Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)

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Sustainable Ecotourism Digital Marketing Strategies: A Systematic Literature Review

Authors
Levi Kusuma Putra1, *, Diah Natalisa2, Ahmad Maulana3
1Doctoral Program of Management Science, Faculty of Economics, Sriwijaya University, Palembang, 30139, Indonesia
2Magister Program of Management Science, Faculty of Economics, Sriwijaya University, Palembang, 30139, Indonesia
3Study Program of Undergraduate Management, Faculty of Economics, Sriwijaya University, Palembang, 30139, Indonesia
*Corresponding author. Email: levytranggano@gmail.com
Corresponding Author
Levi Kusuma Putra
Available Online 23 February 2026.
DOI
10.2991/978-94-6463-994-0_24How to use a DOI?
Keywords
Marketing; Digital Marketing; Ecotourism; Marketing Strategy
Abstract

Ecotourism is a form of sustainable tourism that aims to support environmental conservation, improve the welfare of local communities, and provide educational experiences for tourists. This study aims to explore sustainable digital marketing strategies in ecotourism through a Systematic Literature Review (SLR) approach based on the PRISMA protocol. The study focused on digital strategies, the effectiveness of digital platforms such as social media, websites, and influencers, and implementation challenges in underdeveloped areas. Articles were collected from scientific databases such as Scopus, ScienceDirect, Google Scholar, DOAJ, and Garuda, with the inclusion criteria being empirical publications (2013-2024). The findings indicate that digital marketing strategies are effective in promoting ecotourism, attracting tourists, and reinforcing environmental and social sustainability values. Instagram and TikTok are the primary promotional media through local storytelling and influencer collaboration. Websites and online booking platforms also strengthen destination credibility, despite challenges with professional management and digital literacy. Influencers and travel bloggers are crucial in promoting ecotourism with educational conservation content. The main challenges are low digital infrastructure and literacy, but community approaches and ongoing training show great potential in effectively building local capacity.

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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Volume Title
Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
23 February 2026
ISBN
978-94-6463-994-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-994-0_24How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Levi Kusuma Putra
AU  - Diah Natalisa
AU  - Ahmad Maulana
PY  - 2026
DA  - 2026/02/23
TI  - Sustainable Ecotourism Digital Marketing Strategies: A Systematic Literature Review
BT  - Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)
PB  - Atlantis Press
SP  - 358
EP  - 371
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-994-0_24
DO  - 10.2991/978-94-6463-994-0_24
ID  - Putra2026
ER  -