Integrasi Etos dan Prinsip Pemasaran yang Bertanggung Jawab dalam Pengelolaan Daya Tarik Wisata Jatiluwih, Kabupaten Tabanan

Abstract

This study explores the integration of local ethos and responsible marketing principles in managing Jatiluwih Tourism Attraction, Tabanan Regency. The main objective is to identify marketing practices aligned with local cultural values and assess their contribution to cultural preservation, farmers’ welfare, and the quality of the tourism experience. The research employs a qualitative descriptive approach, collecting data through observation, in-depth interviews, and documentation. Interviews were conducted with informants selected through purposive sampling, including the Operational Management of DTW Jatiluwih, the Village Head, Bendesa Adat, Pekaseh, and local business actors with comprehensive knowledge of destination management. Interviews were also conducted with tourists encountered coincidentally at the research location using the accidental sampling method. Findings show that applying sustainability principles in the marketing mix, including product, price, place, and promotion, effectively protects the environment, empowers local communities, and actively involves tourists in preserving nature and culture. Key strategies, such as zonation, environmentally friendly tourism products, visitor guidelines, pricing that supports conservation, and promotions in collaboration with conservation organizations, are proven to enhance sustainability. These results provide practical guidance for destination managers, local stakeholders, and policymakers in designing responsible marketing strategies while strengthening Jatiluwih’s position as a sustainable tourism destination.