THE IMPACT OF COMMUNITY ENGAGEMENT, SOCIAL MEDIA, ECOTOURISM POLICIES, AND INNOVATION ON SUSTAINABLE TOURISM DEVELOPMENT IN THE MERATUS TAHURA SULTAN ADAM MANDIANGIN GEOPARK, SOUTH KALIMANTAN

Abstract

Objective: Sustainable tourism in the Meratus Tahura Sultan Adam Mandiangin Geopark is influenced by various factors, including community engagement, social media, ecotourism policies, and innovation. This research examines the impact of integrating these elements on sustainable tourism development in the region. Theoritical Framework: This research examines community engagement as a key factor in tourism development. The involvement and participation of local communities creates a sense of belonging, strengthens cultural identity, and supports environmental conservation. This research analyzes how this linkage encourages active community participation in managing tourism destinations, thereby promoting sustainability. The role of social media in influencing tourists' perceptions and interests cannot be ignored. Digital platforms provide space for positive promotions, but can also be a source of challenges if not managed wisely. This research examines how the use of social media can increase the visibility of the Meratus Geopark, while maintaining a balance between promotion and preservation. Ecotourism policies that are measurable and based on sustainability principles are an important foundation. Analysis of policies that have been implemented in the Meratus Geopark provides an overview of how regulations and guidelines support sustainable tourism goals, as well as identifying opportunities for further development. Innovation in the tourism sector is a driver of significant change. This research explores how the use of technology and creative ideas can enhance tourists' experiences, while minimizing negative impacts on the environment and local culture. Method: This research uses a data collection method by distributing questionnaires using a Likert scale from respondents. This research also applies Smart-PLS 4 to analyze relationships between variables and test hypotheses. Results and Conslusion: The results of this research showed the influence of community engagement on sustainable tourism development with a T statistics value of 2.574 and a P value of 0.010, meaning it has a significant effect. The influence of social media on sustainable tourism development with a T statistics value of 3.008 and a P value of 0.003 means it has a significant effect. The influence of ecotourism policy on sustainable tourism development with a T statistics value of 2.241 and a P value of 0.025 means it has a significant effect. The influence of environmentally friendly organizational innovation on sustainable tourism development with a T statistics value of 3.808 and a P value of 0.0001 means it has a significant effect.