Managing The Digital Campaign Process For Sustainable Tourism Destinations
Free (open access)
139 - 153
Y. Y. Liu, A. Mačerinskienė
This paper was developed reviewing literature and presenting frontiers of sustainable tourism destinations and marketing. This paper discusses (1) the process of managing a digital campaign for sustainable tourism destination, with its five steps, i.e., designing the digital campaign, selecting the digital platforms, measuring the performance of digital platforms, evaluating the effectiveness of digital campaign, and making decisions; (2) two models created by authors, i.e. a model of tourist sustainability empathy, and a model of tourist experience integration; (3) two recent issues related to sustainable tourism and its marketing, i.e., Web 3.0 technology and the Marketing 3.0 discipline; and (4) recommendations for future research in the area of sustainable tourism and its marketing. This paper fills the gap between digital campaigns and sustainable tourism, and provides marketers with skills, tools, and marketing methods for sustainable tourism destinations.
sustainable tourism, destination, sustainable tourism marketing, digital campaign, and digital marketing