The Economic Cost-Effectiveness of Digital Ecotourism Campaigns in Promoting Environmental Awareness across Kerala’s Backwaters

Digital ecotourism campaigns increasingly influence how tourists and local communities perceive and respond to environmental concerns in fragile destinations. The present study examined the economic cost-effectiveness of digital ecotourism campaigns in promoting environmental awareness across Kerala’s backwater destinations. A quantitative cross-sectional design was adopted, and primary data were collected from 200 respondents selected from four major backwater locations in Kerala. The questionnaire measured campaign exposure, social media engagement, and environmental awareness using 5-point Likert-type items. The data were coded and analysed using EDUSTAT. Descriptive statistics summarised the study variables. An independent samples t-test assessed differences in awareness between high-exposure and low/no exposure groups. Pearson correlation and simple linear regression examined the relationship between engagement and awareness. Campaign-wise awareness uplift and unit cost indicators were used to interpret cost-effectiveness across digital formats. The results indicated significantly higher environmental awareness among respondents with high campaign exposure and a strong positive association between engagement and awareness. Cost-effectiveness patterns suggested that low-cost, high-engagement digital formats yielded better awareness returns per rupee spent than higher-cost, low-engagement placements. The study highlighted the value of engagement-centred digital strategies for environmentally responsible backwater tourism