Green Marketing and Digital Engagement as Drivers of Sustainable Tourism Destination Competitiveness in North Minahasa
Keywords:
green marketing, digital engagement,, destination competitiveness, sustainable tourism, North Minahasa
Abstract
North Minahasa combines coastal, marine, cultural, and community-based tourism assets with the strategic visibility of Likupang, yet destination competitiveness increasingly depends on how visitors evaluate environmental credibility and digital interaction. This study examines green marketing and digital engagement as parallel predictors of perceived sustainable tourism destination competitiveness. We surveyed 250 tourists who had visited destinations in North Minahasa and had used digital media for tourism information or interaction. The instrument contained 41 items covering green marketing, digital engagement, and destination competitiveness. Multiple regression produced a significant model, F(2, 247) = 109.676, p < .001, explaining 47.0% of the variance in competitiveness. Green marketing showed a positive effect (B = .383, beta = .321, p < .001), while digital engagement produced a stronger relative effect (B = .472, beta = .446, p < .001). Robust standard errors and demographic controls preserved both relationships. The findings position environmental value and digital interaction as distinct but complementary market-facing capabilities. Destination managers should therefore align credible sustainability practices with responsive, evidence-based digital communication rather than treat environmental promotion and online engagement as separate campaigns.
References
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Font, X., Andreu, L., Mattila, A. S., & Aldas-Manzano, J. (2025). Sustainability information overload: Its effect on customers' greenwashing perceptions, perceived value, and behavioral intentions. Journal of Hospitality and Tourism Management, 62, 196-204. https://doi.org/10.1016/j.jhtm.2025.01.013
Frías-Jamilena, D. M., Polo-Pena, A. I., Peco-Torres, F., & Sabiote-Ortiz, C. M. (2024). Can co-creating a slow destination image boost sustainability? Journal of Destination Marketing & Management, 32, 100898. https://doi.org/10.1016/j.jdmm.2024.100898
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Han, H., Chua, B.-L., & Fakfare, P. (2024). Special issue: Green marketing: Consumption and development of sustainable tourism and hospitality. Journal of Travel & Tourism Marketing, 41(4), 451-452. https://doi.org/10.1080/10548408.2024.2334569
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609. https://doi.org/10.1016/j.tourman.2016.09.015
Hendrika, K. P., Aprilani, D., & Yandes, J. (2026). The influence of green marketing, environmental awareness, and perceived value on sustainable purchase intention: A study of customers at Cafe Energi Positif in Bandar Lampung. International Journal of Economics, Business and Innovation Research, 5(04), 2479-2500. https://doi.org/10.63922/ijebir.v5i04.4657
Hussain, K., Alam, M. M. D., Malik, A., Tarhini, A., & Al Balushi, M. K. (2024). From likes to luggage: The role of social media content in attracting tourists. Heliyon, 10(19), e38914. https://doi.org/10.1016/j.heliyon.2024.e38914
Kapoor, P. S. (2026). Destination sustainability communication: The role of hope and shame in social media engagement and visit intentions. Consumer Behavior in Tourism and Hospitality, 21(4), 624-641. https://doi.org/10.1108/CBTH-03-2025-0062
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Oktavia, S., & Syaefulloh, S. (2026). Viral marketing and electronic word-of-mouth influencing visiting decisions for Pacu Jalur events in Kuantan Singingi. International Journal of Economics, Business and Innovation Research, 5(05), 5457-5467. https://doi.org/10.63922/ijebir.v5i05.6698
Pachucki, C., Grohs, R., & Scholl-Grissemann, U. (2022). Is nothing like before? COVID-19-evoked changes to tourism destination social media communication. Journal of Destination Marketing & Management, 23, 100692. https://doi.org/10.1016/j.jdmm.2022.100692
Papagiannakis, G. E., Vlachos, P. A., Koritos, C. D., & Kassinis, G. I. (2024). Are publicly traded tourism and hospitality providers greenwashing? Tourism Management, 103, 104893. https://doi.org/10.1016/j.tourman.2024.104893
Pike, S., & Page, S. J. (2014). Destination marketing organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227. https://doi.org/10.1016/j.tourman.2013.09.009
