SUSTAINABILITY MARKETING AND THE ROLE OF LOCAL COMMUNITIES IN PROMOTING SUSTAINABLE TOURISM AT THE GEOTOURISM DESTINATIONS OF MERATUS MOUNTAIN AND RIVER TOURISM IN BANJARMASIN

Abstract

Sustainability marketing has emerged as a crucial approach in promoting environmentally friendly tourism, particularly in geotourism destinations that emphasize both natural conservation and local cultural preservation. This study aims to explore the role of local communities in implementing sustainability marketing strategies in the geotourism destinations of Meratus Mountain and the river tourism of Banjarmasin, South Kalimantan. The focus is on how local communities contribute to promoting sustainable tourism practices and enhancing tourist engagement through environmentally responsible marketing efforts. Using a qualitative research method, the study employs in-depth interviews and observations with key stakeholders, including community leaders, tourism operators, and local authorities. The research also incorporates content analysis of promotional materials used to market these geotourism destinations. The findings indicate that local communities play a vital role in promoting sustainable tourism through various initiatives, such as eco-friendly tours, community-based conservation programs, and the promotion of local traditions and crafts. These efforts are aligned with sustainability marketing principles, which prioritize long-term environmental conservation, cultural preservation, and economic empowerment of the local population. Moreover, the study reveals that community involvement enhances the authenticity and appeal of the destination, attracting tourists who are increasingly conscious of environmental and cultural sustainability. The integration of local community efforts with broader marketing strategies helps position Meratus Mountain and the river tourism of Banjarmasin as attractive, sustainable travel destinations. However, challenges remain, particularly in scaling these initiatives and ensuring consistent involvement of the community in decision-making processes. This research contributes to the growing body of literature on sustainable tourism marketing by highlighting the intersection of local community participation and marketing efforts in promoting sustainable geotourism. The findings offer valuable insights for policymakers and tourism operators seeking to enhance sustainable tourism practices in geotourism destinations globally.