From Greenwashing to Circularity

The Strategic Role of Marketing and Digital Technologies in Sustainable Tourism

Bibliographic Data

ID22418344
AuthorsVerónica Baena Graciá (0000-0002-4641-591X, Communication and Marketing Department, Faculty of Economic, Business, and Communication Sciences Universidad Europea de Madrid Villaviciosa de Odón Madrid Spain), Verónica Baena (Universidad Europea de Madrid, corresponding author), Julio Cerviño (0000-0002-2589-2573, Business Economics Department, School of Social Sciences University Carlos III of Madrid Getafe Madrid Spain)
Year2026
Publication date2026-02-20
Open AccessYes
TypeARTICLE
VenueBusiness Strategy and the Environment (JOURNAL)
Journal identifiersISSN: 0964-4733 • E-ISSN: 1099-0836
PublisherWiley (PUBLISHER • GB)
DOI10.1002/bse.70677
OpenAlexW7130718982
LanguageEN
Citations received1
References cited41

This paper addresses the research gap on how marketing leverages digital technologies to enable circular economy transitions in tourism. Guided by Stakeholder Theory, it examines how artificial intelligence, blockchain, and digital platforms reshape sustainable value creation, accountability, and collaborative governance within Spain's tourism sector. A qualitative case study combining content analysis and 25 semistructured interviews with executives and international tourists reveals that blockchain verification mitigates greenwashing, AI personalizes sustainability‐aligned travel, and platforms like España Accesible (Accessible Spain) enhance inclusivity. The study extends Stakeholder Theory into digitally mediated contexts and conceptualizes circular marketing as a mechanism linking technology, ethics, and stakeholder co‐creation. Managerially, it offers actionable insights for implementing eco‐calculators, digital product passports, and AI‐driven behavioral nudges. Although limited to Spain, the findings provide transferable lessons for other destinations seeking to align tourism competitiveness with systemic sustainability.

Corporate governance · Digital economy · Digital marketing · Digital strategy · Greenwashing · Stakeholder · Stakeholder engagement · Sustainable tourism · Tourism · Digital Marketing and Social Media · Environmental Sustainability in Business · Sharing Economy and Platforms

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