Alexander Plaikner,

Senior Scientist, University of Innsbruck, Department Management & Marketing / SME & Tourism, Faculty of Business and Management, Universitätsstraße 15, 6020 Innsbruck, Austria and
Division for Management in Health and Sport Tourism, UMIT Tirol – Private University for Health Sciences, Medical Informatics and Technology, Eduard-Wallnöfer-Zentrum 1, 6060 Hall in Tirol, Austria,
ORCID: https://orcid.org/0000-0002-3953-2296

Introduction: Sustainability is a key concern in politics, business and society, driving the need for sustainable development models. This study explores integrating sustainability as a strategic value in managing regional/urban destinations, focusing on the touchpoints and processes between the brand and its stakeholders. It addresses the gap on the link between Sustainable Destination Leadership (SDL) and Sustainable Destination Branding (SDB) in regional/urban areas, recognizing the unique challenges regions face. Furthermore, the synergies between the SDGs, SDL and SDB provide a holistic approach to sustainable destination development and management.

Literature Review: The literature review examines the theoretical foundations of sustainable and brand management and their convergence, emphazising their relevance for regional and urban destinations. The three-dimensional model of sustainable tourism (Asep Yudi Permana et al., 2021; Dearing et al., 2014; Katelieva & Muhar, 2022; Permana et al., 2020), stakeholder engagement in brand co-creation (Aimé, 2021; Ardley et al., 2020; Siano et al., 2022; Vallaster & Wallpach, 2018) and sustainable destination branding (Escobar-Farfán et al., 2024; Ruiz-Real et al., 2020; Sharma et al., 2020; Tran & Rudolf, 2022) are key frameworks explored in this research. Studies show the importance of sustainability indicators, cross-border cooperation and local community involvement in destination branding. Research on sustainability in brand management for regional/urban destinations and destination leadership is limited (Aman et al., 2024; Dearing et al., 2014; Santos et al., 2022; Zhao et al., 2022).

Methodology:

This research uses semi-structured interviews with sustainability coordinators working in regional/urban destinations. The interviews were recorded, transcribed, analyzed using Mayring’s (2014) method. This approach includes defining units of analysis, developing categories Kuckartz & Rädiker, (2019) from literature and data, and summarizing and reducing data.

Results: Based on interviews with sustainability coordinators, the study aims to identify categories and themes related to integrating sustainability values in managing regional destinations. Understanding local contexts is critical to tailoring strategies to meet specific needs. Destination managers integrating SDL and SDB concepts can make progress towards global sustainability goals while ensuring the success of the destination.

Conclusion and Discussion: This research provides insights regarding sustainability and brand management in regional and urban destinations. Aligning brand strategy with sustainability fosters collaboration, supports sustainable tourism development, strengthens destination resilience (Plaikner & Kammerer, 2022), and ensures long-term success.

References

Aimé, I. (2021). The dynamic construction of brand storytelling. Journal of Strategic Marketing, 1–20. https://doi.org/10.1080/0965254X.2021.1908404

Aman, E. E., Papp-Váry, Á. F., Kangai, D., & Odunga, S. O. (2024). Building a Sustainable Future: Challenges, Opportunities, and Innovative Strategies for Destination Branding in Tourism. Administrative Sciences, 14(12), 312. https://doi.org/10.3390/admsci14120312

Ardley, B., McIntosh, E., & McManus, J. (2020). From transactions to interactions: The value of co-creation processes within online brand consumer communities. BUSINESS PROCESS MANAGEMENT JOURNAL, 26(4), 825–838. https://doi.org/10.1108/BPMJ-10-2019-0444

Asep Yudi Permana, Aathira Farah Salsabilla Permana, & Karto Wijaya. (2021). Model of Virtual Tourism as an Alternative of the Concept of Architecture Tourism Post Covid-19 in Bandung City, Indonesia. In Syed Abdul Rehman Khan (Ed.), Tourism (Ch. 12). IntechOpen. https://doi.org/10.5772/intechopen.94015

