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Achieving Sustainability in Destination Marketing and Tourism Management

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Tourism, Culture, and Heritage".

Deadline for manuscript submissions: 28 February 2027 | Viewed by 60597

Special Issue Editors

Dr. Mariana Ramona Ciolac

E-Mail Website
Guest Editor
Faculty of Management and Rural Tourism, University of Life Sciences "King Mihai I" from Timisoara, 300645 Timisoara, Romania
Interests: sustainable development; rural tourism; agritourism; rural tourism entrepreneurship; smart strategies
Special Issues, Collections and Topics in MDPI journals
Prof. Dr. Cosmin Alin Popescu

E-Mail Website
Guest Editor
Faculty of Agriculture, University of Life Sciences “King Michael I” from Timisoara, Calea Aradului 119, 300645 Timisoara, Romania
Interests: land use changes; soil science; remote sensing; cadastre
Special Issues, Collections and Topics in MDPI journals
Prof. Dr. Elena Peţ

E-Mail Website
Guest Editor
Faculty of Management and Rural Tourism, University of Life Sciences "King Mihai I" from Timisoara, 300645 Timisoara, Romania
Interests: marketing; marketing strategies; economic development

Special Issue Information

Dear Colleagues,

In order to develop harmoniously, a developed society must also maintain a high degree of sustainability; yet, the quality of people’s lives is directly linked to the way in which human needs are satisfied, with recent years demonstrating the need to reconcile these elements with those of sustainable development. Tourism is one of the fields that contribute to the satisfaction of socio-human needs and represents an integral part of modern life, given that it is becoming one of the most important economic activities of the contemporary world, a promoter of globalization, an engine of economic development, an opportunity to improve the quality of life, and a factor in sustainable development, or, in a nutshell, a stimulating factor for the global economic system. Thus, because all of society is involved in its development, tourism can be considered one of the most complex industries in the world.

At the same time, tourism is a means of regenerating the working capacity of the population, raising the level of training, a means of education, culture, and civilization. Therefore, achieving sustainability in this field and applying proper management and marketing in the areas with tourism potential must be a necessity, and at the same time an “innovative reality” of the moment, ensuring the reduction of disparities between communities. In this context, it is necessary to generate new patterns, new challenges, and a great deal of innovation to devise creative solutions regarding the capitalization of the natural and anthropic heritage and to generate the smart and sustainable development of those communities with tourism potential.

Therefore, the goals of Special Issue on Achieving Sustainability in Destination Marketing and Tourism Management are oriented towards original research/studies, either at the global level or at the tourist destination level, and focus on concrete proposals related to the reimagining of tourism destination marketing and management, the transition from the paradigm of growth to the paradigm of sustainability, the creation of management and marketing strategies related to the tourist destination in order to remain competitive and generate the community development in the future, and on specific proposals for the sustainable exploitation of a local community’s unique resources so as to generate development.

In this Special Issue, original research articles and reviews are welcome and research areas may include, but are not limited to, the following:

  • Case studies regarding the innovative development of tourist activity in a given area;
  • Management and marketing proposals for tourism destinations;
  • Innovation and “branding” of representative tourist destinations;
  • Analysis of the impact and sustainability of tourist activity on the local community;
  • Management and marketing for sustainable forms of tourism.

We look forward to receiving your contributions.

Dr. Mariana Ramona Ciolac
Prof. Dr. Cosmin Alin Popescu
Prof. Dr. Elena Peţ
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • sustainability
  • tourism management and marketing
  • smart development strategies
  • sustainable forms of tourism

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Published Papers (20 papers)

