Environmental Marketing Toward Coastal Ecotourism as Regional Autonom Community Economics Activator

The phenomenal growth of global tourism has immediate and far reaching consequences for the natural and cultural heritage, as it directly links tourism activities with low impact use of the natural resources, environmental conservation and sustainable economic activities. One among many terms given to this form of tourism is ecotourism sectors. The rapidly growing ecotourism movement for coastal zone of tourism attraction, it can be beneficial to attract domestic tourists as well as international tourists. The study that investigate the nature of sustainable ecotourism hinges on the relationship among board classes of considered indicators, i.e. 

Ecological, Economic, Social and Institutional dimensions, taking into account the spirit of the 4th chapter 45th point of Rio+10 Johanesberg World Summit on Sustainable Development about “Sustainable Tourism”. afterwards the data will be applied to tree major interrelated strategic management activities: strategic analysis, strategy formulation, and strategy implementation. Additionally, the new science namely Integrated Coastal Zone Management and Environmental Management System are related to assessment, and the major of data analysis can use such ABC Surveys, Geographic Information System for Ecological, attitude research, evolutionary model, AIO and VALS typology for Social-Cultural impact, IO analysis and Multiflier for Economic impact, and Policy Response for Institutional side, followed by various conventional strategic matrix, Dynamic System, Cost-Benefit Analysis and this study contribution among others is Sustainable Tourism Strategic Management Matrix to explore strategic position, The special action which strong influence to this ecotourism industry is “Environmental Marketing”, and the investment and partnership to local Small and Medium sized Enterprises, and sustainopreneurs. 

Especially the “Environmental Marketing” which similar to “Green Marketing” and “Eco-Marketing” (Ecological Marketing) as a driving element towards sustainable management and ecotourism industry that are beginning to promote themselves ecotourist facilities, i.e., facilities that specialize in experiencing nature or operating in a fashion that minimize their environmental impact.

The result of the analysis will indicate that ecotourism factors simultaneously have positive and negative influence to the tourism sustainability, and the sustainable tourism can increase as to be an ecotourism strategic management, when the Indonesian Regional Autonomy constitution of 2001 to 2003 was put into effect. Therefore, the author recommends operational strategies. The interaction among government, private sector and the local commumities themselves and environmental marketing aplications to the concerned Sustainable Tourism Strategic Management is one of the conclusions

Rudy Aryanto P062024264 / S3 / PSL / IPB - DU Warnet

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