Green Labels, Fragile Roots: New Study Exposes Greenwashing Risks in Mangrove Ecotourism

A growing body of research is challenging the comforting assumption that mangrove ecotourism automatically equates to conservation success. A new mixed-methods study conducted in Bagek Kembar Mangrove Ecotourism Area, West Lombok, reveals a critical gap between what is said about sustainability and what is actually happening on the ground.

The findings suggest that some conservation narratives promoted through ecotourism branding may function less as ecological commitments and more as symbolic marketing—raising serious concerns about greenwashing in coastal tourism development.

When Conservation Narratives Outpace Ecology

Mangrove ecotourism has become a popular strategy across Indonesia, positioned at the intersection of environmental protection, community empowerment, and the blue economy. In theory, it promises measurable ecological recovery alongside economic benefits for local communities. In practice, however, this study shows that outcomes vary sharply depending on how restoration is managed.

By analyzing ecological data from 16 research plots, the study compared areas managed under commercial tourism-oriented approaches with those applying Ecological Mangrove Restoration (EMR) principles. The contrast was statistically significant.

Plots managed according to EMR principles consistently demonstrated:

• Higher vegetation carbon stocks

• Greater aboveground biomass

• Stronger species diversity

• Significantly denser natural seedling regeneration

Commercially managed areas, despite being heavily promoted as “green” destinations, showed weaker ecological performance—particularly in regeneration indicators critical for long-term ecosystem resilience.

The Visual Politics of “Green” Tourism

Ecological data alone did not tell the full story. The research also applied Critical Discourse Analysis (CDA) and visual content analysis to brochures, social media posts, and promotional materials used to market Bagek Kembar as a conservation-based destination.

The result was a clear pattern:
sustainability was communicated primarily through symbols rather than substance.

Promotional narratives relied heavily on:

• Overgeneralized green slogans

• Selective imagery emphasizing planting activities

• Simplified messages of “saving mangroves” without ecological context

These representations created a powerful impression of environmental responsibility, yet they were often disconnected from measurable ecological outcomes—an archetypal feature of greenwashing.

Not Just a Communication Problem

Importantly, the study does not frame greenwashing as merely a branding issue. Interviews with site managers reveal deeper structural dynamics at play: limited technical capacity, pressure to meet tourism expectations, and the absence of standardized ecological monitoring all contribute to the narrative–reality gap.

In such contexts, conservation storytelling becomes a substitute for conservation performance. The risk is not only reputational—misaligned narratives can legitimize ineffective practices, weaken public trust, and ultimately undermine ecosystem recovery.

Why EMR Makes the Difference

The research reinforces a growing scientific consensus: mangrove restoration succeeds when ecology leads, not tourism.

EMR emphasizes restoring hydrology, respecting natural zonation, selecting site-appropriate species, and allowing ecosystems to regenerate rather than forcing rapid visual results. While EMR areas may appear less “spectacular” in the short term, their ecological indicators point to far greater long-term sustainability.

This finding challenges tourism models that prioritize immediate visibility over ecological integrity.

Implications Beyond Bagek Kembar

Although grounded in a specific site, the study carries broader relevance for Indonesia’s rapidly expanding mangrove ecotourism sector. As carbon markets, climate finance, and sustainability branding gain momentum, the incentive to appear green is increasing faster than the capacity to verify ecological outcomes.

Without transparent governance, standardized monitoring, and honest communication, ecotourism risks becoming a stage for sustainability, rather than a mechanism for achieving it.

From “Looking Green” to Being Sustainable

The study ultimately calls for a recalibration of how mangrove ecotourism is evaluated and communicated. Conservation claims must be anchored in verifiable ecological data, not just visual narratives. Applying EMR principles consistently—and communicating their long-term logic to visitors—offers a pathway to close the greenwashing gap.

Mangrove ecosystems are too valuable to be reduced to marketing symbols. As this research makes clear, sustainability is not what destinations say—it is what ecosystems can demonstrably sustain.

The full research paper is available for download via the link provided, offering detailed data analysis, theoretical grounding, and practical recommendations for policymakers, practitioners, and coastal communities.