Measuring Green Marketing Strategy for Resort Spa in Bali
DOI:
https://doi.org/10.38043/jmb.v16i2.2043Keywords:
Green Marketing, Green Spa, Marketing StrategyAbstract
ABSTRACT
According to the expert, the spa industry is still growing and can be used as green washing. Therefore, it is important for the spa industry to also poised to offer adequate solutions and lead the way on how we can achieve sustainable well being within protecting the world. Fairmont Sanur The Spa, as the winner of Best Leading Spa Resort 2017/2018 by Bali Tourism Award realize the increase interest of customer for ‘something green’ also impact their business. The customers sincere awareness about environment make them realize that they might have to run things differently from now on, starting with checking their green marketing strategy due to up until now they only focus on the regular marketing. The purpose of this study is to develop a green marketing strategy for the green spa industry which is exemplified by Fairmont Sanur The Spa. This research used qualitative method that is constructive with literature review and management interview as the premier data source. The result of this study is finding that Fairmont Sanur The Spa needs to focus more on their promotion in terms of strategy, therefore a strategy for promotional activity is made. This research contributes to the resort spa business where they need to focus on their green movement as a whole to ensure the quality of the products and services offered. Further studies can be can be conducted to find standardization on green spa, therefore even though they have been doing all the green marketing, they do not have a certificate that can assure their green business.
References
Agustin, R.D., S. Kumadji, E. Yulianto. (2015). Pengaruh Green Marketing Terhadap Minat Beli serta Dampaknya pada Keputusan Pembelian, Jurnal Administrasi Bisnis (JAB), 22 (2).
Bradley, N. (2007). The Green Marketing Mix. Retrieved September 20, 2018, from http://www.wmin.ac.uk/marketingresearch/Marketing/greenmix.htm
Cohen, M., & Bodeker, G. (2008). Understanding the global spa industry. Spa Management. Burlington: Butterworth-Heinemann.
Darma, G.S. (2019). Kacamata Media, Kesuksesan Bersyarat. Indonesia: Pustaka Larasan Press.
Darma, G.S. (1999). Information Technology and Organisational Performance: A Study of the Hospitality Industry, Southern Cross University, Lismore New South Wales Australia.
Dewi, M.V.K., and Darma, G.S. (2019). The Role of Marketing & Competitive Intelligence In Industrial Revolution 4.0, Jurnal Manajemen & Bisnis, 16 (1): 1-12.
Darma, G.S. (2018). Seuntai Pesan, Menjawab Zaman. Indonesia: Pustaka Larasan Press.
Darma, G.S. (2006). Mobile Marketing: Sebuah Strategi Keunggulan Bersaing Online. Denpasar: Undiknas Press.
Farela, D., and Darma, G.S. (2014). Celebrity Endorser, Daya Tarik Iklan, Brand Awareness dan Brand Attitude, Jurnal Manajemen & Bisnis, 11 (1): 35-47.
Ginsberg, J. M., & Bloom, P. N. (2004). Choosing the right green marketing strategy, MIT Sloan Management Review, 46.
Handika, M.R., Maradona, A.F., and Darma, G.S. (2018). Strategi Pemasaran Bisnis Kuliner Menggunakan Influencer Melalui Media Sosial, Jurnal Manajemen & Bisnis, 15 (2): 188-199.
Kanten, I.K., and Darma, G.S. (2017). Consumer Behaviour, Marketing Strategy, Customer Satisfaction, and Business Performance, Jurnal Manajemen & Bisnis, 14 (2): 143-165.
Kilbourne, W.E. (1998). Green marketing : A Theoretical Perspective, Journal of Marketing Management.
Kusnadi, D.S., and Darma, G.S. (2018). Menakar Implementasi Green Marketing Pada Usaha Kecil Menengah, Jurnal Manajemen & Bisnis, 15 (1): 1-18.
Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia. Environment, 48 (5): 22-36, 2. Retrieved from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/224016352?accountid=3783
Ottman, J. A. (2011). The new rules of green marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Retrieved from http://www.greenleaf-publishing.com/content/pdfs/NRoGM_ch1_2.pd
Peattie, K. (2001). Towards Sustainability: The Third Age of Green Marketing. Marketing Review.
Saefulloh, D.A., and Darma, G.S. (2014). Strategi Marketing Wisata Wedding Sebagai Destinasi Alternatif, Jurnal Manajemen & Bisnis, 11 (1): 17-34.
Sarkar, A. N. (2012). Green branding and eco-innovations for evolving a sustainable green marketing strategy, Asia-Pacific Journal of Management Research and Innovation, 8 (1): 39-58.
Sumarwan, U., A.G, Prihartono, A.W Sumarlin, D.A. Mamahit, E. Purnomo Hadi, J. Hasan, M. Ahmady, R. Wulandari, T. Haryono. (2012). Riset Pemasaran dan Konsumen, Seri 2. Bogor: PT Penerbit IPB Press.
Tiwari, S., Tripathi, D. M., Srivastava, U., & Yadav, P. K. (2011). Green marketing - emerging dimensions, Journal of Business Excellence, 2 (1): 18-23. Retrieved from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/1010336807?accountid=3783.
