Proposed green marketing strategy to collaborate with tourism awareness group (Pokdarwis): Case study at Sein Farm, Bandung

Abstract

Purpose: The results of this research are to propose a Development Strategy using the Green Marketing Model to create an environmentally friendly strategy that can make Sein Farm a place for Sustainable Tourism and collaborate with Pokdarwis (Tourism Awareness Group) Cisurupan Bandung. Research Methodology: This study used qualitative research methods. The qualitative with thematic analysis and semi-structured interviews with respondent and un-structured forum group discussions (FGD) with Pokdarwis to analize this research analysis with STP, Pestle, SWOT & TWOS, Hexa Helix and Sustainable Tourism Indicators. Results: With Thematic Analysis Several findings of green marketing indicators were found (eco-friendly product, price with tour package Rp 20.000-50.000, green place with natural resources, promotion with collaborate attraction, people with verified and certificated, adding attraction with green process with plan tree, waste sorting, and physical evidence with farmers architecture building). STP Analysis is Student with Kindergarten, Targeting is Urban and School with interest about Urban Farming Education, Positioning is Added Atraction with Collaboration with Pokdarwis to achieve Sustainable tourism ( Watching Art & Culture and Waste Management & Game Traditional ) and Empowerement Community with Collaborate to produce Eco-Souvenir and UMKM.