<![CDATA[The post-pandemic transformation of the tourism industry has accelerated the growth of experience-based tourism, particularly within the sports tourism sector. In Indonesia, the increasing popularity of 3x3 basketball has created new opportunities for sporting events to serve as attractive tourism products. This study aims to analyze the implementation of the 7P marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) in the SSS 3x3 Indonesia Tournament and evaluate its role in enhancing event attractiveness and sustainability. A qualitative case study approach was employed. Data were collected through in-depth interviews with event organizers, non-participant observations, and documentation analysis. The findings indicate that the combination of strategic venue selection in high-traffic locations and intensive digital promotion significantly contributed to achieving participant targets and increasing event visibility. Furthermore, the effectiveness of a lean organizational structure and efficient registration and content distribution processes enhanced participant satisfaction and overall event experience. The study concludes that the consistent and adaptive implementation of the 7P marketing mix strengthens the tournament’s position as a competitive sports tourism product and supports its sustainability in the national sports event market. These findings provide practical insights for event organizers seeking to improve the marketing effectiveness and long-term competitiveness of sports tourism events.]]>
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