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Research

20 pages, 528 KB  
Article
How Green Value Co-Creation and Perceived Greenwashing Affect Customer Brand Advocacy in Vietnam’s Tourism Industry
by Ngan Thi Huyen Nguyen, Hang Thi Bich Tran, Nhung Thi Hong Duong and Hanh Hong Duong
Sustainability 2026, 18(8), 3660; https://doi.org/10.3390/su18083660 - 8 Apr 2026
Abstract
This paper presents a study on green value co-creation behavior in the relationship to tourists’ behavior, including perceived green empowerment, experience value, satisfaction and brand advocacy, specifically considering the role of perceived greenwashing in these relationships based on Service-Dominant Logic. A quantitative study [...] Read more.
This paper presents a study on green value co-creation behavior in the relationship to tourists’ behavior, including perceived green empowerment, experience value, satisfaction and brand advocacy, specifically considering the role of perceived greenwashing in these relationships based on Service-Dominant Logic. A quantitative study using the structural equation modeling analysis technique was conducted with customers of tourism businesses in Vietnam. The result of the study shows that green value co-creation behavior has a positive effect on perceived green empowerment, experience value, satisfaction and brand advocacy. In addition, the study also shows the positive effect of perceived green empowerment, experience value and satisfaction on brand advocacy. Perceived greenwashing reduces the impact of green value co-creation behavior on perceived green empowerment, experience value and satisfaction. The research results provide empirical evidence confirming the important positive role of green value co-creation and the barrier role of perceived greenwashing in achieving positive outcomes on customer behavior of tourism businesses. At the same time, the study provides useful information for managers in increasing perceived green empowerment, experience value, satisfaction and brand advocacy through customer green value co-creation activities, based on honest and standard green practices. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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16 pages, 678 KB  
Article
Linking Experiential Marketing, Perceived Value, and Satisfaction in Agritourism: Implications for Sustainable Rural Development
by Hsiang-Yung Feng, Ho-chia Chueh, Chien-Lung Tseng and Ting-Yuan Chang
Sustainability 2026, 18(6), 3066; https://doi.org/10.3390/su18063066 - 20 Mar 2026
Viewed by 321
Abstract
Agritourism is an expanding form of experience-based rural tourism, yet limited empirical research explains how experiential marketing shapes perceived value and satisfaction in authentic farming contexts. Drawing on Schmitt’s Strategic Experiential Modules and the Memorable Tourism Experience (MTE) framework, this study develops and [...] Read more.
Agritourism is an expanding form of experience-based rural tourism, yet limited empirical research explains how experiential marketing shapes perceived value and satisfaction in authentic farming contexts. Drawing on Schmitt’s Strategic Experiential Modules and the Memorable Tourism Experience (MTE) framework, this study develops and tests a structural model linking agritourism experience, perceived value, and satisfaction. Survey data from 398 visitors across twelve certified agritourist communities in Taiwan were analyzed using CFA and SEM. Results show that agritourism experiences significantly enhance perceived value and directly increase satisfaction, with perceived value exerting a strong mediating effect. From a sustainability perspective, the findings underscore the distinctiveness of agritourism, where authenticity, natural variability, and human–land interactions generate experiential outcomes not replicable in constructed tourism spaces. The study advances experiential marketing theory and offers practical guidance for rural tourism development, thereby supporting sustainable rural development by fostering long-term tourist engagement and local economic vitality. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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28 pages, 22437 KB  
Article
LightGBM–SHAP-Based Study of the Threshold and Synergistic Effects of Physical and Perceptual Scene Elements on Spatial Vitality in Historic Cultural Districts
by Gaojie Zhang and Zhongshan Huang
Sustainability 2026, 18(6), 2778; https://doi.org/10.3390/su18062778 - 12 Mar 2026
Viewed by 304
Abstract
The revitalization of vitality in historic cultural districts can enhance a city’s cultural attractiveness and promote the upgrading of the urban cultural industry and sustainable development. Revealing the threshold and synergistic effects of different districts’ scene elements on district vitality helps to identify [...] Read more.
The revitalization of vitality in historic cultural districts can enhance a city’s cultural attractiveness and promote the upgrading of the urban cultural industry and sustainable development. Revealing the threshold and synergistic effects of different districts’ scene elements on district vitality helps to identify the distribution patterns of district vitality and provides a basis for managerial decision-making. This study first uses a geographic information system (ArcGIS) to overlay Baidu heatmaps with the street-network distribution in order to depict the spatiotemporal heterogeneity of district vitality and to compute vitality values by partitions at the district scale. Subsequently, based on an explanatory framework that integrates the physical space and subjective cognition, multi-source data such as street-view panoramas and points of interest (POIs) are quantified to obtain scene-element values for each unit area. Then, the scene-element values and vitality values are integrated into a consolidated database. Additionally, the LightGBM model and the SHAP method are employed to evaluate each element’s marginal contribution and relative importance to district vitality, thereby screening out the key scene elements. Finally, by means of SHAP dependence plots and interaction-effect analysis, the threshold intervals of the key elements and their synergistic relationships are identified, revealing the nonlinear threshold effects and synergies by which scene elements influence spatial vitality. The results show that during rest days, district vitality exhibits stronger diffusion, and the synergistic effect between Leisure-Facility Attractiveness and Street-Network Accessibility is the most prominent in enhancing vitality. High Exhibition-Facility Attractiveness is difficult to sustain crowds on its own; only when Leisure-Facility Attractiveness is likewise high does its effectiveness increase significantly. When Transport Accessibility is within the 0.20–0.40 interval, the positive effect of Leisure-Facility Attractiveness is significantly amplified. An excessive Traditional–Modern Facility Mix readily leads to homogenization of districts; therefore, when introducing modern business formats, local cultural characteristics must be retained. Overall, the generation of district vitality relies more on the synergy between material factors and subjective cognition than on improvements to any single element. The findings of this study provide suggestions for the planning of scene elements and the enhancement of vitality in historic cultural districts. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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27 pages, 1039 KB  
