Marketing in community-based tourism

A bibliometric review and future research directions

Abstract

Marketing in Community-Based Tourism (CBT) makes visible the tourist experience and how it benefits local communities. It is important to understand how has been the approach of academic marketing studies in the development of CBT, in order to identify opportunities for future research. The objective of this article is to analyze the research trends associated with marketing in CBT management and future research directions. For this purpose, a bibliometric analysis was developed in the Scopus and ScienceDirect databases from the R Core Team 20201-Bibliometrix software, complemented with the VOSviewer software. The results of the bibliometric analysis of the two databases revealed a total of 855 documents related to community tourism and marketing, among which the relationship with the concepts of sustainability, development and tourist destinations stand out. In conclusion, there is a need to strengthen future lines of research related to CBT and marketing since there are important elements that have not been developed in depth in the research and that require greater relevance in the academy.

Introduction

CBT requires marketing elements so that communities can sustainably have an economic livelihood (Mora, 2022). In addition, the impact of tourism on communities is associated with the way in which these initiatives are made visible in the territory. Likewise, CBT seems to be the best opportunity to improve the social and cultural sustainability of the territory, but it also requires marketing aspects to have long-term sustainability (Le et al., 2019; Llano & Mora, 2023). However, the sustainability of marginalized areas and communities can be improved through participation and visualization (Mora Forero & Nieto Mejía, 2023).

One of the distinctive characteristics of CBT is the involvement of the community in the tourism experience (Matiku et al., 2020; Ruiz-Ballesteros, 2022). However, instead of staying in impersonal hotels, travelers often stay in family homes or small lodges managed by community members (Cáceres-Feria et al., 2021). Consequently, this not only gives visitors the opportunity to learn about the daily life of the community up close, but also contributes directly to the local economy. In fact, this type of tourism focuses on sustainability, both from an environmental and socioeconomic point of view (Noorashid & Chin, 2021; Renkert, 2020).

CBT seeks to balance economic growth with the preservation of natural and cultural heritage, and to distribute the benefits of tourism more equitably among local inhabitants (Carius & Job, 2021; Haz et al., 2022). In addition, CBT promotes the conservation of natural and cultural resources by involving communities in the responsible management of their assets (Chatkaewnapanon & Lee, 2022). Nonetheless, in promoting local development, conserving cultural and natural heritage, and creating more responsible and authentic tourism is essential for this type of tourism (Fakfare & Wattanacharoensil, 2021; Rombe et al., 2023). Furthermore, CBT can generate a positive impact on both host communities and travelers by fostering cross-cultural understanding and promoting sustainable tourism practices (Songkhla et al., 2021).

Communities must invest in building strong brands with the purpose of obtaining a competitive profile in the market and generate marketing objectives to face the current commercial and competitive challenges (Dai et al., 2019; Murphy et al., 2019). Hence, the importance of reviewing what are the researches that the academy has raised around the relationship of marketing management in community tourism. Being able to identify the current trends in scientific development and marketing management will allow communities to consolidate relationships with customers and strengthen their real market orientation, which is a key point for the development of tourism products (McKercher, 2020; Mora et al., 2019; Yung et al., 2021a). The branding and visibility of a tourism product, significantly impacts a tourist's purchase intentions towards tourism (Bassano et al., 2019; Willems et al., 2019; Hu et al., 2023). This is evidenced, for example, in communities that generate products through social media and multimedia strategies (Hysa et al., 2021; Yung et al., 2021b).

Considering the above, this study poses the following problem question: What are the research trends associated with marketing in community based tourism management? Therefore, it is pertinent to identify the main bibliometric indicators that relate marketing to community tourism from the indexed scientific literature; likewise, it is necessary to identify the main gaps and how to contribute to these actions for the strengthening of their brands in community tourism. Likewise, some elements for future research directions in marketing and CBT are analyzed.