Dearing, J. A., Wang, R., Zhang, K., Dyke, J. G., Haberl, H., Hossain, M. S., Langdon, P. G., Lenton, T. M., Raworth, K., Brown, S., Carstensen, J., Cole, M. J., Cornell, S. E., Dawson, T. P., Doncaster, C. P., Eigenbrod, F., Flörke, M., Jeffers, E., Mackay, A. W., . . . Poppy, G. M. (2014). Safe and just operating spaces for regional social-ecological systems. Global Environmental Change, 28, 227–238. https://doi.org/10.1016/j.gloenvcha.2014.06.012

Escobar-Farfán, M., Cervera-Taulet, A., & Schlesinger, W. (2024). Destination brand identity: challenges, opportunities, and future research agenda. Cogent Social Sciences, 10(1), Article 2302803. https://doi.org/10.1080/23311886.2024.2302803

Katelieva, M., & Muhar, A. (2022). Heritage tourism products based on traditional nature-related knowledge: assessment of cultural, social, and environmental factors in cases from rural Austria. Journal of Heritage Tourism, 17(6), 631–647. https://doi.org/10.1080/1743873X.2022.2098040

Kuckartz, U., & Rädiker, S. (2019). Analyzing Qualitative Data with MAXQDA. Springer International Publishing. https://doi.org/10.1007/978-3-030-15671-8

Mayring, P. (2014). Qualitative Content Analysis: Qualitative content analysis: theoretical foundation, basic procedures and software solution., 2014. http://nbn-resolving.de/urn:nbn:de:0168-ssoar-395173

Permana, A. Y., Susanti, I., & Wijaya, K. (2020). Architectural Tourism Development Model as Sustainable Tourism Concept in Bandung. IOP Conference Series: Earth and Environmental Science, 409(1), 12005. https://doi.org/10.1088/1755-1315/409/1/012005

Plaikner, A., & Kammerer, N. (2022). Die Transformation des Tourismus durch COVID-19. In H. Pechlaner, D. Zacher, & E. Störmann (Eds.), Resilienz als Strategie in Region, Destination und Unternehmen: Eine raumbezogene Perspektive (pp. 335–363). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-37296-5_12

Ruiz-Real, J. L., Uribe-Toril, J., & Gázquez-Abad, J. C. (2020). Destination branding: Opportunities and new challenges. Journal of Destination Marketing and Management, 17, 100453. https://doi.org/10.1016/j.jdmm.2020.100453

Santos, Z. R., Cheung, C. M. K., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, 102457. https://doi.org/10.1016/j.ijinfomgt.2021.102457

Sharma, A., Pulido-Fernández, J. I., & Hassan, A. (2020). Sustainable destination branding and marketing: strategies for tourism development. CABI. https://doi.org/10.1079/9781786394286.0000

Siano, A., Vollero, A., & Bertolini, A. (2022). From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives. JOURNAL of BUSINESS RESEARCH, 152, 372–386. https://doi.org/10.1016/j.jbusres.2022.08.001

Tran, N. L., & Rudolf, W. (2022). Social Media and Destination Branding in Tourism: A Systematic Review of the Literature. Sustainability, 14(20), 13528. https://doi.org/10.3390/su142013528

Vallaster, C., & Wallpach, S. (2018). Brand Strategy Co-Creation in a Nonprofit Context: A Strategy-as-Practice Approach. Nonprofit and Voluntary Sector Quarterly, 47(5), 984–1006. https://doi.org/10.1177/0899764018776373

Zhao, Y., Cui, X., & Guo, Y. (2022). Residents’ Engagement Behavior in Destination Branding. Sustainability, 14(10), 5852. https://doi.org/10.3390/su14105852

Tyrol benefits from a prime location in the Alps with excellent transport connections and proximity to major urban centers. Due to the topography, streets, car parks and other resources often must cope with limited space. Tourism traffic, with 80% of guests arriving by private car, contributes significantly to emissions, congestion, and landscape degradation. Public transport remains underutilized (Alpine Convention, 2021; Malik et al., 2016).

