Proposed green marketing strategy to collaborate with tourism awareness group (Pokdarwis): Case study at Sein Farm, Bandung

https://doi.org/10.35912/gabs.v1i1.3384
Published: Aug 27, 2025

Abstract:

Purpose: This study aims to propose a development strategy using the Green Marketing Model to establish the Sein Farm as a sustainable tourism destination in collaboration with Pokdarwis (Tourism Awareness Group) Cisurupan, Bandung.

Research Methodology: This study applied a qualitative method with thematic analysis. Data were collected through semi-structured interviews with respondents and unstructured focus group discussions (FGD) with Pokdarwis. The analysis was conducted using STP, PESTLE, SWOT & TOWS, Hexa Helix, and Sustainable Tourism Indicators.

Results: Thematic analysis identified green marketing indicators, including eco-friendly products, affordable tour packages, natural resource use, certified human resources, and green attractions (tree planting and waste sorting) and farmer-style architecture. STP analysis positioned the Sein Farm for students, targeting urban schools interested in urban farming education. Pokdarwis collaboration supports sustainable tourism through cultural activities, waste management, traditional games, and community empowerment via eco-souvenirs and MSMEs.

Conclusion: Integrating the Green Marketing Model with community collaboration enhances Sein Farm’s role as a sustainable tourism destination by merging environmental, educational, and cultural dimensions of sustainability. This approach positions the Sein Farm as a model for urban-farming-based ecotourism.

Limitation: This study is limited to a qualitative approach with a specific case study at the Sein Farm Cisurupan, Bandung. Broader generalization may require quantitative validation and comparative studies of other sustainable tourism destinations.

Contribution: This research enriches the sustainable tourism literature by presenting a practical framework that integrates green marketing with community collaboration, offering guidelines for developing eco-friendly tourism that preserves culture, protects the environment, and empowers communities through eco-products and MSMEs.

Keywords:
1. Community Empowerment
2. Green Marketing Strategy
3. Hexa Helix Collaboration
4. Pokdarwis Work Program
5. Sustainable Tourism
Authors:
1 . Arni Metriyana
Institute Tekhnologi Bandung, Indonesia
2 . Ilma Aulia Zaim
Institute Tekhnologi Bandung, Indonesia
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How to Cite
Metriyana, A. ., & Zaim, I. A. . (2025). Proposed green marketing strategy to collaborate with tourism awareness group (Pokdarwis): Case study at Sein Farm, Bandung . Global Academy of Business Studies, 1(1), 55–68. https://doi.org/10.35912/gabs.v1i1.3384
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Issue & Section
Vol. 1 No. 1 (2024): July
Articles
References

