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Publicação
Reframing communication and marketing in tourism and hospitality: sustainability, technology, and strategic transformation
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Tourism and hospitality Sustainability Digital transformation Marketing strategy Communication Destination competitiveness Resilience Stakeholder engagement Artificial intelligence Innovation.
Contexto Educativo
Citação
Borges, Ana Pinto; Vieira, Elvira Pacheco; Almeida, Antonio Lopes de; Remondes, Jorge; Rodrigues, Paula; Skvarciany, Viktorija (2026). Reframing communication and marketing in tourism and hospitality: sustainability, technology, and strategic transformation. Internacional Journal of Marketing Communication and New Media. ISSN 2182-9306. 1-7. DOI: 10.54663/2182-9306.2026
Editora
Instituto Superior de Entre Douro e Vouga