BUSINESS MODEL INNOVATION BASED ON GREEN PRACTICES IN BANDUNG TOURISM DESTINATION MANAGEMENT

Abstract

Bandung City is one of the main tourist destinations in Indonesia that offers natural beauty, cultural richness, and culinary uniqueness. However, the increasing number of tourist visits also has an impact on increasing pressure on the environment. Data from the Bandung City Environmental Service shows that waste production in this city reached 1,594 tons per day in 2022, with 44.52% of it being food waste. In addition, air quality in Bandung City is in the moderate category, with the Air Pollutant Standard Index (ISPU) ranging from 51-99, which is mostly caused by vehicle emissions and waste burning. This condition emphasizes the need for an innovative approach in tourism management to remain sustainable. This study aims to examine the application of innovative business models based on Green Practices in managing tourist destinations in Bandung City, as well as to formulate business strategies that can increase economic value without sacrificing environmental aspects. The research method used is a qualitative approach with case studies on several tourist destinations in Bandung City that have implemented the concept of environmentally friendly tourism, such as nature tourism areas, agrotourism, and tourist villages. Data collection techniques include in-depth interviews with tourism managers and related parties, field observations, and analysis of supporting documentation. The results of the studies show that the integration of Green Practices in the business model is carried out through 3R (Reduce, Reuse, Recycle)-based waste management, use of alternative energy, limiting the number of visitors, environmental education, and active involvement of local communities in management.