Optimizing Sustainable Marketing: SWOT Analysis of Green Marketing Model via Mobile Application at Ibis Styles Bali Le- gian Hotel

Abstrak

This research focuses on analyzing the implementation of green marketing activities at Ibis Styles Bali Legian Hotel, specifically through its mobile application. The study aims to identify the model of green marketing adopted on the mobile platform and explore the factors within the green marketing concept that impact the All Limitless Loyalty Program at the hotel. Employing descriptive qualitative research methods, the study gathers primary data through interviews, observations, documentation, and questionnaires.The findings reveal that the adoption of green market- ing activities at Ibis Styles Bali Legian has effectively attracted an increased number of All Limitless Loyalty Members. The implementation aligns with the hotel's commitment to Sustainable Tourism by encouraging members to con- tribute their miles or reward points from transactions at the hotel. Notably, the digital execution of green marketing employs a mobile application, utilizing SEO, SEM, Social Media Plan, Social Network for sustainable networking, and Content Marketing. The strategy has proven successful, resulting in a surge in reservations through the mobile appli- cation and fostering sustainable marketing practices that support Green Tourism. Loyalty members actively engage by increasing transactions with earned points and making contributions, thereby reinforcing the hotel's commitment to sustainable practices in the tourism industry. The study sheds light on the effectiveness of incorporating green marketing strategies digitally, showcasing their positive impact on both customer engagement and the promotion of sustainable tourism. Keywords: green marketing strategy, all limitless loyalty program, SWOT
Keywords: green marketing strategy, all limitless loyalty program, SWOT