Muhammad Dharma Tuah Putra Nasution

This study aims to examine the effect of tourism image, experiential value, and satisfaction on the intention of revisiting the tourist area. The present study used associative analysis to ascertain the link between two or more variables. The study is being conducted in North Sumatera province, Indonesia, specifically in the tourist area of Lake Toba. The research population is comprised of an undetermined number of tourists that visited the tourist area around Lake Toba. The sample size of 324 was determined, which was obtained by multiplying the least number of samples by four or five questionnaire item categories. An accidental sampling approach was employed in this study, and data processing was performed using descriptive and inferential statistics and Smart-PLS software. The empirical findings indicate that although the tourism image has a significant and positive impact on experiential satisfaction, the direct effect of experiential value has a negative value on experiential satisfaction. Moreover, through tourism experiential satisfaction, experiential value has a negative value on intentions to revisit the destination. On the other hand, the indirect relationship between the tourism image and the intention to revisit through tourism experiential satisfaction has a positive value.

Acknowledgment
We would like to express our gratitude to the Ministry of Education and Culture’s Directorate of Research and Community Service for funding this study via the “Higher Education Excellent Basic Research Grant Fund” program.

Crowdsourcing has emerged as a valuable tool for organizations seeking to access external knowledge and resources for their innovation processes. This study aims to investigate crowdsourcing capabilities in the context of new product development initiatives, with a focus on exploring the moderating effects of firm size and type. Structural Equation Modeling using Partial Least Squares (SEM-PLS) is used to analyze both the measurement and structural models, with data drawn from 217 owners and managers of diverse businesses in Indonesia. These businesses range from small to medium-scale enterprises across various types, including cafes, restaurants, fashion, culinary, and furniture. The findings reveal a positive and significant impact of crowdsourcing capabilities on new product development initiatives (β = 0.746, p = 0.000). Moreover, the relationship between crowdsourcing and new product development is moderated by firm size (whether small or medium) (β = 0.103, p = 0.045) and the type of business (β = 0.157, p = 0.012). The outcomes of this study are anticipated to enrich the body of knowledge and provide valuable guidance for enterprises seeking to harness crowdsourcing in their new product development processes, with specific factors like firm size and type taken into account.

Acknowledgment
This study was supported by the Indonesian Ministry of Education, Culture, and Technology Research in 2022: Research Grant Scheme “PDUPT”No. 124/LL1/LT/K/2022.

Although there is general consensus that social media can enhance collaboration among contributors, the debate continues regarding the optimal approach for integrating consumer resources into brand communities on these platforms. This paper investigates how customer social participation impacts customer resource integration and mutually beneficial interactions within social media brand communities. Utilizing the Partial Least Squares approach to Structural Equation Modeling (PLS-SEM) and involving 295 participants, the findings reveal that customer social participation positively affects both customer resource integration (β=0.415, p=0.000) and mutually beneficial interactions (β=0.753, p=0.000). Furthermore, mutually beneficial interactions significantly influence customer resource integration within the brand community (β=0.432, p=0.000). Notably, mutually beneficial interactions act as a mediator in the relationship between customer social participation and customer resource integration (β=0.325, p=0.000). These findings contribute to the emerging research stream on customer social participation, resource integration, and mutually beneficial interactions in marketing contexts, offering valuable insights for both scholars and practitioners. The study also provides practical implications for brand community activities and suggests several avenues for future research.

Acknowledgment
This research was supported by the Ministry of Education, Culture, and Technology Research of Indonesia under the Doctoral Dissertation Research Grant in 2022, Number 59/UN5.2.3.1/PPM/KPDRTPM/TI/2022.

Type of the article: Research Article

Abstract
While green transformational leadership drives environmental sustainability in service organizations, understanding how it shapes employee green behavior in hospitality contexts requires further examination. This study examines how green transformational leadership influences employee green behavior through the mediating role of green psychological climate in Indonesian hotels, and investigates whether these relationships differ between front-of-house and back-of-house employees. Survey data from 412 hotel employees across 36 hotels in the Lake Toba region, North Sumatra, Indonesia, were gathered during the first quarter of 2025. Participating hotels were chosen for their adoption of environmental management systems, with respondents sampled from both guest-facing and operational positions. Structural equation modeling reveals that green transformational leadership exerts a strong influence on green psychological climate (β = 0.583, p < 0.001, f² = 0.514) and a moderate direct influence on employee green behavior (β = 0.161, p < 0.01, f² = 0.020). Green psychological climate demonstrates meaningful effects on employee green behavior (β = 0.285, p < 0.001, f² = 0.064). Mediation analysis confirms partial mediation through green psychological climate (β = 0.166, p < 0.001). Model diagnostics indicate adequate explanatory power (R² = 0.340), predictive capacity (Q² = 0.223), and fit (SRMR = 0.042). Aggregation validity is supported by within-unit agreement (rwg(j) = 0.78) and reliability metrics (ICC(1) = 0.60; ICC(2) = 0.90). Functional role comparisons show equivalent relationships across front-of-house and back-of-house contexts (p > 0.05). Findings suggest green transformational leadership operates through dual mechanisms, building collective environmental perceptions while enabling individual green actions, with implications for hospitality leadership development.

Acknowledgments
This research was supported by the TALENTA Research Grant 2025 from Universitas Sumatera Utara (Contract No. 83/UN5.4.10.K/PT.01.03/TALENTA/RB1/2025). We are grateful to the participating hotels’ management and staff for their cooperation and willingness to contribute to this study. We also thank the anonymous reviewers whose constructive feedback greatly enhanced the quality of this manuscript.