Sustainable Tourism Marketing Strategies: A Case Study of Villaggio San Francesco

The modern tourism industry has undergone significant transformations in the wake of the COVID-19 pandemic. This thesis tackles the complex interplay between tourism, sustainability, and the profound impact of digitalization on contemporary travel behavior. Chapter 1 delves into the multifaceted terrain of tourism, examining the evolving landscape post-pandemic, environmental effects, and Italy's recovery plans. Central to this exploration is an investigation into the ecological repercussions of travel and the burgeoning field of sustainable initiatives in the sector. Chapter 2 scrutinizes the digitization of the tourism journey, detailing Industry 4.0's role and the paradigm shift toward smart tourism. This chapter carefully dissects the evolution of the internet, leading up to its transformative role in reshaping travel experiences, all under the framework of Porter's Five Forces model. The subsequent chapter delves into the colossal impact of social media and digital influencers on tourist decision-making processes. It delves into the metamorphosis of word-of-mouth in the digital age, the proliferation of electronic user-generated content, and the burgeoning influence of digital influencers, dissecting their roles in shaping tourism experiences. An empirical case study in Chapter 4 unravels the sustainability initiatives and digital strategies of Villaggio San Francesco. The exploration covers varied aspects of this eco-friendly village, including its commitment to children and nature, the utilization of influencer marketing, and an insightful investigation into guest and managerial staff interviews to comprehensively understand the village's sustainability efforts and communication strategies. Finally, Chapter 5 synthesizes the empirical and theoretical insights gathered throughout this exploration, offering recommendations, acknowledging limitations, and delineating final considerations that underline the thesis's comprehensive inquiry into the intersection of sustainability, digitalization, and contemporary tourism trends.