Work

Leveraging Marketing Analytics to Promote Sustainable Destinations: A Study Across Multiple Continents

Year: 2026

Type: article

Abstract: In an era where environmental consciousness increasingly shapes consumer behaviour, the tourism industry faces the dual challenge of promoting destinations while ensuring ecological sustainability. This study explores how web analytics and big data can be leveraged to enhance the visibility and attractiveness of eco-friendly destinations. Building upon digital marketing and sustainability frameworks, the authors develop a data-driven methodology that integrates website performance metrics, search behaviour patterns, and social media engagement indicators. After data collection, statistical and content analyses were implemented, followed by a Fuzzy Cognitive Map (FCM) to visualise the interrelationships between online user behaviour, environmental awareness, and destination appeal.

Source: World

DOI: 10.3390/world7010009

Authors: Dimitrios P. Reklitis, Nikolaos T. Giannakopoulos, Marina C. Terzi, Damianos P. Sakas, Maria Salamoura, Christina Konstantinidou Konstantopoulou

Institutions: Agricultural University of Athens, University of the Aegean

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $1,207