It is essential to address the potential negative impacts that may arise from this activity (Giampiccoli et al., 2020). These impacts can be categorised in various dimensions, ranging from socio-economic to cultural and environmental aspects (Prakoso et al., 2020). First, at the socio-economic level, CBT can generate imbalances in the distribution of benefits, concentrating profits in a few individuals or groups and leaving the rest of the community marginalised or with few tangible economic benefits (Kim & Park, 2022). Furthermore, over-reliance on tourism as a source of income can lead to economic vulnerability in the event of crises or fluctuations in the tourism market (Zielinski et al., 2020).

In terms of cultural impacts, tourism can lead to loss of cultural authenticity, dilution of local traditions and commercialisation of culture, which could lead to deculturation of the host community (Weis et al., 2022).

Finally, on the environmental front, poorly managed CBT can contribute to the degradation of the natural environment, overexploitation of resources and generation of waste, negatively affecting biodiversity and the local landscape (Zielinski et al., 2020). It is crucial to address these impacts and categorise them in order to implement mitigation measures and promote sustainable community-based tourism that benefits the host community in the long term.

This investigation carries out a search in the Scopus and ScienceDirect databases in order to have an approximation of community based tourism and its relationship with marketing. First, the theoretical gaps are identified and a proposal is made about the elements that should be taken into account for the academic and research development of community tourism and marketing. Subsequently, the aspects with research opportunities are analyzed.

The CBT is managed by a local community, with the goal of engaging visitors in authentic experiences and providing economic, social, and environmental benefits to the community (Okazaki, 2008; Lee & Jan, 2019). For other side, marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy the objectives of individuals and organizations (Kotler et al., 2021). These concepts, although already developed in some research, such as Schott & Nhem (2018) and Ngo et al (2019), besides, requires a higher level of academic development. Therefore, this article analyzes how CBT studies have addressed in marketing aspects and evidences how these concepts have been developed in some publications and also evidences the lacking aspects that little has been developed, demonstrating the need to delve deeper into those relevant elements that require more attention for future research.

Community-based tourism

CBT is a form of travel that has become increasingly important in the modern world (Nyaupane et al., 2020; Zapata, 2022). Moreover, it has become a model of tourism that goes beyond simply visiting tourist sites and focuses on establishing genuine connections between travelers and local communities (Gascón, 2022; Giampiccoli et al., 2020). Similarly, community-based tourism is a form of travel that has become a powerful tool for the sustainable development of local communities around the world (Loor et al., 2021; Partelow, 2021). Likewise, community-based tourism seeks to actively involve local communities in the planning, operation and economic benefits of tourism (Calero Salazar et al., 2021; Wikantiyoso et al., 2021). Thus, in this form of tourism, visitors have the opportunity to immerse themselves in the culture, traditions and lifestyle of the host communities, thus contributing to the empowerment of these populations and the enrichment of the travel experience (Dłużewska & Giampiccoli, 2021; Weis et al., 2022).

CBT also focuses on authentic activities and experiences (Dolezal & Novelli, 2020), visitors have the opportunity to participate in traditional activities, such as agriculture, fishing, handicrafts or local cuisine (Melubo & Carr, 2021). Therefore, this allows them to learn about the customs, traditions and ways of life of the host community while contributing to the sustainable development of the locals (Giampiccoli & Mtapuri, 2021).

In addition to economic benefits, CBT can also have a positive impact on environmental conservation and the preservation of local culture (Rolando et al., 2018). Also, by promoting responsible tourism practices, environmental impact can be minimized and ensure that local communities maintain their traditions and cultural values (Teshome et al., 2021; Yang et al., 2021). That said, community-based tourism is a form of travel that promotes authenticity, cultural interaction, and mutual respect between visitors and the host community (Cheung et al., 2021; Wang et al., 2021). By immersing themselves in the life of the community and participating in its activities, travelers can experience a deep sense of connection and personal enrichment (Islam et al., 2021; Jang & Kim, 2022).

