Green Adaptation in Tourism Communication

A Comparative Visual Analysis of Jeju Island and Bali

DOI

10.2991/978-2-38476-620-8_28How to use a DOI?

Keywords

green adaptation; visual social semiotics; applied science; green communication skills; Jeju Island; Bali

Abstract

The most usual challenge in technology-based sustainability is getting people to adapt to green communication. Social media is filled with messages encouraging people to be environmentally friendly, but few, especially writers, have studied or researched visuals that connect them to real-life applications. This paper investigates how social media influencers on Jeju Island in South Korea and Bali, Indonesia, incorporate sustainable communication into green communication through their Instagram visual content. The community’s adaptation is also important. This study uses eight purposively selected visuals from each Instagram account. @visitjeju.en (representing official regional governance) and @kopernik.info (representing socio-environmental NGOs), with a time span between 2020 and 2025. The framework used is a qualitative comparative study based on Kress and van Leeuwen’s visual social semiotics. This study shows two different green communication paradigms. Jeju reflects institutional and macro-structured measures that encourage community compliance with certified environmental zoning and adequate infrastructure. Meanwhile, Bali shows the use of a community-based applied model through visual humanization. Based on these data, this paper formulates the Green Communication Skills Triad, consisting of eco-literacy translation framing, grassroots technical storytelling, and anti-greenwashing visual auditing. This formulation is expected to have an impact on policymakers and other audiences attempting to develop further ideas.

Copyright

© 2026 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  - Putri Ayu Ningtyas
PY  - 2026
DA  - 2026/10/23
TI  - Green Adaptation in Tourism Communication
BT  - Proceedings of the 8th International Conference of Vocational Education, Applied Science and Technology (ICVEAST 2026)
PB  - Atlantis Press
SP  - 355
EP  - 365
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-620-8_28
DO  - 10.2991/978-2-38476-620-8_28
ID  - Ningtyas2026
ER  -