STRATEGI MARKETING BERBASIS BUDAYA DAN KEAGAMAAN DI THE WESTIN HOTEL NUSA DUA UNTUK PARIWISATA BERKELANJUTAN
Abstract
The Westin Hotel Nusa Dua in Bali adopts the Triple Bottom Line (3P) concept—People, Planet, Profit—in its marketing strategy to support sustainable tourism. By integrating Balinese cultural and religious values, this strategy involves empowering local communities, preserving cultural heritage, and implementing environmentally friendly practices to minimize negative environmental impacts. This research examines the implementation of the 3P approach in this hotel, focusing on its effects on guest experiences and corporate social responsibility. The findings reveal that this strategy not only enhances customer loyalty and preserves local culture but also optimizes long-term profits. By prioritizing sustainable tourism, The Westin Hotel Nusa Dua presents a relevant and inspiring business model for the hospitality sector in Bali.
Keywords: Triple Bottom Line, sustainable tourism, Balinese culture, corporate social responsibility, hotels, culture-based marketing.
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