Sustainable Marketing and Responsible Tourism in the Digital Era

Sustainable Marketing and Responsible Tourism in the Digital Era presents selected research contributions from the International Conference on Sustainable Marketing and Responsible Tourism in the Digital Era (SMART 2026). The volume explores how digital technologies, responsible business practices, and sustainable marketing strategies can shape tourism and related industries. It offers contemporary perspectives on balancing economic development, environmental protection, technological innovation, and social inclusion. The book covers sustainable marketing, responsible tourism, digital transformation, consumer behaviour, destination management, green branding, artificial intelligence, social media marketing, circular economy practices, community involvement, and inclusive tourism development. The volume discusses the impact of new technologies on customer engagement, service provision, operational efficiency, and sustainable decision-making in customer service. The research draws on conceptual, qualitative, quantitative, bibliometric, and case-based approaches to explore contemporary challenges around tourism and marketing. Digital technologies can enhance sustainability performance when they are supported by ethics and collaboration, stakeholder engagement, environmental responsibility, and community participation, findings from research suggest. The studies further show that green consumer interest, authentic sustainability dialogues, data-driven marketing, and inclusive business practices are central to organisational resilience, destination competitiveness, and responsible consumption. Thus, the volume offers practical and research-based pathways to develop greener, digitally enabled, and socially equitable development.The book is intended for researchers, academicians, postgraduate students, tourism professionals, marketing practitioners, policymakers, destination managers, entrepreneurs, and sustainability consultants.