CBT offers local communities the opportunity to diversify their sources of income (Chan et al., 2021; Vargas-del-Río & Brenner, 2023). Thus, by providing residents with the opportunity to host and participate in tourism activities, it fosters economic development in a sustainable manner, reducing dependence on a single industry and contributing to a more equitable distribution of wealth (Li et al., 2021; Pekerşen & Kaplan, 2022; Sandra & Freddy, 2021).

Through CBT, local communities can share their traditions, crafts, cuisine, and unique ways of life with visitors (Park et al., 2020; Ramkissoon, 2020). This helps to preserve and revitalize local cultures, as these traditional practices are valued and respected (He et al., 2021; Kim & Park, 2022). To conclude, community-based tourism is much more than just travel; it is an opportunity to learn, grow, and contribute positively to local communities (Diamantis, 2021; Harris-Smith & Palmer, 2021). By choosing this form of travel, travellers can make a difference and create memories that will last a lifetime, while preserving the cultural and natural richness of the destinations they visit (Zielinski et al., 2020).

Tourism marketing

Tourism marketing refers to the marketing strategies and tactics used to promote tourism destinations, attract travelers, and foster the growth of the tourism industry in a particular region or location (Avraham, 2020). The main objective of tourism marketing is to attract tourists, increase the number of visitors and ultimately generate revenue through tourism (Dolnicar, 2022; Gim et al., 2023). Likewise, tourism marketing is an essential discipline in promoting destinations and attracting visitors (Yeh et al., 2019). Thus, in a globalized world, competition among tourism destinations is fierce, which makes tourism marketing crucial to stand out and attract tourists (Casais et al., 2020).

Through marketing strategies, destinations can highlight their unique attractions, culture, cuisine and activities to persuade travelers to choose them as their next destination (Tsai, 2020). Also, a fundamental part of tourism marketing is the identification of a target audience. Each destination has characteristics and attractions that may be more appealing to certain groups of tourists (Sigalat-Signes et al., 2020). Therefore, it is essential to define the profile of ideal visitors and tailor marketing strategies to meet their needs and desires. This may include social media campaigns, online advertising, informational brochures and other means to reach the desired audience (Bu et al., 2020).

The use of technology and digital media is a growing trend in tourism marketing (Femenia-Serra & Gretzel, 2020). Social networks, interactive websites and mobile applications play a crucial role in destination promotion (Lim et al., 2021). Hence, travelers search for information online, share their experiences, and make decisions based on reviews and recommendations (Mkwizu, 2019). Therefore, tourism destinations should maintain an active online presence and use digital marketing strategies to interact with travelers and grab their attention (Labanauskaitė et al., 2020). However, sustainability has also become an important aspect of tourism marketing. Modern travelers are more aware of the importance of traveling responsibly and preserving the environment (Ketter & Avraham, 2021). Destinations that promote sustainable and eco-friendly practices through their marketing not only attract a specific segment of ecologically interested tourists, but also contribute to the long-term conservation of their natural and cultural resources (Cham et al., 2021).

Methodology

For the present article, bibliometrics was performed using R Studio software in the Bibliometrix package and VOSviewer on the Scopus and ScienceDirect databases, including a total of 433 results in Scopus and 422 results in ScienceDirect (Table 1). Bibliometrix is an open source software package for the R statistical program, specifically designed to perform bibliometric analyses. Bibliometric analyses are an important part of academic and scientific research and are used to evaluate scientific production and its impact in a given area of knowledge (López-Rodríguez et al., 2022; Feng et al., 2019).

Table 1. Databases

Database	Articles	Book Chapter	Book	Other	Total
Scopus	320	39	2	72	433
ScienceDirect	317	46	1	58	422

This article was written during the months of September, October and November 2023 with 3 researchers from the Universitaria Agustiniana- UNIAGUSTINIANA in the city of Bogotá. This review used the Boolean operator AND according to the search (TITLE-ABS-KEY (community-based tourism) AND TITLE-ABS-KEY (marketing)). In addition, studies related to community-based tourism and marketing, documents associated with the topic of digital marketing, community-based tourism and tourism marketing were taken into account (Figure 1). Also, documents of empirical, scientific and theoretical studies.

