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Muhsin Mahdi Rebat Al-kanany
Karbala Of University, Faculty of Tourism Science, Karbala City
Medicine & Pharmacology Public Health

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Digital Marketing Practices and Sustainable Tourism Development Relationship Findings Muhsin Mahdi Rebat Al-kanany
Academia Open Vol. 10 No. 2 (2025): December
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.10.2025.12951

Abstract

General Background: Sustainable tourism has become a strategic priority for the hotel industry amid the global shift toward environmentally responsible practices. Specific Background: Digital transformation has strengthened the role of e-marketing as a key driver of tourism promotion, yet empirical evidence on its direct contribution to sustainable tourism development remains limited in developing contexts. Knowledge Gap: Few studies have analysed how e-marketing practices influence sustainability-oriented outcomes within hotel operations, particularly in Iraq. Aims: This study examines the relationship and effect of e-marketing on sustainable tourism development in the Baron Hotel, Karbala. Results: Using data from 20 respondents and SPSS-based analyses, the study found a significant positive correlation (r = 0.530) between e-marketing and sustainable tourism development, and a statistically significant effect (p < 0.05), confirming both hypotheses. Novelty: The research offers one of the earliest empirical assessments linking e-marketing characteristics—such as digital communication, online promotion, and service personalization—to sustainability dimensions in the Iraqi hotel sector. Implications: Findings underscore the need for hotels to strengthen digital marketing strategies to enhance environmental awareness, improve visitor engagement, and support long-term sustainable tourism goals through efficient and targeted digital communication.Highlight : Highlights the linkage between e-marketing and the strengthening of sustainable tourism practices. Emphasizes the role of digital tools in enhancing tourist engagement and awareness. Underscores the contribution of e-marketing to efficient promotion and the achievement of sustainability goals. Keywords : E-marketing, Sustainable Tourism Development, Baron Hotel, Digital Promotion, Customer Awareness
The Role of Artificial Intelligence Applications in Supporting Sustainable Tourism Development: An Analytical Study in the Hotel Sector (Case Study: Babylon Hotel) Muhsin Mahdi Rebat Al-kanany
Academia Open Vol. 11 No. 1 (2026): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.11.2026.13916

Abstract

General Background: The global hotel industry is undergoing rapid digital transformation driven by artificial intelligence (AI) applications that support operational efficiency, guest experience, and sustainability. Specific Background: In the hospitality sector, AI technologies such as chatbots, virtual assistants, recommendation systems, and smart resource management tools are increasingly adopted to address rising customer expectations and environmental concerns. Knowledge Gap: Despite growing global attention, empirical evidence from Arab and Middle Eastern contexts, particularly Iraq, remains limited, with a lack of analytical studies assessing AI applications in sustainable tourism development. Aims: This study aims to examine the role of AI applications in supporting sustainable tourism development at the Babylon Hotel in Baghdad, focusing on guest satisfaction, service quality, and sustainability dimensions. Results: The findings reveal strong positive relationships between AI applications and guest satisfaction (r = 0.75), service quality (r = 0.80), and sustainability dimensions, including environmental (r = 0.68), economic (r = 0.72), and social (r = 0.65) aspects. Guests show high awareness and satisfaction with chatbots and personalized recommendations. Novelty: The study provides empirical evidence from the Iraqi hotel sector, addressing a regional research gap and integrating AI applications with the three dimensions of sustainability. Implications: The results highlight the importance of investing in digital infrastructure, developing AI-driven systems, and adopting sustainable resource management practices to support tourism development and operational performance. Highlights:• AI Tools Demonstrate Strong Association With Guest Satisfaction and Service Perception• Smart Systems Contribute to Environmental, Economic, and Social Sustainability Outcomes• Personalized Digital Services Receive High User Awareness and Acceptance Keywords: Artificial Intelligence, Sustainable Tourism, Hotel Industry, Guest Satisfaction, Environmental Sustainability.
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