9: Green Travel in the Digital Era: Contributions of Digital Marketing to Sustainable Tourism

Digital marketing has emerged as a crucial driver for sustainable tourism development, with research highlighting its potential to influence consumer behaviour and promote eco-responsible practices. This study explores how digital marketing tools, including social media and content marketing, can support sustainable tourism goals by aligning with environmental, social and economic objectives. Through a case analysis of Gdańsk, Poland, the research study examines how digital marketing strategies have been tailored to extend tourism beyond peak periods, promote local culture and minimise environmental impacts. Gdańsk’s approach underscores the importance of aligning marketing strategies with the values of residents, local businesses and tourists to create a tourism model that respects the destination’s unique heritage and environment. The study highlights the significance of ongoing stakeholder education, strategic adaptation to evolving digital trends and developing collaborative tourism communities to support these efforts. Additionally, this chapter emphasises the need to incorporate diverse stakeholder perspectives when defining sustainable tourism objectives. A dynamic dialogue and continuous feedback loop enable tourism initiatives to address community interests and business goals, ensuring balanced outcomes. In conclusion, Gdańsk’s initiatives illustrate how digital marketing can actively support sustainable tourism by fostering a responsible and respectful tourism model. The study suggests that, as technology advances, future research should investigate the potential of artificial intelligence (AI) in enhancing sustainable tourism practices, further contributing to tourism models that prioritise local well-being alongside economic growth.