Tourism and ancestral gastronomy as pillars for strengthening cultural identity in the province of Cotopaxi Social media and ecotourism: a systematic review of digital strategies for the sustainable promotion of adventure tourism
Keywords:
Social media, Adventure tourism, Ecotourism, Sustainable tourism, Digital marketing, Destination image, Community-based tourismAbstract
Digital transformation has structurally reshaped the promotion and management of nature-based tourism, positioning social media as a strategic tool for destination visibility, territorial image-building and tourism sustainability. In this context, this article aims to analyse the role of social media in the sustainable promotion of adventure tourism and ecotourism through a systematic review of recent scientific literature. Methodologically, a documentary systematic review was conducted following the PRISMA 2020 guidelines, considering studies published between 2021 and 2025 in high-impact academic databases. Through a rigorous screening process, 23 studies that met the eligibility criteria were selected. The results show that platforms such as Instagram, YouTube, Facebook, blogs and audiovisual environments have a significant influence on destination image construction, travel intention, digital engagement, tourist loyalty and the strengthening of environmental awareness. Likewise, four dominant trends were identified: the digitalisation of the tourism experience, the reinforcement of the sustainable destination image, the increase in purchase behaviour mediated by digital social validation, and the strengthening of territorial development through local digital strategies. It is concluded that social media has become a structural component of sustainable adventure tourism, articulating digital communication, innovation, community participation and environmental responsibility. However, relevant research gaps persist in Latin American contexts, highlighting the need for future empirical studies.
References
Abache, L., & Lazar, S. (2024). YouTube as a promotion tool for adventure tourism in Algeria: An analysis of the content of the series “Our Desert is Global 2023” by vlogger Khoubib Kowas. Al-Risalah Journal of Media Studies, 8(2), 136–148. https://asjp.cerist.dz/en/article/254722
Azevedo-Ferreira, M., & Zouain, D. M. (2024). Social media influential factors for the decision of tourist destinations: A systematic review. PASOS. Revista de Turismo y Patrimonio Cultural, 22(4), 825–842. https://doi.org/10.25145/j.pasos.2024.22.053
Azcárate, T., Benayas, J., Nerilli, G., & Justel, A. (2019). A guide to sustainable tourism: Challenges and criteria for the tourism sector's evaluation regarding the 2030 Agenda. REDS – Spanish Network for Sustainable Development & Responsible Tourism Institute. https://www.responsibletourisminstitute.com
Barrera, E. (1998). Situación del turismo rural en la República Argentina. Santa María.
Basal, M. H., Aziz, A., Aziz, N. A. A., Ramlan, M. A., & Mat, S. (2025). The role of place attachment in adventure tourism: A systematic literature review. https://www.researchgate.net/profile/Shahazwan-Bin-Mat-Yusoff/publication/391745064
Bentley, L. (2024). Psychological benefits of adventure tourism. Integrated Journal for Research in Arts and Humanities. https://www.researchgate.net/profile/Leo-Bentley/publication/382332450
Bonilla-Quijada, M., Ripoll-i-Alcon, J., & del Olmo, J. L. (2025). Social media as a factor in tourism attraction: A case study. Street Art & Urban Creativity, 11(5). https://doi.org/10.62161/sauc.v11.5816
Cabrini, L. (2002). Desarrollo rural y sostenible. Jaén.
Chauhan, R. (2024). Exploring the impact of transformative adventure tourism experiences on destination image, satisfaction, and future intentions. Tourism and Hospitality Research. https://journals.sagepub.com/doi/abs/10.1177/14673584251333138
Doval-Fernández, T., & Sánchez-Amboage, E. (2021). Instagram como herramienta de marketing de destinos: funcionalidades y utilidades. Razón y Palabra, 25(111). https://doi.org/10.26807/rp.v25i111.1786
Fernández-Bedoya, V. H., Ruiz-Palacios, M. A., Meneses-La-Riva, M. E., & Suyo-Vega, J. A. (2025). Tourism entrepreneurship in Latin America: A systematic review of challenges, strategies, and post-COVID-19 perspectives. Sustainability, 17(3), 989. https://doi.org/10.3390/su17030989
Florido, M. (2016). Ventajas y desventajas de las redes sociales en marketing digital. http://www.marketingandweb.es/marketing/ventajas-desventajas-de-las-redes-sociales/
Higgins, J. P. T., Thomas, J., Chandler, J., Cumpston, M., Li, T., Page, M. J., & Welch, V. A. (Eds.). (2022). Cochrane handbook for systematic reviews of interventions (2nd ed.). Wiley. https://doi.org/10.1002/9781119536604
Khanom, S., & Shah, M. A. R. (2025). Entrepreneurship in cultural and adventure tourism. En M. Arora, A. Sharma & C.-J. Su (Eds.), Sustainable tourism: Entrepreneurial cases and narratives (Vol. 3). Emerald. https://www.emerald.com/books/edited-volume/17845/chapter-abstract/98060740
Khandre, Y. (2024). Exploring the uncharted: A forward-looking assessment of India's adventure tourism national strategy. https://www.researchgate.net/profile/Yogesh-Khandre/publication/383374264
Kumar, A., & Nag, A. (2024). Adventure tourism and sustainability: Descriptive study of Lahaul-Spiti, Himachal Pradesh. https://www.researchgate.net/profile/Anuj-Kumar-82/publication/387909329
Kumar, P., & Kulshreshtha, S. K. (2024). Digital storytelling and branding in sport tourism: Shaping perceptions and engagement in nature-based adventure destinations of Northeast India. https://www.researchgate.net/profile/Paramjeet-Kumar/publication/397190134
Kumari, B., Sharma, P., & Vyas, N. (2024). Adventure tourism in Bilaspur: A framework for assessment and strategic development. https://www.researchgate.net/profile/Barjesh-Kumari/publication/378885623
Larson, M., & Cassinger, C. (2025). Narrating a sharing business model in adventure sport tourism. Preprints. https://www.preprints.org/frontend/manuscript/8179b70a2c4822b226c0e555a1350cd3/download_pub
Limbu, K., & Ajitha, P. V. (2025). Nature-based and sustainable adventure tourism. https://grwsacademicjournal.com/academic/index.php/home/article/view/66
Liu, C., & Chong, H. T. (2023). Social media engagement and impacts on post-COVID-19 travel intention for adventure tourism in New Zealand. Journal of Outdoor Recreation and Tourism.
