SMART SUSTAINABILITY IN URBAN TOURISM: THE GRECO BEHAVIOURAL CHANGE FRAMEWORK

Abstract

As the tourism industry continues to grow, urban destinations face multiple problems related to the social, cultural, natural, and economic environments. Use of smart tourism with digital technologies, therefore, plays a key role in mitigating multidimensional impacts that support a destination’s sustainability. GreCO (Green Cultural Oases) is a collaborative project based on sustainability fundamentals (socio-cultural, environmental, economic) and technological advancements, for a smart tourist destination paradigm. This paper introduces the theoretical foundation of GreCO, which points out how smart systems change tourist behaviour to sustainable, responsible, community oriented ones. The analysis presentes that GreCO’s model contributes to a shift in tourism, aligning a transition between personalisation and sustainability, and building a resilient urban tourism ecosystem.