Technological Innovation and Sustainability Strategy in the Hotel Industry in the Era of Tourism 5.0
DOI:
https://doi.org/10.37535/105005220267Keywords:
sustainability communication, tourism 5.0, hotel communication strategy, digital storytelling, bali hospitalityAbstract
This study examines how sustainability initiatives in the hospitality industry are communicated to guests within the context of Tourism 5.0, where technological innovation and human-centric values are expected to coexist. Although hotels increasingly adopt environmentally sustainable technologies, limited attention has been given to how these initiatives are strategically communicated to influence guest perception and engagement. This research employs a qualitative multiple-case study approach, focusing on two hotels in Bali: Radisson Blu Bali Uluwatu and The Magani Hotel & Spa. Data were collected through semi-structured interviews with management-level informants, supported by document analysis, digital communication audits, and guest review triangulation.
Drawing on sustainability communication and digital communication perspectives, the study analyzes how messages are framed, delivered, and interpreted across digital and interpersonal touchpoints. The findings reveal a communication paradox. Radisson Blu demonstrates strong technological implementation but relies on efficiency-driven messaging, resulting in limited guest awareness of sustainability values. In contrast, The Magani emphasizes interpersonal storytelling and community-based communication, generating stronger emotional engagement but lacking digital amplification.
This study proposes a hybrid sustainability communication model integrating data-driven systems with narrative-based human interaction. The findings highlight the importance of message framing, channel integration, and audience engagement in enhancing sustainability communication within the hospitality industry.
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