Despite this, emerging trends such as urbanization, environmental awareness, and changing demographics offer opportunities for sustainable mobility solutions (Federal Ministry of Labour and Economy, 2024). However, the majority of tourists is unwilling to compromise their vacation experience for climate-friendly behavior and use climate-friendly mobility for arrival and on-site (Cialdini, 2001).

Although traffic reduction measures are widely supported, the Tyrolean tourism industry has yet to implement effective solutions. Therefore, this study investigates in climate-friendly
on-site mobility, based on the theoretical frame of the MOA model of MacInnes et al. (2024) and examined a) motivational and inhibiting factors for using sustainable on-site mobility, b) opportunities (infrastructure), and c) abilities (e.g., fellow travelers) that influence tourists to use or not use these mobility options.

Thus, 183 qualitative interviews were conducted in five Tyrolean tourism destinations during the 2023/24 winter season and the 2024 summer season. Tourists were interviewed about their on-site mobility choices during the gondola ascent.

Results indicate strong interest in climate-friendly on-site mobility at the destinations despite most guests arriving by car. Key motivators included the convenience of public transport, the desire to avoid driving, and free access to public transport via guest cards. However, barriers like poor connections, lack of comfort, and difficulties in transporting luggage or sports equipment limited usage. Abilities included accommodation proximity to excursion points and travel companions. Opportunities referred to the level of information about the mobility offer at the destination, primarily via digital apps or on-site materials, and the frequency of bus services.

Our research enhances the understanding of sustainable on-site mobility in alpine-urban tourism, providing a foundation for further studies on behavioral change. The findings support tourism regions developing climate-friendly mobility solutions tailored to guests' needs.

References:

Alpine Convention (Ed.). (2021). Alpenzustandsbereich. https://www.alpconv.org/fileadmin/user_upload/Publications/RSA/RSA_8_DE_web.pdf

Cialdini, R. B. (2001). Influence: Science and Practice.

Federal Ministry of Labour and Economy (Ed.). (2024). Mobility in tourism - initial situation and trends. https://www.bmaw.gv.at/Themen/Tourismus/tourismuspolitische-themen/tourismusmobilitaet/trends.html

MacInnes, S., Demeter, C., & Dolnicar, S. (2024). Is the pursuit of pleasure on vacation a barrier to environmentally sustainable behaviour? Journal of Sustainable Tourism, 1–19. https://doi.org/10.1080/09669582.2024.2413688

Malik, M. A. S., Shah, S. A., & Zaman, K. (2016). Tourism in Austria: biodiversity, environmental sustainability, and growth issues. Environmental Science and Pollution Research International, 23(23), 24178–24194. https://doi.org/10.1007/s11356-016-7609-x

Die Gestaltung von Räumen steht im Spannungsfeld zwischen Erholungsbedarfen, sozialer Teilhabe und Flächengerechtigkeit. Dies ist insbesondere im Stadt-Umland-Kontext der Fall, wo viele Nutzende – Bewohnende und Besuchende gleichermaßen – mit teils konkurrierenden Ansprüchen an Alltag und Freizeit aufeinandertreffen (Schubert et al. 2021).

Das Verbundprojekt NaTourHuKi (weitere Informationen unter www.natourhuki.de) hat sich mit diesen Herausforderungen auseinandergesetzt und Tourismus dabei als Querschnittsthema gesehen, zur Vermittlung zwischen vielfältigen Interessensgruppen (Epple und Wittmann 2023). Dabei werden Bedarfe von Bewohnenden und Besuchenden gleichermaßen berücksichtigt, um integrierte Ansätze zu entwickeln, die sowohl Tagestourismus als auch Alltags- als auch Freizeitmobilität einbeziehen (Wittmann und Helleisz 2022; Pechlaner 2019).

