RT book part
T1 Blue Marketing: New Perspectives for the Responsible Tourism Development of Coastal Natural Environments
A1 Ramírez Guerrero, Gema
A1 Fernández Enríquez, Alfredo
A1 Arcila Garrido, Manuel
A1 Chica Ruiz, Juan Adolfo
A2 HistoriaGeografía y Filosofía
A2 Marketing y Comunicación
K1 Blue Marketing Decalogue (BMD)
K1 coastal tourism
K1 sustainable tourism governance
K1 place-based marketing
K1 resilience
K1 community participation
K1 ntegrated Coastal Zone Management (ICZM)
K1 strategic planning
AB Tourism development in coastal zones is often guided by marketing strategies focused onpromotion, without real integration with the ecological, identity, and planning challengesfacing these territories. This disconnection compromises environmental resilience, diluteslocal cultural identity, and hinders adaptive governance in contexts of increasing tourismpressure and climate change. In response to this problem, the article presents the conceptof Blue Marketing, a place-based, sustainability-oriented approach designed to guide communication,product development, and governance in marine and coastal destinations.Drawing on socio-environmental marketing and inspired by Integrated Coastal Zone Management(ICZM), the study proposes a Blue Marketing Decalogue (BMD), structured intothree thematic blocks: (1) Ecosystem-focused sustainability, (2) cultural identity and territorialuniqueness, and (3) strategic planning and adaptive governance. Methodologically, thedecalogue is empirically grounded in a territorial diagnosis of the Barbate–Vejer coastalcorridor (Cádiz, Spain), developed through Geographic Information Systems (GIS), localplanning documents, and field observations. This case study provides a detailed analysisof ecological vulnerabilities, cultural resources, and tourism dynamics, offering strategicinsights transferable to other coastal contexts. The BMD incorporates both strategic andnormative instruments that support the design of responsible tourism communicationstrategies, aligned with environmental preservation, community identity, and long-termplanning. This contribution enriches current debates on sustainable tourism governanceand provides practical tools for coastal destinations aiming to balance competitivenesswith ecological responsibility. Ultimately, Blue Marketing is proposed as a vector for transformation,capable of reconnecting tourism promotion with the sustainability challengesand opportunities of coastal regions.
PB Lewis Ting On Cheung
SN 2673-5768
YR 2025
FD 2025-07-11
LK http://hdl.handle.net/10498/38714
UL http://hdl.handle.net/10498/38714
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 06-nov-2026