Article
The Integration of Creativity into Paragliding Tourism: The Case of Babadağ, Fethiye
by Onur Akbulut, Yakin Ekin and Tunahan Celik
Sustainability 2026, 18(3), 1270; https://doi.org/10.3390/su18031270 - 27 Jan 2026
Viewed by 418
Abstract
Creativity has been frequently explored in artists’ work. However, this concept has also been studied in the economic context of business and management. The concept of creativity has also recently become a subject of tourism research, as tourism is considered an important industry. [...] Read more.
Creativity has been frequently explored in artists’ work. However, this concept has also been studied in the economic context of business and management. The concept of creativity has also recently become a subject of tourism research, as tourism is considered an important industry. Tourism classifications that include experiences are becoming more widespread. Alternative and special-interest tourism encompasses a range of tourism types presenting unique experiences. Within the classifications of sport, adventure, and experiential tourism, commercial tandem paragliding can be examined through a creative tourism lens in terms of perceived learning, interaction, and unique involvement. Hence, this research was conducted in Babadağ, Fethiye, a renowned paragliding destination. A total of 360 visitors were included as the participants. PLS-SEM was used to estimate a structural equation model. The results clearly demonstrate the centrality of the creative tourist experience. Firstly, the direct effect of the creative tourist experience on behavioral intentions was found to be quite strong and significant. The results show that the creative tourist experience is strongly and positively associated with behavioral intentions (revisit, recommendation, and positive word of mouth). The effect of the creative tourist experience on memories indicates that creative experiences leave a strong impression on visitors’ memories. Similarly, the creative tourist experience had a significant and positive effect on satisfaction. Considering these three results together, it can be said that creative experiences strengthen cognitive/affective memories, increase overall evaluative satisfaction, and directly affect behavioral intentions. This finding is consistent with the experiential and creative tourism literature on the determinative role of experience quality in memory value and satisfaction. These findings reveal that creative tourist experiences strengthen both memories and satisfaction; that memories are positively related to satisfaction and behavioral intentions; and that satisfaction is positively related to behavioral intentions, thereby extending fundamental assumptions in the experience economy and creative tourism literature to the specific context of commercial tandem paragliding as a guided air-based adventure activity. The study’s unique contribution to the literature is that it not only examines creative tourism through cultural/workshop-based experiences, but also conceptualizes creative tourism through adventure activities involving high involvement and high arousal, and empirically demonstrates the importance of creative-experience quality in explaining behavioral intentions through “memorability” and “satisfaction”. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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21 pages, 1218 KB  
Article
From Diversified Development to Sustainable Destination Management: Mechanisms Linking Tourist Psychological Identity and Cultural Tourism Sustainability
by Cheng Han, Hailong Yuan and Yanggi Kim
Sustainability 2026, 18(1), 473; https://doi.org/10.3390/su18010473 - 2 Jan 2026
Viewed by 654
Abstract
Cultural tourism has emerged as a key factor in destination development, but moving from growth-oriented expansion to sustainability necessitates a better comprehension of the psychological processes influencing visitor involvement. Existing studies insufficiently integrate destination-level diversification with tourist psychological identity, particularly within emerging economies. [...] Read more.
Cultural tourism has emerged as a key factor in destination development, but moving from growth-oriented expansion to sustainability necessitates a better comprehension of the psychological processes influencing visitor involvement. Existing studies insufficiently integrate destination-level diversification with tourist psychological identity, particularly within emerging economies. Drawing on a diversified development framework, this study constructs a theoretical model linking economic, cultural, social, and environmental dimensions with tourist psychological identity and sustainable destination development. Questionnaire data from 300 respondents were analyzed using regression analysis to examine direct and indirect effects across influencing factors. Economic development (β = 0.45), government policy support (β = 0.23), and investment orientation (β = 0.32) significantly strengthen sustainable cultural tourism development. Cultural resources (β = 0.51), cultural exchange (β = 0.27), and creative industries (β = 0.18) also exhibit strong positive effects. Tourist psychological identity is shaped by personal economic status (β = 0.42), cultural experience (β = 0.33), and social recommendations (β = 0.35). Moreover, psychological identity exerts a substantial influence on sustainable development (β = 0.56), indicating a reinforcing mechanism between destination diversification and long-term sustainability. Findings demonstrate that diversified development pathways enhance both destination sustainability and tourists’ psychological attachment, offering actionable implications for destination marketing and management. This study contributes to shifting tourism development from a growth paradigm toward a sustainability paradigm, supporting SDGs 8, 11, and 12. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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25 pages, 5337 KB  