Poa, D. S. M. (2025). Enhancing destination competitiveness: A thematic approach to nature-based tourism in Sikka Regency, East Nusa Tenggara Province. International Journal of Economics, Business and Innovation Research, 4(02), 494-503. https://doi.org/10.63922/ijebir.v4i02.1621
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. https://doi.org/10.1037/0021-9010.88.5.879
Qiu, L., Li, X., & Choi, S.-H. (2024). Exploring the influence of short video platforms on tourist attitudes and travel intention: A social-technical perspective. Journal of Destination Marketing & Management, 31, 100826. https://doi.org/10.1016/j.jdmm.2023.100826
Rasul, T., Santini, F. de O., Lim, W. M., Buhalis, D., Ramkissoon, H., Ladeira, W. J., Pinto, D. C., & Azhar, M. (2025). Tourist engagement: Toward an integrated framework using meta-analysis. Journal of Vacation Marketing, 31(4), 845-867. https://doi.org/10.1177/13567667241238456
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Rodrigues, S., Correia, R., Goncalves, R., Branco, F., & Martins, J. (2023). Digital marketing's impact on rural destinations' image, intention to visit, and destination sustainability. Sustainability, 15(3), 2683. https://doi.org/10.3390/su15032683
Sharmin, F., Sultan, M. T., Badulescu, D., Badulescu, A., Borma, A., & Li, B. (2021). Sustainable destination marketing ecosystem through smartphone-based social media: The consumers' acceptance perspective. Sustainability, 13(4), 2308. https://doi.org/10.3390/su13042308
So, K. K. F., Wei, W., & Martin, D. (2021). Understanding customer engagement and social media activities in tourism: A latent profile analysis and cross-validation. Journal of Business Research, 129, 474-483. https://doi.org/10.1016/j.jbusres.2020.05.054
Syatria, R., Fihartini, Y., & Pandjaitan, D. R. H. (2025). The role of tourism destination attributes in enhancing tourist loyalty through service quality experience at Tanjung Setia Beach Tourism Area, Pesisir Barat Regency, Lampung. International Journal of Economics, Business and Innovation Research, 5(01), 304-314. https://doi.org/10.63922/ijebir.v5i01.2637
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Wu, D., Li, H., & Wang, Y. (2023). Measuring sustainability and competitiveness of tourism destinations with data envelopment analysis. Journal of Sustainable Tourism, 31(6), 1315-1335. https://doi.org/10.1080/09669582.2022.2042699
Yang, Y., Ma, S., & Kirilenko, A. (2025). What destination videos can better engage viewers? Video analytics of destination marketing organizations' social media posts. Journal of Travel & Tourism Marketing, 42(9), 1204-1219. https://doi.org/10.1080/10548408.2025.2573426
Yu, J., Dickinger, A., & Egger, R. (2024). Leveraging emojis as visual semiotics for enhanced engagement in destination marketing. Journal of Destination Marketing & Management, 33, 100925. https://doi.org/10.1016/j.jdmm.2024.100925
Abbasi, A. Z., Tsiotsou, R. H., Hussain, K., Rather, R. A., & Ting, D. H. (2023). Investigating the impact of social media images' value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach. Journal of Retailing and Consumer Services, 71, 103231. https://doi.org/10.1016/j.jretconser.2022.103231
Adelia, C., Roslina, & Shofa, F. (2026). The influence of attitude, subjective norms, and perceived behavioral control on sustainable tourism intention. International Journal of Economics, Business and Innovation Research, 5(04), 2890-2905. https://doi.org/10.63922/ijebir.v5i04.4892
Ai, J., Yan, L., Hu, Y., & Liu, Y. (2022). An investigation into the effects of destination sensory experiences at visitors' digital engagement: Empirical evidence from Sanya, China. Frontiers in Psychology, 13, 942078. https://doi.org/10.3389/fpsyg.2022.942078
Akram, U., Lavuri, R., Bilal, M., Hameed, I., & Byun, J. (2024). Exploring the roles of green marketing tools and green motives on green purchase intention in sustainable tourism destinations: A cross-cultural study. Journal of Travel & Tourism Marketing, 41(4), 453-471. https://doi.org/10.1080/10548408.2023.2293022
Aktan, M., Zaman, U., Raza, S. H., & Koc, E. (2024). Demystifying tourists' intentional readiness for net zero transformation through environmental knowledge, conspicuous altruism, and greenwashing perceptions. Asia Pacific Journal of Tourism Research, 29(4), 495-514. https://doi.org/10.1080/10941665.2024.2333497
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240, 104025. https://doi.org/10.1016/j.actpsy.2023.104025
Badan Pusat Statistik Provinsi Sulawesi Utara. (2026). Statistik Pariwisata Provinsi Sulawesi Utara 2025. BPS Provinsi Sulawesi Utara.