Figure 1. Data analysis

Results

Annual scientific production

In the years 1987 and 2023, it is evident that from 1990 onwards, publications on community-based tourism and its relationship with marketing began to be published. Likewise, in 2006 there were 6 documents related to the topic, and in 2014 there was a significant growth with 23 articles. However, the year with the highest scientific production is 2021, which stands out for having 56 publications on community-based tourism and marketing (Figure 2).

Figure 2. Annual scientific production

Most relevant sources

The most relevant sources in the context of Bibliometrix are fundamental for a solid and meaningful bibliometric analysis. The most relevant source according to bibliometrics is Sustainability (Switzerland), having the first place. In second place, is Journal of sustainable tourism, consequently, African journal of hospitaly, tourism and leisure and Current issues in tourism being the five journals with the highest impact. In addition, Tourism management, Iop Conference series earth and environmental sci, Springer proceedings in business and economics, Journal of environmental management and tourism, tourism and tourism geographies are the consecutive journals with a positive impact based on community-based tourism and marketing (Figure 3).

Figure 3. Most relevant sources

Sources and authors’ production over time

The production of sources over time is a crucial aspect of bibliometric analysis using tools such as Bibliometrix, allowing researchers to identify trends and patterns in a field of study. They can observe how certain topics, authors or journals have gained or lost relevance over time, providing valuable information on the evolution of research in the area of community-based tourism and marketing.

Taking into account the above, the journal of Sustainability (Switzerland) stands out, being the one with the highest impact in 2021 and rising consecutively until 2023. Similarly, Journal of sustainable tourism increases in the year 2010 and has a greater impact until 2023. However, African journal of hospitality has an increase in 2017 until 2023, Current issues in tourism has a positive impact from 2009, Tourism management increases in 1989 and continues to increase in 2015 until 2023 (Figure 4 and Figure 5).

Figure 4. Sources production over time

Figure 5. Authors’ production over time

Production of affiliations over time

It is evident that the affiliation with the highest number of publications on community tourism and marketing is Griffith University, with an increase since 2014. Similarly, the Central University of Ecuador stands out for starting to publish documents related to the research topic of this article since 2005, being 2014 and 2022 that has increased the publications of articles. However, Universiti Utara Malaysia begins to publish in 2018 being 2019 and 2020 the years which had a higher publication. Nonetheless, Universitas Gadjah Mada and Universititi Malaysia Sarawak start to have a positive publication impact in the year 2016 and 2018 (Figure 6).

Figure 6. Production of affiliations over time

Corresponding author’s countries

The USA and the United Kingdom stand out as the two countries with the highest author correspondence concerning community-based tourism and marketing. It is also evident that Italy and Portugal are countries that have a significant impact on bibliometrics. Similarly, Germany, Canada and Hungary are three countries that stand out for having a medium impact. In addition, Malaysia, South Africa and Thailand are characterized for having little correspondence on community tourism. Thus, Australia, Greece, Japan and Korea are four countries with lower impact. Finally, two of the countries such as Spain and Poland do not have any corresponding authors according to the respective bibliometrics (Figure 7).

Figure 7. Corresponding author’s countries

Scientific production of the countries

The scientific production of the countries identifies that Indonesia is the country with the most publications related to community-based tourism and marketing, with a frequency of 130 publications. The second country with the second highest frequency of publications is China with 109, and the USA also has 109 publications related to the research topic. The fourth country with the most publications is the UK with a frequency of 56 publications, in addition, Malaysia, Australia, Spain, Canada and India have a frequency of 36 to 56 publications. However, Costa Rica, Brazil and Guatemala are the countries with the lowest frequency of publication (Figure 8).

Figure 8. Scientific production of the countries

Most cited countries

According to bibliometrics, the most cited country in relation to community-based tourism and marketing is the USA with 1,399 citations, and the second most cited country is the United Kingdom with 758 citations. On the other hand, Canada stands out for having 325 citations, Germany has 284, Spain 265, Australia 240, China 238, Switzerland 176, South Africa 173 and Portugal 142 citations, being the country with the fewest citations relevant to community-based tourism and marketing (Figure 9).

