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All Journal JURNAL MANAJEMEN MOTIVASI
Urada, Christanto Nanga
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Social Media Marketing and Ecotourism Behavior in Marine Tourism: The Sequential Mediating Role of Environmental Knowledge and Environmental Perceived Value Taryati Sukmawati; Urada, Christanto Nanga; Trisnawati , Ema; Megawati
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8920

Abstract

This study examines whether social media marketing (SMM) influences ecotourism behavior (EB) at marine tourism destinations in West Kalimantan, Indonesia, through sequential mediation of environmental knowledge (EK) and environmental perceived value (EPV) within the S-O-R framework. PLS-SEM analysis of 355 respondents across Pulau Lemukutan, Pulau Temaju, and Pantai Temajuk reveals that SMM has no direct effect on EB but operates through two full mediation channels: a cognitive path via EK and an evaluative path via EPV. This establishes a boundary condition where ecotourism behavior requires cognitive-evaluative processing. Destination managers should prioritize educational content and ecological value-building over promotional strategies. Keywords: Social Media Marketing; Ecotourism Behavior; Environmental Knowledge; Environmental Perceived Value; Marine Tourism; S-O-R Framework; PLS-SEM
Co-Authors Megawati Sukmawati, Taryati Trisnawati , Ema