Digital Technologies and Regenerative Tourism Marketing: Towards New Paradigms of Sustainable Value Co-creation

Regenerative tourism emerges as a transformational paradigm aimed at creating net positive impacts on natural and social ecosystems. This article examines the role of digital technologies as catalysts for sustainable value co-creation within the context of regenerative tourism marketing. Through a systematic literature review mobilizing theories of value co-creation, stakeholder engagement, and technology acceptance, we develop an integrative conceptual model proposing four research hypotheses. These hypotheses explore: (H1) the influence of digital technologies on stakeholder engagement, (H2) the mediating role of engagement in sustainable value co-creation, (H3) the direct effect of technologies on value co-creation, and (H4) the impact of co-creation on future participation intention. This research contributes theoretically to the intersection between sustainability marketing, Service-Dominant Logic, and regenerative tourism, while offering strategic managerial implications for destinations and tourism organizations seeking to operationalize an authentic regenerative approach.