Analyzing Digital Green Brand Image of Green Hotels in Bali: A Social Network Analysis Approach on the X platform

Abstract

The rapid growth of sustainable tourism has forced the hospitality industry in Bali to strengthen its "Green Brand Image" in the digital landscape. However, there is often a gap between a hotel's sustainability claims and public perception on social media. This study aims to analyze the digital green brand image of green hotels in Bali by mapping the structure of online conversations on X (Twitter). This study uses a Social Network Analysis (SNA) approach, with data collected through crawling techniques using specific keywords. The data is processed and visualized using Gephi software to identify key actors, influential nodes, and communication clusters. The findings of this study provide strategic insights for the tourism industry, particularly the hospitality industry in Bali, to evaluate their digital positioning, identify key opinion leaders for collaboration, and bridge the gap between sustainability initiatives and consumer perceptions. This study contributes to management literature by demonstrating the use of SNA as a tool for monitoring digital brand equity in the sustainable tourism sector.