The Green Human Resource Management On Ecotourism

Performance In Ponorogo
Lathiefa Rusli, Ahmad Zulfikar, M Kurnia Rahman Abadi
lathiefarusli@unida.gontor.ac.id, ahmadzulfikar.az87@gmail.com, didikkurnia@unida.gontor.ac.id

Green Human Resource Management (GHRM) is a new concept that today's society must consider. Eco tourism
sector in Indonesia plays an important role in the national economy. In 2023, ecotourism sector contributed 4.09%
to Indonesia's gross domestic product (GDP) and the number of foreign tourists reached 1.7 million. However,
ecotourism sector also faces growing environmental challenges, such as climate change, pollution, and resource
scarcity. Low public awareness of global warming and its tendency to pollute ecotourism sector has resulted in
poor ecotourism performance in Ponorogo. This research aims to find out whether the socialization of GHRM has
been carried out by stakeholders and whether the implementation of GHRM is optimal in the eco ecotourism
performance environment in Ponorogo. The research method used is qualitative by conducting interviews with
stakeholders. The results show that the implementation of GHRM is already optimal, but some issues were
identified, especially related to the lack of literacy. As a recommendation, this research suggests that GHRM
socialization be conducted comprehensively to increase literacy among stakeholders in the future. This is expected
to strengthen the concept of sustainability on ecotourism industry in Ponorogo.

Keywords: Green Human Resource Management, Stakeholders, Islamic Perspective, Ecotourism, Tourism
Performance.
1. Introduction

The global business landscape is undergoing a significant transformation, driven

by growing concerns about environmental sustainability and social responsibility.
Businesses are increasingly facing pressure from stakeholders, consumers, and
governments to adopt sustainable practices that minimize their environmental impact and
contribute to social well-being. Despite this growing awareness, many companies still
prioritize short-term financial gains over long-term environmental and social
considerations. This disconnect between profitability and sustainability poses a serious
threat to the planet and its inhabitants.

Businesses face a complex dilemma in balancing the pursuit of profitability with

the need to protect the environment and promote social responsibility. On one hand,
businesses are driven by the imperative to generate profits for their shareholders and
stakeholders. This often leads to a focus on cost-cutting measures and efficiency gains,
which can sometimes result in environmental harm and social exploitation.

On the other hand, businesses are increasingly recognizing the importance of

operating in a sustainable manner. Environmental degradation, resource depletion, and
social unrest pose significant risks to long-term business viability. Moreover, consumers
are becoming more discerning, demanding products and services from companies that
align with their values and demonstrate a commitment to sustainability.

Sustainable human resource (HR) management practices play a crucial role in

bridging the gap between profitability and sustainability. By integrating environmental
and social considerations into HR policies and practices, businesses can foster a
workforce that is committed to sustainability and equipped to contribute to positive
environmental and social outcomes.
Ponorogo, a regency in East Java, Indonesia, is experiencing rapid growth in its
ecotourism sector. While this growth presents economic opportunities, it also raises
concerns about environmental sustainability and social impacts. The implementation of
Green Human Resource Management (GHRM) practices in Ponorogo's ecotourism
sector can play a critical role in ensuring that this growth is sustainable and beneficial to
both the environment and local communities.

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 This research aims to investigate the current state of GHRM implementation in
Ponorogo's ecotourism sector. Specifically, it will explore the efforts of the Tourism and
Environment Departments in Ponorogo to promote GHRM practices among ecotourism
businesses. The findings of this research will provide valuable insights into the
challenges and opportunities for GHRM implementation in Ponorogo and contribute to
the development of effective strategies for promoting sustainable ecotourism practices in
the region.

2. Theoretical Framework
Research on GHRM and organizational environmental performance has grown
rapidly in the last decade. These studies show a positive correlation between the
implementation of GHRM and improved environmental performance (Bernadeta et al.,
2020; Safroni et al., 2020; Assyofa, 2023). GHRM encourages environmentally friendly
employee behavior through environmentally sound recruitment, training, and reward
practices (Safroni et al., 2020). Several studies also emphasize the importance of culture
and environmental awareness in the success of GHRM (Assyofa, 2023; Labeeb et al.,
2022). Companies implementing relevant environmentally friendly practices and
educating employees about environmental issues can encourage environmentally
friendly commitment and behavior (Assyofa, 2023). The Islamic perspective on
environmental sustainability can be a driver of GHRM adoption (Labeeb et al., 2022).

