Digital Promotion as a Catalyst for Sustainable Tourism: Examining Digital Awareness, Tourist Behaviour, and Eco-Destination Visibility in Ranipuram, Kasaragod, Kerala

Abstract

Sustainable tourism balances environmental protection and economic growth in ecologically sensitive areas. This paper analyses digital interventions to raise awareness of sustainable tourism in Ranipuram, a biodiverse hill tourism site in the Kasaragod district of Kerala. Apart from its features, the area lacks digital promotion and sustainable practices. The study used mixed methods, including an empirical survey (n = 115), secondary data and statistical analysis. Descriptive statistics, independent sample t-test, and chi-square tests were conducted as quantitative tools. As for the hypothesis testing, a relationship between the number of digital interventions and the development of sustainable tourism awareness was statistically significant (p < 0.05). Individuals aged 18 to 35 years often use Instagram and YouTube, followed by Facebook, for responsible tourism awareness campaigns. Challenges highlighted include a poor digital media presence, inadequate localised content, and the absence of digital marketing campaigns. This research indicates that awareness of responsible tourism can be fostered through interactive content, collaboration with digital influencers, virtual tours, and digital marketing campaigns. It is suggested that government agencies, the tourism department, and digital marketers come together to develop sustainable digital marketing campaigns for this new eco-sensitive destination.