Green Business Based Tourism Model With Local Wisdom at Muaro Jambi Temple

Abstract

This study aims to address three questions: (1) what local wisdom elements can serve as the primary strengths for tourism development; (2) to what extent do existing tourism practices incorporate environmental sustainability and green business principles; and (3) how can an ideal tourism development model be designed to sustainably integrate green business and local wisdom. The study employs a mixed-methods approach, specifically exploratory library research. Data collection involved documentation, literature reviews, fieldwork, observations, and interviews, with informants selected through purposive and snowball sampling. The first two research questions were addressed using qualitative descriptive analysis, while the third utilized Design Science Research (DSR), beginning with descriptive statistics, Exploratory Factor Analysis (EFA), and Structural Equation Modeling (SEM).The results indicate a high level of local wisdom potential at the Muaro Jambi Temple complex, spiritual-ritual values ​​serve as the primary attraction, and the social capital of gotong royong (mutual cooperation) supports sustainability, although traditional knowledge and local craft production remain weak and require revitalization. SWOT analysis places the area in Quadrant I (Aggressive Strategy). Therefore, the recommended strategy is to strengthen existing green business practices while improving Standard Operating Procedures (SOPs) regarding environmental carrying capacity. SEM analysis demonstrates that green business and local wisdom significantly influence sustainable tourism both directly and through community participation and tourism appeal with community participation acting as the most dominant pathway of influence. The resulting ideal model confirms that optimal tourism sustainability is achieved through a synergy of green business and local wisdom, reinforced by community participation.