PENGUATAN GREEN MARKETING DESA WISATA BALI UNTUK MENINGKATKAN DAYA SAING PARIWISATA BERKELANJUTAN

Abstract

Tourism villages play an important role in promoting community-based economic development while
supporting environmental sustainability. However, many local micro-enterprises have not fully integrated
green marketing principles into their business strategies, despite adopting 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 improving their ability to communicate
environmental values and enhance product competitiveness. The program employed a participatory
approach involving field observations, interviews, focus group discussions, training, mentoring,
documentation, and evaluation. Capacity-building activities focused on eco-branding, environmental
storytelling, digital product documentation, and eco-packaging. The results showed improvements in
participants’ understanding of green marketing, identification of product eco-values, digital marketing
capabilities, and sustainable branding practices. The artisans developed digital product catalogs,
environmentally oriented promotional narratives, simple eco-packaging concepts, and prototype QR codes
linking consumers to information about production processes and environmental benefits. The program
also produced participatory observation data, policy recommendations, and a green marketing
development framework for tourism villages. Overall, the initiative strengthened artisans’ capacity to
integrate sustainability into business practices, improve market competitiveness, and contribute to the
achievement of Sustainable Development Goals, particularly SDGs 8, 12, and 17.