DOI: https://doi.org/10.14710/vol15iss2pp179-184

Assessing Public Reaction to Artificial Intelligence in Promoting Green Tourism and Infrastructure Initiatives in Indonesia's New Capital Nusantara

*Mochammad Fahlevi  -  Management Department, BINUS Online, Bina Nusantara University, Anggrek Campus, Jalan Kebon Jeruk Raya No. 27, Jakarta, Indonesia 11480, Indonesia
Zainur Romli  -  Sociology Department, Faculty of Social and Political Sciences, Indonesia University, Kampus UI Depok, Indonesia 16424, Indonesia
Dimvy Rusefani Asetya  -  Agriculture Department, Faculty of Agriculture, Jember University, Jl. Kalimantan Tegalboto No. 37, Jember, Indonesia 68121, Indonesia
Mochamad Dandi  -  College of Vocational Study, IPB University, Kampus IPB Dramaga, Bogor, Indonesia 16128, Indonesia
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Abstract

This study aims to answer these questions by examining the effectiveness of green tourism marketing strategies by the Indonesian government, utilizing social media platforms Instagram and X (formerly Twitter), and learning how the public perceives its initiative. We collected comments on government posts promoting green infrastructure and tourism and analyzed them using a mixed-method approach. Sentiments were divided into three categories: positive, neutral, and negative, using Natural Language Processing (NLP) techniques. The results reveal a general negative reception of AI-authored advertising messages, amounting to 64.18% disapproving comments for Instagram and 81.93% for X, both expressing suspicion toward the overuse of AI and lack of authenticity calling into question transparency as well as genuine intentions behind sustainability goals. While a few responders gave positive reviews, the fact that so many responses were bordering or fully negative indicates that there needs to be clearer and more genuine communication strategies. Our research helps illuminate how the public perceives aspects of green tourism marketing, thus underscoring the significance of authenticity in promotional practices designed for sustainable development.

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Keywords: Public Reaction to AI; Green Tourism Marketing; Social Media Sentiment Analysis; AI-authored Advertising; Sustainability Communication

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Section: Research Articles
Language : EN
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