Connecting ICTs to sustainability in hospitality marketing operations: perspectives from Italy

The entire tourism industry is today subject to an innovation process that includes the application of ICTs to every step of the customer journey: purchase, sale, search for information, experiences, activities. The accommodation facilities began to use destination management systems and platforms to expand their market by offering their services online and establishing a direct relationship with customers. With the digital revolution in the tourism industry, the focus has shifted to two fundamental dimensions in the tourist experience: customization and authenticity. In this new context, on one hand, tourists have a large amount of information, they acquire power, and they have a direct relationship with other stakeholders; on the other hand, the transition toward more technological forms of management can also have a significant impact on the competitiveness of the accommodation structures as well in terms of cost efficiency and ability to attract a more aware, informed and interest tourist with a sustainable offer. Especially in recent years, it is believed that the pandemic effect has led tourists and business managers to develop a more attentive and responsible attitude towards sustainability (Sigala, 2020). The relationship between technology and sustainability has been often discussed in the academia sustainability (Gossling, 2017; Touray & Jung, 2010; Scott & Frew, 2013; Budeanu, 2013), but limited research has addressed the impact of technology on tourism sustainability in hospitality. This paper aims to explore how Information and Communication Technologies adoption by accommodation facilities could have a positive impact on sustainability in hospitality marketing, not only to promote their services but also concerning distribution channels, offering value creation, pricing practices, and operations.