From Rhetoric to Practice : Analysis of Green Meeting Strategy in Sustainable MICE Management in Business Hotels in Badung Regency, Bali

Abstract

This study aims to analyze green meeting implementation strategies and the gap between rhetoric and practice in sustainable MICE (Meeting, Incentive, Convention, and Exhibition) management in the hospitality industry of Badung Regency, Bali. Using a qualitative interpretivist-constructivist approach and Moustakas’ transcendental phenomenology, data were collected through semi-structured in-depth interviews, participant observation, and documentation from nine hotel and MICE managers in Nusa Dua, Jimbaran, and South Kuta. Data were analyzed through epoché, horizontalization, clustering of meanings, textural and structural descriptions, and synthesis of participants’ experiences. The findings reveal three main themes. First, green meeting practices include energy efficiency, reduction of single-use plastics, food waste management using Lumitics technology, use of local and organic ingredients, and event document digitalization. However, implementation remains partial and inconsistent, particularly in waste management and cross-department coordination. Second, major challenges include limited environmentally friendly facilities, the absence of integrated cross-departmental standard operating procedures, and domestic market resistance that perceives green meetings as an additional cost rather than added value. Third, strategies to bridge this gap include integrated SOPs, green teams, sustainability-supporting technologies, domestic market education, and partnerships with certified local suppliers. The effectiveness of these strategies depends on top management commitment, organizational culture, client sustainability literacy, and supporting infrastructure. The study concludes that green meetings are essential to sustainable hospitality business rather than merely a marketing trend.