Although GHRM offers many benefits, research by Nia et al. (2022) shows that
perfect and explicit implementation of GHRM is still rare. Infrastructure constraints, high
costs, and low environmental awareness are factors that can hinder the adoption of
GHRM in developing countries (Tweneboa Kodua et al., 2022). Baykal et al.'s research
(2022) shows that GHRM can increase employee engagement through a stronger sense
of organizational ownership. High employee engagement has the potential to encourage
more environmentally friendly behavior and innovation (Baykal et al., 2022). There is a
research gap on GHRM in the ecotourism sector, especially in Indonesia (Ishfaque et al.,
2022). Further research is needed to examine the specific impacts of GHRM on
environmental performance in the ecotourism sector. The factors that hinder the
implementation of GHRM in Indonesia and strategies to overcome them need to be
studied in more depth.
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 This literature review shows the potential of GHRM as a tool for improving
environmental performance, especially in the environmentally based tourism sector.
Overcoming implementation challenges and promoting environmental culture and
awareness within ecotourism organizations will further strengthen the positive impact of
GHRM.

3. Research Methods
This research uses a qualitative approach to understand how GHRM is applied
from an Islamic perspective in the ecotourism performance environment in Ponorogo.
Qualitative research was chosen because it is in line with the research objective of
understanding the informants perspectives and experiences regarding the implementation
of GHRM. The types of data used in this research are primary and secondary data.
Primary data was obtained through passive observation at ecotourism locations and
interviews with employees of the Tourism Department and Environmental Service in
Ponorogo. Secondary data is in the form of documents, reports, or books relevant to this
research published by the Tourism Department and the Environment Service in
Ponorogo.

The data collection techniques used were observation, interviews, and

documentation. Observations are carried out passively at ecotourism locations to get a
direct picture of the environmental management practices implemented. Interviews were
conducted with employees of the Tourism Department and Environmental Service to find
out the implementation of GHRM from an Islamic perspective. Documentation is carried
out to collect complementary data in the form of official documents, reports, or books
published by the Tourism Service and the Environment Service. The data analysis
technique used is the hermeneutic method. The hermeneutic method was chosen to
understand the implied meaning of the results of interviews with informants. Researchers
will reflect to understand biases and perspectives that may influence data interpretation.
Next, the researcher will reduce the interview data into smaller units of meaning. These
meaning units are then interpreted by considering the context and background of the
interview. The results of the interpretation will then be presented in the form of a research
report.

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 This research design does not include quantitative measurement of variables.
Qualitative research focuses more on an in-depth understanding of the phenomenon
being studied through the perspectives and experiences of informants.

4. Results And Discussion

Based on the research results, the implementation of GHRM from an Islamic
perspective in Ponorogo shows several important findings. First, there is evidence that
GHRM is starting to be implemented in Ponorogo, although it is still not optimal. This is
proven by several examples such as the socialization of Sapta Pesona, waste management
which is starting to show improvement, and the increasing awareness and commitment
of ecotourism actors towards environmental sustainability. Second, several factors hinder
the implementation of GHRM in Ponorogo, such as:
a. Lack of outreach and education about GHRM to ecotourism actors.
b. Limited budget for GHRM implementation.
c. Lack of awareness and commitment from ecotourism actors.

The results of this research are relevant to theory and previous research which
shows that GHRM has a positive influence on company performance. This shows that
GHRM can be applied in various sectors, including ecotourism. The empirical facts
found in this research show that GHRM is starting to be implemented in Ponorogo,
although it is still not optimal. The novelty of the findings in this research is that the
Islamic perspective can be a strong foundation for implementing GHRM in Ponorogo.
This is in line with Islamic values which emphasize the importance of preserving the
environment and improving community welfare.

The growing popularity of ecotourism has brought both opportunities and

challenges to destinations worldwide. While ecotourism can promote economic growth
and environmental conservation, it also raises concerns about the impact of tourism
activities on the environment and local communities. Green Human Resource
Management (GHRM) offers a promising approach to address these concerns and
promote sustainable ecotourism practices.

The research findings indicate that GHRM is still in its initial stages of
implementation in Ponorogo's ecotourism sector. While there is evidence of efforts to
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promote GHRM practices, such as the socialization of Sapta Pesona and waste
management initiatives, the full implementation of GHRM principles remains a
challenge. This is partly due to a lack of awareness and understanding of GHRM among
ecotourism actors, limited budget constraints, and the need for more comprehensive and
sustained socialization efforts.

