Digital Marketing Strategies for Creating a Sustainable Image in Tourism Companies

Abstract

The tourism sector, in addition to driving economic growth, plays an important role in encouraging and adopting sustainable practices. Digital channels emerge as the ideal means for this promotion and for raising awareness about sustainability. Thus, digital marketing presents itself as an effective tool for promoting an image of sustainability within organizations, both internally and externally. This study aims to understand how organizations' digital marketing strategies con-tribute to promoting a sustainable image within tourism companies, both internally with employees and externally with customers. To this end, a qualitative approach was adopted, through a multiple case study of 21 tourism companies. The results reveal that some invest in strategies such as email, WhatsApp, or intranet, while others still face limitations in internal communication. Regarding external communication with customers, the most effective digital strategies include social media, campaigns, and videos, which help strengthen companies' sustainable image. This study provides a better understanding of the connection between digital marketing and sustainability in the tourism sector, highlighting the relevance of consistent and integrated digital strategies to promote an image of sustainability.