Developing green marketing tourism in Perak, Malaysia

Perak is the second largest state in Malaysia. Meanwhile, the trend of tourists to Perak has declined. The local government is working with the Ministry of Tourism, Arts and Culture to increase the number of tourists for the Visit Malaysia 2020 program. They focus on campaigning for markets: Europe, Australia, the Middle East, Central and East Asia. Meanwhile, environmental health problems worsen the quality of tourist destinations in Perak. To respond to this program, they are trying to increase a tourist visits by conducting a Silver Tourism promotion campaign that uses English and Chinese as part of its marketing strategy. The aim is to increase the attractiveness of tourists from Europe and China. We recommend paying attention to social influences, environmental awareness, pro-environment behavior, and awareness of pro-environment behavior. By paying attention and building this empathy, it will prepare the application of green marketing strategy.


Introduction
In 2016, tourist arrivals in Malaysia were 25 million and tourism sector's contribution to the economy was about RM 62 billion, whereas in 2015 its economic contribution was about RM 55 billion.
Therefore, this study also responds to the promotion of tourism in Perak heritage theme by the director of the new Tourism Malaysia Perak that will use a new marketing strategy. Previously, he planned to use to greet the Visit Malaysia 2014 (RM, 2013). In addition, this study also responds Tourism Perak Bhd CEO statement stating that the Ipoh City held cultural tourism.
Due to the decreasing number of tourists, the Ministry of Tourism, Arts and Culture is looking for a new tourism target market with a target of 30 million tourists to Visit Malaysia 2020. The campaign is to focus on the tourism market in European countries, Australia, the Middle East, Central Asia, Russia and Asia East like Japan and South Korea (Tong, 2020) [1]. While, the main environmental problems of Malaysia are illegal mining, dam projects, sewage disposal projects, water leakage, and logging projects. In addition, the activity of burning waste, processing industrial waste and river-pollution exacerbates the negative environmental impact. Economic growth of this country also causes air pollution and pollution from agricultural and livestock industries. The growth of tourism also contributed to the negative environmental impacts due to tourism activities, both in the form of trash from restaurants and waste from hotels. Oil waste pollutes some of the waters along the coast (Hays, 2015; JAG, 2011)[2,3]. However, green marketing tourism in Malaysia reached the level of corporate social responsibility. It need a higher attainment that will provide high impact on the protected environment, socio-economic, and policy (Farsa, 2012) [4]. The effort is in dearer by NGOs to implement conservation programs in Perak.
The aim of this study is to develop the destination in supporting green marketing and at the same time it could conserve the environment.

Green Marketing
The green tourism marketing in the form of cultural truth in a commercial environment friendly green tourism which has an eco-label product. Moreover, green tourism is marketing as an integrated management of the supply chain of green tourism marketing, planning, promotion, processes, and people involved in the project. Meanwhile, implementing green tourism marketing, tourism company in this case is a tour operator duly realize that marketing of green travel market will generate positive results, and will generate important implications for managers in their efforts to have the support of top management for their green tourism marketing program ( Previously, explains both results and exchange facilities to meet the needs of tourists, and their expectations of minimal impact on the natural environment for their traveling. Similarly, promoting good public policy process and issue value of the program as a green tourism destination greening program by the company or tour operator with minimum environmental degradation. Furthermore, green marketing segment as a segment of the tourists, who are more interested in sustainable tourism, compared to mass tourism trends that will grow with its own (Syaekhoni, Alfian, & Kwon, 2017) [17].

Social influence
Social influence is a direct assessment of the price supporting green marketing that includes the influence of other people that are relevant and in a larger context, namely, the influence of the organization decision. There are two tactics of social influence, namely reciprocal relations and social evidence, which are used to increase the influence of societal orientation behavior that results in synergistic potential for their feeling and highlight of their directions of social impacts ( [26] The factors that increase the likelihood of a person in response to social influence (Abu-Salih et al., 2020; Chouchani & Abed, 2020) in marketing green tourism are: (a) the strength of the individual that influence sustainable tourism section, (b) physical approach and the influence of environment friendly in their tourism business, and (c) the groups involved in it.