Article
How Digital Mythological Narratives in Video Games Enhance Audiences’ Destination Perceptions and Travel Intentions: Evidence from YouTube Comments on Black Myth: Wukong
by Yanping Xiao, Ruomei Tang, Zixi Guo and Xue Wang
Sustainability 2026, 18(1), 160; https://doi.org/10.3390/su18010160 - 23 Dec 2025
Cited by 1 | Viewed by 1191
Abstract
The cross-fertilization of video games and tourism has expanded in recent years, with digital narratives increasingly shaping real-world travel behavior, yet the mechanisms linking mythological video games to pre-trip travel intention remain underexplored. Using the Chinese mythological game Black Myth: Wukong as a [...] Read more.
The cross-fertilization of video games and tourism has expanded in recent years, with digital narratives increasingly shaping real-world travel behavior, yet the mechanisms linking mythological video games to pre-trip travel intention remain underexplored. Using the Chinese mythological game Black Myth: Wukong as a case, this study examines how digital myth narratives relate to overseas audiences’ perceptions of, and travel intentions towards, Chinese tourist destinations in a cross-cultural context. Based on a large corpus of YouTube comments, we integrate topic modeling, sentiment analysis, and interpretable machine learning to identify semantic cues associated with travel intention. The results indicate that multidimensional perceptions elicited by digital myth narratives are associated with a gradual evolution of destination image from cognitive to affective and then intentional. Cultural symbol perception, cross-cultural understanding, aesthetic appreciation, and emotional resonance show positive relationships with travel intention and appear as important predictors in the model. SHAP analysis further suggests a nonlinear threshold effect, whereby the probability that a comment is classified as expressing travel intention increases when overall perception reaches a relatively high level. Embedding the cognition–emotion–intention path within a digital game context, this study provides empirical evidence on destination image and behavioral intention in digital narrative settings and offers implications for cross-cultural communication and sustainable tourism planning. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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24 pages, 1537 KB  
Article
Creative Tourist Segmentation for Nature-Based Tourism: A Social Media Framework for Sustainable Recreation Planning and Development in Thailand’s National Parks
by Kinggarn Sinsup and Sangsan Phumsathan
Sustainability 2025, 17(22), 10005; https://doi.org/10.3390/su172210005 - 9 Nov 2025
Cited by 1 | Viewed by 1731
Abstract
This study investigates the potential of creative tourism in Thailand’s national parks and the role of social media in promoting creative tourism experiences. The objectives were to examine creative tourism activities, identify visitor segments based on activity preferences and media use, and propose [...] Read more.
This study investigates the potential of creative tourism in Thailand’s national parks and the role of social media in promoting creative tourism experiences. The objectives were to examine creative tourism activities, identify visitor segments based on activity preferences and media use, and propose targeted communication strategies to enhance engagement and support sustainable tourism. A mixed-methods design combined document reviews of 133 national parks, field surveys in 10 parks, and a structured visitor survey with 1133 respondents across terrestrial and marine parks. The study identified 25 tourism activities, of which 20 were classified as creative tourism. Exploratory Factor Analysis revealed four key dimensions: nature-based learning, scenic immersion, community participation, and culinary experiences. Cluster analysis segmented visitors into five groups: Local Advocates, Nature Explorers, Food Enthusiasts, Nature Learners, and Diverse Enthusiasts. Media preferences varied across groups. Nature Explorers and Food Enthusiasts engaged strongly with short-form videos and scenic visuals, while Local Advocates and Nature Learners preferred educational and text-based formats. Diverse Enthusiasts, the largest segment, interacted with multiple content types. Scenic imagery emerged as the most influential theme overall. These results provide practical implications for designing creative tourism strategies and creating social media campaigns to diverse groups of tourists in Thailand’s national parks. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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24 pages, 2436 KB  
Article
A Multi-Layered, Progressive Model of Self-Driving Tourists’ Environmental Responsibility Behavior: Enriched Tourism Destination 6A Framework
by Xinyang Tong, Nutteera Phakdeephirot and Songyu Jiang
Sustainability 2025, 17(19), 8786; https://doi.org/10.3390/su17198786 - 30 Sep 2025
Viewed by 1333
Abstract
Amid growing environmental challenges associated with self-driving tourism, this study explores destination-level factors beyond the traditional 6A framework that influence tourists’ environmental responsibility behavior (ERB). Using a grounded theory approach supported by expert interviews, this study conducted 20 + 5 (theoretical saturation test) [...] Read more.
Amid growing environmental challenges associated with self-driving tourism, this study explores destination-level factors beyond the traditional 6A framework that influence tourists’ environmental responsibility behavior (ERB). Using a grounded theory approach supported by expert interviews, this study conducted 20 + 5 (theoretical saturation test) interviews with local government officials, academics and researchers, local tourism industry professionals, and local community representatives. The interview data underwent a three-stage coding process—open, axial, and selective coding. As a result, three additional drivers of ERB were identified: (1) governance capacity for sustainability, (2) green innovation practices, and (3) community-based environmental empathy. Together with the 6A framework, these drivers form a multi-layered, progressive model that explains how destinations shape ERB through three pathways: product and service experience, institutional regulation and technological enablement, and emotional connection as the deepest driver. The study enriches destination behavior theory by integrating tangible, managerial, and cultural mechanisms, offering theoretical advancement and practical strategies for promoting sustainable self-driving tourism. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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22 pages, 1080 KB  
