Application of Green Marketing to Improving Occupancy at Asung Villa and Guesthouse

Suardika, I Made and Widana, I Putu Krisna Arta and Sari, I Gusti Agung Mas Krisna Komala (2022) Application of Green Marketing to Improving Occupancy at Asung Villa and Guesthouse. Repositori Politeknik Negeri Bali.

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Abstract

TThe condition of global warming and the onslaught of hotel development that is increasingly developing will have an impact on the environment, thus growing awareness for the hotel industry to pay more attention to the environment by applying the con-cept of green marketing. This study aims to determine the application of green marketing in Asung Villa and Guesthouse and the relationship between green marketing in increasing room occupancy in Asung Villa and Guesthouse. Furthermore, this study aims to apply green marketing to increase Asung Villa and Guesthouse occupancy. The variables used in this study were green marketing and occupancy. The four elements of green marketing are green products, green prices, green places, and green promotions. The informant in this study is a team from Sales & Marketing because they know in detail about the information related to this re-search, namely the application of the concept of green marketing in Asung Villa and Guesthouse. The data analysis used in this study is descriptive qualitative and descriptive statistics. The results of this analysis show that: 1) The application of green market-ing in Asung Villa and Guesthouse very much follows the standards of the green marketing mix consisting of green products, green prices, green places, and green promotion; 2) There is a high linkage of 92.92% between the implementation of green mar-keting in increasing room occupancy in Asung Villa and Guesthouse.

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