The Evolution of Green Tourism Marketing in Eastern Indonesia: From Conservation Campaigns to the Digital Creative Economy

Mirah Helen Rogi; Stanss L. H. V. J. Lapian; Willem J. F. A. Tumbuan; Bode Lumanauw; Imelda W. J. Ogi

doi:10.55927/eajmr.v4i12.515

Authors

Mirah Helen Rogi Sam Ratulangi University
Stanss L. H. V. J. Lapian Sam Ratulangi University
Willem J. F. A. Tumbuan Sam Ratulangi University
Bode Lumanauw Sam Ratulangi University
Imelda W. J. Ogi Sam Ratulangi University

DOI:

https://doi.org/10.55927/eajmr.v4i12.515

Keywords:

Sustainable Tourism, Social Commerce, Authenticity, Gen-Z Travelers, Indonesia

Abstract

As platformized media transform how travelers discover and evaluate destinations, sustainability claims gain traction only when they appear authentic, socially present, and culturally grounded. This conceptual paper synthesizes historical developments and theory to explain how green tourism marketing has evolved from Conservation Campaigns to Value Reframing and, ultimately, to Platform Co-Creation characterized by short-video storytelling, live interaction, and user-generated verification. We propose a mechanism—Authenticity → Social Presence/Trust → Engagement → Loyalty—showing how entrepreneurial marketing capabilities such as agility, vernacular storytelling, and micro-collaboration translate sustainability into social identity and repeat behaviors while heightening accountability against greenwashing. The paper identifies capability bundles for destinations and operators, including authenticity signaling systems, platform choreography, and community management. The Eastern Indonesian case illustrates a broader shift toward participatory, creator-aligned sustainability branding.

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