PROPOSED GREEN MARKETING STRATEGY TO COLLABORATE WITH TOURISM AWARENESS GROUP ( POKDARWIS ) CASE STUDY AT SEIN FARM, BANDUNG

• Main Author: Metriyana, Arni
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83598
• Institution: Institut Teknologi Bandung

Sein Farm is one of the potential green open spaces and public spaces in Cisurupan Village, Bandung City under the Food Security and Agriculture Service. In its implementation, Sein Farm is a showcase of Livestock and Agriculture programs as a means of education for the community. Sein Farm has contributed to community empowerment by forming assisted groups to achieve food security in the city of Bandung. Currently, the challenge is how Sein Farm can add wider benefits to the community, especially Cisurupan Village, especially in relation to visiting activities to Sein Farm which can be optimized into Sustainable Tourism by collaborating with Pokdarwis (Activist Tourism). This research uses qualitative research with semi-structured questions for 6 respondents who understand and are related to this study in their respective fields and also FGD (Focus Group Discussion) members of Pokdarwis and ask questions to seek the viewpoints of several visitors who have done it. visit to Sein farm. This research uses the STP framework for internal analysis and for external analysis this study uses the Competitor Analysis, SWOT, Hexa Helix Analysis and PESTLE Analysis frameworks. The results of this research are to propose a Development Strategy using the Green Marketing Model to create an environmentally friendly strategy that can make Sein Farm a place for Sustainable Tourism. It also proposes a Pokdarwis Work Program Plan that can be collaborated with Sein Farm.