Oktaviona, Pige Reta Yofi (2026) Analisis Implementasi Green marketing di Mercure Surabaya Grand Mirama Hotel. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasing public awareness of environmental issues has encouraged the hospitality industry to adopt sustainable business practices through green marketing. Mercure Surabaya Grand Mirama Hotel, as a four-star hotel in a metropolitan city, holds a strategic position to become a pioneer in implementing green marketing in the Surabaya area. This research aims to analyze the implementation of green marketing at Mercure Surabaya Grand Mirama Hotel based on the green marketing mix concept, which includes green product, green price, green place, and green promotion. This research employs a descriptive qualitative method. Data were collected through interviews with the Cluster General Manager and Marketing Communication Executive Staff, direct observations of hotel operational practices, and documentation of green marketing programs. The research findings indicate that Mercure Surabaya Grand Mirama Hotel has comprehensively implemented green product through the use of environmentally friendly natural materials, resource consumption monitoring systems, plastic waste minimization with various innovations, and waste management through partnerships with collectors and maggot farmers. Green price is applied through competitive pricing that considers sustainability value, although specific incentives for guests supporting sustainability programs are not yet available. Green place is implemented through strategic location that minimizes transportation energy consumption, operational system digitalization, green area development, and collaboration with local suppliers. Green promotion is conducted through consistent environmental CSR programs, participation in global campaigns, and visual communication in guest rooms, although it remains limited in digital content intensity and positioning as a green hotel on online platforms. This research concludes that the implementation of green marketing at Mercure Surabaya Grand Mirama Hotel has aligned with the green marketing mix framework, with several areas requiring further development, particularly in sustainability incentives, digital communication, and strengthening branding as a green hotel. It is recommended that the hotel develop specific incentive programs for guest participation in sustainability practices, strengthen digital content marketing strategies, implement interactive education programs, and optimize SEO strategies to reinforce positioning as a green hotel in the Surabaya market. Keywords: green marketing, green marketing mix, green hotel, sustainability, hospitality industry
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Department of Tourism | ||||||||
| Depositing User: | PIGE RETA YOFI OKTAVIONA | ||||||||
| Date Deposited: | 13 Jan 2026 08:39 | ||||||||
| Last Modified: | 13 Jan 2026 08:39 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/48657 |
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