IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-032-23925-9_48.html

Bridging Practice and Promotion: Sustainability Communication in Cultural Tourism Through Digital Innovation

In: Information and Communication Technologies in Tourism 2026

Author

Listed:
  • Despoina Tsavdaridou

    (Hellenic Mediterranean University)

  • Eirini Papadaki

    (Hellenic Mediterranean University)

  • Alexandros Apostolakis

    (Hellenic Mediterranean University)

Abstract

Cultural organizations increasingly leverage digital technologies as strategic tools to communicate sustainability values and enhance their roles as tourism stakeholders. This comparative study examines how digital innovation shapes sustainability narratives within cultural tourism, analyzing six major institutions: three in Greece and three in Germany. The research employs a two-phase methodology: institutional analysis of sustainability policies and technological implementations, followed by systematic content analysis of Facebook posts during January–May 2025. Digital analytics frameworks examine posting patterns, engagement metrics, multimedia strategies, and cross-cultural communication approaches. Initial findings reveal distinctive patterns: Greek institutions emphasize social sustainability messaging through multimedia content, promoting cultural accessibility. Conversely, German organizations demonstrate balanced strategies integrating environmental themes with data visualizations and interactive elements. Key patterns include institutional practice-message alignment, cultural context influence on content strategy, and varying multimedia effectiveness across sustainability dimensions. Results demonstrate that digital communication effectiveness depends on cultural context, technological infrastructure, and institutional tourism positioning. This research contributes a comprehensive framework for evaluating digital sustainability communication in cultural tourism contexts, offering practical implications for destination marketers and cultural managers seeking to advance sustainable tourism through strategic digital transformation.

Suggested Citation

  • Despoina Tsavdaridou & Eirini Papadaki & Alexandros Apostolakis, 2026. "Bridging Practice and Promotion: Sustainability Communication in Cultural Tourism Through Digital Innovation," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 48, pages 709-722, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_48
    DOI: 10.1007/978-3-032-23925-9_48
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-032-23925-9_48. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.