Sustainable Tourism Marketing: A Systematic Analysis of Green Marketing Strategies and Their Impact on Tourist Behavior

Dedy Iswanto, Ismail Ghani, Lalu Hendra Maniza, Ramayanto Ramayanto, Baiq Reinelda Tri Yunarni, Mala Vinuzia

Abstract


This study is important because understanding tourist behavior and the effectiveness of sustainable marketing strategies are key to supporting an environmentally friendly tourism industry. This study aims to develop an integrated conceptual synthesis as a foundation for a more holistic sustainable tourism marketing model, while also providing theoretical contributions and practical implications for the development of marketing strategies within the context of a sustainability-oriented tourism industry. The method used is a Systematic Literature Review with literature sources from Scopus, DOAJ, and Google Scholar, selecting publications from 2016–2025. The synthesis results indicate that the frameworks of consumer behavior and intention, as well as application and process-based implementation, operate simultaneously to form an integrative conceptual system. This framework explains how consumer decisions are formed through the interaction of cognitive-affective, social-contextual, and behavioral intention dimensions, as well as how these decisions can be realized in practice through behavioral activation mechanisms, system integration, and process optimization. These findings offer a strong theoretical foundation and practical guidelines for stakeholders in designing adaptive, applicable, and sustainable tourism marketing strategies.

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References


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