The economic life of the community during the Covid 19 pandemic experienced a decline due to restrictions on community activities both on a large scale and on a micro scale. The decline in community income due to decreased economic activity, which mostly comes from the tourism sector on the island of Bali, especially for Denpasar as the provincial capital, certainly has an impact on family financial management behavior. The location of this research is in Denpasar City using quantitative methods and the analysis technique used is multiple linear regression.           The method used in this study is a survey method using online questionnaires as a tool for data collection with 65 respondents. Financial knowledge has an unstandardized beta value of 0.715 which is the highest value compared to the other three variables so that in this study financial knowledge is the dominant variable affecting family financial management behavior during the pandemic. Thus it is very important to increase knowledge about finance that is not only obtained from educational institutions. but can be obtained from family, society and from social media.

<p>Sustainable tourism development leads to the use of natural and human resources for the long term. The success of the economic development of a region requires cooperation between the community and the government in utilizing existing resources. The island of Bali is known for its various tourism potentials consisting of natural and cultural tourism. There is one area in Tabanan Regency to be precise in Lumbung Village which has several tourism and cultural potentials but is not yet known and developed. The importance of optimizing the potential of an area is one of the efforts to improve the welfare of the community and to preserve its customs and culture. Marketing efforts of a region require the role of various parties and receive government support. This is expected to build community-based sustainable tourism. This social humanities research is explorative-qualitative in nature with the findings being reduced and analyzed using a marketing mix consisting of Product,Price, Place, Promotion, Physical Evidence, People and Process and analyzing 4A of tourist destinations ( attraction, access, facilities /amenities, and supporting institutions /ancillary. Data retrieval through indepth interviews with current village leaders and the Head of Community Empowerment Institutions to obtain information about the efforts that havebeen made in marketing tourism potential in Lumbung Village. Research results Marketing efforts for Lumbung Village tourism potential by taking into account the elements of the mix marketing and the principles of socio-cultural, environmental and economic tourism. Principles of sustainable tourism in Lumbung Village: preserving traditional values while maintaining culture, biodiversity, maintaining the beauty of the rural atmosphere, and improving the community's economy.</p><p> </p><p>Keywords: Marketing Mix, Tourism potential, Sustainable tourism</p>