthen tourists' SN. A clean, well-maintained, and sustainably managed environment signals that sustainable practices have become part of the values and behaviors accepted by destination stakeholders. Therefore, environmental quality not only influences tourists' assessments of ecological aspects but also shapes their perceptions of social expectations to support sustainable tourism.

Supporting evidence includes Lee et al. [33], who showed that exposure to environmental practices at destinations increases social norms supporting eco-friendly behavior. Zhang and Dong [27] emphasized that social expectations are formed through observing pro-environmental behavior around individuals. Lee and Jan [34] found that perceptions of destination environmental commitment internalize the norm that sustainable behavior is part of societal values. Bolderdijk et al. [35] and Ham and Weiler [36] also showed that educational and visual elements of destination sustainability strengthen perceived social norms encouraging responsible tourism.

In Magelang’s tourism villages, visitors arriving in groups such as families, students, or communities tend to align with prevailing environmental values. Observing visitors who follow cleanliness rules, use personal utensils, buy local products, or join environmental education programs creates a social atmosphere that reinforces shared norms. Recommendations from community leaders, teachers, or opinion leaders also drive choices for sustainable destinations. These social expectations are important in shaping SN that encourage ethical and responsible travel behavior.

These findings demonstrated that PE plays a role in helping tourists identify prevailing social norms at a destination. The more positive tourists' perceptions of environmental quality, the stronger their belief that behaviors that support sustainability receive social support from their surroundings. These results align with the Theory of Planned Behavior framework, which positions SN as a crucial psychological factor in shaping individual behavioral responses.

Furthermore, in this research model, SN do not directly influence VI but rather primarily influence SM. This suggests that social support for sustainability helps shape tourists' perceptions of the credibility and relevance of a destination's sustainable marketing. Thus, SN serve as a psychological mechanism that bridges the influence of environmental perceptions on tourists' evaluations of sustainable marketing.

Therefore, good environmental quality not only enhances the ecological attractiveness of a destination but also strengthens social norms that support sustainable tourism behavior. These findings confirm that successful environmental management can yield psychological benefits in the form of the formation of SN, which ultimately support the effectiveness of sustainable marketing and increase tourist return intentions.

4.5 Effect of Perceived Environment on Perceived Behavioral Control

Based on Table 9, the analysis shows that PE has a positive and significant effect on PBC, with a coefficient of 0.653, t-statistic 15.732, and p-value 0.000 (< 0.05). This indicates that positive perceptions of village environmental conditions strengthen individuals’ beliefs that eco-friendly actions are easy to perform. When destinations provide enabling facilities such as sorted waste bins, pedestrian-friendly paths, and educational signage, sustainable actions become more psychologically and practically accessible.

Theoretically, this reinforces the Theory of Planned Behavior [28], which posited that PBC reflects an individual's perception of the ease or difficulty of performing a behavior. The greater an individual's perception that resources, facilities, and opportunities are available, the higher the perceived level of behavioral control. In the context of this research, good environmental quality serves as an external factor that signals to tourists that sustainable behavior is easily feasible and supported by the destination.

PBC in this study is defined as tourists' beliefs about their ability and ease of participating in tourism activities that support sustainability, including accessing information, utilizing environmentally friendly facilities, and contributing to environmental conservation efforts. The results of the study indicate that environmental perceptions play a role in shaping tourists' PBC. A well-managed environment, supported by adequate facilities and visible sustainability practices, can increase tourists' confidence in their ability to engage in behaviors that support sustainability. Thus, environmental quality not only enhances comfort during a visit but also strengthens tourists' perceptions of their ability to participate in sustainable tourism activities.

Prior studies support this. Chen and Tung [23] showed that sustainable facilities and environmental education strengthen perceived ability to engage in eco-friendly practices. Han and Hyun [37] found that physical facilities such as sorted bins, information signs, and green infrastructure strengthen tourists’ confidence to act. Gao et al. [38] and Lee and Jan [34] showed that concrete environmental support increases perceived capability and control for sustainable behavior.

