Bridging Cultures Through Screens: ASEAN Youth Collaboration in Green Economy for Sustainable on Promotion of Tourism Via Social Media

Abstract

This study investigates the role of social media in advocating sustainability and driving the green economy in the tourism sector, particularly among ASEAN youth, notably in Indonesia. Through surveys and interviews with youth from various ASEAN countries, the research highlights the significant impact of daily interactions with social media platforms such as Instagram, TikTok, and Facebook, consistently averaging 3 hours and 26 minutes per day in Indonesia. The focus of the study is to understand how social media facilitates cross-cultural collaboration and supports sustainable tourism objectives in the ASEAN region. The analysis reveals a range of digital initiatives spearheaded by youth, from social media campaigns to the strategic use of hashtags to promote green tourism and increase participation in responsible tourism activities. Additionally, the study explores the complexities of leveraging social media to promote sustainable tourism, including challenges such as over-tourism and the dissemination of inaccurate information. The analysis provides strategic insights aimed at tourism stakeholders, policymakers, and local communities to optimize the use of social media by ASEAN youth in advancing the goals of the green economy and sustainable tourism paradigm. This research makes a significant contribution to understanding how ASEAN youth, particularly in Indonesia, utilize social media to promote sustainable tourism practices. It is hoped that the findings and insights generated will serve as a foundation for policy and action at the local, national, and regional levels to strengthen the role of youth in driving sustainable tourism development in ASEAN.