Green Hotel Promotion Strategy in Bali: A Study Using SWOT Analysis

Abstract

Bali is a small island of extraordinary natural beauty and cultural appeal. This island's stunning qualities make it one of the world's most popular tourist destinations. According to TripAdvisor, Bali was chosen as the world's best tourist destination in 2021. Therefore, this study aims to identify several strategies for the development of green hotels in the hospitality industry in Bali. A theoretical base and relevant concepts of promotion mix were used, and the process of data collection was conducted by observation, interviews, and questionnaires from six green-certified 5-star hotels. They include Melia Bali, St. Regis Bali, Intercontinental Hotel, Conrad Bali, Mandapa Bali, and The Royal Pita Maha Resort. Furthermore, a purpose sampling was used to define the number of informants about 30 employees working at the managerial level. The evaluation of strategic factors used in this study integrated the SWOT approach with the Internal (IFEM) and External Factor Evaluation Matrix (EFEM). The results showed that the green hotel industry in Bali can be developed through 9 strategies. CHSE certificate as a promotion of hotel readiness to receive guests during a pandemic and using various media to reach guests directly are given the highest priority. Implementing a green business hotel in Bali and to increase its promotion, can be useful during and after the pandemic. The findings will assist policymakers and other stakeholders to examine current tourism issues and discover the most realistic and timely actions for the sustainable development of the tourism industry in Bali.