In Magelang’s tourism villages, many visitors feel more confident engaging in conservation when supportive facilities and programs are available. Villages provide interpretive trails with educational boards, separated waste bins, eco-toilets, and participatory activities such as composting workshops, waste management training, natural farming, and tree planting. Access to these facilities strengthens the belief that sustainable actions are easy, enjoyable, and fully supported.

These findings indicate that PE plays a significant role in enhancing tourists' PBC. The more positive the perceived environmental quality, the greater the tourists' confidence in their ability to participate in sustainable tourism activities. These results reinforce the TPB framework, which positions PBC as a key determinant in shaping individual behavioral responses.

Furthermore, in this research model, PBC is not directly directed at VI, but rather first influences SM. This finding indicates that tourists who perceive they have the ability and opportunity to participate in sustainable practices tend to provide more positive assessments of sustainable marketing activities undertaken by destinations. Thus, PBC serves as a psychological mechanism that bridges the influence of environmental perceptions on perceptions of sustainable marketing.

Therefore, good environmental quality not only provides ecological and aesthetic benefits but also increases tourists' confidence that they can actively engage in sustainable tourism activities. These findings confirm that providing facilities and infrastructure that support sustainability is an important strategy for strengthening tourists' PBC and supporting the effectiveness of sustainable marketing in tourism villages.

4.6 Effect of Trust in Environmental Practices on Perceived Sustainable Marketing

Based on Table 9, TEP has a positive and significant effect on SM, with a coefficient of 0.173, t-statistic 2.684, and p-value 0.007 (< 0.05). This indicates that trust in a village’s environmental practices shapes perceptions that its marketing communications are authentic, aligned with reality, and consistently reflect sustainability principles.

Theoretically, this aligns with experiential marketing [39], which explained that brand value is formed through direct experience and coherence between marketing claims and on-site reality. In sustainable destinations, TEP becomes the foundation for judging marketing messages as reflective of reality rather than rhetoric. When sustainability practices are visible and experienced, promotional messages are more positively received.

TEP and SM are two distinct but interrelated constructs. TEP represents the level of confidence tourists have that a destination truly implements environmental sustainability practices, while SM reflects tourists' perceptions of the credibility, honesty, and authenticity of marketing communications that highlight sustainability aspects. Research shows that trust in sustainability practices plays a significant role in shaping positive perceptions of sustainable marketing. When tourists believe that a destination truly implements sustainability efforts, they tend to view the marketing messages as more credible and trustworthy. Therefore, TEP is an important foundation for building positive perceptions of sustainable marketing by a tourist destination.

Supporting studies include Lam [40] on how trust in environmental commitment increased positive responses to green messaging, especially for services with emotional and ethical value. Loureiro [41] showed that perceived authenticity and environmental sustainability shape brand value and loyalty, particularly in eco-tourism contexts. Pine and Gilmore [42] argued that authentic experiences consistent with expectations create strong perceptions of destination integrity. Park and Yoon [43] and Ryu and Han [44] also found that trust in ethical integrity significantly affects assessments of marketing communication quality and honesty.

In Magelang’s tourism villages, trust grows when visitors witness concrete sustainability such as waste sorting, use of local materials, renewable energy, and community involvement in eco-education. When these experiences match promotional content on social media, brochures, or information boards, marketing is perceived as more credible. Some visitors even report stronger recommendation intent because they believe that what is promoted is genuinely practiced. This reinforces the view that marketing functions as authentic communication that builds loyalty and advocacy.

These findings suggest that the success of sustainable marketing is determined not only by the quality of the message delivered, but also by the level of trust tourists have in the underlying sustainability practices. The higher the TEP, the more likely tourists are to view marketing activities as an accurate representation of the destination's condition.

