Sustainable digital marketing in tourism: state of the art and future research agenda

Purpose This study examines the conceptualization and application of sustainable digital marketing (SDM) in tourism destinations, with a particular focus on its role in mitigating climate change and reducing carbon emissions. It aims to integrate fragmented insights and develop a clearer conceptual foundation for SDM as a climate-focused strategy in tourism. Design/methodology/approach A systematic literature review and bibliometric analysis were conducted on 122 publications published between 2010 and July 2025. The review examined publication patterns, leading contributors, and thematic developments. Six thematic clusters were identified: smart digital and technological infrastructure; governance, policy and strategic support; digital marketing communication and engagement; stakeholder and community involvement; sustainable and low-carbon tourism practices and sustainable and responsible tourism value. Findings The results show that SDM is emerging as a distinct research domain that integrates digital tools with environmental, sociocultural, and economic sustainability objectives. The synthesis of findings provides a structured framework showing that SDM primarily supports climate-related objectives by shaping pro-environmental behaviors, enhancing awareness and improving resource efficiency, thereby indirectly contributing to climate mitigation efforts within tourism destinations. Research limitations/implications This study offers a consolidated foundation for future SDM scholarship, highlighting research gaps and proposing a future research agenda centered on climate and carbon impacts. It advances theoretical understanding by mapping how digital marketing intersects with sustainability and climate responsibilities in tourism. Originality/value This study advances the literature by conceptualizing SDM as an enabling mechanism that indirectly supports climate mitigation efforts through behavioral, managerial and efficiency-oriented pathways in tourism contexts.