DIGITAL INNOVATION FOR A GREENER EARTH: ECO-FRIENDLY TOURISM IN THE TECHNOLOGICAL ERA

Abstract

Digital transformation has opened new pathways for the tourism sector to contribute to environmental sustainability. This study aims to examine how digital innovations—such as the Internet of Things (IoT), Artificial Intelligence (AI), blockchain, and big data can support eco-friendly tourism practices. Using a qualitative exploratory approach through literature review and content analysis, the article identifies key technologies, implementation case studies, and the challenges and opportunities of green digitalization in tourism. The findings reveal that digital technologies can enhance energy efficiency, manage tourist flows sustainably, and promote more responsible traveller behaviour. However, successful implementation requires supportive policies, infrastructure investment, and improved digital literacy. This research contributes to interdisciplinary literature linking digitalization and sustainability, and offers strategic recommendations for policymakers and tourism industry stakeholders.