Furthermore, in this research model, SM acts as a mediating variable linking sustainability practices with VI. Therefore, the influence of TEP on SM indicates that TEP is an important mechanism that helps translate sustainability implementation into positive tourist responses to marketing communications, ultimately driving VI.

Thus, TEP is a crucial foundation for building positive perceptions of sustainable marketing. This finding strengthens the argument that tourist destinations need to ensure a congruence between their sustainability claims and the practices actually implemented on the ground so that marketing communications are perceived as authentic, credible, and capable of increasing tourist interest in visiting.

4.7 Effect of Social Impact Perception on Perceived Sustainable Marketing

Based on Table 9, SIP does not have a significant effect on SM, with a coefficient of 0.011, t-statistic 0.134, and p-value 0.893 (> 0.05). This suggests that beliefs about social contributions such as community empowerment, cultural preservation, or improved quality of life are not sufficient to shape positive perceptions of sustainability-oriented marketing.

Theoretically, this relates to the intention–behavior gap within the Theory of Planned Behavior [28], where normative or abstract perceptions do not necessarily translate into positive evaluations, especially without direct experiences, involvement, or personally salient relevance.

These results clarify the conceptual distinction between SIP and SM. SIP represents tourists' perceptions of the social benefits received by local communities, while SM reflects tourists' perceptions of the credibility, honesty, and authenticity of marketing communications that address sustainability. Therefore, although tourists perceive that a tourist village provides social benefits to the community, this assessment does not automatically improve their perceptions of the quality of the destination's sustainable marketing.

Prior research supports this view, Carrington et al. [45] showed that even socially oriented consumers remain skeptical of marketing claims without concrete evidence. Gupta and Ogden [46] and Vermeir and Verbeke [47] noted that green marketing effectiveness depends on perceived consistency and transparency. Bray et al. [48] emphasized that perceptions of social impact do not always directly contribute to trust in marketing strategies when messages are seen as symbolic or repetitive. Gupta and Ogden [46] further argued that credibility depends on consistency and lived experience.

Field observations in Magelang show similar patterns. Although visitors appreciate programs such as MSME development, local arts, and community-based services, many do not link these experiences directly to marketing messages. Social information is viewed as generic across destinations, offering little differentiation. Without intensive interaction or clear on-site evidence, the persuasive power of social claims to shape perceptions of sustainable marketing is weak.

These findings indicate that tourists tend to evaluate concrete and directly observable sustainability practices, such as environmental cleanliness, nature conservation, and waste management, more than social benefits, which are generally indirect and require more in-depth understanding. This situation means that perceptions of social impacts have not yet played a significant role in shaping tourists' perceptions of sustainable marketing.

The results of this study also provide important implications for the development of research models. The insignificant effect of SIP on SM indicates that each sustainability dimension does not always contribute equally to shaping tourists' perceptions of sustainable marketing. Tourists appear to be more responsive to factors related to direct experience and personal beliefs, such as TEP, AT, SN, and PBC, which have been shown to have a significant influence on SM.

Thus, although social impact remains a crucial component of sustainable tourism development, the results of this study indicate that social benefits are not yet a primary consideration for tourists in evaluating a destination's sustainable marketing. Therefore, tourism village managers need to communicate the resulting social benefits in a more tangible, measurable, and easily understood way for tourists. Providing information about tourism's contribution to improving community welfare, creating jobs, preserving local culture, and empowering communities is expected to raise tourists' awareness of the resulting social impacts and strengthen their positive perception of the destination's sustainable marketing practices.

4.8 Effect of Attitude on Perceived Sustainable Marketing

Based on Table 9, AT has a positive and significant effect on SM, with a coefficient of 0.311, t-statistic 5.105, and p-value 0.000 (< 0.05). This indicates that positive attitudes toward sustainability values strengthen perceptions that a village’s marketing strategy is authentic and credible.