Article
Motivation, Satisfaction and Recommendation Behaviour Model in a Touristic Coastal Destination—Pre and During the COVID-19 Pandemic Compared
by Byron Alvarado-Vanegas, Lluís Coromina and Freddy Espinoza-Figueroa
Sustainability 2025, 17(19), 8520; https://doi.org/10.3390/su17198520 - 23 Sep 2025
Viewed by 1861
Abstract
The growth of tourism in coastal destinations has attracted academic attention due to the link between tourists’ motivations and their likelihood of recommending the destination. This study explores changes in tourist motivations, satisfaction, and recommendation behaviours in a coastal destination during the summers [...] Read more.
The growth of tourism in coastal destinations has attracted academic attention due to the link between tourists’ motivations and their likelihood of recommending the destination. This study explores changes in tourist motivations, satisfaction, and recommendation behaviours in a coastal destination during the summers of 2019 (pre-COVID-19) and 2020 (during the pandemic). Employing quantitative analysis with Confirmatory Factor Analysis and Structural Equation Modelling, data from 394 pre-pandemic and 468 pandemic-period visitors were analysed. The findings reveal a shift in the tourist profile during the pandemic, with a predominance of younger visitors from nearby regions. Despite heightened uncertainty, satisfaction and the intention to recommend remained relatively high, albeit lower than pre-pandemic levels. The study underscores the importance of adapting marketing and management strategies to evolving tourist preferences, emphasising safety and sustainability in response to global crises. These results highlight the need for resilient policies to ensure positive visitor experiences and long-term growth in coastal tourism, contributing to the broader understanding of how external disruptions impact destination dynamics and tourist behaviour. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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22 pages, 376 KB  
Article
Staycation as a Means of Synergising Resilience and Stakeholder Collaboration for Sustainable Tourism Development: A Roadmap for Crisis Management
by Yechale Mehiret Geremew and Carina Kleynhans
Sustainability 2025, 17(16), 7308; https://doi.org/10.3390/su17167308 - 13 Aug 2025
Cited by 2 | Viewed by 2915
Abstract
This study investigates how staycations enhance the experiences of staycationers and foster stakeholder collaboration to promote sustainable tourism. A qualitative case study approach, guided by constructivist narrative inquiry, involved in-depth interviews with 21 key stakeholders and a comprehensive analysis of staycation packages from [...] Read more.
This study investigates how staycations enhance the experiences of staycationers and foster stakeholder collaboration to promote sustainable tourism. A qualitative case study approach, guided by constructivist narrative inquiry, involved in-depth interviews with 21 key stakeholders and a comprehensive analysis of staycation packages from 10 four- and five-star hotels during a crisis. The study draws on stakeholder, collaboration, and social exchange theories, integrated with triple-bottom-line (TBL) principles, to highlight the resilience power of staycations and its contributions to sustainable tourism development. The findings revealed that staycations significantly enhance the sustainability of the industry. Remarkably, stakeholders demonstrated exceptional collaboration, forming an inclusive public–private partnership to address the crisis and advance sustainable tourism development. It emphasises the need for stronger stakeholder collaboration, advocating for a unified approach to destination management over counterproductive competition. Furthermore, a roadmap is proposed for future investigations, focusing on the role of staycations in promoting positive experiences and enhancing stakeholder collaboration for the sustainable development of the tourism industry during crises. The study emphasised the need for further investigation into specific stakeholders to address competitive imbalances during crises, offering insights that serve as a call to action for practitioners and scholars, thereby laying the groundwork for advancing the industry and enhancing destination reputations. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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23 pages, 311 KB  
Article
Sustainable Tourism in Protected Areas: Comparative Governance and Lessons from Tara and Triglav National Parks
by Stefana Matović, Suzana Lović Obradović and Tamara Gajić
Sustainability 2025, 17(15), 7048; https://doi.org/10.3390/su17157048 - 3 Aug 2025
Cited by 5 | Viewed by 3825
Abstract
This paper investigates how governance frameworks shape sustainable tourism outcomes in protected areas by comparing Tara National Park (Serbia) and Triglav National Park (Slovenia). Both parks, established in 1981 and classified under IUCN Category II, exhibit rich biodiversity and mountainous terrain but differ [...] Read more.
This paper investigates how governance frameworks shape sustainable tourism outcomes in protected areas by comparing Tara National Park (Serbia) and Triglav National Park (Slovenia). Both parks, established in 1981 and classified under IUCN Category II, exhibit rich biodiversity and mountainous terrain but differ markedly in governance structures, institutional integration, and local community engagement. Using a qualitative, indicator-based methodology, this research evaluates ecological, economic, and social dimensions of sustainability. The findings reveal that Triglav NP demonstrates higher levels of participatory governance, tourism integration, and educational outreach, while Tara NP maintains stricter ecological protection with less inclusive management. Triglav’s zoning model, community council, and economic alignment with regional development policies contribute to stronger sustainability outcomes. Conversely, Tara NP’s centralized governance and infrastructural gaps constrain its potential despite its significant conservation value. This study highlights the importance of adaptive, inclusive governance in achieving the Sustainable Development Goals (SDGs) within protected areas. It concludes that hybrid approaches, combining legal rigor with participatory flexibility, can foster resilience and sustainability in ecologically sensitive regions. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
