Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Hospitality Management
I Ketut Pasek Wisuda
Institut Teknologi dan Bisnis STIKOM Bali
Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Green Marketing and Green Practice Management in Culinary Tourism at Moksa Restaurant Nurul Hakiki; Ni Kadek Surpi; I Gede Sutarya; I Dewa Ayu Hendrawaty Putri; I Ketut Pasek Wisuda
Jurnal Ilmiah Hospitality Management Vol. 16 No. 2 (2026): June 2026
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jihm.v16i2.336

Abstract

This study aims to analyze the integration of green marketing and green practice strategies with Balinese local wisdom values. A qualitative research approach was employed using a case study method, involving participatory observation, in-depth interviews, and documentation of restaurant operational activities. The findings reveal that green marketing at Moksa is implemented through ecological and spiritual communication strategies, fostering customer awareness and loyalty toward sustainability values. Green practices are reflected in the use of organic ingredients, renewable energy, a farm-to-table system, and circular waste management. The Tri Hita Karana philosophy serves as the ethical and cultural foundation for business operations, integrating spiritual harmony (Parahyangan), social balance (Pawongan), and environmental stewardship (Palemahan). This research offers theoretical implications by enriching the framework of green marketing based on local wisdom and provides practical and policy implications for the development of sustainable culinary tourism in Bali.
Co-Authors I Dewa Ayu Hendrawaty Putri I Gede Sutarya Ni Kadek Surpi Nurul Hakiki