Karisma Sri Rahayu, Titing Kartika, I. Wayan Edi Arsawan, Pramadika Ramanda, Edriana Pangestuti
Turtle conservation tourism represents a niche form of sustainable tourism that integrates biodiversity protection with community engagement. Despite its ecological significance, turtle conservation tourism in Malang, East Java, remains underdeveloped due to fragmented marketing practices, passive community involvement, and weak collaboration among stakeholders. This study employs a qualitative descriptive approach, utilizing semi-structured interviews with nine key informants, field observations, and analysis of documents and digital media at two main conservation sites: Bajulmati and Tamban beaches. The findings suggest that current promotional activities heavily rely on informal, volunteer-driven initiatives, characterized by minimal branding coherence and limited digital presence. Local communities, although actively involved in operational conservation tasks, have not been meaningfully integrated into tourism promotion or decision-making, thereby reducing their ownership and long-term stewardship incentives. Furthermore, institutional collaboration between conservation groups, government agencies, and tourism operators remains ad hoc and lacks a strategic framework. Nevertheless, the study identifies considerable potential for enhancing turtle conservation tourism through storytelling-based marketing, participatory tourism experiences, and digital engagement strategies tailored to younger, eco-conscious travelers. Embedding conservation narratives into branding, empowering local communities as co-creators of tourism products, and strengthening cross-sector partnerships are identified as critical pathways to achieve greater visibility, inclusivity, and sustainability. This research contributes to the discourse on responsible tourism by demonstrating how the alignment of ecological imperatives, community empowerment, and innovative marketing can transform turtle conservation tourism into a replicable model of sustainable destination development. © 2025 Institute of Physics Publishing. All rights reserved.
Business and Hospitality Department, Faculty of Vocational Education, University of Brawijaya, Malang, Indonesia; Sekolah Tinggi Ilmu Ekonomi Pariwisata, YAPARI, BANDUNG, Indonesia; Department of Business Administration, Politeknik Negeri Bali, Tuban, 80364, Indonesia; Business Administration Department, Faculty of Social Science, University of Brawijaya, Malang, Indonesia
