The Role of Social Media, Tourism Facilities, and Blue Economy in Promoting Sustainable Marine Tourism: A Case Study of Benan Island Village

Abstract

Integrating sustainable practices in marine tourism has become increasingly essential in promoting environmental stewardship and long- term economic benefits. This study explores how social media, tourism facilities, and the blue economy collectively influence visits to Benan Island Village, Indonesia. By employing a structural equation model (SEM), the research examines both direct and indirect relationships between variables. Results indicate that social media and tourism facilities significantly affect tourist visits, both directly and indirectly, through the mediating role of the blue economy. The findings suggest that promoting sustainable tourism practices, aligned with blue economy principles, not only attracts more visitors but also enhances their experience, fostering repeat visits. This study contributes to the growing body of knowledge on digital marketing strategies for sustainable tourism, offering practical implications for policymakers and stakeholders aiming to balance economic growth with environmental preservation in marine destinations.