Digital Marketing Strategies for Sustainable Tourism Destination Management (Case Study: Noor Coastal City)

Abstract

Objective: The primary objective of this study is to identify and analyze effective digital marketing tools and methods for attracting tourists and enhancing awareness of the importance of sustainable tourism.   Methodology: This study employs a quantitative approach to data collection, which includes the distribution of online questionnaires to tourists and local stakeholders. The statistical population comprises experts, tourists, and local stakeholders, from whom 50 individuals were selected using purposive and convenience sampling methods. Additionally, relevant documents and reports on sustainable tourism and digital marketing strategies were reviewed as complementary information sources. The SOAR and ARAS techniques were utilized for data analysis. In the SOAR approach, strengths, opportunities, aspirations, and expected results are identified, whereas ARAS assists in data analysis and the planning of practical measures to improve strategies. This combined approach facilitates the effective examination and analysis of digital marketing strategies in managing sustainable tourism destinations, yielding valuable insights for decision-makers and stakeholders.   Findings: The findings indicate that creating engaging and informative content on social media platforms, particularly Instagram and Telegram, can significantly impact tourist attraction and awareness of sustainable destinations. Additionally, targeted advertising and collaboration with local influencers were identified as effective strategies for enhancing Noor’s brand image and promoting sustainable tourism. Furthermore, interactive websites and online tools for booking and travel planning contribute to improving the tourist experience.   Conclusion: The use of digital marketing strategies can play a crucial role in managing sustainable tourism destinations. Noor coastal city, by leveraging these tools and methods, can continue to develop its sustainable tourism sector and be recognized as a model tourism destination in Iran. It is recommended that educational programs on digital marketing be conducted for local tourism stakeholders to enable them to make the best use of these opportunities.