Barbosa, A. de P. A., Fischmann, A. A., & Costa, B. K. (2024). Tourism competitiveness and social progress: A systematic literature review. Journal of Hospitality and Tourism Management, 59, 309-323. https://doi.org/10.1016/j.jhtm.2024.05.004
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. https://doi.org/10.1177/014920639101700108
Bilynets, I., & Knezevic Cvelbar, L. (2022). Tourist pro-environmental behaviour: The role of environmental image of destination and daily behaviour. Annals of Tourism Research Empirical Insights, 3(2), 100070. https://doi.org/10.1016/j.annale.2022.100070
Blanco-Moreno, S., Gonzalez-Fernandez, A. M., Munoz-Gallego, P. A., & Casalo, L. V. (2024). Understanding engagement with Instagram posts about tourism destinations. Journal of Destination Marketing & Management, 34, 100948. https://doi.org/10.1016/j.jdmm.2024.100948
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703
Chen, J., Wu, J., Wang, D., & Stantic, B. (2025). Beyond static rankings: A tourist experience-driven approach to measure destination competitiveness. Tourism Management, 106, 105022. https://doi.org/10.1016/j.tourman.2024.105022
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.
Crouch, G. I. (2011). Destination competitiveness: An analysis of determinant attributes. Journal of Travel Research, 50(1), 27-45. https://doi.org/10.1177/0047287510362776
Cuić Tanković, A., & Mušanović, J. (2022). Exploring direct and indirect effects of sustainability communication on destination reputation. Journal of Destination Marketing & Management, 25, 100729. https://doi.org/10.1016/j.jdmm.2022.100729
Dwyer, L., & Kim, C. (2003). Destination competitiveness: Determinants and indicators. Current Issues in Tourism, 6(5), 369-414. https://doi.org/10.1080/13683500308667962
Firman, A., Moslehpour, M., Qiu, R., Lin, P.-K., Ismail, T., & Rahman, F. F. (2023). The impact of eco-innovation, ecotourism policy and social media on sustainable tourism development: Evidence from the tourism sector of Indonesia. Economic Research-Ekonomska Istrazivanja, 36(2), 2143847. https://doi.org/10.1080/1331677X.2022.2143847
Font, X., Andreu, L., Mattila, A. S., & Aldas-Manzano, J. (2025). Sustainability information overload: Its effect on customers' greenwashing perceptions, perceived value, and behavioral intentions. Journal of Hospitality and Tourism Management, 62, 196-204. https://doi.org/10.1016/j.jhtm.2025.01.013
Frías-Jamilena, D. M., Polo-Pena, A. I., Peco-Torres, F., & Sabiote-Ortiz, C. M. (2024). Can co-creating a slow destination image boost sustainability? Journal of Destination Marketing & Management, 32, 100898. https://doi.org/10.1016/j.jdmm.2024.100898
Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192-3198. https://doi.org/10.1016/j.jbusres.2015.12.008
Gheorghe, G., Tudorache, P., & Rosca, I. M. (2023). The contribution of green marketing in the development of a sustainable destination through advanced clustering methods. Sustainability, 15(18), 13691. https://doi.org/10.3390/su151813691
Gonzalez-Rodriguez, M. R., Diaz-Fernandez, M. C., & Pulido-Pavon, N. (2023). Tourist destination competitiveness: An international approach through the travel and tourism competitiveness index. Tourism Management Perspectives, 47, 101127. https://doi.org/10.1016/j.tmp.2023.101127
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: Foundations and developments. Electronic Markets, 25(3), 179-188. https://doi.org/10.1007/s12525-015-0196-8
Han, H., Chua, B.-L., & Fakfare, P. (2024). Special issue: Green marketing: Consumption and development of sustainable tourism and hospitality. Journal of Travel & Tourism Marketing, 41(4), 451-452. https://doi.org/10.1080/10548408.2024.2334569
