This study aims to analyze the effect of marketing mix elements (7P marketing mix) on sustainable competitiveness in the tourism industry of Kasang Kulim Zoo. Increasing competition in the tourism sector requires destination managers to implement effective marketing strategies to maintain long-term competitive advantage. The study employed a descriptive quantitative approach using a survey method through questionnaires distributed to visitors. The research population consisted of all visitors to Kasang Kulim Zoo, with a total of 117,967 visits recorded in 2024. This study employs a non-probability sampling technique using a purposive sampling approach based on specific criteria, namely respondents who have visited at least once, are over 18 years old, and are willing to participate. The sample size determination referred to Roscoe’s rule of thumb, which suggests 10–15 times the number of variables. With 8 research variables, the minimum sample obtained was 120 respondents. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that Product, Price, Promotion, People, and Partnership have a positive and significant effect on Sustainable Competitiveness. Product is the most dominant variable, indicating that quality, service variety, and visitor experience play a crucial role in creating differentiation and encouraging repeat visits. Appropriate pricing enhances perceived value, promotion expands market reach, human resource quality increases satisfaction, and partnerships strengthen networks and operational efficiency. In contrast, Place (Distribution Channel) and Programming do not have a significant effect, indicating the need to optimize information access, service distribution, and program innovation to support long-term competitive advantage..
