EKSPLORASI IMPLEMENTASI KONSEP GREEN HOTEL PADA INDUSTRI PERHOTELAN BINTANG 4 DI BALI

This study aims to explore the implementation of the green hotel concept in the hospitality industry in South Kuta, Bali, which is recognized as one of the leading international tourism hubs with rapid visitor growth. The green hotel concept has become increasingly relevant since the hospitality sector contributes significantly to energy consumption, water use, waste generation, and carbon emissions, which, if not managed properly, may lead to environmental degradation and threaten destination competitiveness. With the growing global pressure for sustainable tourism practices, hotels in Bali are expected not only to deliver high-quality services but also to balance environmental, social, and economic aspects. This research employs a qualitative approach with a case study method conducted in several star-rated hotels in South Kuta. Data were collected through in-depth interviews with hotel managers, operational staff, and guests, supported by field observations and analysis of internal policy documents. The findings indicate that most hotels have adopted various eco-friendly initiatives, such as the use of energy-efficient technologies, solar panel installations, water recycling systems, solid and liquid waste management, and single-use plastic reduction policies. In addition, Green Human Resource Management (Green HRM) practices have been integrated through continuous training, employee recognition programs, and incentive systems for staff actively participating in green initiatives. The novelty of this study lies in the integration of the Theory of Planned Behavior (TPB), the Triple Bottom Line (TBL), and Green HRM perspectives in the Balinese hospitality context, as well as the direct comparison between management policies and practical implementation in the field. Theoretically, this research enriches the literature on green hotel practices in developing countries, particularly in tropical tourism destinations. Practically, the findings provide recommendations for hotel management, local government, and tourism stakeholders to strengthen collaboration, provide green investment incentives, and increase tourist education on sustainable behavior. Thus, the green hotel concept is not merely a global trend but a strategic necessity to preserve the environment while maintaining the international competitiveness of Bali’s tourism industry