Issue |
E3S Web Conf.
Volume 611, 2025
2nd International Symposium on Environmental and Energy Policy (ISEEP 2024)
|
|
---|---|---|
Article Number | 02005 | |
Number of page(s) | 11 | |
Section | Energy, Environment Communication, and Awareness | |
DOI | https://doi.org/10.1051/e3sconf/202561102005 | |
Published online | 24 January 2025 |
The Intersection of Digital Marketing and Sustainable Tourism: A Study on Tour de Siak’s Promotion and Environmental Awareness
1 Communication Sciences, Universitas Riau, Pekanbaru Indonesia
2 School of Art, Communication and English, Faculty of Arts and Social Sciences, University of Sydney, Australia
* Corresponding author: chelsy.yesicha@lecturer.unri.ac.id
This research examines various digital communication platforms, including social media and official websites related to the Tour de Siak activities as efforts in digital marketing and sustainable tourism. The event aligns with the Siak Green program, which emphasizes the importance of environmentally conscious tourism practices. This strategic synergy aims to position Siak as a premier sports tourism destination and to encourage community involvement in the Tour de Siak series. By using qualitative methodologies such as interviews and literature reviews primary data sourced from event organizers and participants, complemented by secondary sources from authoritative reports. Thematic analysis was employed to identify key trends. The results underscore the need for a comprehensive and sustainable marketing framework in promoting sports tourism globally. Ultimately, this research positions Tour de Siak as a quintessential of Siak’s tourism identity integrating digital marketing to support sustainable tourism goals. However, its promotion has not effectively educated tourists on environmental conservation althrough strong digital promotional efforts supported by government bodies and the Indonesian Cycling Federation (PB ISSI). The organizers still have the opportunity to enhance the message that is explicitly connected to the Siak Green initiative in line with potential digital trends and future environmental sustainability outreach strategies.
© The Authors, published by EDP Sciences, 2025
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.