Implementation Of Green Marketing Mix To Increase Room Occupancy At Royal Tulip Springhill Resort Jimbaran

Indrayani, Putri Ayu Sri and Susyarini, Ni Putu Wiwiek Ary and Septevany, Elvira (2022) Implementation Of Green Marketing Mix To Increase Room Occupancy At Royal Tulip Springhill Resort Jimbaran. Repositori Politeknik Negeri Bali.

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Abstract

This study aims to determine the application of the green marketing mix to increase room occupancy at the Royal Tulip Springhill Resort Jim-baran using a qualitative descriptive analysis of the Miles Huberman model. Data collection techniques in this study are using observation, interviews, documentation and literature study. The informants used in this study were 5 people, namely Director of Sales, Sales Manager, Revenue Manager, Marcom Coordinator, and Reservation Supervisor. The results in this study are the Hotel Royal Tulip Springhill Resort Jimbaran is still not 100% optimal in implementing the green marketing mix concept. The form of implementation of the green marketing mix in this study through green products, green prices, green promotions and green places applied by Royal Tulip Springhill Resort Jimbaran, is already quite optimal in implementing the green marketing mix to increase room occupancy.

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