Cheryl Marlitta Stefia, Dila Maghrifani, Lilik Wahyudi, Rakotoarisoa Maminiaina Heritiana Sedera, Anis Okta Cahyaningrum, Rakotoarisoa Maminirina Fenitra, Rakotovao Finaritra Manovosoa
This study examines whether consumers notice formal green certifications compared to the implicit conservation signals embedded in online reviws of cross-continental conservation destinations, using Signaling Theory and the Elaboration Likelihood Model. Based on the International Union for Conservation of Nature (IUCN) Green List framework, Good Governance, Sound Design and Planning, Effective Management, and Successful Conservation Outcomes. The study analyzes 11,713 public reviews from Africa, South America (Brazil and Colombia), and Australia. Topic modelling and emotion mining reveal consistent implicit signals (biodiversity, wildlife, clean water, nature reserves) and governance cues (well-managed sites, good guides, safety). Sentiment was largely positive, dominated by joy and trust. Conservation explicitness varied, from subtle in Brazil to moderate in Australia and stronger in Colombia and Africa. These patterns align with Green List principles, suggesting that destinations with stronger governance and management practices naturally generate review language reflecting certification values, even without label recognition. Destination managers and certification bodies should strengthen clear, credible, emotionally resonant signals to connect visitor perceptions with recognised certifications. © 2026 Informa UK Limited, trading as Taylor & Francis Group.
Faculty of Economics and Business, Universitas Kristen Duta Wacana, Yogyakarta, Indonesia; College of Humanities and Social Sciences, Flinders University, Adelaide, Australia; Faculty of Economics and Business, Universitas Sebelas Maret, Surakarta, Indonesia; Centre de Recherche ISCAM, ISCAM Business School, Antananarivo, Madagascar; Faculty of Vocational, Yogyakarta State University, Yogyakarta, Indonesia; Faculty of Management, Universiti Teknologi, Johor Bahru, Malaysia; ASTA Research Center, Antananarivo, Madagascar
