Digitalization need: Green promotion framing in reinforcing the revenue increase

The current trend among tourists is staying in an accommodation that has applied the principles of green or pro-environment in the operations. Manah Shanti Resort has conducted green promotion to attract tourists who know about tourism sustainability well. The study aimed at identifying the strategi...

Full description

Saved in:

Bibliographic Details
Published in:	Journal of Applied Sciences in Travel and Hospitality Vol. 6; no. 1; pp. 38 - 46
Main Authors:	Suwastana, I Wayan, Antara, Dewa Made Suria, Nadra, Nyoman Mastiani, Lastari, Ni Kadek Herna
Format:	Journal Article
Language:	English
Published:	Politeknik Negeri Bali 26-03-2023
Subjects:	digitalization green trends promotion revenue
Online Access:	Get full text
Tags:	Add Tag No Tags, Be the first to tag this record!

Description
Summary:	The current trend among tourists is staying in an accommodation that has applied the principles of green or pro-environment in the operations. Manah Shanti Resort has conducted green promotion to attract tourists who know about tourism sustainability well. The study aimed at identifying the strategies that are possible to apply to have better promotion in improving hotel revenue. The study used qualitative research design. The data were collected by conducting FGD with the owner, management staff, and operational team, interviews, and document reading initiations. Besides, the data obtained were determined in the SWOT analysis table of the green promotion yielding IFAS and EFAS data analysis. The resort generates revenue effectively as a result of green promotion performance. However, the resort partly implements green promotion and is categorized in a growth stage. According to the analysis, there are eight strategies suggested and categorized as Strengths-Opportunities, Weaknesses-Opportunities, Strengths-Threats, and Weaknesses-Threats strategies to conduct better green promotion in increasing revenue. Thus, further actions need to be taken to optimize the green promotion at Manah Shanti regarding digitalization needs.
ISSN:	2622-8319 2622-8319
DOI:	10.31940/jasth.v6i1.38-46