Sustainable Digital Marketing Model for Nature-Based Tourism Destinations: Can Digital Content and Technology Meet the Expectations of Visitors in Karo Regency?

Abstract

Global population growth and advances in technological innovation are key characteristics of economic development. Digitalization and increased consumption demand green competitive advantages. Sustainability is a major determinant of tourism competitiveness. Karo is a highland regency dominated by mountainous landscapes and is one of the prime tourism destinations in North Sumatra. However, Wi-Fi services and signal coverage are limited at nature-based tourist attractions, which helps preserve a more natural identity and supports conservation. Each supply chain supports integrated and sustainable activities, and environmentally friendly models are promoted to maintain sustainability. Influencer marketing within the creator economy has grown to support tourism activities, with short video content designed to quickly capture tourists’ interest. There is still limited digital content reviewing Karo’s tourist attractions, especially given the difficulty of signal reception in nature-based destinations, even though they are close to urban areas, raising questions about whether Karo tourism is being neglected. This study aims to develop a digital model for sustainable tourism in Karo. It offers novelty in examining digital content marketing at nature-based tourism destinations and its impact on tourists’ digital satisfaction. Using 243 samples, the results identify an appropriate digital marketing model to achieve digital tourist satisfaction. Potential visitors are predominantly aged 21–30 years, students, and unmarried. They typically travel with friends, seek information about tourist destinations through social media, spend one day at the destination, travel 1–2 times per year, use motorcycles as their main mode of transportation, and prefer nature-based tourism activities (91%). In this study, 91% of the variables are interrelated and have direct effects.