Analysis of Digital Marketing Strategies to Consolidate Sustainable Tourism - Case Study of La Manga del Mar Menor

Aug 24, 2026

Upload by Fahsai

Sustainable tourism is presented as a major challenge for destinations with vulnerable natural resources, especially where tourism pressure and extractive activities have intensified negative impacts. The study examines La Manga del Mar Menor and addresses the gap in research on sustainable tourism marketing by analyzing tourism promotion campaigns broadcast on television and distributed via social networks from 2019 to 2023. The work seeks to synthesize sustainable marketing principles with tourism destination planning through cause-related and behavior-influencing approaches.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages18

Reading Time45 min

AccessFree to download

Introduction. Sustainable Tourism

Sustainable development and tourism ethics

Cause marketing and sustainable behavior

Objectives and Methodology

􀀙􀀌􀀖􀀘􀀄􀀏 􀀕􀀈􀀙􀀌􀀈􀀚 ȁ 􀀙􀂑􀂎 Ǥ ͳ6ǡ 􀀑􀂑Ǥ 5ǡ ʹͲʹ4 ȁ 􀀌􀀖􀀖􀀑 ʹ͸ͻͷǦͻ͸͵ͳ 􀀌􀂐􀂖􀂇􀂔􀂐􀂃􀂖􀂋􀂑􀂐􀂃􀂎 􀀙􀂋􀂕􀂗􀂃􀂎 􀀆􀂗􀂎􀂖􀂗􀂔􀂇 􀀕􀂇􀂘􀂋􀂇􀂙 Ȁ 􀀕􀂇􀂘􀂋􀂕􀂖􀂃 􀀌􀂐􀂖􀂇􀂔􀂐􀂃􀂅􀂋􀂑􀂐􀂃􀂎 􀂆􀂇 􀀆􀂗􀂎􀂖􀂗􀂔􀂃 􀀙􀂋􀂕􀂗􀂃􀂎 IUUQT􀀛􀀐􀀐EPJ􀀏PSH􀀐10.62161/revvisual.v17.5300 ANALYSIS OF DIGITAL MARKETING STRATEGIES TO CONSOLIDATE SUSTAINABLE TOURISM Case Study of La Manga del Mar Menor MARÍA ALCOLEA PARRA1, ANA BELÉN BASTIDAS MANZANO 1, OLGA SÁNCHEZ GONZÁLEZ1 1 Universidad a Distancia de Madrid, SPAIN | KEYWORDS
Sustainable tourism
Sustainable marketing Social media marketing Tourist behaviour La Manga delMar Menor Consumer
Tourism Promotion | ABSTRACT | | --- | --- | | | The concept of sustainable tourism represents a significant challenge for all tourist destinations. In particular, La Manga del Mar Menor is a destination with natural resources that have been affected in recent years by the pressures of mining and tourism. Although numerous studies have been conducted on this destination, none have focused on sustainable tourism marketing through an analysis of tourism promotion campaignson television and social networks (2019-2023), before and after the pandemic. The objective of this article is to establish a synthesis between sustainable marketing and tourism destination planning. | Received: 27 / 04 / 2024 Accepted: 04 / 07 / 2024 VISUAL Review, 16(5), 2024, pp. 129-147 1. Introduction. Sustainable Tourism The World Tourism Organisation (UNWTO) states that sustainable tourism is a growing segment. In recent years, there has been an increase in the number of people who are environmentally conscious and want to make their travels an eco-friendly experience (UN, 2023). According to the World Bank, the population is growing at an annual rate of 0.8%, and although this is less than in previous years, there is a need to raise awareness of sustainable tourism (World Bank, 2023). Sustainable tourism is in line with the objectives proposed by the United Nations 2030 Agenda, the Sustainable Development Goals (SDGs). It is therefore a growing concept that aims to shape an inclusive, sustainable and resilient future for people and the planet. The UN defines it as "development that meets the needs of the present without compromising the ability of future generations to meet their own needs" (UN, 2023) . There is a relationship between tourism and sustainable development based on the fact that the tourist's journey, the tourism producer and the product or service are characterised by three common dimensions: interaction, awareness and attachment (United Nations Environment Programme, 2019) ."Sustainable tourism development serves current tourism needs and host regions, while protecting and promoting opportunities for the future" (Lemoine Quintero et al., 2019, p. 12) . In turn, sustainable tourism involves a new ethic of both tourism and the tourist himself, as well as sensitivity in all three areas, nature, culture and the local people's way of life (Monsalve-Pelaez et al. 2023) . In this context, sustainable development can be instilled in the minds and social consciousness of tourists. The preservation of natural and cultural resources and ecological balance for tourism purposes is therefore essential for future generations to benefit from the resources (Özgit & Zhandildina, 2021) . Therefore, what sustainable tourism seeks to do is to produce positive impacts and try to reduce negative impacts (Monsalve-Pelaez et al., 2023) . At the same time, there is a shift from mass tourism to sustainable and controlled tourism on a smaller scale (Simancas Cruz et al., 2020) . This implies even more communication with concrete and specific marketing actions in search of the quality tourist profile. This is the tourist who "respects the destination and himself". This is the person who wants sustainability, respect, working conditions... and who would be willing to pay for it (Simancas Cruz et al., 2020, p. 286) . It is therefore necessary for destinations to develop planning techniques th

FAQs

What is the main goal of the article regarding La Manga del Mar Menor?

To synthesize sustainable marketing with tourism destination planning by analyzing how tourism promotion campaigns communicate sustainability in La Manga del Mar Menor.

Which promotional channels are analyzed in the study?

The study analyzes tourism promotion campaigns on television and social networks covering the period 2019 to 2023.

How does sustainable tourism relate to broader development agendas?

Sustainable tourism is aligned with the UN 2030 Agenda and the Sustainable Development Goals (SDGs), aiming to support an inclusive, resilient future for both people and the planet.

Aug 24, 2026

Upload by Fahsai