The Impact of Employee Environmental Awareness on the Sustainability of SMEs in the Tourism Industry Kota Pari Pantai Cermin

Abstract

This study examines the impact of Employee Environmental Awareness (EEA) on the sustainability practices of Small and Medium-sized Enterprises (SMEs) in the tourism sector of Kota Pari Pantai Cermin. Through semi-structured interviews, observations, and document reviews, the research explores how EEA influences sustainable business operations. The findings reveal that employees with high environmental awareness contribute significantly to sustainable practices such as waste reduction, energy conservation, and sustainable sourcing, enhancing the business’s competitiveness and customer satisfaction. Employee training programs are identified as crucial for fostering environmental awareness, which in turn improves business operations and strengthens customer loyalty. Additionally, the research highlights the growing consumer demand for sustainable tourism services and the role of green marketing in attracting eco-conscious tourists. However, challenges such as financial constraints and lack of government support hinder the full implementation of sustainability practices. The study concludes that EEA serves as a competitive advantage, enabling tourism SMEs to differentiate themselves in the market and attract a niche customer base, ultimately contributing to long-term sustainability and profitability.