Tourism represents a multifunctional economic activity, reflecting the dynamism, adaptability, and efficiency of a modern economy. The tourism system, composed of tourists, economic agents, and tourist destinations, operates through a complex interaction, in which tourism marketing plays a strategic and essential role in promoting sustainable economic development and local cultural authenticity. In a global context marked by social imbalances, ecological crises, and the effects of globalization, marketing strategies become a vital tool for strengthening cultural identity and protecting natural heritage. The application of strategies such as the marketing mix, survival, adaptation, or differentiation contributes to diversifying the tourism offer and increasing the attractiveness of destinations. Therefore, integrated tourism marketing directly influences competitiveness and profitability, becoming a key element in balancing economic development, environmental protection, and the preservation of local identity.
Bulican et al. (Tue,) studied this question.