PERUMUSAN STRATEGI PEMASARAN BERKELANJUTAN THE BLOOMS GARDEN UNTUK MENDUKUNG KOLABORASI DESTINASI PARIWISATA

This research was carried out at the tourist destination The Blooms Garden Bedugul Bali. This study aims to analyze (1) the current marketing strategy of The Blooms Garden Bedugul Bali; and (2) formulation of a sustainable marketing strategy for The Blooms Garden to support collaborative tourism destinations in the Bedugul area. This research is categorized as research with a Concurrent Mixed Method approach. The data collected is in the form of qualitative data and quantitative data and analyzed using SWOT analysis. The results of the study show that (1) The Blooms Garden Bedugul Bali's current marketing strategy includes the installation of banners and billboards; website opening; via social media; and cooperate with online travel agencies. However, the marketing strategy undertaken has not succeeded in bringing in tourists as expected; and (2) The Blooms Garden sustainable marketing strategy formulation to support the collaboration of tourism destinations in the Bedugul region is an integrated diversification strategy, namely a sustainable marketing strategy that collaborates with other destinations as an effort to increase tourist visits, especially environmentally conscious tourists. If possible, pass tickets apply between the Botanical Gardens, Lake Beratan and The Blooms Garden.