The Islamic perspective can play a significant role in strengthening GHRM

implementation in Ponorogo's ecotourism sector. Islamic values such as amanah
(trustworthiness), akhlakul karimah (good character), and khilafah (stewardship) align
with the principles of GHRM and can motivate ecotourism actors to adopt sustainable
practices. The concept of 'ibadah (worship) can also be integrated into GHRM,
encouraging ecotourism actors to view their work as a form of service to God and
humanity, promoting a sense of responsibility for environmental preservation and
community well-being.

The interview with Pak Oki Widyanarko, Head of the Tourism Destination Division,
provided valuable insights into the challenges and opportunities for GHRM implementation in
Ponorogo's ecotourism sector. Pak Oki emphasized the importance of GHRM for sustainable
tourism development and acknowledged the need for continuous socialization, monitoring, and
evaluation to ensure effective implementation. He also highlighted the challenges of limited
resources and the need for more comprehensive training programs to enhance the capacity of
ecotourism actors.

Based on the research findings and the insights gained from the interview with Pak Oki
Widyanarko, the following recommendations are proposed to enhance GHRM implementation
in Ponorogo's ecotourism sector:

a. Strengthen socialization and education: Conduct regular workshops, seminars, and

training programs to raise awareness and understanding of GHRM among ecotourism
actors. Utilize various communication channels, including social media, to disseminate
information about GHRM principles and best practices.
b. Incorporate GHRM into ecotourism standards and certification: Integrate GHRM
criteria into ecotourism certification schemes to encourage ecotourism businesses to
adopt sustainable practices. This will provide a recognized framework for GHRM
implementation and promote competition among ecotourism businesses.

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 c. Provide financial incentives and support: Offer financial assistance, such as grants or
subsidies, to ecotourism businesses that implement GHRM practices. This can help
alleviate financial constraints and encourage wider adoption of GHRM principles.
d. Foster collaboration and partnerships: Encourage collaboration among government
agencies, ecotourism businesses, and community organizations to promote GHRM
implementation. Establish partnerships to share resources, expertise, and best practices
in sustainable ecotourism management.
e. Promote Islamic values in GHRM: Incorporate Islamic teachings and values into
GHRM training programs and awareness campaigns. Highlight the compatibility of
Islamic principles with sustainable ecotourism practices and encourage ecotourism actors
to view their work as a form of ibadah.

The successful implementation of GHRM in Ponorogo's ecotourism sector requires a

collective effort from government agencies, ecotourism businesses, community organizations,
and individuals. By working together and embracing GHRM principles, Ponorogo can create a
sustainable ecotourism destination that benefits both the environment and the local community.

Further research is needed to explore the specific challenges and opportunities faced by
different types of ecotourism businesses in adopting GHRM practices. Additionally, longitudinal
studies would be valuable to track the progress and impact of GHRM implementation on
environmental sustainability and ecotourism performance in Ponorogo.

Implementing GHRM from an Islamic perspective can be a solution to improve

ecotourism performance in Ponorogo. Efforts need to be made to increase socialization
and education about GHRM, as well as increase awareness and commitment from
ecotourism actors to implement GHRM. GHRM offers a promising approach to
promoting sustainable ecotourism practices in Ponorogo. By integrating GHRM
principles with Islamic values and adopting effective strategies for implementation,
Ponorogo can establish itself as a model for sustainable ecotourism development,
aligning with the principles of environmental stewardship and community well-being.
The successful implementation of GHRM will require ongoing collaboration,
commitment, and innovation from all stakeholders involved in Ponorogo's ecotourism
sector.

5. Conclusions

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 Based on the research results, the implementation of Green Human Resource
Management (GHRM) in Ponorogo ecotourism objects has been carried out optimally
by the Tourism Department and the Environment Service. This is proven by the
existence of socialization to Pokdarwis (Kelompok Sadar Wisata) and providing
knowledge or literacy to ecotourism actors about how to manage an excellent
environment. However, several problems and obstacles still need to be solved in
implementing GHRM at Ponorogo ecotourism objects, such as a better public
understanding of protecting the environment and inadequate support from the village
government. The causal factors are as follows:
a. Lack of optimization of outreach and education to the public and
ecotourism object actors about the importance of protecting the
environment.
b. Low public awareness, especially in areas around tourist attractions,
regarding literacy and the importance of protecting the environment.
c. Village government support for understanding and a limited budget for
GHRM have yet to be optimal.

The synergy between government institutions and village governments still needs
to be stronger.

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