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609. https://doi.org/10.1016/j.tourman.2016.09.015
Hendrika, K. P., Aprilani, D., & Yandes, J. (2026). The influence of green marketing, environmental awareness, and perceived value on sustainable purchase intention: A study of customers at Cafe Energi Positif in Bandar Lampung. International Journal of Economics, Business and Innovation Research, 5(04), 2479-2500. https://doi.org/10.63922/ijebir.v5i04.4657
Hussain, K., Alam, M. M. D., Malik, A., Tarhini, A., & Al Balushi, M. K. (2024). From likes to luggage: The role of social media content in attracting tourists. Heliyon, 10(19), e38914. https://doi.org/10.1016/j.heliyon.2024.e38914
Kapoor, P. S. (2026). Destination sustainability communication: The role of hope and shame in social media engagement and visit intentions. Consumer Behavior in Tourism and Hospitality, 21(4), 624-641. https://doi.org/10.1108/CBTH-03-2025-0062
Lesmana, H., Sugiarto, S., Yosevina, C., & Widjojo, H. (2022). A competitive advantage model for Indonesia's sustainable tourism destinations from supply and demand side perspectives. Sustainability, 14(24), 16398. https://doi.org/10.3390/su142416398
Malhana, M., & Dewani, P. P. (2023). Customer engagement on social networking sites: An experimental analysis in the tourism and hospitality sector. Current Issues in Tourism, 26(12), 1915-1940. https://doi.org/10.1080/13683500.2022.2071685
Marchi, V., Marasco, A., & Apicerni, V. (2023). Sustainability communication of tourism cities: A text mining approach. Cities, 143, 104590. https://doi.org/10.1016/j.cities.2023.104590
Ministry of Tourism, Republic of Indonesia. (n.d.). Likupang and its exotic coastal attractions. Indonesia Travel. https://www.indonesia.travel/
Oktavia, S., & Syaefulloh, S. (2026). Viral marketing and electronic word-of-mouth influencing visiting decisions for Pacu Jalur events in Kuantan Singingi. International Journal of Economics, Business and Innovation Research, 5(05), 5457-5467. https://doi.org/10.63922/ijebir.v5i05.6698
Pachucki, C., Grohs, R., & Scholl-Grissemann, U. (2022). Is nothing like before? COVID-19-evoked changes to tourism destination social media communication. Journal of Destination Marketing & Management, 23, 100692. https://doi.org/10.1016/j.jdmm.2022.100692
Papagiannakis, G. E., Vlachos, P. A., Koritos, C. D., & Kassinis, G. I. (2024). Are publicly traded tourism and hospitality providers greenwashing? Tourism Management, 103, 104893. https://doi.org/10.1016/j.tourman.2024.104893
Pike, S., & Page, S. J. (2014). Destination marketing organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227. https://doi.org/10.1016/j.tourman.2013.09.009
Poa, D. S. M. (2025). Enhancing destination competitiveness: A thematic approach to nature-based tourism in Sikka Regency, East Nusa Tenggara Province. International Journal of Economics, Business and Innovation Research, 4(02), 494-503. https://doi.org/10.63922/ijebir.v4i02.1621
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. https://doi.org/10.1037/0021-9010.88.5.879
Qiu, L., Li, X., & Choi, S.-H. (2024). Exploring the influence of short video platforms on tourist attitudes and travel intention: A social-technical perspective. Journal of Destination Marketing & Management, 31, 100826. https://doi.org/10.1016/j.jdmm.2023.100826
Rasul, T., Santini, F. de O., Lim, W. M., Buhalis, D., Ramkissoon, H., Ladeira, W. J., Pinto, D. C., & Azhar, M. (2025). Tourist engagement: Toward an integrated framework using meta-analysis. Journal of Vacation Marketing, 31(4), 845-867. https://doi.org/10.1177/13567667241238456
Ritchie, J. R. B., & Crouch, G. I. (2003). The competitive destination: A sustainable tourism perspective. CABI Publishing.
