Sustainable Marketing

Overview

The Field of Expertise Group (KBK) in Sustainable Marketing focuses on the development of marketing strategies for tourism products, services, and destinations by emphasizing sustainability principles. This KBK covers tourist behavior, destination branding, integrated marketing communication, and the use of digital technology in tourism promotion.

In addition, it highlights the importance of balancing economic, social, and environmental aspects in all marketing activities in order to create a responsible and globally competitive destination image.

Vision

To become a leading academic group in the development of sustainable tourism marketing that is innovative, digitally driven, and oriented toward economic, social, and environmental sustainability at national and global levels.

Mission

1. To develop academic studies in sustainable tourism marketing.
2. To promote innovation in digital-based marketing strategies.
3. To integrate sustainability principles into education, research, and community service.
4. To strengthen collaboration with industry stakeholders, government, and local communities.
5. To produce high-quality scientific publications and research-based innovations.
6. To develop professional and adaptive human resources with sustainability awareness.

Research Focus

1. Tourist behavior in travel decision-making.
2. Destination branding and destination image management.
3. Digital marketing in tourism and hospitality industries.
4. The role of social media and influencers in destination promotion.
5. Integrated marketing communication in destination management.
6. Sustainable marketing and green marketing practices.
7. Tourist experience and satisfaction.
8. Utilization of technology (AI, big data, and analytics) in tourism marketing.
9. Community involvement in destination development.
10. Post-pandemic tourism marketing transformation.