Promoting Sustainable Tourism in “God’s Own Country” Kerala: The Role of Social Media

Abstract

This study investigated the use of social media platforms by Destination marketing organisations (DMOs) in Kerala, India, for promoting sustainable tourism. As digital marketing transforms the tourism industry, understanding how DMOs leverage social media to communicate sustainability messages becomes crucial. The research employed a qualitative approach, utilising netnographic methods to analyse social media content from selected Kerala DMOs. The study identified the social media platforms used for destination promotion and examined the types of sustainability-related content posted on their official accounts. Findings revealed that Instagram, Facebook, and X (formerly Twitter) were the predominant platforms used, with content focusing on showcasing natural beauty, promoting eco-friendly experiences, and highlighting community engagement initiatives. This research contributes to the literature on sustainable tourism marketing by exploring the intersection of social media strategies and sustainability communication in destination promotion. It also extends existing knowledge on how DMOs can effectively utilise digital platforms to foster responsible tourism practices. Furthermore, the study provides practical insights for DMOs seeking to enhance their digital marketing strategies in line with sustainability principles, potentially influencing tourist behaviour and destination management practices.