The role of organizational and stakeholder factors in strengthening digital literacy and communication for edu-tourism

Abstract

This study addresses the pressing challenge faced by edu-tourism in Indonesia, namely, how to improve Digital Literacy and Communication (DLC) among local stakeholders to enhance tourism management and destination competitiveness. Previous studies have not sufficiently examined the combined influence of organizational performance and stakeholder engagement on strengthening digital capabilities, leaving a research gap that this study aims to fill. Using data collected from 216 respondents representing key tourism stakeholders, this study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the relationships among organizational performance, stakeholder engagement, and digital literacy and communication. The results show that organizational performance significantly influences DLC (path coefficient 0.823; T-statistic 27.444; P-value 0.002), as does stakeholder engagement (path coefficient 0.841; T-statistic 29.821; P-value 0.000). The digital literacy variable has an R² value of 0.852, indicating its strong explanatory power in digital communication development. Based on these findings, recommended strategies include the development of targeted training modules on destination management, local culture, and digital marketing, alongside the implementation of a collaborative digital platform designed to enhance stakeholder skills. This strategy is expected to strengthen organizational contributions and stakeholder collaboration, support sustainable tourism development, and increase the global competitiveness of Indonesia’s edu-tourism destinations, such as Banyu Aji Tourism Village and Mangunan Village in Yogyakarta.