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Green Marketing Design Strategy for Limpakuwus Pine Forest Natural Tourism, Banyumas City, Indonesia

The tourism industry can increase society’s standard of living and the nation’s economy. However, it also can harm the natural resources and environment. One of the tourism projects that can be developed in Banyumas City is the Limpakuwus Pine Forest Natural Tourism. Environment quality must be main...

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Main Authors: Utami, Alya Nindityas, Iqbal, Achmad, Rahab, Rahab, Mahudz, Akhmad Affandi
Format: Article
Language:English
Published: UUM Press 2022
Subjects:
HF Commerce
Online Access:https://repo.uum.edu.my/id/eprint/30069/1/JES%2004%2001%202022%2018-32.pdf
https://doi.org/10.32890/jes2022.4.1.2
https://repo.uum.edu.my/id/eprint/30069/
https://e-journal.uum.edu.my/index.php/jes/article/view/14567
https://doi.org/10.32890/jes2022.4.1.2
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spelling my.uum.repo.300692023-11-28T13:57:13Z https://repo.uum.edu.my/id/eprint/30069/ Green Marketing Design Strategy for Limpakuwus Pine Forest Natural Tourism, Banyumas City, Indonesia Utami, Alya Nindityas Iqbal, Achmad Rahab, Rahab Mahudz, Akhmad Affandi HF Commerce The tourism industry can increase society’s standard of living and the nation’s economy. However, it also can harm the natural resources and environment. One of the tourism projects that can be developed in Banyumas City is the Limpakuwus Pine Forest Natural Tourism. Environment quality must be maintained in natural tourism areas by applying the concept of green tourism through a green marketing strategy. The purpose of this research is as follows: (1) to analyse the 7P marketing mix, (2) formulate a green marketing strategy, and (3) analyse green marketing strategy priority according to the stakeholders. The present study used qualitative and quantitative methods (mix method). Data were collected through observation and interviews. The analytical methods used were the 7P’s of marketing mix, the STP method, and the exponential comparison method. The results indicate that Limpakuwus Pine Natural Tourism has not implemented the marketing of the environmentally friendly project. The caretaker wants to make the Limpakuwus Pine Natural Tourism family tourism with natural scenery. The stakeholder’s priority strategy is “1st Strategy (Indicator of Product)”. The green marketing strategy can be effective with a good synergy between the stakeholders. UUM Press 2022 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/30069/1/JES%2004%2001%202022%2018-32.pdf Utami, Alya Nindityas and Iqbal, Achmad and Rahab, Rahab and Mahudz, Akhmad Affandi (2022) Green Marketing Design Strategy for Limpakuwus Pine Forest Natural Tourism, Banyumas City, Indonesia. Journal of Economics and Sustainability (JES), 4 (1). pp. 18-32. ISSN 2637-1294 https://e-journal.uum.edu.my/index.php/jes/article/view/14567 https://doi.org/10.32890/jes2022.4.1.2 https://doi.org/10.32890/jes2022.4.1.2
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutional Repository
url_provider http://repo.uum.edu.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Utami, Alya Nindityas
Iqbal, Achmad
Rahab, Rahab
Mahudz, Akhmad Affandi
Green Marketing Design Strategy for Limpakuwus Pine Forest Natural Tourism, Banyumas City, Indonesia
description The tourism industry can increase society’s standard of living and the nation’s economy. However, it also can harm the natural resources and environment. One of the tourism projects that can be developed in Banyumas City is the Limpakuwus Pine Forest Natural Tourism. Environment quality must be maintained in natural tourism areas by applying the concept of green tourism through a green marketing strategy. The purpose of this research is as follows: (1) to analyse the 7P marketing mix, (2) formulate a green marketing strategy, and (3) analyse green marketing strategy priority according to the stakeholders. The present study used qualitative and quantitative methods (mix method). Data were collected through observation and interviews. The analytical methods used were the 7P’s of marketing mix, the STP method, and the exponential comparison method. The results indicate that Limpakuwus Pine Natural Tourism has not implemented the marketing of the environmentally friendly project. The caretaker wants to make the Limpakuwus Pine Natural Tourism family tourism with natural scenery. The stakeholder’s priority strategy is “1st Strategy (Indicator of Product)”. The green marketing strategy can be effective with a good synergy between the stakeholders.
format Article
author Utami, Alya Nindityas
Iqbal, Achmad
Rahab, Rahab
Mahudz, Akhmad Affandi
author_facet Utami, Alya Nindityas
Iqbal, Achmad
Rahab, Rahab
Mahudz, Akhmad Affandi
author_sort Utami, Alya Nindityas
title Green Marketing Design Strategy for Limpakuwus Pine Forest Natural Tourism, Banyumas City, Indonesia
title_short Green Marketing Design Strategy for Limpakuwus Pine Forest Natural Tourism, Banyumas City, Indonesia
title_full Green Marketing Design Strategy for Limpakuwus Pine Forest Natural Tourism, Banyumas City, Indonesia
title_fullStr Green Marketing Design Strategy for Limpakuwus Pine Forest Natural Tourism, Banyumas City, Indonesia
title_full_unstemmed Green Marketing Design Strategy for Limpakuwus Pine Forest Natural Tourism, Banyumas City, Indonesia
title_sort green marketing design strategy for limpakuwus pine forest natural tourism, banyumas city, indonesia
publisher UUM Press
publishDate 2022
url https://repo.uum.edu.my/id/eprint/30069/1/JES%2004%2001%202022%2018-32.pdf
https://doi.org/10.32890/jes2022.4.1.2
https://repo.uum.edu.my/id/eprint/30069/
https://e-journal.uum.edu.my/index.php/jes/article/view/14567
https://doi.org/10.32890/jes2022.4.1.2
_version_ 1783881402682441728
score 13.211869

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