Green Tourism Communication Through Social Media: A Case Study of Jatiluwih UNESCO Heritage Site

DOI

10.2991/978-94-6463-882-0_71How to use a DOI?

Keywords

Green Tourism; Social Media Communication; UNESCO Heritage Site Jatiluwih

Abstract

This phenomenological study explores green tourism communication strategies at Jatiluwih UNESCO Heritage Site, examining how stakeholders’ understanding of sustainability principles influences digital communication practices through social media platforms. Using qualitative methodology, data were collected through semi-structured interviews with DTW Jatiluwih management and social media teams (n=2–5), systematic digital content analysis across Instagram, Facebook, TikTok, and the official website over 12 months, and direct observation of content creation processes. The research reveals that stakeholders conceptualize green tourism as “environmentally conscious tourism prioritizing destination sustainability for future generations”, integrating environmental preservation, cultural conservation, and community empowerment through the indigenous Tri Hita Karana philosophy. Content analysis shows four distinct communication categories: terraced landscape visuals (40%), Subak system education (30%), sustainable agricultural activities (20%), and traditional ceremonies (10%). The study demonstrates a hierarchical yet participatory communication structure facilitating stakeholder collaboration from farmers to social media publication, achieving 85-95% platform effectiveness rates and authentic community engagement evidenced by 112,000 hashtag posts. These findings contribute to sustainable tourism communication theory by proving that indigenous philosophical frameworks enhance rather than constrain contemporary digital marketing effectiveness. The research offers heritage destinations a validated framework for developing communication strategies that honour cultural authenticity while achieving contemporary marketing objectives, demonstrating that successful sustainable tourism marketing emerges from genuine integration of local values with modern communication technologies.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - I Made Widiantara
AU  - Kadek Dwi Cahaya Putra
AU  - Ni Putu Lianda Ayu Puspita
AU  - Ni Wayan Wahyu Astuti
PY  - 2025
DA  - 2025/11/14
TI  - Green Tourism Communication Through Social Media: A Case Study of Jatiluwih UNESCO Heritage Site
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
PB  - Atlantis Press
SP  - 623
EP  - 633
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-882-0_71
DO  - 10.2991/978-94-6463-882-0_71
ID  - Widiantara2025
ER  -