Strengthening Green Marketing in Bali Tourism Villages to Enhance Sustainable Tourism Competitiveness

Abstract

Tourism villages play an important role in promoting community-based economic development while supporting environmental sustainability. However, many local micro-enterprises have not yet integrated green marketing principles into their business strategies despite utilizing environmentally friendly production practices. This community service program aimed to strengthen the green marketing capacity of Seashell Craft artisans in Serangan Tourism Village, Bali, by enhancing their ability to communicate the environmental value of their products and improve their market competitiveness. The program employed a participatory approach consisting of field observation, interviews, focus group discussions, training, mentoring, documentation, and evaluation. Capacity-building activities focused on eco-branding, environmental storytelling, digital product documentation, eco-packaging, and QR code-based product information. The results showed significant improvements in participants' understanding of green marketing concepts, identification of product eco-values, digital marketing capabilities, and sustainable branding practices. The artisans successfully developed digital product catalogs, environmentally oriented promotional narratives, simple eco-packaging concepts, and prototype QR codes linking consumers to information on production processes and environmental benefits. The program also generated participatory observation data, policy recommendations, and a green marketing development framework for tourism villages. Overall, the initiative strengthened community capacity to integrate sustainability into business practices while enhancing the competitiveness of seashell craft products and supporting the achievement of Sustainable Development Goals, particularly SDGs 8, 12, and 17.