TOWARDS COMPREHENSIVE DIGITAL-ENVIRONMENTAL TOURISM FRAMEWORK: INTEGRATING TECHNOLOGY, PSYCHOLOGY, AND SUSTAINABILITY IN POST-DIGITAL ERA TOURISM

Abstract

Purpose – This study addresses critical gaps in tourism literature by developing a comprehensive digital-environmental tourism framework that integrates technology adoption, psychological mediators, and sustainability outcomes to advance theoretical understanding and practical applications in post-digital era tourism. Design/methodology/approach – The research employs a systematic literature review and conceptual framework development methodology, synthesizing five core theoretical foundations: Theory of Planned Behavior, Technology Acceptance Model, Social Cognitive Theory, Environmental Psychology Theory, and Parasocial Interaction Theory. The framework integrates digital antecedents (social media marketing, E-WOM, influencer marketing, immersive technologies), psychological mediators (environmental consciousness, digital trust, place attachment, perceived authenticity), moderating factors (individual and contextual characteristics), and behavioral outcomes (sustainable tourism behavior, digital advocacy, long-term intentions). Findings – The framework identifies novel relationships between digital marketing strategies and environmental consciousness formation through psychological mediation pathways. Key findings reveal that digital platforms serve as powerful catalysts for environmental awareness development, with effectiveness moderated by individual characteristics and cultural contexts. The study proposes eight core propositions examining direct relationships, mediation effects, and moderation influences within the digital-environmental tourism nexus. Practical implications – The framework provides evidence-based guidance for tourism marketers developing sustainable digital strategies, destination managers implementing community-centered sustainability initiatives, and policymakers creating regulatory frameworks supporting digital-environmental tourism development. Originality/value – This research represents the first comprehensive integration of digital marketing and environmental psychology theories in tourism contexts, addressing fragmented literature streams while providing a multi-theoretical approach to understanding technology-mediated sustainable tourism behaviors in contemporary digital environments.

Keywords: digital tourism marketing, environmental consciousness, sustainable tourism behavior, social media marketing, technology acceptance, environmental psychology