Ecotourism and Digital Marketing: Bridging The Gap Between Travelers and Sustainable Practices
DOI:
https://doi.org/10.47747/fmiic.vi2.2934Abstract
This study aims to explore the interrelationships between digital marketing strategies—such as social media, search engine optimization, and mobile applications—and their impact on ecotourism, environmental conservation, and education. Employing a quantitative research design, a structured questionnaire was distributed to 460 travelers visiting key ecotourism destinations in Indonesia, with data analyzed using structural equation modeling (SEM). The findings reveal significant positive relationships between digital marketing strategies and ecotourism outcomes, particularly in enhancing destination image and promoting environmental conservation, although issues of discriminant validity were noted among certain constructs. The study underscores the importance of distinct and well-defined constructs in digital marketing strategies for ecotourism, recommending that stakeholders develop unique marketing approaches to enhance effectiveness. This research contributes to the existing literature by providing empirical evidence of the impact of digital marketing on ecotourism outcomes and highlights the need for clear construct definitions, offering valuable insights for policymakers and practitioners in fostering sustainable tourism development.
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