Hypercapitalism and Product Commodification through Digital-based Marketing Communications in Komodo National Park

Digital marketing strategies are reshaping eco-tourism in Komodo National Park (KNP), Indonesia, by accelerating hypercapitalism and product commodification. The study reveals that the rapid evolution of information technology is driving aggressive commercialization efforts, potentially undermining the park's ecological integrity. Through literature reviews and in-depth interviews with tourism stakeholders, researchers found that profit motives are increasingly prioritized over conservation goals, raising concerns about habitat destruction and ecosystem degradation. This shift poses a critical challenge to sustainable eco-tourism practices, urging stakeholders to reconsider development priorities beyond financial gains.

Lusia Vreyda Adveni, & Geofakta Razali. (2022). Hypercapitalism and Product Commodification through Digital-based Marketing Communications in Komodo National Park. International Journal of Travel, Hospitality and Events, 1(2), 140–149. https://doi.org/10.56743/ijothe.v1i2.14