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Reframing communication and marketing in tourism and hospitality: sustainability, technology, and strategic transformation

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Detalhes bibliográficos
Resumo:Sustainability has gone from being merely a normative aspiration to becoming a strategic and communicational imperative, influencing the image of destinations, brand legitimacy, and tourist behavior. At the same time, the need for resilient and regenerative tourism systems, aligned with international guidelines such as those promoted by the World Tourism Organization (UNWTO), is highlighted. In parallel, the advancement of digital technologies, including artificial intelligence, augmented reality, and user experience-centric interfaces, redefines management, marketing, experience, and governance processes, while also raising ethical and social challenges. In an integrated way, the articles studied and compared demonstrate that value creation in contemporary tourism cannot be understood solely in economic terms, but must incorporate environmental responsibility, ethical governance, technological innovation, and meaningful stakeholder engagement. The set of contributions reinforces the central role of communication and marketing as strategic mechanisms to address complexity, promote sustainability, and shape the future of tourism systems.
Autores principais:Borges, Ana Pinto
Outros Autores:Vieira, Elvira Pacheco; Almeida, Antonio Lopes de; Remondes, Jorge; Rodrigues, Paula; Skvarciany, Viktorija
Assunto:Tourism and hospitality Sustainability Digital transformation Marketing strategy Communication Destination competitiveness Resilience Stakeholder engagement Artificial intelligence Innovation.
Ano:2026
País:Portugal
Tipo de documento:artigo
Tipo de acesso:acesso aberto
Instituição associada:Instituto Politécnico de Bragança
Idioma:inglês
Origem:Biblioteca Digital do IPB

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