Environmental concern
The factors affecting green consumption patterns affect the environmental responsibility for consumers on green consumption and are related to its problems that affect price sensitivity, because consumers are concerned with their responsibility. This responsibility encourages them to reduce their negative environmental impacts. The development of environmental degradation interacts with the socio-economic status of individuals to have an impact on environmental concerns. People with better economic conditions generally have higher environmental awareness ( [52][53][54][55] affects product of the green marketing tourism by utilizing the theory of planned behavior to the behavior. While, trading decisions of green marketing. Suki assess and realize that 25% of the price and the brand image of the tourists will significantly influence their decisions. Previously, the environmental concerns is an important factor green (Ma & He, 2020; Rizkalla & Erhan, 2020) [56,57].

Pro-environmental behavior
The belief that collective behavior benefits people and their participation affects pro-environmental behavior. Reflections on morals and social partners who support them concern for the environment significantly and positively affect the commitment to environmental sustainability. Their pro-environmental peered advocacy and environmental commitment influence their proenvironmental behavior collectively ( [58][59][60][61][62][63][64][65][66]. Pro-environmental behavior supporting green place (distribution) of the green marketing. It developed from self-image in the business of protecting the environment of sustainable tourism as purchase behavior of green or eco-friendly. Transaction behavior of green tourism marketing is consumer-friendly product that promotes minimal environmental impact or environmental protection, recyclable, ecological concerns sensitive or responsive to sustainable tourism ( [67][68][69][70][71][72][73][74][75][76][77].
Meanwhile, the green tourism marketing over the factors that influence the buying behavior of green tourism. The young travelers in Hong Kong 'has been using seven variables in the context of marketing green tourism: Tourism eco-friendly attitude; Awareness of the negative environmental impacts of tourism; Perceived seriousness of the negative environmental impacts of tourism; Perceived need for environmentally responsible tourism; Pro-environmental behavioral effectiveness environment; Awareness of the image in green marketing (Binder et al., 2020;Fu et al., 2020;Zibarras & Coan, 2015). [67], [60], [78].

Awareness and pro-environmental behavior
Conducting green marketing tourism needs a people engage in behaviors that support environmentally friendly programs, and the tourists will participate on contributing to the program of environmental. Meanwhile, awareness and pro-environmental behavior (APEB) among tourists in supporting green promotion of green marketing. An environmental management program has a significant relationship with their responsibilities in environmental protection programs and also required the effectiveness of their behavior in environmental management. It will be more profitable in implementing the program of green tourism marketing (Fu et al., 2020). [60] Moreover, the most important thing in predicting adolescent tourists' behavior at the time they make a purchase in the green tourism marketing program. This suggests that the green marketing tourism impacts on a social influence, concern for environmental management, a concern with self-image in the protection of the environment, and the perceived effectiveness of their behavior towards environmental protection (Fu et al., 2020; Gabarda-Mallorquí, Fraguell, & Ribas, 2018). [60], [79].
However, the behavior of the tourists effectiveness in marketing green tourism, and he found an effective relationship between finite ecological component of the cost of environmentally friendly management and credibility associated with sustainable tourism, will affect the commitment of tourists in support of environmentally friendly management (Chen & Cai, 2019; Dopelt, Radon, & Davidovitch, 2019) [80], [81].

