Track: Business Management

Abstract

In the current era of globalization, tourism is a familiar thing throughout the world—one of the cities in Indonesia is quite famous for its tourism to foreign countries in Bali. Hotel Risata Bali Resort & Spa Tuban Bali also took advantage of this opportunity to attract tourists to stay at the hotel by implementing a green marketing strategy and hotel atmosphere to attract the hotel. This research is survey research, while the research sample is 99 visitors to Hotel Risata Bali Resort & Spa Tuban Bali. Data collection techniques are using questionnaires and documentation techniques. This study shows that the green marketing strategy carried out by visitors to the Risata Bali Resort & Spa Tuban Bali Hotel influences buying interest. Meanwhile, Hotel Atmosphere does not affect purchase interest. In structure II, Green Marketing and Hotel Atmosphere have an impact on purchasing decisions. Only buying stake does not influence purchasing decisions at the Risata Bali Resort & Spa Tuban Bali Hotel.