From Greenwashing to Circularity: The Strategic Role of Marketing and Digital Technologies in Sustainable Tourism
研究了营销如何利用人工智能、区块链和数字平台推动旅游业的循环经济转型，通过西班牙案例揭示区块链验证可减少漂绿行为，AI能个性化可持续旅行，数字平台提升包容性，为管理者提供生态计算器、数字产品护照等实用工具。
ABSTRACT This paper addresses the research gap on how marketing leverages digital technologies to enable circular economy transitions in tourism. Guided by Stakeholder Theory, it examines how artificial intelligence, blockchain, and digital platforms reshape sustainable value creation, accountability, and collaborative governance within Spain's tourism sector. A qualitative case study combining content analysis and 25 semistructured interviews with executives and international tourists reveals that blockchain verification mitigates greenwashing, AI personalizes sustainability‐aligned travel, and platforms like España Accesible (Accessible Spain) enhance inclusivity. The study extends Stakeholder Theory into digitally mediated contexts and conceptualizes circular marketing as a mechanism linking technology, ethics, and stakeholder co‐creation. Managerially, it offers actionable insights for implementing eco‐calculators, digital product passports, and AI‐driven behavioral nudges. Although limited to Spain, the findings provide transferable lessons for other destinations seeking to align tourism competitiveness with systemic sustainability.