Rodrigues, S., Correia, R., Goncalves, R., Branco, F., & Martins, J. (2023). Digital marketing's impact on rural destinations' image, intention to visit, and destination sustainability. Sustainability, 15(3), 2683. https://doi.org/10.3390/su15032683
Sharmin, F., Sultan, M. T., Badulescu, D., Badulescu, A., Borma, A., & Li, B. (2021). Sustainable destination marketing ecosystem through smartphone-based social media: The consumers' acceptance perspective. Sustainability, 13(4), 2308. https://doi.org/10.3390/su13042308
So, K. K. F., Wei, W., & Martin, D. (2021). Understanding customer engagement and social media activities in tourism: A latent profile analysis and cross-validation. Journal of Business Research, 129, 474-483. https://doi.org/10.1016/j.jbusres.2020.05.054
Syatria, R., Fihartini, Y., & Pandjaitan, D. R. H. (2025). The role of tourism destination attributes in enhancing tourist loyalty through service quality experience at Tanjung Setia Beach Tourism Area, Pesisir Barat Regency, Lampung. International Journal of Economics, Business and Innovation Research, 5(01), 304-314. https://doi.org/10.63922/ijebir.v5i01.2637
Thong, J. Z., Lo, M. C., Ramayah, T., & Mohamad, A. A. (2022). The role of social media marketing in ecotourism: Perspectives of tourists visiting totally protected areas in Sarawak, Malaysia. Studies of Applied Economics, 40(1). https://doi.org/10.25115/eea.v40i1.6601
Wu, D., Li, H., & Wang, Y. (2023). Measuring sustainability and competitiveness of tourism destinations with data envelopment analysis. Journal of Sustainable Tourism, 31(6), 1315-1335. https://doi.org/10.1080/09669582.2022.2042699
Yang, Y., Ma, S., & Kirilenko, A. (2025). What destination videos can better engage viewers? Video analytics of destination marketing organizations' social media posts. Journal of Travel & Tourism Marketing, 42(9), 1204-1219. https://doi.org/10.1080/10548408.2025.2573426
Yu, J., Dickinger, A., & Egger, R. (2024). Leveraging emojis as visual semiotics for enhanced engagement in destination marketing. Journal of Destination Marketing & Management, 33, 100925. https://doi.org/10.1016/j.jdmm.2024.100925
Published
2026-10-28
How to Cite
Rogi, M., Palandeng, I. D., & Samadi, R. (2026). Green Marketing and Digital Engagement as Drivers of Sustainable Tourism Destination Competitiveness in North Minahasa. International Journal of Economics, Business and Innovation Research, 5(06), 2023-2046. https://doi.org/10.63922/ijebir.v5i06.7060
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Email : ijebir@citakonsultindo.or.id / editor.ijebir@gmail.com