Breathtaking Belum
This study indicated that Breathtaking Belum is the best destination (Table 2)

Teluk Batik
SI index (Zimmermann, 2020) [92] 0.78, represented fair cost of green marketing that tourists spent their money matched with they consumed. It supporting the price of the GM. While, PEB index (Quoquab, Mohammad, & Shahrin, 2020b) [93] 0.73 supporting green place (distribution) of the GM. It indicated the cleanliness of the destination that supported place or distribution of green marketing. While, EC Index 0.68 supporting reflected at the nickname of Teluk Batik beach which has pearl white beaches and the long sandy beach, with some 300 species of sea shells in the museum shells. Green tourism activities that can be carried by tourists such as swimming, recreation, enjoying sea landscape, snorkeling, diving underwater world, village survival, trekking trail, souvenirs, and enjoy the beach Sunset at Teluk Batik.
APEB index (Fu et al., 2020) 0.72 shows that it supported green place (distribution) of GM. It indicated the availability of green tourism activities in Teluk Batik. It provides a variety of environmentally friendly swimming activity and with the involvement of a number of 150 vocational students and teachers take part in creating green coastal tourism by cleaning trash around the beach Teluk Batik. tourists also advised governments Perak duly perform marketing green tourism by promoting green tourism more aggressively among international tourists to visit the island of Pangkor in the future. Pangkor Island has a beautiful beach and has the calmest sea, and tourists can travel around Pangkor Island by ferry. Pangkor island tourists can also observe the feeding activity of birds Hornbi. However, based on research results and discussion indicate that green marketing strategy ready applying in the area of Breathaking Belum, Bukit Larut, Teluk Batik, Pangkor Island, and Pasir Bogak. Breathaking Belum has limited performance in SI index (0.69). This means that the destination required more support from tourists, tour operators, and local governments to strengthen their influence in environmental awareness program marketing green tourism (Saari, Fritz, Mäkinen, & Baumgartner, 2018) [96].

Proposed Developing Green Marketing Tourism model
Moreover, we proposed green marketing tourism model to conduct at from above destination (Figure 1)

Figure 1: Proposed green marketing tourism model for Perak
The above proposed model is executable for the authority. As we can see the whole process should be taken in action considering the sustainable tourism. Sustainable tourism should be comprising benefit towards environment, economy and the society of the particular region. The model is the first step should be confirming the green marketing at tourism industry. There could be a governing body to execute and monitor the whole process (Chin, Chin, & Wong, 2018; Saari et al., 2018) [97], [98]. under that governing body there are some stake holders who are responsible to maintain the public and privet sector marketing tools. Even though private sector has some liabilities for environment but it largely depends on public sector. the government and other related associate should be responsible for maintaining that. Public sector also should use their marketing tools to create a proenvironment behavior (Gabarda-Mallorquí et al., 2018). Besides there are private sectors who are responsible for creating the social influence and awareness and proenvironmental behavior (Fu et al., 2020).
Public sector marketing tools are not limited to but including public transportation, creating mass awareness, recycling policy and cleaning mechanism. These interests will do a lot favor to protect the environment towards sustainable goal. Concerning body must take fruitful steps to implement and follow up for continuous basis. On the other side, private sector marketing mechanisms includes amusement activities for the tourists, share rides, food and beverages that ensure disposable packaging and green entertainment for the visitors.

Conclusion
Referring to the findings and discussion of this study revealed from five tourism destinations in Perak is ready to implement green tourism marketing programs as a starting point to support green marketing strategy. They would start implementing green tourism marketing strategy in Perak soon. The program can respond to the expectations of NGOs.
The study found fore-mention destinations ready applying green marketing. On the one hand, most of the respondents stated that Teluk Batik is the strongest in it as local community empowerment in the SI context. On the other hand, referred to PEB, it has indicated that distribution of Breathtaking Belum's environment is well protecting. While, referred to the context of EC, most of the respondents mentioned that Breathtaking Belum is the most concern to the environment that supported the product of the GM. With regards for APEB, majority of respondents considered that the destination Breathtaking Belum has the most effective promotion for supporting the GM program.
Therefore, the research outcomes suggest the State Government of Perak preparing to amend the State Forest Act on tackling further environmental destruction. The formation of green tourism marketing in several locations in Perak, also can support the effort to address the environmental damage tourism, as well as tour guides and tour operators in the use of the environment for green tourism destination.