Theoretically, this is consistent with the Theory of Planned Behavior [28], which positions attitude as a key determinant of evaluation and acceptance of related information or actions. When sustainability is seen as important and worthy of support, promotional messages emphasizing sustainability are more readily accepted and perceived as meaningful, increasing trust in destination communications.

AT in this study represents tourists' positive evaluation of the sustainability values and practices implemented by a tourist destination, while SM describes tourists' perceptions of the credibility, honesty, and authenticity of marketing communications that emphasize sustainability aspects. The results of the study indicate that a positive attitude toward sustainability plays a significant role in shaping tourists' perceptions of sustainable marketing. Tourists who have a positive assessment of sustainability efforts tend to be more receptive and trusting of marketing messages that communicate the destination's commitment to environmental, social, and economic aspects. Thus, attitude toward sustainability is one of the psychological factors that encourages the formation of a more positive perception of sustainable marketing carried out by tourist destinations.

Supporting studies include Vermeir and Verbeke [47], Auger and Devinney [49], and Young et al. [50], which showed that pro-environmental orientations elevate evaluations of eco-centric promotion. Papista and Krystallis [22] highlighted the role of affect in linking pro-sustainability attitudes to marketing responses. Nguyen et al. [29] showed that ecological attitudes significantly influence trust in sustainability-based campaigns and foster loyalty to ethical destinations.

Empirical evidence in Magelang indicates that visitors who care about environmental and social issues are more attracted to promotional content showing conservation efforts, community involvement, and sustainable resource use. Messages across brochures, social media, and guide narratives are convincing when aligned with personal values. Many visitors report that preference for sustainability-oriented destinations is a primary reason for choosing and recommending a place, showing that positive attitudes strengthen perceptions of marketing integrity and effectiveness.

The results of the study also show that AT is the strongest predictor in shaping SM compared to TEP, SN, and PBC. This is indicated by the path coefficient value of β = 0.311, which is the highest value among all variables that influence SM. These findings indicate that internal factors related to evaluation, beliefs, and personal assessments of sustainability have a more dominant role in shaping tourists' perceptions of sustainable marketing compared to social factors or factors related to behavioral control. In other words, the more positive tourists' attitudes toward sustainability, the more positive their perceptions of sustainable marketing activities carried out by tourist destinations.

These findings reinforce the modified Theory of Planned Behavior used in this study. In this research model, attitudes do not directly lead to VI, but first influence SM. Thus, SM acts as a mediating mechanism that translates tourists' positive attitudes toward sustainability into more positive responses to destination marketing communications, ultimately increasing tourists' VIs.

Therefore, positive attitudes toward sustainability are a crucial factor in shaping tourists' perceptions of sustainable marketing. The higher tourists' support for sustainability values, the more likely they are to perceive marketing activities as authentic, credible, and aligned with the destination's practices. These findings suggest that the success of sustainable marketing depends not only on the quality of the message delivered but also on tourists' pre-existing attitudes toward sustainability.

4.9 Effect of Subjective Norm on Perceived Sustainable Marketing

Based on Table 9, SN has a positive and significant effect on SM, with a coefficient of 0.202, t-statistic 3.333, and p-value 0.001 (< 0.05). This indicates that social encouragement from family, communities, and role models strengthens perceptions that a village’s marketing strategy genuinely reflects collectively supported sustainability principles.

Theoretically, this supports the Theory of Planned Behavior [28], where SN is a main component influencing intentions and evaluations. When social signals favor sustainable destinations, acceptance of sustainability-focused marketing becomes stronger. Perceiving sustainability as part of social norms enhances the credibility and authenticity of marketing messages.

SN and SM are two distinct but interrelated constructs. SN reflects tourists' perceptions of social support, expectations, or pressure to engage in sustainable tourism behavior, while SM reflects tourists' perceptions of the credibility, honesty, and authenticity of marketing communications that address sustainability. The study's findings indicate that SN play a role in shaping tourists' perceptions of sustainable marketing. Social support from family, friends, the community, and reference groups can influence how tourists interpret and evaluate marketing messages delivered by destinations. Therefore, the stronger the social support for sustainable practices, the more positive tourists' perceptions of sustainable marketing activities conducted by destinations.

