The Impact of Digitalization on Sustainable Branding in the Tourism destination

Mbarek Alhaddar és Kummitha Harshavardhan Reddy (2024) The Impact of Digitalization on Sustainable Branding in the Tourism destination. In: Branding in the academic and business world – Future challenges – BBU Day of Hungarian Science. Budapesti Gazdasági Egyetem, Budapest, pp. 5-15. ISBN 978-615-6342-86-7

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Abstract

Purpose: The purpose of this study is to conduct a systematic literature review to comprehensively investigate the influence of digitalization on sustainable branding strategies within the tourism industry, with a specific focus on tourism destinations. Through thi s research, we aim to provide valuable insights into how digital technologies impact sustainable branding approaches such as eco certifications, community empowerment, wildlife conservation, and cultural heritage preservation. We seek to synthesiz e existing knowledge, identify trends, and facilitate informed decision making for stakeholders in the evolving landscape of tourism and digitalization. Methodology: This research employs a Prisma methodology and systematic literature review, this study searched the databases of articles on “digitalisation,” ”sustainable branding”, and “tourism destination”. The selection criteria covered only academic papers published over recent years as related to digitalisation to sustainable brands within tourism. The systematic review comprises of keyword search, group classification bibliometric analysis and the presentation in a more detailed manner of 60 articles which comprise innovation dimensions on an international level. Findings: Our research shows the significant influence of digitalization on branding strategies in tourism destinations. We discovered emerging trends in sustainable practices by studying the current landscape. Our study explains how to make use of digital innovatio ns, such as interactive virtual reality experiences and smartphone apps for eco friendly tours, which enable places to engage tourists ethically. We also highlight the significance of environmental preservation activities, and plastic free progra ms. These findings offer industry stakeholders practical techniques for navigating the digital driven transition in sustainable branding, resulting in a more ecologically conscious and visitor friendly tourism sector.