SERANGAN TURTLE ISLAND: LOCAL WISDOM OF A TOURISM AREA USING A GREEN MARKETING APPROACH AND KEY OPINION LEADER (KOL) MARKETING BASED ON INFORMATION AND COMMUNICATION OF TECHNOLOGY (ICT)

Abstract

Turtle Island is a tourist area with local wisdom belonging to Serangan Village, Bali Province. The form of local wisdom values ​​on Turtle Island has become a tourist attraction with a green marketing approach to preserve local wisdom values ​​in tourist areas, a key opinion leader marketing approach to gain tourists' trust, and information communication of technology as a potential supporter in improving service quality in tourist attraction areas. The research was carried out using qualitative methods with a phenomenological approach, namely an approach that looks at the uniqueness or certain phenomena that occur in tourist areas. Data collection methods use interview methods, observations and document study techniques. The results of the research show that the value of local wisdom from the tourist area, both in the form of traditions and customs, is important, because it can provide its own attraction. The green marketing approach is one of the concrete actions in maintaining and preserving the concept of local wisdom in a tourist area which is known as environmentally friendly educational and conservation tourism, so that the existence of turtles as a mainstay icon of the Serangan Village tourist area remains sustainable and is beneficial for the environment and surrounding communities. Other supporting objects in tourist areas provide added value to a tourist location. The involvement of key opinion leaders who care about tourism potential and objects in promoting sustainable tourist destinations also contributes to the success of green marketing activities as well as activities to preserve the local wisdom values ​​of these tourist areas with the support of information communication of technology media. The research results show that green marketing and key opinion leader marketing have an impact in increasing the value of the local wisdom of Serangan Village tourism based on information communication of technology.