21 pages, 667 KB  
Article
Determinants of Travel Experience-Sharing Behavior on Chinese Social Media Platforms
by Chuanmei Chen, Normalisa Md Isa and Norkhazzaina Salahuddin
Sustainability 2025, 17(8), 3579; https://doi.org/10.3390/su17083579 - 16 Apr 2025
Cited by 2 | Viewed by 3028
Abstract
This study investigates factors influencing Chinese travelers’ behavior in sharing travel experiences on social media, using the frameworks of Perceived Value Theory, the Theory of Reasoned Action, and Social Influence Theory. This study aims to explore the intrinsic motivations and social factors that [...] Read more.
This study investigates factors influencing Chinese travelers’ behavior in sharing travel experiences on social media, using the frameworks of Perceived Value Theory, the Theory of Reasoned Action, and Social Influence Theory. This study aims to explore the intrinsic motivations and social factors that drive individuals to engage in sharing travel experiences and examine how these factors, along with personal characteristics, influence this behavior. Data from 489 participants were collected using a structured survey method and indicate that convenience value, emotional value, attitude, subjective norm, social identity, and group norm significantly affect sharing behavior, while monetary and social values do not. Additionally, personality traits such as openness, agreeableness, and conscientiousness moderate the relationship between these values and the sharing behavior. This study contributes to the literature by providing a deeper understanding of the motivations underlying travel experience-sharing on social media in China and by examining how both intrinsic motivations and social influences affect this behavior. The findings offer practical implications for tourism marketers to prioritize seamless digital platforms, emotionally engaging experiences, and personalized campaigns. Governments can support these efforts by promoting policies that enhance platform convenience and foster social engagement. Focusing on Chinese travelers, this research also provides a cross-cultural perspective, deepening the theoretical understanding of travel experience-sharing. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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24 pages, 2230 KB  
Article
The Role of Digital Tourism Platforms in Advancing Sustainable Development Goals in the Industry 4.0 Era
by Adelina Zeqiri, Adel Ben Youssef and Teja Maherzi Zahar
Sustainability 2025, 17(8), 3482; https://doi.org/10.3390/su17083482 - 14 Apr 2025
Cited by 46 | Viewed by 18826
Abstract
The intersection of digitalization and sustainability is reshaping the tourism industry, with digital platforms playing a transformative role in optimizing travel experiences while simultaneously influencing economic inclusivity, labor dynamics, and environmental responsibility. This paper explores how Industry 4.0 technologies—such as artificial intelligence (AI), [...] Read more.
The intersection of digitalization and sustainability is reshaping the tourism industry, with digital platforms playing a transformative role in optimizing travel experiences while simultaneously influencing economic inclusivity, labor dynamics, and environmental responsibility. This paper explores how Industry 4.0 technologies—such as artificial intelligence (AI), big data, blockchain, virtual reality (VR), and the Internet of Things (IoT)—are integrated into digital tourism platforms, assessing their dual impact on sustainability and market structures. The study develops a conceptual framework around five key dimensions: market power and digital dependency, AI-driven automation and workforce transformation, innovation and digital inclusion, sustainability innovations, and data security and governance. While digital platforms enhance personalization, operational efficiency, and eco-conscious travel, they also reinforce economic disparities, monopolization, and regulatory challenges, raising concerns related to SDGs such as SDG 1 (No Poverty), SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), SDG 10 (Reduced Inequalities), SDG 12 (Responsible Consumption, and Production), SDG 13 (Climate Action), and SDG 16 (Peace, Justice, and Strong Institutions). The study highlights the need for equitable governance frameworks to mitigate risks associated with AI-driven monopolization, algorithmic bias, and data privacy violations while ensuring digital accessibility for small and medium-sized enterprises (SMEs). The findings contribute to ongoing discussions on platform economics, digital governance, and sustainable tourism transformation, offering policy and managerial implications for fostering an inclusive and environmentally responsible tourism industry. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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14 pages, 541 KB  
Article
Toward Sustainable Tourism: An Activity-Based Segmentation of the Rural Tourism Market in China
by Lin Fu, Junko Sanada and Wenzheng Zhang
Sustainability 2025, 17(8), 3341; https://doi.org/10.3390/su17083341 - 9 Apr 2025
Cited by 2 | Viewed by 2026
Abstract
Rural areas are increasingly popular tourist destinations, contributing to socioeconomic development while also posing sustainability challenges. Recent research emphasizes that the sustainability of tourist destinations largely depends on the types of visitors they attract. This study aims to conduct a segmentation analysis of [...] Read more.
Rural areas are increasingly popular tourist destinations, contributing to socioeconomic development while also posing sustainability challenges. Recent research emphasizes that the sustainability of tourist destinations largely depends on the types of visitors they attract. This study aims to conduct a segmentation analysis of tourists’ motivations and behaviors in Chinese rural tourism to gain market insights and guide destination demand management with a focus on sustainable development. Survey data were collected from 517 tourists in northern China using a self-administered questionnaire. The results identify four key tourist groups: urbanists, food and architecture enthusiasts, history lovers, and multiple experience seekers. Cluster analysis reveals that while most tourists prioritize leisure and entertainment, history lovers demonstrate a stronger interest in rural and agricultural experiences, positioning them as crucial to promoting sustainable tourism. In contrast, urbanists and food and architecture enthusiasts, though contributing economically, engage less with agricultural and environmental aspects, raising concerns about mass tourism and the erosion of rural authenticity. This research contributes to the expanding literature on rural tourism in China, providing insights into market segmentation as a tool for fostering sustainable development. It also offers practical implications for policymakers and destination managers to better align tourism strategies with sustainability objectives. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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19 pages, 840 KB  