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  2. Anochiwa, L. (2021). A contribution to the human capital investment debate vis-à-vis economic growth: the case for Nigeria. Annals of Human Resource Management Research, 1(1), 15-28.
  3. Cahyana, L., Pratama, A. P., & Welly, J. (2025). Proposed improvements on performance management system at PT JIEP by using balanced scorecard. Journal of Digital Business and Marketing, 1(1), 15-31. doi:https://doi.org/10.35912/jdbm.v1i1.3315
  4. Djuwendah, E., Karyani, T., Wulandari, E., & Pradono, P. (2023). Community-based agro-ecotourism sustainability in west java, indonesia. Sustainability, 15(13), 10432. doi:https://doi.org/10.3390/su151310432
  5. Fereday, J., & Muir-Cochrane, E. (2006). Demonstrating rigor using thematic analysis: A hybrid approach of inductive and deductive coding and theme development. International journal of qualitative methods, 5(1), 80-92.
  6. Haekase, Y. E., Nursalam, N., & Toda, H. (2020). The effectiveness Village-Owned Enterprises (BUMDes) Sehati in Nekmese Village Amarasi Sub-District, South Kupang Regency. Journal of Sustainable Tourism and Entrepreneurship, 1(3), 217-230.
  7. Kartika, T., Edison, E., & Maryani, E. (2024). Tourism village development for sustainable tourism in West Java-Indonesia (hexa helix tourism collaboration perspective). IOP Conference Series: Earth and Environmental Science, 1366, 012008. doi:http://dx.doi.org/10.1088/1755-1315/1366/1/012008
  8. Kartika, T., Edison, E., & Maryani, E. (2024). Tourism village development for sustainable tourism in West Java-Indonesia (hexa helix tourism collaboration perspective). Paper presented at the IOP Conference Series: Earth and Environmental Science.
  9. Kemenparekraf. (2024). Fakta Menarik Bandung, Kota Kembang yang Penuh Kreativitas. Retrieved from https://kemenparekraf.go.id/ragam-pariwisata/fakta-menarik-bandung-kota-kembang-yang-penuh-kreativitas
  10. Kotler, P. (2003). Marketing Management (7th ed.): Person Prentice Hall.
  11. Kotler, P., & Armstrong, G. (1997). Prinsip-prinsip pemasaran. Jakarta: Erlangga.
  12. Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). England: Pearson.
  13. Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing management: an Asian perspective: Pearson London.
  14. Mahendra, D. F., & Nugraha, A. K. N. (2021). Green marketing dan CSR terhadap keputusan pembelian dengan pengetahuan konsumen sebagai variabel moderasi. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 5(1), 28-38.
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  16. Mandasari, R., & Rikumahu, B. (2023). The Impact of Capital Structure, Investment Growth, and Liquidity on Financial Performance of Automotive Companies and Its Components on The Indonesia Stock Exchange (2018-2022). Journal of Multidisciplinary Academic Business Studies, 1(1), 115-128.
  17. Mohamed, G. A., & Farahat, E. R. H. (2019). Enterprise Resource Planning system and its impact on tourism companies' operational performance. Journal of Sustainable Tourism and Entrepreneurship, 1(1), 69-85.
  18. Narsaria, I., Verma, M., & Verma, A. (2020). Measuring satisfaction of rental car services in India for policy lessons. Case Studies on Transport Policy, 8(3), 832-838.
  19. Ottman, J., & Mallen, D. G. (2014). 5 green marketing strategies to earn consumer trust. Retrieved from https://www.greenbiz.com/article/5-green-marketing-strategies-earn-consumer-trust
  20. Peattie, K. (1999). Trappings versus substance in the greening of marketing planning. Journal of Strategic Marketing, 7(2), 131-148.
  21. Priscilia, G., Sandra, S., Firmansyah, A., & Trisnawati, E. (2022). Efisiensi investasi perusahaan barang konsumsi di Indonesia: Kualitas laporan keuangan dan kecurangan dalam akuntansi. Jurnal Ilmiah Wahana Akuntansi, 17(1), 1-24.
  22. Ramadhan, M., & Fasya, M. (2022). PENGEMBANGAN AGROWISATA BERKELANJUTAN DI SEIN FARM (SEKEMALA INTEGRATED FARM) KOTA BANDUNG. Warta Pariwisata, 20, 21-26. doi:http://dx.doi.org/10.5614/wpar.2022.20.2.05
  23. Ramadhan, M. F., & Fasya, M. N. (2023). Development of Sustainable Agrotourism at Sein Farm (Sekemala Integrated Farm) Bandung City. Architectural Research Journal, 3(2), 34-39. doi:https://doi.org/10.22225/arj.3.2.2023.34-39
  24. Salman, I. N. (2024). Analysis of acceptance and use of the agree mart mobile groceries marketplace application using the UTAUT-3 Model in Indonesia. Journal of Multidisciplinary Academic Business Studies, 1(2), 217-239.
  25. Toda, H., Niga, J., Rihi, D., Peni, A., & Lino, M. (2024). Hexa-Helix Stakeholder Collaboration in the Development of Tourism and Creative Economy Based on Local Wisdom. Journal of Tourism Economics and Policy, 4, 496-508. doi:http://dx.doi.org/10.38142/jtep.v4i4.1205
  26. Widanti, N. P. T., Dewi, N. N. D. U., Pinatih, D. A. A. I., & Mason, J. (2025). Eco Tourism: Studying sustainable tourism strategies from a triple bottom line perspective in the mangrove forest area of Bali. Journal of Multidisciplinary Academic and Practice Studies, 2(4), 47-56. doi:https://doi.org/10.35912/jomaps.v3i1.2824