Green Technology as a Marketing Strategy in Improving Competitive Advantages of Community-Based Tourism Msmes in Indonesia (Sustainability of CMC Pantai Tiga Warna)

: Information technology advancements have occurred in the government sector, tourism-supporting industry, and the community-based economy, including digital-based tourism marketing. The digital-based marketing approach helps managers of tourism objects to innovate their promotional activities. This study aims to: (1) examine the types of digital branding media used to promote CMC Pantai Tiga Warna; (2) analyze trends in visitor numbers following the implementation of digital media in site management; (3) assess the origins of visitors; (4) evaluate the site’s accessibility; and (5) assess visitor satisfaction after their visit. This study employed a mixed-methods design, combining both quantitative and qualitative approaches. Quantitative data included visitor statistics from 2022 to 2024, including the number and origin of visitors, collected through documentation and interviews with site managers. Information on the use of digital media for promotion and communication was also obtained from interviews with management. Visitor satisfaction data were gathered through structured interviews with visitors and supporting documentation. The findings confirm that CMC Pantai Tiga Warna effectively utilizes digital platforms such as an e-commerce website, Instagram (@cmctigawarna), WhatsApp, and Facebook, contributing to a steady increase in visitors from 2022 to 2024. Visitors come from Malang, other regions of Indonesia, and abroad, particularly those interested in coastal ecosystem management and mangrove conservation. The site is easily accessible by both private and rented vehicles. Visitors express high satisfaction with the range of ecotourism activities offered, including mangrove nursery programs, mangrove planting, snorkeling, diving, canoeing, and eco-brick production. A key feature is the waste management policy, which requires visitors to manage their own waste, reinforcing the site’s commitment to sustainability. The study concludes that high visitor satisfaction is strongly linked to a higher likelihood of return visits to CMC Pantai Tiga Warna. Managed by the Sendang Biru community under Green Technology Marketing, the site integrates environmental sustainability with digital innovation. This communitybased approach has given the site a competitive edge, making it a leading example of sustainable ecotourism in South Malang.