When UBUNTU Becomes the Parameter of Tourism Sustainability

This study examines how embracing the concept of UBUNTU (I am because we are) can enhance tourism sustainability through digitalization. It highlights the interconnectedness of environmental factors and human responsibility globally. The main goal is to promote a sense of belonging to sustain tourism, utilizing digital platforms. By fostering harmony within nature and society, particularly through digital channels, the aim is to raise awareness about sustainability and mitigate the negative impacts of mass tourism. The study also seeks to conserve nature and natural resources from the adverse effects of tourism and advocate for prioritizing the preservation of nature and natural resources over commercial features, such as promoting homestays over star hotels. It emphasizes that destroying nature for development will ultimately diminish tourism appeal. Through this research, the message is conveyed that protecting nature ensures the continuity of tourism and related employment opportunities.