This study aims to identify and evaluate the current marketing model of the tourism industry component in Bali, analyze the positive and negative impacts of the marketing model of the current tourism industry component in Bali, and arrange possible marketing model innovations in the tourism industry component in Bali. In this qualitative study, data were collected through interviews, observations, FGDs with marketers, literature review and internet site search for an accommodation business to see things related to marketing practices. The data is examined using the triple bottom line theory, legitimacy, stakeholders and agency. The positive impact of the current marketing model is economic growth, the achievement of Return on Investment, business continuity, and Increasing Market Share. The negative impacts are environmental and socio-cultural. The accommodation service provider industry in Bali currently mainly operates a marketing model that focuses on economic aspects, so an innovative marketing model is proposed to respond to the negative impacts caused by the marketing model currently applied by most accommodation businesses in Bali. The sustainable marketing innovation model is an innovative marketing model that is carried out to meet the performance of all stakeholders, including customers, and does not neglect the interests of future generations. Suggestions for marketing practitioners and the government are advised to transform the model so increasingly evident of their contribution to sustainable tourism development in Bali and to arrange the business in line with the marketing spirit of 7P +.