Supporting studies including Papista and Krystallis [22], Han et al. [24], Vermeir and Verbeke [32], and Xu et al. [51] showed significant social norm effects in green consumption. When social norms encourage collective sustainable practices, trust in sustainability messages, particularly in promotional media, tends to increase.

In Magelang’s tourism villages, visit decisions are often shaped by recommendations from teachers, community leaders, or family members who care about environmental issues. Marketing content disseminated via social media, brochures, or guide narratives is more readily accepted when aligned with community values. Visitors also actively share sustainability content within their networks, reinforcing perceived integrity and honesty of the destination’s marketing.

The results of this study indicate that social norms function as a social validation mechanism for marketing messages received by tourists. When tourists perceive that their social environment supports sustainable practices, they tend to perceive marketing messages that emphasize sustainability as more credible, relevant, and trustworthy. Conversely, if social support for sustainability is low, the effectiveness of sustainable marketing communications is potentially reduced.

These findings also strengthen the modified Theory of Planned Behavior model used in this study. Unlike the classic TPB model, which generally links SN directly to behavioral intention, this study demonstrates that the influence of social norms is first translated into SM. Thus, SM functions as a mediating variable that bridges the influence of social norms on VI. These results provide a theoretical contribution by demonstrating that perceptions of sustainable marketing are an important mechanism linking TPB psychological factors to tourists' VIs.

Therefore, SN is a contributing factor in shaping tourists' perceptions of sustainable marketing. The stronger the social support for sustainable practices, the more likely tourists are to perceive destination marketing activities as authentic, credible, and aligned with prevailing societal values. These findings indicate that the success of sustainable marketing depends not only on the quality of the message delivered but also on the social support developed within the tourist community.

4.10 Effect of Perceived Behavioral Control on Perceived Sustainable Marketing

Based on Table 9, PBC has a positive and significant effect on SM, with a coefficient of 0.185, t-statistic 2.706, and p-value 0.007 (<0.05). This indicates that confidence in the ability to engage in sustainable actions enhances perceptions of the validity, authenticity, and effectiveness of sustainability-oriented marketing.

Theoretically, this supports the Theory of Planned Behavior [28], which places PBC as an important cognitive factor in shaping intentions and evaluations. When individuals feel capable of adopting eco-friendly behaviors such as low-emission transport, participation in educational programs, or avoiding single-use plastics, sustainability-based marketing is perceived as relevant and actionable.

PBC and SM are two distinct but interrelated constructs. PBC reflects tourists' beliefs about their ability and ease of engaging in behaviors that support sustainability, while SM represents tourists' perceptions of the credibility, honesty, and authenticity of marketing communications that communicate sustainable practices. The results of this study indicate that PBC plays a role in shaping tourists' perceptions of sustainable marketing. Tourists who perceive they have the ability, resources, and opportunity to participate in sustainable tourism activities are more likely to accept and appreciate marketing messages that emphasize sustainability. Therefore, the higher the level of behavioral control tourists perceive, the more positive their perceptions of sustainable marketing implemented by a tourist destination.

Supporting studies including Han et al. [24], Paul et al. [26], and Vermeir and Verbeke [32], showed that perceived ease and capability increase the effectiveness and credibility of sustainability communications in tourism.

Field observations in Magelang show that perceived control is strongly influenced by facility provision and direct experiences. Natural walkways, sorted bins, composting toilets, and conservation signage guide tourists toward positive environmental actions. Activities such as natural farming workshops, waste management training, and tree adoption create real participation opportunities. Ease of access to these facilities shapes the perception that sustainable actions are possible, simple, and enjoyable. Marketing that highlights these features is perceived as credible rather than symbolic.

