Implementation of Green Marketing in Increasing Room Occupancy at Sanctoo Suites & Villas

Widyantini, Ni Luh Wayan Juli (2024) Implementation of Green Marketing in Increasing Room Occupancy at Sanctoo Suites & Villas. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The implementation of green marketing is the critical aspect of consideration, because the management sees that the real fact has not reflected the true green behavior. This research aims to analyze the implementation of green marketing at Sanctoo Suites & Villas and analyze the implementation of Green Marketing to increasing room occupancy at Sanctoo Suites & Villas. The data in this research were collected through observation, interviews, documentation, and questionnaires. The data analysis technique used in this research are quantitative analyze using descriptive statistics and a qualitative descriptive by describing the information obtained from interviews. The research results show that the implementation of green marketing in Sanctoo Suites & Villas can be categorized as well implemented with an average of 3.65, and the application of these green marketing dimensions has led to a significant increase in room occupancy, rising from 34.50% in 2020 to 83.27% in 2023. The connection between each green marketing dimension and room occupancy is evident in several ways like offering eco-friendly amenities, making the pricing both fair and reflective of the added value of eco-friendly features sustainable products and implementation are accessible, and contributing to the overall guest experience.

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