Storytelling Analysis: Building a Sustainable Ecotourism Brand

(Study "Ecology to Reborn Campaign” for a Green & Healthy Indonesia)

Abstract

This discussion analyzes the role of tourism communication in constructing sustainable ecotourism branding as a manifestation of the ecological campaign towards the vision of "Green and Healthy Indonesia." The phenomenon of environmental degradation due to mass tourism demands a shift in communication paradigm from merely promoting visual aesthetics to persuasive and educational sustainability narratives. Through a strategic review, this study identifies the integration of ecological values into destination identities to mitigate the negative impacts of the industry while raising environmental awareness. This study shows that women in the Indonesian Women's Empowerment Forum are the main determinants of the success of green communication. As key communicators, women transform conservation messages into authentic experiences through storytelling techniques and curating environmentally friendly local products. The "Green and Healthy Indonesia" branding serves not only as a marketing instrument but also as a public literacy medium that encourages responsible traveler behavior. The active involvement of women in the ecotourism supply chain, such as zero-waste practices and environmentally empathetic accommodations, strengthens the transmission of ecological narratives organically at the grassroots level.