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<p>Although social marketing holds considerable potential for promoting sustainable tourist behavior, studies that specifically map its current profile and future research directions remain limited. This study conducts a systematic literature review of 72 articles published from 2005 to 2025 that examine social marketing strategies designed to foster sustainable behavior among tourists within the broader context of sustainable tourism. Two primary analytical frameworks are employed: AMO (Antecedents–Moderators/Mediators–Outcomes) and TCM (Theory–Context–Method). The findings reveal key characteristics of existing studies (i.e., theoretical foundations, research contexts, and methodological approaches), and identify the primary factors functioning as antecedents, mediators, moderators, and behavioral outcomes. Furthermore, the study outlines a future research agenda emphasizing the integration of multiple social marketing strategies, the development of holistic and dynamic behavioral models, the adoption of multi-theoretical perspectives, the use of qualitative and mixed-method designs, and the exploration of underrepresented contexts such as cultural tourism. This study offers a novel contribution by integrating the AMO and TCM frameworks to systematically review social marketing literature in the context of sustainable tourist behavior. Overall, this review contributes theoretically to the social marketing and sustainable tourist behavior literature and provides practical insights for policymakers, destination managers, and tourism practitioners in designing evidence-based social marketing strategies to advance the implementation of sustainable tourism.</p>

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Social marketing to promote sustainable tourist behavior: What do we know, how do we know, and where should we be heading?

  • 期刊论文

  • 发表日期：

    2026年5月30日

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  • Ivo Novitaningtyas,
  • Bernardinus Maria Purwanto

摘要

Although social marketing holds considerable potential for promoting sustainable tourist behavior, studies that specifically map its current profile and future research directions remain limited. This study conducts a systematic literature review of 72 articles published from 2005 to 2025 that examine social marketing strategies designed to foster sustainable behavior among tourists within the broader context of sustainable tourism. Two primary analytical frameworks are employed: AMO (Antecedents–Moderators/Mediators–Outcomes) and TCM (Theory–Context–Method). The findings reveal key characteristics of existing studies (i.e., theoretical foundations, research contexts, and methodological approaches), and identify the primary factors functioning as antecedents, mediators, moderators, and behavioral outcomes. Furthermore, the study outlines a future research agenda emphasizing the integration of multiple social marketing strategies, the development of holistic and dynamic behavioral models, the adoption of multi-theoretical perspectives, the use of qualitative and mixed-method designs, and the exploration of underrepresented contexts such as cultural tourism. This study offers a novel contribution by integrating the AMO and TCM frameworks to systematically review social marketing literature in the context of sustainable tourist behavior. Overall, this review contributes theoretically to the social marketing and sustainable tourist behavior literature and provides practical insights for policymakers, destination managers, and tourism practitioners in designing evidence-based social marketing strategies to advance the implementation of sustainable tourism.