Figure 9. Most cited countries

Words frequency over time

According to the analysis of the frequency of words over time, a greater impact is evidenced in the year 2010 with the word Marketing, ascending more and more referring to the topic. In the year 2006 the word Tourism stands out having a greater impact in 2018, additionally, Tourism Marketing and Tourism Development stands out from 2006, occupying the third place with a greater frequency of words over time. On the other hand, Ecotourism is a word that began to have a significant frequency from the year 2003; other words such as Tourist Destination, Sustainable Development, Tourism Management, from the year 2005 began to evidence an important rise for the scientific academy. Nevertheless, Sustainability and Commerce are the two words with the lowest frequency impact in the years 2011 to 2023 (Figure 10).

Figure 10. Words frequency over time

Word cloud

The word cloud is a valuable tool in bibliometric analysis as it provides a quick and effective way to visualize and summarize key information in a set of academic papers. They help to identify trends, emerging themes and keywords such as marketing, tourism development, tourism, tourism market, tourist destination, tourism management, ecotourism and sustainable development; being the most important words in bibliometrics (Figure 11).

Figure 11. Word cloud

Trending topics

Son temas de investigación emergentes que muestran un crecimiento significativo en la literatura científica. Estos temas revelan nuevas tendencias, áreas de interés creciente o cambios en la dirección de la investigación en un campo específico. Asimismo, identificar y analizar los Trending Topics en bibliometría es crucial para comprender la evolución del conocimiento en diferentes disciplinas y para orientar futuras investigaciones hacia áreas de mayor relevancia y potencial impacto (Ramadham et al., 2024).

According to the bibliometrics in the year 2022 the trending topics were China, social media and ecosystem with a frequency of less than 20 and 20. In the year 2021 the trending topics were leisure industry, literature review and female obtaining a frequency of less than 20, likewise, in the year 2020 there is evidence of decision marking, planning, human having frequency of 20. In 2019 there is a frecuency of 40 and 60 on topics of tourism, tourism management and sustainability; being topics with good impact during this year. However, in 2018 it evidences a frequency of 40 and 20 in the topics of ecotourism, sustainable development and local participation. In 2017, marketing, commerce and tourist attraction stand out as trending topics with a frequency of 60 and 20. Similarly, it should be noted that in 2016, trending topics such as tourism development, tourism market and tourist destination have a high frequency of 60. In addition, topics such as rural area, etourism, stakeholder, conservation, climate change, economics, economic impact, environmental protection and urban planning have a frequency of less than 20 and 20 (Figure 12).

Figure 12. Trending topics

Thematic map

Four topological zones are developed in the thematic map based on degrees of development and with the degree of relevance. The first degree of development is called thematic niche including ethics, electronic, commerce, industrial research and information management. The second degree has two driving themes, where the first one is based on economics, environmental protection and capacity building, also related to human, humans and travel. As a third tropological zone, digital communication systems, case-studies, digital communication, cultural heritages, etourism, artificial intelligence, conservation, biodiversity and regional planning are identified. However, as the last one, basic topics such as marketing, tourism, sustainable development, tourism development, tourism market and ecotourism are identified. However, as central themes are related to social networking (online), virtual reality, virtual community, article and investment (Figure 13).

Figure 13. Thematic map

Factorial analysis

Factorial analysis is a statistical technique used to reduce the dimensionality of a data set, identify underlying patterns, and summarize the information contained in multiple variables into a smaller number of dimensions or factors (Griffiths et al., 2022). In the context of bibliometrics and academic research, factor analysis can play an important role.