Article
Exploring the Relationship Between Motivations, Satisfaction, and Loyalty: Insights from the Galápagos Islands, a World Heritage Site
by Mauricio Carvache-Franco, Miguel Orden-Mejía, Tahani Hassan, Orly Carvache-Franco and Wilmer Carvache-Franco
Sustainability 2025, 17(7), 3034; https://doi.org/10.3390/su17073034 - 28 Mar 2025
Cited by 4 | Viewed by 1446
Abstract
Motivations for traveling to World Heritage natural destinations shape important theories for academic research. This study aims to analyze the influence of motivational factors on tourist satisfaction in the Galápagos Islands. The quantitative study was conducted in situ; a total of 407 valid [...] Read more.
Motivations for traveling to World Heritage natural destinations shape important theories for academic research. This study aims to analyze the influence of motivational factors on tourist satisfaction in the Galápagos Islands. The quantitative study was conducted in situ; a total of 407 valid questionnaires were collected at Mann Beach on San Cristobal Island in the Galápagos Islands, Ecuador. Through structural equation modeling, the analysis identified key motivations contributing to satisfaction, with novelty-seeking and social interaction emerging as key determinants. In contrast, motivations such as learning and authentic coastal experiences were found to have an insignificant impact on tourists’ overall perceptions. The findings also confirmed a strong positive relationship between satisfaction and loyalty, demonstrating that satisfied tourists are more likely to return and spread positive word-of-mouth about the destination. These results highlight the importance of designing tourism experiences that align with visitors’ expectations for social interaction and novelty, thereby enhancing the sustainability and reputation of the Galápagos Islands as a unique destination. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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18 pages, 517 KB  
Article
Segmentation by Image Attributes in Island Marine Protected Areas: The Galapagos Islands, Ecuador
by Mauricio Carvache-Franco, Orly Carvache-Franco, Tahani Hassan, Ivonne León-Espinoza and Wilmer Carvache-Franco
Sustainability 2025, 17(4), 1375; https://doi.org/10.3390/su17041375 - 8 Feb 2025
Cited by 2 | Viewed by 1323
Abstract
The image attributes of a tourist destination are the elements that make up the perception that visitors have about a place. Segmenting by image attributes is establishing subgroups of tourists, differentiating them by the way they perceive the image of the destination. The [...] Read more.
The image attributes of a tourist destination are the elements that make up the perception that visitors have about a place. Segmenting by image attributes is establishing subgroups of tourists, differentiating them by the way they perceive the image of the destination. The present study in a marine protected area aimed to (i) identify image attributes, (ii) establish segments based on image attributes, (iii) determine the relationship between image segments, satisfaction, and behavioral loyalty, and (iv) ascertain the socio-demographic characteristics of image segments in insular marine protected areas. This study was conducted in the Galapagos Islands of Ecuador, a marine protected Pacific Ocean area declared a World Heritage Site. A total of 407 surveys were collected in situ. The data were interpreted using factor analysis techniques and non-hierarchical K-means cluster analysis. The results show four image attributes in marine protected areas: Staff Attention, Tourist Facilities, Nature and People, and Cultural Attractions. Likewise, three segments based on image attributes were identified: the Passive segment, with low scores overall; Nature, with high scores only in attributes related to nature; and the Want It All segment, with high scores in all image attributes. Among these groups, the Want it All segment demonstrates the highest satisfaction and loyalty levels. The results will serve as management guidelines for marine protected area administrators and contribute to academic literature. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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17 pages, 2198 KB  
Article
Do Rewards Increase Tourists’ Willingness to Engage in Low-Carbon Behavior?
by Minsi Zhang, Zi Tang and Pengyu Wang
Sustainability 2025, 17(3), 829; https://doi.org/10.3390/su17030829 - 21 Jan 2025
Cited by 5 | Viewed by 2623
Abstract
As rational economic beings, economic gains in behavior influence consumers. Consequently, rewards influence consumer behavior, which leads to altruism and warm traits. This motivates consumers to enhance their willingness to behave in a pro-social way. Previous studies demonstrate that rewards can positively influence [...] Read more.
As rational economic beings, economic gains in behavior influence consumers. Consequently, rewards influence consumer behavior, which leads to altruism and warm traits. This motivates consumers to enhance their willingness to behave in a pro-social way. Previous studies demonstrate that rewards can positively influence the environmentally conscious consumption behavior of consumers. However, their impact on the willingness of tourists to adopt low-carbon behavior is overlooked. Promoting low-carbon behavior, incentive services are becoming increasingly prevalent in tourism. Encouraging tourists to start behaving in a low-carbon way is of particular importance for sustainable tourism. Authors have combined rewards and the low-carbon behavioral intentions of tourists based on stimulus–organism–response theory to explore the positive emotions of tourists triggered by rewards. This theory posits that positive emotions will further boost tourist willingness to engage in low-carbon behavior. Thus, we conducted three experiments to investigate three key areas, namely, the role of rewards in influencing tourists’ willingness to become involved in low-carbon behavior, the impact of rewards on the generation of positive emotions, and the impact of positive emotions with regard to the readiness to become involved low-carbon behaviors. The results indicate that rewards exert a positive effect on emotions, which influences the inclination to engage in environmentally friendly behavior. Additionally, the extent of environmental knowledge moderates the willingness to participate in such activities. This paper provides original insights into the factors influencing the willingness of tourists to participate in low-carbon practices and provides valuable managerial guidance for the sustainable development of tourism. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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33 pages, 3061 KB  
