How Sustainability Shapes Hospitality Marketing in Local Accommodations at the Maros-Pangkep Geopark
Sudarmi (a)*: Renold (b) : Masri Ridwan (c)

a) Politeknik Pariwisata Makassar, sudarmi[at]poltekparmakassar.ac.id

b) Politeknik Pariwisata Makassar

c) Politeknik Pariwisata Makassar

Abstract

This study aims to analyze sustainable hospitality marketing strategies in local accommodations in Maros Regency, identify management challenges, examine their influence on tourist satisfaction, and explore the government^s role in supporting sustainable accommodation development. A qualitative approach with a case study method was employed, focusing on three local lodgings in the Rammang-Rammang tourism area: Eco Lodge Rammang-Rammang, Nasrul House Homestay, and Rammang-Rammang Village. Data were collected through in-depth interviews, participatory observation, and documentation, and analyzed using thematic and cross-case analysis techniques. The findings reveal that each accommodation applies a distinct yet complementary marketing strategy. Eco Lodge emphasizes cultural authenticity and ecological closeness- Nasrul House integrates sustainability with digital promotion- while Rammang-Rammang Village highlights social interaction and community-based hospitality. These strategies positively influence visitor satisfaction by providing authentic, environmentally friendly, and socially meaningful experiences. The main challenges identified include limited human resources, digital infrastructure gaps, and insufficient institutional support. The study recommends strengthening collaboration among local governments, tourism actors, and communities in developing sustainable marketing strategies grounded in cultural, ecological, and technological values. Implementing such integrated approaches is expected to enhance the competitiveness of Maros tourism destinations while contributing to the achievement of the Sustainable Development Goals (SDGs) in the tourism sector

Keywords: sustainable marketing, local hospitality, tourist satisfaction, Maros Geopark, sustainable tourism

Topic: Tourism and Hospitality