This study aims to examine the effect of green products, green marketing, prices and physical evidence on the intention of tourists to maintain the sustainability of the tourist village of Lembah Asri Serang. The research method used in this research is quantitative research. Data were collected using a survey method, through distributing questionnaires to respondents. The sampling method used is non-probability sampling, with purposive sampling technique. The study was conducted on 110 respondents as a sample that included in the inclusion criteria. This study uses the independent variables, namely Green product (X1), Green marketing (X2), Price (X3), and physical evidence (X4), while the dependent variable is the intention to maintain the sustainability of the tourist village (Y). The collected data was then processed and statistically analyzed using SPSS. The results of this study indicate that green products have a positive and insignificant effect, green marketing has a positive and significant effect, prices have a positive and significant effect, and physical evidence has a positive and insignificant effect on the intention of tourists to maintain the sustainability of the tourist village of the valley asri attack.