Luft, C. (2023). Enhancing sustainability and resilience in adventure tourism: Findings from a post-pandemic study. https://www.diva-portal.org
Milagros, M. (2013). Redes sociales y turismo: Comentario crítico. Escuela de Organización Industrial (EOI). https://www.eoi.es/blogs/embatur/files/2013/09/Redes-Sociales-y-Turismo-comentario-critico1.pdf
Mitra, S. (2024). The adoption of digital marketing to promote adventure tourism in Eastern India: A synergistic effect on consumer behavior. Global Journal of Networks and Applications. https://www.enrichedpublications.com/ep_admin/jounral/pdf/1710132555.pdf
Mohan, P. (2022). Sustainable tourism and the Sustainable Development Goals in sub-national island jurisdictions: The case of Tobago. Island Studies Journal, 17(2), 168–191. https://doi.org/10.24043/isj.183
Molina, P. (2014, junio 1). Las redes sociales y su influencia en la industria turística. Travel Report.
Natarina, D., & Sachari, A. (2021). Jomblang Cave's contextual diversity in supporting adventure experience tourism as a sustainable creative economy. https://download.garuda.kemdikbud.go.id/article.php?article=3302803
Novotná, M., Kubíčková, H., & Kunc, J. (2024). Beyond the buzzwords: Rethinking sustainability in adventure tourism through real travellers' practices. Journal of Outdoor Recreation and Tourism, 46, 100744. https://doi.org/10.1016/j.jort.2024.100744
OECD. (2020). OECD Tourism Trends and Policies 2020. OECD Publishing.
OECD. (2021). Preparing the tourism workforce for the digital future. OECD Publishing.
Orden-Mejía, M., Carvache-Franco, M., Palomino, O., & Carvache-Franco, W. (2025). Motivations, quality, and loyalty: Keys to sustainable adventure tourism in natural destinations. Sustainability, 17(13), 5789. https://doi.org/10.3390/su17135789
Organización Mundial del Turismo (OMT). (2014). Concepto de turismo. https://s3-eu-west-1.amazonaws.com/staticunwto/Statistics/Glossary+of+terms.pdf
Organización Mundial del Turismo (OMT). (2017). Turismo sostenible para el desarrollo. OMT.
Organización Mundial del Turismo (OMT), & Programa de las Naciones Unidas para el Desarrollo (PNUD). (2017). Tourism and the Sustainable Development Goals – Journey to 2030. UNWTO. https://doi.org/10.18111/9789284419401
Raditya, P. P., & Ripana, D. D. (2024). How does exploration of new adventure tourism destinations in Bali? https://journal.poltekparmakassar.ac.id/index.php/IConMTHS/article/view/438
Rosenberg, A. (2024). Reflections on the impact of the digital shift in nature-based adventure tourism. En Handbook of mobile technology, social media and the outdoors.
Sharma, A. K., Sharma, R., & Verma, R. (2025). Entrepreneurship opportunities in adventure tourism: Insights from a bibliometric study. Emerald. https://www.emerald.com/books/edited-volume/17478/chapter-abstract/97277058
Solórzano, J. D. (2016). Redes sociales y turismo. Reportur. http://www.reportur.com
Suntasig, L., & Suntasig, E. (2024). Estrategias de marketing digital para el posicionamiento de destinos turísticos sostenibles en Ecuador: Un análisis comparativo. Reincisol, 3(6), 4375–4398. https://doi.org/10.59282/reincisol.V3(6)4375-4398
Vespestad, M. K. (2025). Experiential marketing and value co-creation in adventure tourism. En International handbook of adventure tourism. Taylor & Francis. https://www.taylorfrancis.com/chapters/edit/10.4324/9781003393153-23
Wadippuli-Arachchi, R. (2023). Heritance Kandalama: Where sustainability blooms. https://www.researchgate.net/profile/Rangana-Wadippuli-Arachchi/publication/381418120
Wandhe, D. P., & Timane, R. (2024). A study on adventure tourism in India with special reference to Lakshadweep Island. SSRN. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4775580
