Development of Bhumi Sangtu Resort Ubud in the Context of Sustainable Tourism

Wiryani, Ni Nyoman Sri (2025) Development of Bhumi Sangtu Resort Ubud in the Context of Sustainable Tourism. Masters thesis, Politeknik Negeri Bali.

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Abstract

This thesis project discusses the development of Bhumi Sangtu Resort Ubud in the context of sustainable tourism. Given the many accommodations that have mushroomed in Kedewatan village, Ubud, it is considered very important for this property to have its own value that implements sustainable tourism values so that it can compete in the market. Data collection techniques referred to systematic and strategic methods employed to obtain valid, accurate, and field-relevant information. These techniques ensured that the data was aligned with the actual conditions experienced in the development and marketing of Bhumi Sangtu Resort Ubud. The techniques applied in this research included observation, documentation studies, and focus group discussions. The development of Bhumi Sangtu Resort Ubud used POAC management; planning, organizing, actuating and controlling in which each stage accommodates the concepts of sustainable tourism including 3 pillars of sustainability; economic, social and environment. At the controlling stage, this will be done when the development process is carried out and when the product has been launched/marketed. To strengthen its financial performance and achieve a sustainable level of income, as of November 1, 2024, Bhumi Sangtu Resort Ubud entered a partnership with Alpha Hotel Management. This collaboration was formed to optimize revenue by increasing offline bookings through networks of offline travel agents, with the objective of maintaining a stable occupancy rate and expanding market reach. This step reflects a strategic move to align commercial viability with sustainable operations. Upon entering the marketing phase, Bhumi Sangtu Resort Ubud strategically utilizes the 4P Marketing Mix—Product, Price, Place, and Promotion—to enhance market acceptance and brand positioning. Following its market entry, the resort evaluates performance through guest satisfaction surveys, online review platforms, and operational financial metrics, particularly GOP (Gross Operating Profit) and NOP (Net Operating Profit), as indicators of success in achieving long-term economic objectives. Keywords: POAC Management, Marketing Mix, Sustainable Tourism, 3 pillars, guest satisfaction

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	POAC Management, Marketing Mix, Sustainable Tourism, 3 Pillars, Guest Satisfaction
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi S2 Perencanaan Pariwisata > Tesis
Depositing User:	Ni Nyoman Sri Wiryani
Date Deposited:	14 Aug 2025 01:40
Last Modified:	14 Aug 2025 01:40
URI:	https://repository.pnb.ac.id/id/eprint/16119

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