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

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