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Digitalization and sustainable branding in tourism destinations from a systematic review perspective


Digital technologies are rapidly reshaping the tourism industry, offering new opportunities for destinations to communicate sustainability values and engage with environmentally conscious travelers. However, a gap remains in understanding how digital tools directly influence sustainable branding strategies and consumer perception. This study addresses this gap through a systematic literature review of 60 peer-reviewed articles, using bibliometric analysis and qualitative synthesis to identify trends, theoretical frameworks, and practical applications.

The review highlights the growing role of technologies such as virtual and augmented reality, mobile apps, artificial intelligence, and social media in enhancing destination image, promoting authenticity, and supporting sustainability narratives. Two conceptual models-the Digital–Sustainability Branding Matrix and the Destination Archetype Typology are introduced to classify digital strategies and benchmark destination branding maturity. Findings show that digitalization fosters deeper consumer engagement and strengthens long-term sustainability-driven brand equity.

The study also identifies key research gaps, including underrepresentation of the Global South, limited use of longitudinal methods, and insufficient integration of SDG-aligned impact metrics. These insights provide actionable guidance for policymakers, marketers, and tourism managers. They help in strategically leveraging digitalization to build competitive and sustainable tourism destination brands.

network security, computer networks, data communication, wireless networking, LAN, WAN, VPN, network topology, routing protocols, cybersecurity, firewall protection, cloud networking, IoT connectivity, network infrastructure, bandwidth management, network monitoring, server configuration, IP addressing, network performance, digital communication

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