The Influence Of Green Economy-Based Tourism Market Segmentation On The Popularity Of Tourism Markets Of Instagram Platform Users

Abstract

Karamba Resto Lande is a tourist destination that has gained increasing popularity through social media, particularly Instagram, although it still faces the challenge of limited understanding among managers and visitors regarding the implementation of green economy principles. This condition leads to tourism practices that are not yet fully aligned with sustainability. The purpose of this study is to analyze the effect of green economy–based tourism market segmentation on the popularity of Karamba Resto Lande, focusing on three visitor groups: students, pupils, and workers. The research employed a descriptive quantitative method with 67 respondents determined through quota sampling. Data were obtained through questionnaires, interviews, and documentation, and then analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression. The results indicate that, partially, the student, pupil, and worker segments each have a significant effect on the popularity of Karamba Resto Lande. Simultaneously, these three segments also show a significant influence when tested together. The coefficient of determination further reveals that market segmentation explains most of the variation in popularity, while the remaining portion is influenced by factors outside the model. These findings highlight the importance of strengthening the application of green economy principles in destination management, so that segmentation-based marketing strategies can be directed not only at enhancing popularity but also at supporting sustainable tourism practices.