Analysis of Digital Marketing Strategies to Consolidate Sustainable Tourism: Case Study of La Manga del Mar Menor

Abstract

The concept of sustainable tourism represents a significant challenge for all tourist destinations. In particular, La Manga del Mar Menor is a destination with natural resources that have been affected in recent years by the pressures of mining and tourism. Although numerous studies have been conducted on this destination, none have focused on sustainable tourism marketing through an analysis of tourism promotion campaigns on television and social networks (2019-2023), before and after the pandemic. The objective of this article is to establish a synthesis between sustainable marketing and tourism destination planning.