Leveraging Marketing Analytics to Promote Sustainable Destinations: A Study Across Multiple Continents

In an era where environmental consciousness increasingly shapes consumer behaviour, the tourism industry faces the dual challenge of promoting destinations while ensuring ecological sustainability. This study explores how web analytics and big data can be leveraged to enhance the visibility and attractiveness of eco-friendly destinations. Building upon digital marketing and sustainability frameworks, the authors develop a data-driven methodology that integrates website performance metrics, search behaviour patterns, and social media engagement indicators. After data collection, statistical and content analyses were implemented, followed by a Fuzzy Cognitive Map (FCM) to visualise the interrelationships between online user behaviour, environmental awareness, and destination appeal.