The following figure analyzes three groups which are composed of the red, green and blue groups, each of which is composed of different categories that simplify the interpretation of complex data and reveal underlying relationships between the observed variables. Thus, the first group (red) identifies issues related to decision making, commerce, marketing and within these axes, tourism is evident in the center. On the other hand, the green group identifies issues associated with tourism, which includes tourism management, sustainable development and stakeholders. Likewise, well-managed and sustainable tourism is an interesting and powerful tool for the promotion of economic development and the preservation of our planet for future generations.

As the last group, the blue color is evidenced with more relevant topics, which this research has. As a first instance, the topics of tourist destination, ecotourism and sustainable development tourism are characterized, which are somewhat related to the green group. Similarly, economic tourism and heritage tourism are analyzed. With these issues addressed generate financial benefits that support the preservation and promotion, also, creating a virtuous cycle that strengthens both the local economy and cultural heritage (Figure 14).

Figure 14. Factorial analysis

Co-occurrence of keywords

The co-occurrence of keywords evidences the creation of 6 clusters shown by the VOSviewer software, where in the first cluster (blue) marketing, virtual reality, social networking (online), social media, artificial intelligence are identified as the most relevant words. Likewise, in the second cluster (red) the words that stand out the most are tourism, local participation, decision marking, internet, economic development, community-based and ethics. However, the third cluster (green) names the tourism market, tourist destination, literature review and travel behavior. In the fourth cluster (yellow) the words sustainability, tourism marketing, tourism planning, urban planning and culture are evident. The fifth cluster (orange) relates words such as sustainable tourism, ecotourism, nature-based tourism and biodiversity. The sixth cluster (purple) highlights commerce, rural areas, leisure industry and tourism development (Figure 15).

Figure 15. Co-occurrence of keywords

Co-citation of authors

According to the Scopus and ScienceDirect databases, the co-citation of authors created by VOSviewer identifies 3 clusters; in the red cluster, the authors with the highest impact are Hall, Rogerson, Ryan and Dredge. Likewise, in the green cluster Buhalis, Law, Amalu and Zhang are named as relevant authors in this bibliometrics. Thus, in the blue cluster only five authors are named, these being Scott, Wall, Kotler and Kavaratzis. Similarly, in the yellow cluster, the authors Hair and Xiang are identified; in the last orange cluster, the authors Liu and Crick are identified as having a less relevant impact on this bibliometry.

Opportunities from emerging research axes

The approach of the present study evidences an abundant scientific production associated with marketing studies associated with sustainable tourism, nature-based tourism, ecotourism and rurality; likewise, trade and development, product marketing, local participation, entrepreneurship, as well as virtual reality, artificial intelligence, social media and on-line sales. Nevertheless, this research allows identifying new research opportunities motivating the academic community to deepen in future studies from the four research axes and their respective lines proposed as follows (Figure 16).

Figure 16. Emerging axes and lines of research

In the first instance, it is suggested to develop research associated with the axis of destination and territory marketing, since it can contribute significantly to local development, mainly where problems are identified that generate lags in the communication and image of destinations. Two lines of research with little developed potential are proposed, which deal with the promotion of destinations with tourist typologies associated with dark tourism and, in parallel, ethics in the marketing of memory tourism; lines that can contribute to the definition of a destination identity.

The second line of research proposes to promote studies on marketing oriented to digital tourism, understanding the evolution of digital channels associated with the purchase and sale of tourism goods and services in community environments. From there, two lines of research are proposed that can deepen first in the study of digital platforms and metasearch engines of the online environment, in relation to the supply of services associated with community tourism; and second, the marketing associated with the communication of services in tourist destinations.

The third line of research highlights the need to deepen the study of the social responsibility of marketing, where research is almost null, but which is of great importance in the field of tourism studies. It is expected that the academic interest will be oriented to deepen the line of socially responsible tourism consumption, as a way to achieve a better quality of life of the community; in the same way, a line of research is proposed that reflects on the economic benefits Vs the social benefits associated with tourism marketing where a balance between behaviors and contents is achieved.

