<![CDATA[Digital marketing for nature-based tourism in protected forests in Indonesia must balance the economic interests of local communities with the need to conserve ecosystems. Bukit Kendeng, located within Forest Register 21 in Pesawaran Regency, Lampung Province, represents a relevant case, as the area has gained popularity on social media more rapidly than the government’s capacity to regulate and manage digital content and social media activities. This study aims to develop a conservation ethics-based digital marketing communication model that avoids excessive promotional practices, promotes balanced content, upholds local values, and supports the conservation of protected forests. The study employs a systematic literature review using the PRISMA 2020 framework, drawing on literature published in Scopus-indexed Quartile 1 (Q1) and Quartile 2 (Q2) journals and integrating the findings with a contextual case study of Bukit Kendeng. Based on the fourteen literature sources reviewed, three main pillars of the marketing communication framework were identified: conservation ethics, content strategy, and collaborative digital governance. These three pillars are integrated into a framework that positions tourism awareness groups (Kelompok Sadar Wisata/Pokdarwis), forestry authorities, and village governments as key actors in safeguarding community economic sustainability, environmental conservation, and ethical digital content practices. This study develops a theoretical framework for integrating digital marketing communication with conservation principles in the context of community-based tourism in protected forest areas in Indonesia. It also proposes a practical framework that can serve as a reference for planning and managing digital tourism communication in similar protected forest destinations across Indonesia.]]>
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