Responsible Marketing in Sustainable Tourism Development: Conceptual Foundations and Implications for Emerging Destinations

Abstract

This study analyzes responsible marketing in sustainable tourism development in emerging destinations, with a focus on Bamyan. The primary aim of this research is to identify the contexts, processes, and outcomes related to responsible marketing and to propose a paradigm model based on grounded theory for sustainable tourism development in this region. The research adopts a qualitative approach and a grounded theory methodology, with data collection conducted through semi-structured interviews with 20 tourism experts. The findings indicate that the local opportunities and unique attractions of Bamyan are significant causal factors in the development of responsible tourism. Additionally, challenges such as poor infrastructure, seasonality, and limited access and security for tourists were identified as key issues. In response to these challenges, processes such as education and capacity-building, local community participation, capacity management, conservation, and participatory institutionalization were proposed as effective strategies for sustainable tourism development. The final outcome of this research is a three-dimensional sustainable tourism development model, including economic, socio-cultural, and environmental dimensions. The paradigm model derived from the study clearly illustrates the complex and multi-dimensional relationships among various conditions and key processes, emphasizing the importance of responsible marketing as a central phenomenon in guiding sustainable tourism development. These findings can serve as a strategic foundation for managers, policymakers, and researchers in the field of sustainable tourism. Additionally, recommendations for improving infrastructure, tourist security, and local community involvement in tourism processes are provided.