Strengthening Environmental Education through Beach Cleanup Action Program to Support Sustainable Tourism

Abstract

Corporate Social Responsibility (CSR) is essential for sustainable tourism development in Bali beach because it bridges the gap between profitability and responsibility of any corporation. CSR in sustainable tourism integrates environmental protection and local economic development through initiatives like beach clean-ups, environmental education and sustainable resource management. This study aims to analyze a company's activities in supporting environmental cleanliness education in coastal areas on the island of Bali. The framework of thought is corporate social responsibility, environmental communications, green banking, sustainable tourism, legitimacy theory and stakeholder theory. Corporate social responsibility activities can enhance the company’s image and attract travellers who care about sustainable tourism. Sustainable tourism is more than just environmental conservation of a natural area, but that is must address the quality of life. Sustainable tourism is about making all travellers more compatible with the needs and resources of a destination area. The research method used is descriptive qualitative research with data collection techniques through digital media like BNI website, filantra website, bisnis website, and USAID Sustainable Ecosystems Advanced Project Report. The sampling time frame is from January 2026 to March 2026. The results show that National Bank of Indonesia (BNI) namely the green banking has successfully executed an environmental care program in coastal areas in Bali as Beach Cleanup Action. BNI holds a clean-up action at Mertasari Beach, together with around 200 volunteers from local community. The implementation of this research aims to reduce environmental pollution around the beaches in Bali and improve the company's image in the eyes of its public.