FROM AWARENESS TO ACTION: THE EFFECTIVENESS OF ONLINE SUSTAINABILITY CAMPAIGNS IN INFLUENCING ECOTOURISM CHOICES IN INDONESIA

Abstract

This research explores how online sustainability campaigns influence travel behavior among young Indonesian tourists, especially in the context of growing interest in ecotourism. As digital content becomes the main source of information for Gen Z travelers, social media campaigns around sustainability have the potential to shape tourism choices. The study aims to understand whether exposure to environmental messages online truly affects their interest in choosing eco-friendly destinations, accommodations, or experiences. Using a quantitative method, the research surveyed 140 respondents aged 18 to 28 who had previously come across sustainability-themed tourism content on platforms like Instagram and TikTok. The survey measured how often they encountered these campaigns, how much they trusted the message, and whether it influenced their travel preferences. The results showed that campaigns that are visually engaging, emotionally appealing, and delivered by relatable figures tend to have a stronger impact. Many respondents said they became more curious or even started considering switching to more sustainable travel options after seeing such content. However, the study also found that not all awareness leads to action. Factors like cost, limited availability of eco-friendly options, and unclear information can still hold travelers back. In conclusion, while online sustainability campaigns can effectively raise awareness and spark interest, stronger efforts in communication clarity, affordability, and accessibility are needed to turn that awareness into real behavior change. This insight is useful for tourism marketers, destination managers, and environmental advocates aiming to build more impactful messages that resonate with modern travelers and support broader goals in sustainable finance and responsible consumption.