Children-Driven Internal Marketing as a Strategy for Advancing Equity, Diversity and Inclusion in Sustainable Tourism Destinations: An Exploratory Study

This study explores children-driven internal marketing as a strategy for advancing equity, diversity, and inclusion (EDI) in sustainable tourism destinations. It investigates how internal marketing (IM), viewed through a children-centred perspective, can be mobilised to foster more inclusive and equitable destination development. Drawing on a narrative literature review spanning tourism studies, internal marketing theory, and childhood and sustainability scholarship, the paper develops an integrative conceptual framework positioning children as internal marketers and agents of change within host communities. This framework outlines mechanisms through which children-centred initiatives can embed EDI values into destination planning, governance, and community engagement, offering an original contribution by linking internal marketing, EDI, and children's involvement in sustainable tourism. Practically, the study guides destination managers and policymakers, particularly DMOs, on strengthening community engagement and responsible branding. Future research directions include empirical studies across cultural contexts, EDI measurement frameworks, and longitudinal investigations of children's engagement in tourism governance.