How digital technology shapes traveller awareness and engagement in sustainable tourism in Indonesia

This empirical study examines the impact of digital technology on traveller awareness and Participation in sustainable tourism within the Indonesian context. Grounded in the Theory of Planned Behavior, the proposed model incorporates digital Experience, risk perception, and social norms to examine behavioural drivers. A structured survey was conducted with 300 domestic tourists in Bali and Lombok, and data were analyzed using partial least squares structural equation modelling (PLS-SEM). The findings reveal that previous digital Experiences significantly enhance sustainability awareness and indirectly promote Participation. Risk perception, contrary to traditional assumptions, directly motivates sustainable tourism engagement. Meanwhile, Attitude and social norms exhibit weaker effects. These results provide theoretical insights and practical implications for developing digitally driven sustainability campaigns, particularly in emerging tourism markets characterized by collectivist cultures and increasing digital adoption.