Green Marketing Mix Strategy to Support Sustainable Tourism in Penglipuran Village Bali

Atmaja, Nyoman Yoga Surya (2025) Green Marketing Mix Strategy to Support Sustainable Tourism in Penglipuran Village Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study was conducted to determine the effective green marketing mix strategy in supporting Penglipuran Village Bali as a sustainable tourism destination. Data collection was carried out through observation, interviews, questionnaires, and documentation and analyzed using SWOT and Quantitative Strategic Planing Matrix (QSPM). The results of the Internal Factor Analysis Summary (IFAS) analysis showed that the main strength of Penglipuran Village is the culture and customs that are still well maintained and a clean and orderly environment. The External Factor Analysis Summary (EFAS) matrix shows that the main opportunity is the increasing interest of tourists in sustainable tourism destinations, while the main threat is competition with other tourist destinations that offer ecotourism attractions. The results found that Penglipuran Village managers are advised to improve digital technology-based promotional strategies and involve local communities in developing sustainable tourism packages. There needs to be an effort to diversify ecological-based tourism products to maintain competitiveness as a sustainable tourism destination.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Green Marketing Mix, Sustainable Tourism, SWOT Analysis, QSPM
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi D4 Manajemen Bisnis Pariwisata > Skripsi
Depositing User:	Nyoman Yoga Surya Atmaja
Date Deposited:	25 Aug 2025 02:55
Last Modified:	25 Aug 2025 02:55
URI:	https://repository.pnb.ac.id/id/eprint/16744

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