Exploring the Impact of Social Media and Sustainable Tourism Marketing on Travel Behaviour and Destination Branding

BUKYA CHAITANYA PRAKASH; Dr.P Lavanya; Dr.T. Vara Lakshmi

Exploring the Impact of Social Media and Sustainable Tourism Marketing on Travel Behaviour and Destination Branding

Author(s)	BUKYA CHAITANYA PRAKASH, Dr.P Lavanya, Dr.T. Vara Lakshmi
Country	India
Abstract	The tourism sector has been transformed in recent years due to technological advancements, increasing concerns about sustainability and emerging health priorities following the COVID-19 outbreak. This study examines how digital promotion, sustainability-oriented initiatives, destination branding, social media, and tourist behavior all interrelate to create visitor satisfaction and loyalty. With concerns about health and the environment taking center stage in travel, tourism businesses are rebranding their marketing using digital platforms and sustainable branding to assure tourists. Whole picture of contemporary tourism promotion, the research employed both qualitative and quantitative approaches. Survey information based on opinions and experiences of with some tourists was collected in comprehensive questionnaires and figures were taken from reliable sources such as United Nation World Tourism Organization (UNWTO), Statistic and Tourism report for countries. In this finding there is a significant influence from digital marketing and social media on the way individuals select their holiday destinations, raising awareness and interaction. Attempts at promoting sustainable tourism not only enhance the reputation of the destination but also enhance the satisfaction of tourists. Effective, careful branding leads to repeat visits and word of mouth recommendations. As a response to the pandemic, the most effective strategies of the industry have been the adoption of digital technologies, one to one communication and green policies, which all contribute to rebuilt trust among travellers and drive demand. Overall the study proves that combining digital innovation, sustainability and robust destination branding results in higher satisfaction among tourists and long-term gains for destinations. These results offer valuable insights to tourism marketers and leaders in their efforts to create competitive, responsible and resilient tourism in an ever-evolving world.
Keywords	Tourism marketing, Destination branding, Digital marketing, Sustainable tourism, Social media, Post-COVID, Travel behavior.
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-13

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Exploring the Impact of Social Media and Sustainable Tourism Marketing on Travel Behaviour and Destination Branding

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