Analyzing the Green Marketing Mix through Social Media in Community-based Agrotourism Development to Support Carrying Capacity: A Case Study in Wates Jaya Tourism Village, West Java

Tourism growth in Bogor has intensified pressure on established destinations, creating a need for community-based alternatives that can support local livelihoods while respecting environmental carrying capacity. This study examines how the Green Marketing Mix—product, price, place, and promotion—can be integrated with social media in the development of community-based agrotourism in Wates Jaya Tourism Village, West Java. A qualitative case-study approach was used, drawing on in-depth interviews, field observations, source triangulation, SWOT analysis, and the Green Marketing Mix framework. The findings show that Wates Jaya combines natural attractions with agricultural resources, including coffee, mina padi rice-fish farming, Trigona honey, and agricultural-waste utilisation. Green Product strategies can convert these resources into educational tourism experiences, while Green Price can incorporate local welfare and conservation considerations. Green Place positions the village as an alternative to congested tourism areas in Bogor, and Green Promotion uses social media to communicate environmental values and reach relevant visitor segments. However, limited digital literacy, low community participation, internal social tensions, and incomplete agricultural data constrain implementation. The study indicates that stronger community coordination, youth-led digital management, clearer spatial planning, and integrated promotion are important for aligning tourism development with local economic needs and ecological limits. The proposed approach supports agrotourism development without expanding agricultural land into protected areas.