Modern Marketing Mix and Sustainable Tourism: River Culture as Moderator in South Kalimantan
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This study examines the influence of all seven dimensions of the Modern Marketing Mix (7Ps) on sustainable tourism development, with River Culture serving as a moderating variable. A quantitative explanatory design was adopted, with data collected from 384 tourism stakeholders at five river destinations through purposive sampling. SEM in Stata 17 was employed for analysis. Results confirmed that all seven 7Ps dimensions exerted significant positive direct effects on sustainable tourism development, with Physical Evidence, People, Product, and Promotion recording the strongest effects. River Culture also emerged as a significant direct predictor and a significant reinforcing moderator, with the strongest moderation effects on Physical Evidence × River Culture and People × River Culture. The full model explains 84.7% of the variance in sustainable tourism development. Overall, the integrated 7Ps approach, supported by River Culture, provides a useful basis for sustainable river tourism in South Kalimantan and similar destinations.
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