Article
Ski Resort vs. Altitude and Latitude: Competitiveness from the Perspective of the Consumers
by Marijana Pantić, Tamara Maričić and Milena Toković
Sustainability 2025, 17(2), 601; https://doi.org/10.3390/su17020601 - 14 Jan 2025
Cited by 3 | Viewed by 6814
Abstract
Serbian ski resorts’ altitude and latitude are lower than in most European ski resorts. In the context of climate change and the Serbian Government’s plans to keep opening new ski resorts, this study examines the competitiveness of Serbian ski resorts in the eyes [...] Read more.
Serbian ski resorts’ altitude and latitude are lower than in most European ski resorts. In the context of climate change and the Serbian Government’s plans to keep opening new ski resorts, this study examines the competitiveness of Serbian ski resorts in the eyes of domestic tourists, hence the justification of new developments. This research was carried out in three steps: a statistical analysis of a survey conducted among domestic tourists, an interpretation of the context based on responses to open-ended questions, and a comparison of Serbia’s most popular ski resorts with leading ski resorts in Austria, Bosnia & Herzegovina, Bulgaria, Italy, and France. The results showed that Serbian tourists focus on value for money, skiing, and ski infrastructure quality rather than additional activities such as cultural tours, entertainment, or wellness. In the context of international discussions on climate change impacts, environmental consequences of ski resorts, and survey results, we recommend that future strategies of ski resort operators in Serbia focus on developing and promoting complementary activities to winter sports and prioritizing the redevelopment of existing ski resorts rather than constructing new ones. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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28 pages, 2533 KB  
Article
Identification of Opportunities for Capitalizing on Tourist Potential in Hunedoara County through Rural Tourism Activities and Supporting the Development of the Local Community
by Camelia Mănescu, Nicoleta Mateoc-Sîrb, Tabita Cornelia Adamov, Diana Marin, Sebastian Moisa and Marius-Ionuț Gordan
Sustainability 2024, 16(19), 8296; https://doi.org/10.3390/su16198296 - 24 Sep 2024
Cited by 6 | Viewed by 4659
Abstract
The need to diversify economic activities in rural areas is essential for stimulating sustainable development. In this regard, rural tourism can be an effective tool for supporting the development in rural areas. The purpose of this article was to identify the favorability of [...] Read more.
The need to diversify economic activities in rural areas is essential for stimulating sustainable development. In this regard, rural tourism can be an effective tool for supporting the development in rural areas. The purpose of this article was to identify the favorability of Hunedoara County for rural tourism activities, which would contribute to the sustainable development of tourism. Rural tourism activities would generate economic and social benefits both for local communities and for tourists, and at the same time preserve and protect the cultural and natural values of the area. The research methods used to carry out this study are both qualitative (documentary study) and quantitative (a questionnaire applied in order to identify the perceptions of tourists with respect to the tourist development potential of Hunedoara County through rural tourism). The main results of the research consist in the identification of some directions for future development of Hunedoara County. These directions would, in the future, lead to an increase in the visibility of local rural communities; to the preservation of local traditions and customs, while promoting sustainability and respect for the environment; and to the implementation of a plan for sustainable development through rural tourism in the studied area. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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36 pages, 1407 KB  
Article
The Influence of Legislative and Economic Conditions on Romanian Agritourism: SWOT Study of Northwestern and Northeastern Regions and Sustainable Development Strategies
by Ramona Vasilica Bacter, Alina Emilia Maria Gherdan, Monica Angelica Dodu, Ramona Ciolac, Tiberiu Iancu, Luminița Pîrvulescu, Anca Monica Brata, Alexandra Ungureanu, Roxana Mihaela Bolohan (Cociorva) and Ioana Camelia Chebeleu
Sustainability 2024, 16(17), 7382; https://doi.org/10.3390/su16177382 - 27 Aug 2024
Cited by 7 | Viewed by 2967
Abstract
Agritouristic guesthouse expansion in Romania has been influenced by the interaction between legislative and economic conditions. In this comparative study, we examine the northwestern and northeaster development regions through a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) in order to gain insight into how [...] Read more.
Agritouristic guesthouse expansion in Romania has been influenced by the interaction between legislative and economic conditions. In this comparative study, we examine the northwestern and northeaster development regions through a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) in order to gain insight into how these factors affect the expansion of agritourism. The objective is to measure the impact of regulatory frameworks and economic landscapes on the establishment and evolution of agritourism businesses. Final findings reveal distinct regulatory environments, accessibility of finance, and market dynamics across regions. On the practical level, this research highlights the importance of legislative and economic conditions in stimulating or hindering the development of agritourism. The findings provide strategic insights for policymakers and stakeholders seeking to enhance sustainable growth in the agritourism sector, focusing on targeted responses adapted to regional challenges and opportunities. Full article
(This article belongs to the Special Issue Achieving Sustainability in Destination Marketing and Tourism Management)
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