Digitalization and sustainable branding in tourism destinations from a systematic review perspective

Digital technologies are rapidly reshaping the tourism industry, offering new opportunities for destinations to communicate sustainability values and engage with environmentally conscious travelers. However, a gap remains in understanding how digital tools directly influence sustainable branding strategies and consumer perception. This study addresses this gap through a systematic literature review of 60 peer-reviewed articles, using bibliometric analysis and qualitative synthesis to identify trends, theoretical frameworks, and practical applications. The review highlights the growing role of technologies such as virtual and augmented reality, mobile apps, artificial intelligence, and social media in enhancing destination image, promoting authenticity, and supporting sustainability narratives. Two conceptual models—the Digital–Sustainability Branding Matrix and the Destination Archetype Typology are introduced to classify digital strategies and benchmark destination branding maturity. Findings show that digitalization fosters deeper consumer engagement and strengthens long-term sustainability-driven brand equity. The study also identifies key research gaps, including underrepresentation of the Global South, limited use of longitudinal methods, and insufficient integration of SDG-aligned impact metrics. These insights provide actionable guidance for policymakers, marketers, and tourism managers. They help in strategically leveraging digitalization to build competitive and sustainable tourism destination brands. Digitalization in sustainable tourism Digital tools such as virtual reality and mobile apps are reshaping branding strategies for eco-conscious destinations. Consumer engagement & branding Digital platforms enhance brand authenticity and strengthen consumer connections with sustainability initiatives. Insights from 60 studies A systematic literature review and bibliometric analysis reveal key trends in sustainable tourism branding. Strategic recommendations Findings highlight the need for adaptive marketing approaches to integrate digital tools into sustainability efforts. Implications for industry stakeholders Practical guidance for tourism marketers, policymakers, and destination managers in leveraging digitalization for sustainable brand equity.