POST-PROFIT STRATEGY: REDESIGNING ROLES OF MARKETING AS A PILLAR IN SUPPORTING SUSTAINABLE TOURISM DEVELOPMENT IN BALI

Abstract

The desire to turn Bali into a sustainable tourist destination has been getting stronger lately. This is important for the sustainability of Bali tourism and also supports the UN's 2030 Sustainable Development Goals (SDGs) agenda. However, in reality the marketing concept and the marketing concept are still oriented towards economic aspects, namely large profits and the continued growth of the company's life, while environmental and social sustainability aspects are only complementary if the economic aspects have been fulfilled. This study discusses the marketing business strategy to realize sustainable Bali tourism, by using the role of marketing and sellers who act as spearheads in marketing Bali, bringing in tourists, increasing the number of visits and expanding market share. This research uses a qualitative approach that is critical descriptive, namely a critical study of certain social phenomena, in this case the phenomenon of marketing and sales practices of accommodation service businesses in Bali. The results of this study describe or construct in-depth interviews and Focus Group Discussions (FGD) on research subjects so that they can provide a clear picture of the understanding of post profit for sustainability. The concept of post profit was developed from sporadic practices where companies do not make profits as the ultimate goal or only stop at profits but goes beyond thinking and practicing things that are more macro, namely to realize sustainable Bali tourism.

Keywords

• post-profit strategy
• marketing
• sustainable tourism development
• bali