Der Beitrag untersucht diese Problemstellungen aus einer inter- und transdisziplinären Perspektive und beleuchtet das Potenzial von nachhaltiger Tourismus- und Raumentwicklung im Stadt-Umland-Kontext. Dabei wird deutlich, dass eine nachhaltige Raumentwicklung nicht nur infrastrukturelle, sondern auch soziale Aushandlungsprozesse erfordert und diverse Akteur:innen im Kontext von nachhaltigen Transformationsprozessen inkludieren muss.

Zentrale Fragen des Vortrags sind:

• Wie beeinflussen unterschiedliche Raumnutzungsansprüche entstehende Nutzungskonflikte im Stadt-Umland-Kontext?

• Welche Synergien und Herausforderungen ergeben sich aus der Überlagerung von Erholungsbedarfen von Bewohnenden und Besuchenden?

• Wie können inter- und transdisziplinäre Zusammenarbeit zu einer gerechteren und nachhaltigeren Entwicklung von Stadt-Umland-Räumen beitragen?

Der Vortrag zeigt, wie durch inter- und transdisziplinäre Zusammenarbeit und Tourismus als verbindendes Querschnittthema neue Perspektiven für eine nachhaltige Mobilitäts- und Raumgestaltung im Stadt-Umland-Verhältnis entwickelt werden können.

Literaturverzeichnis

Epple, K.; Wittmann, C. (2023): Nachhaltiger Tagestourismus und regionale Erholung im hessischen Kinzig-Auental. Inter- und transdisziplinäre Zusammenarbeit am Beispiel des Verbundforschungsprojektes NaTourHuKi. In: Monika Bandi Tanner, Samuel Wirth und Marcus Roller (Hg.): Klimaschutz und Nachhaltigkeit im Tourismus. Entwicklungen und Umsetzungsstrategien. Berlin: Erich Schmidt Verlag (Schriften zu Tourismus und Freizeit, Band 27), S. 201–211.

Pechlaner, H. (2019): Destination und Lebensraum: Perspektiven touristischer Entwicklung. In: Harald Pechlaner (Hg.): Destination und Lebensraum. Perspektiven touristischer Entwicklung: 20 Jahre Tourismusforschung von Eurac Research. Wiesbaden: Springer Gabler (Entrepreneurial Management und Standortentwicklung), S. 1–21.

Schubert, S. et al. (2021): UMLANDSTADT umweltschonend. Nachhaltige Verflechtung von Wohnen, Arbeiten, Erholung und Mobilität. Hg. v. Umweltbundesamt. Dessau-Roßlau. Online verfügbar unter https://www.umweltbundesamt.de/publikationen/umlandstadt-umweltschonend-nachhaltige-verflechtung.

Wittmann, C.; Helleisz, L. (2022): Neue Aufgaben des Destinationsmanagements: Zwischen Tourismus und Lebensqualität. In: Standort 46 (3), S. 151–156.

This research explores the connection between environmental pressure, tourism demand, and the sustainability commitment of tourism businesses in Austria. The primary aim of this study is to examine the factors influencing sustainability commitment among Austrian tourism businesses, focusing on their decision to obtain eco-certification. The specific objectives are to: (1) determine whether tourism businesses located in areas of high environmental vulnerability—such as regions experiencing significant increases in temperature, decreases in precipitation, or higher frequency of climate-related events—are more likely to adopt sustainability certifications; (2) assess whether regions with higher levels of tourism demand, especially from international visitors, demonstrate higher rates of certification uptake; and (3) explore how environmental stress and tourism demand interact to influence regional patterns of sustainability engagement. The research will begin with descriptive spatial analysis to visualize the distribution of certified businesses in relation to climate risk and tourism intensity. Subsequently, econometric modeling will be used to estimate the probability of eco-label certification based on environmental and tourism demand factors as well as interaction effects between climate vulnerability and tourism intensity.

This study will generate new insights into how climate-related vulnerabilities and tourism demand shape sustainability practices in the Austrian tourism sector. By identifying the regional and environmental contexts that foster greater sustainability commitment, the research will inform public policy and tourism development strategies aimed at climate adaptation and regional resilience. The project aims to contribute to policy design in regional sustainable tourism development.