These findings indicate that the perceived ability to undertake sustainable actions is a contributing factor in shaping perceptions of sustainable marketing. The higher the level of behavioral control tourists perceive, the more likely they are to perceive sustainability marketing messages as relevant, realistic, and aligned with their experiences at the destination.

These results also strengthen the modified TPB model used in this study. Unlike the classic TPB, which generally links PBC directly to behavioral intentions, this study shows that the influence of PBC is first translated into SM. Thus, SM acts as a mediating variable, bridging the influence of PBC on VI. These findings indicate that perceptions of sustainable marketing are an important mechanism linking tourists' beliefs about their abilities to their decisions to visit sustainable tourism destinations.

Therefore, PBC is one of the psychological factors that plays a role in shaping tourists' perceptions of sustainable marketing. The higher tourists' belief that they are capable of participating in sustainable activities, the more likely they are to perceive destination marketing as authentic, credible, and aligned with practices implemented in the field. These findings suggest that the success of sustainable marketing depends not only on the quality of the message delivered but also on the destination's ability to create conditions that enable tourists to actively participate in sustainability practices.

4.11 Effect of Perceived Sustainable Marketing on Visit Intention

Based on Table 9, SM has a positive and significant effect on VI, with a coefficient of 0.882, t-statistic 57.317, and p-value 0.000 (< 0.05). This indicates that perceptions of credibility, relevance, and authenticity of sustainability messages increase the desire to visit. Marketing communications that are perceived as honest and aligned with real practices create emotional and cognitive resonance that supports intention formation.

Theoretically, this aligns with perceived value in destination marketing [52] and experiential marketing [39], which argue that perceived value communicated through marketing affects attitudes and behavioral decisions. In sustainable tourism, messages with social, ethical, and ecological content are more readily accepted when deemed authentic and consistent with expectations. Consistency between narrative and on-site reality strengthens the belief that visiting offers value beyond recreation.

The results of this study also clarify the position of the constructs in the research model. VI is the ultimate dependent variable, while SM functions as a mediating variable that bridges the influence of PE, TEP, SIP, AT, SN, and PBC on tourists' VIs. Thus, the main objective of the research model is to explain the formation of VI through the mechanism of perceptions of sustainable marketing.

Supporting studies [53-57] showed that trust, SN, and perceived control shape attitudes toward green destinations and increase VI.

Empirical evidence in Magelang confirms this pattern. Visit decisions are influenced by sustainability images formed through social media, promotional videos, and recommendations from environmental communities. Marketing is seen as credible when reinforced by on-site evidence such as community participation, eco-friendly practices, and preserved natural settings. Many visitors choose destinations to participate in conservation and support local sustainable economies. This shows that sustainable marketing not only shapes image but also acts as a key driver of actual VI.

The very high path coefficient value (β = 0.882) indicates that SM is the most dominant predictor in explaining VI. Compared with other structural relationships in the research model, the influence of SM on VI is the strongest. This finding indicates that the successful implementation of sustainability practices alone is not enough to increase tourists' interest in visiting if these practices are not effectively communicated through credible, authentic, and easily understood marketing activities. In other words, tourists' positive perceptions of sustainable marketing are a key factor that translates various destination sustainability practices into higher VIs.

These findings provide an important theoretical contribution by demonstrating that perceptions of sustainable marketing are a central mechanism in explaining how environmental, social, and psychological factors influence tourists' VIs. In other words, tourists not only assess sustainability based on the practices implemented by a destination, but also on how those practices are communicated and perceived through marketing activities.

Thus, SM is proven to be a key factor in increasing tourists' VIs. The higher tourists' perceptions of the credibility, authenticity, and consistency of sustainable marketing, the more likely they are to visit a tourist village that implements sustainable principles. These findings confirm that sustainable marketing is not just a communication tool, but also a strategic mechanism capable of transforming tourists' perceptions into concrete VI.