PUBLIC RELATIONS IN TOURISM: DIGITAL TRANSFORMATION AND SDGS FOR A SUSTAINABLE FUTURE

This study investigates how digital transformation is reshaping public relations in the tourism sector and examines its impact on consumer expectations within the framework of the Sustainable Development Goals (SDGs 8, 9 and 12). It focuses on the integration of digital tools into public relations strategies and the role of these tools in strengthening business communication and improving consumer relationships. The study is based on the existing literature on digital public relations, sustainable tourism and consumer experience. The study is examined the interconnected roles of SDGs 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production) in the context of digital transformation in tourism communication. A qualitative research approach was adopted, and case studies and a systematic literature review were conducted on digital public relations practices in the tourism sector. This study evaluates the effectiveness of digital communication strategies implemented in tourism enterprises by analyzing sector-specific trends. The findings reveal that digital public relations increase the interaction between tourism businesses and consumers, encourage stronger participation and increase brand credibility. Digital strategies not only build consumer trust, but also contribute to economic and social development. In line with SDG 8, digitalization in tourism expands employment opportunities and promotes economic growth. In the context of SDG 9, developments in technology and infrastructure improve tourism services and accessibility. In addition, SDG 12 emphasizes how digital public relations can promote sustainable tourism practices and responsible consumer behavior. This study provides a detailed perspective on how digital public relations can be aligned with sustainability goals in the tourism sector. It emphasizes that tourism businesses should embrace digital transformation to meet changing consumer expectations, while also emphasizing the importance of adhering to responsible and ethical communication strategies. This study investigate the role of digital transformation on communication strategies in the tourism sector by discussing the concepts of digital public relations and sustainable tourism in a theoretical framework. By evaluating the place of digital public relations in the context of sustainable tourism from a holistic perspective, it offers conceptual review on how digital tools can be used effectively in line with sustainability goals.