Finally, the fourth line of research is proposed in view of the insipid approach of studies associated with the analysis of tourist consumer behavior, in relation to their attitudes and the construction of the image and the imaginary of the tourist destination. Thus, it is suggested to deepen in lines of research that on the one hand inquire about the perception of value associated with the travel experience from psychological factors related to tastes, preferences, motivations and travel trends and another line of research that devotes more effort to the analysis of consumption and hedonism in the tourist trip, an emerging field that relates tourism marketing with the sociology of tourism (Figure 17).

Figure 17. Co-citation of authors

Discussion

This study opens new horizons in CBT marketing research by proposing four promising lines of research. That said, for Giampiccoli et al (2020); Zielinski et al (2020); Mora et al (2019) the focus on destination and territorial marketing could explore how marketing strategies can be adapted to the particularities and unique characteristics of each community, making the most of their tourism potential without compromising their cultural identity or environment. However, according to the results, social responsibility analyses marketing practices that contribute to the sustainable development of communities, ensuring that the benefits of tourism are distributed in an equitable and sustainable manner.

Addressing these areas of research will not only enrich the existing literature on community-based tourism marketing, but also offer innovative and practical perspectives that can benefit local communities and the tourism industry in general. As argued by Hysa et al (2021); Yung et al (2021) by better understanding the potential negative impacts of CBT, such as socio-economic imbalances and economic vulnerability, tourism researchers and practitioners can develop more ethical and sustainable marketing strategies that promote balanced and beneficial tourism development for all stakeholders.

However, according to Avraham (2020) tourism marketing refers to the strategies and tactics employed to promote tourism destinations, attract travellers and stimulate the growth of the tourism industry in specific areas. Thus, the findings highlight a focus on authenticity and local culture to attract a growing segment of travellers in search of meaningful experiences. This gives communities the opportunity to plan their revenue streams more effectively, reduce dependence on a single market and promote more equitable economic distribution.

On the other hand, Dolnicar (2022) highlights that the main objective of tourism marketing is to attract tourists, increase visitor numbers and ultimately generate revenue through tourism. However, the results suggest that CBT marketing is essential for the sustainable development of local communities. Furthermore, well-designed marketing can contribute to the preservation and enhancement of a region's cultural and natural heritage, ensuring that future generations will be able to enjoy these resources.

Conclusions

CBT marketing is a fundamental tool for the sustainable development of local communities. First, the focus on authenticity and local culture appeals to an increasingly important segment of travelers seeking meaningful experiences. This offers communities the opportunity to better strategize sources of income, reduce dependence on a single market and promote greater economic equity. In addition, well-designed marketing can help preserve and highlight a region's cultural and natural heritage, ensuring that future generations will be able to enjoy these resources.

Second, marketing in community-based tourism can empower local communities by involving them in decision-making and management of tourism resources. This not only fosters a greater sense of community ownership and responsibility, but also leads to more sustainable and win-win tourism. Community involvement in the planning and execution of tourism marketing strategies can lead to the creation of more authentic and attractive offerings, which in turn increases visitor satisfaction and positive perceptions of the community.

Finally, CBT marketing aligns with current trends in responsible and sustainable travel. Travelers are increasingly interested in supporting initiatives that benefit local communities and reduce environmental impact. In this regard, marketing can highlight sustainability efforts, such as environmentally friendly practices, promotion of the local economy and investment in sustainable infrastructure. In conclusion, community-based tourism marketing is not only a powerful tool for the economic growth of communities, but also promotes the preservation of cultural and natural heritage, community participation and responsible tourism, creating a long-term positive impact.

In this way, this study allows opening new axes and lines of research that can complement the already developed studies that were sufficiently presented in this work. Four lines of research are proposed: a) Destination and territorial marketing, b) Marketing oriented to digital tourism, c) Social responsibility of marketing and d) Tourism consumer behavior. Going deeper into these research axes will allow making important contributions to marketing oriented to community-based tourism.

Author Contributions

All authors contributed positively to all sections of the article.

Ethics Declaration

The authors declare that they have no conflicts of interest regarding the publication of the paper.

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