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IDENTIFIKASI ASPEK GREEN MARKETING PADA OBYEK WISATA CANGING WATERFALL DALAM UPAYA MEWUJUDKAN PARIWISATA BERKELANJUTAN DI DESA SAMBANGAN KEC SUKASADA KAB BULELENG Komang Budarsana; Ni Luh Henny Andayani; Nyoman Dini Andiani
Healing : Jurnal Pariwisata Vol. 5 No. 01 (2026): Jurnal Pariwisata (Healing)
Publisher : Cattleya Darmaya Fortuna

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Abstract

This study aims to analyze the implementation of the green marketing concept at Canging Waterfall Tourism Object based on the 4P marketing mix (product, price, place, and promotion) and to identify the supporting and inhibiting factors in its implementation to achieve sustainable tourism. This research employed a descriptive qualitative approach. Data were collected through observation, interviews, documentation, and questionnaires. The research informants consisted of tourism managers, local community members, and visitors selected using purposive and accidental sampling techniques. Data were analyzed through data reduction, data display, and conclusion drawing. The results indicate that the implementation of green marketing at Canging Waterfall has been carried out gradually through the aspects of product, price, place, and promotion. The tourism product emphasizes natural authenticity, trekking trails, and environmentally integrated facilities. Pricing is affordable while supporting sustainable management and community empowerment.
Co-Authors A. A. Ngr Yudha Marthin Mahardika Adhitra , Andris Adi, I.G.N. Bagus Artawan, Komang Agus Artini , Luh Putu Banhidi , Miklos Candra, Ni Kadek Dwi Damasanthi, Ida Ayu Reviena Darmayanti, Komang Peni Dewa Ayu Made Lily Dianasari Earlike Fitria Anwar Sani Faraudis, Zein Fitria Earlike Anwar Sani Fitria Earlike Sani Gede Ari Wiryatama Gede Putra Nugraha Gede Wirata Gusti Ngurah Adi Wiriatama Hepani, Ketut I Gede Putu Suarmadi I Kadek Ngurah Sukamerta I Ketut Resika Arthana I Made Antara I Made Antara I Nyoman Sunarta I Putu Panca Adi I Wayan Ardika I Wayan Putra Yasa Ida Ayu Kade Winda Wikantini Ida Bagus Putu Dhiratsaha Adi Putra Indrawati, Lily Jasmini, Putu Kadek Dana Putra Kadek Deva Wardana kadek sada wirya Kadek Yuli Pramawati Ketut Hepani Ketut Purnamawan Ketut Purnamawan Komang Budarsana Komang Ngurah Suryantara Komang Peni Darmayanti Komang Setemen Komang Sri Pratiwi Lily Indrawati Luh Putu Triyanti Ariestiana Dewi Luh Yusni Wiarti Made Aristia Prayudi Made Riki Ponga Kusyanda Made Windu Antara Kesiman Ni Kadek Dwi Candra Ni Ketut Arismayanti, Ni Ketut Ni Luh Henny Andayani Ni Luh Putu Agustini Karta Ni Luh Wayan Sayang Telagawathi Ni Made Ary Widiastini Ni Made Ary Widyastini Ni Made Mas Yogiswari Ni Made Suci Ni Putu Gili Padmayoni Nyoman Sunarta Padmayoni, Ni Putu Gili Pramawati, Kadek Yuli Pratama, Ida Bagus Gede Yogi Wisma Pratiwi, Komang Sri Putra, Kadek Dana Putu Eka Kusumayani Putu Indah Rahmawati Ratna Artha Windari Setya Chendra Wibawa Suarmadi, I Gede Putu Sukamerta, I Kadek Ngurah Susi Purniasih Trianasari Widyadnyana, I Nyoman Ardy Wikantini, Ida Ayu Kade Winda wirya, kadek sada Wiryatama, Gede Ari Yogiswari, Ni Made Mas Zein Faraudis