This qualitative case study examines how marketing and digital technologies enhance sustainability in tourism, indicating actionable insights for other destinations.
Key Points
This paper investigates how marketing and digital technologies transition tourism towards a circular economy by enhancing sustainability.
Qualitative case study approach
Content analysis of digital marketing strategies
25 semi-structured interviews with executives and international tourists
Blockchain verification reduces instances of greenwashing in tourism
Artificial intelligence tailors travel experiences to align with sustainability
Digital platforms like España Accesible boost inclusivity for tourists