The significant advancement of internet technology has brought about diverse transformations in the global tourism landscape. Among its various impacts, the domain of tourism marketing has been profoundly reshaped by the internet’s pervasive influence. Internet technology is also related to environmental communication [1] by promoting critical environmental issues and transforming individuals’ attitudes and behaviors [2]. In parallel, both geotourism and astro-tourism, as types of special interest tourism related to the environment, have understandably gained traction in recent years.

Geotourism primarily focuses on geological and geomorphological features in landscapes as tourist attractions [3]. It embraces geological heritage sites (geosites), ex situ heritage objects (primarily those from museum collections), specially created geoparks, and other geology-related objects for the purposes of tourism and recreation. Its main objectives include the promotion of geological knowledge, an increase in awareness of geological heritage and its conservation needs, and the diversification and sustainable development of the tourism industry [4]. Likewise, astro-tourism is a type of tourism based on the special interest of tourists in sky-related activities such as sky observation and astrophotography and is also classified as a subcategory of nature-based tourism [5].

From small lodgings to expansive hotel chains, establishments have adeptly harnessed the internet’s power as a marketing tool, often leveraging dedicated websites for this purpose [6]. In the realm of the global economy, tourism and information and communication technology (ICT) stand as vibrant pillars [7]. Given the escalating reliance of global travelers on the internet as an information conduit, the official website of a destination bears a significant burden: to entice and persuade prospective tourists through the provision of accurate and compelling information [8]. The website of a destination holds the potential to be the decisive factor, determining whether a traveler commits to a visit or continues their search elsewhere with a mere few clicks. Consequently, the quality of information disseminated via the official destination website becomes a critical asset, primarily falling under the purview of destination management organizations (DMOs) [9].

Through the internet, tourists establish direct connections to a wealth of information that empowers them to seek out optimal deals. This connectivity grants access to a myriad of websites, facilitating comparisons among destinations, hotels, and flight options. Within the realm of social media, a dynamic space where opinions and trends are exchanged, travel agents, agencies, and hotels can strategically advertise with minimal resource expenditure. By engaging in the promotion of services and interacting with the denizens of these networks, these entities can attract fresh clientele effectively. This digital avenue has instigated an acceleration in communication processes and service provisioning. A generation attuned to the digital landscape readily embraces impromptu decisions and eleventh-hour reservations [10].

Over the past two decades, geotourism has emerged as a distinctive form of sustainable tourism, focusing exclusively on geology and landscapes; an endeavor that has captured researchers’ attention [11]. This paradigm has engendered diverse interpretations, resulting in varying definitions from different authors ^[11][12][13][11,12,13]. The concept of geotourism has undergone an evolution, originating as an alternative tourism centered on geological heritage and geo-conservation and gradually encompassing facets like education and sustainability.

Notably, the Global Geoparks Network has witnessed a remarkable expansion in recent years, guided by two fundamental pillars: active engagement with earth sciences and a comprehensive approach to geotourism. These territories are distinguished by well-defined boundaries and are meticulously overseen by competent management entities, operating under an ethos that intertwines preservation, education, and sustainable progress. The year 2015 marked a pivotal juncture as the UNESCO Global Geoparks (UGGps) scheme gained endorsement within the ambit of the UNESCO International Geosciences and Geoparks Program [14]. This transformative step elevated UGGps to encompass territories that adopt a comprehensive approach to geotourism [15].

UGGps delineate geographical regions of internationally recognized geological significance, distinguished by well-defined boundaries. These areas are meticulously overseen by competent management entities, operating under a comprehensive ethos that intertwines preservation, education, and sustainable progress [16]. Given this multidimensional essence, the imperative of having fitting websites to disseminate their endeavors and geological insights becomes paramount [17]. Conversely, astronomical tourism presents an intriguing avenue for visitors seeking destinations where the allure lies in unblemished nocturnal skies devoid of artificial light pollution [5]. This contrasts starkly with the majority of popular tourist spots, often ensconced in areas aglow with light pollution.

This crusade commenced in 1993 with the inception of the first dark sky park in Michigan, USA, which paved the way for subsequent endeavors like the establishment of a permanent site, the Torrance Barrens Conservation and Dark-Sky Reserve, in Ontario in 1999. Notably, the United States National Park Service pioneered the Natural Sounds and Night Skies Program in 1999. This program serves as a proactive guardian, striving to uphold unblemished night skies and celestial vistas within the purview of the national parks system [18]. Central to the domain of astronomical tourism are dark sky parks, focal areas where celestial tourism flourishes against the backdrop of pristine night skies. These locales boast impeccable nocturnal sky quality and curate an array of meticulously organized astronomy presentations for visitors. Remarkably, those who engage in structured nighttime celestial programs often depart these destinations with a sense of enrichment [19].

A cornerstone in the preservation of such sites is the International Dark Sky Parks (IDSPs) program, inaugurated in 2001. This initiative stands as a global rallying call, galvanizing communities, parks, and safeguarded territories across the globe to champion the cause of preserving unadulterated dark sites. This endeavor is grounded in the principles of judicious lighting practices and comprehensive education. The expanse of global dark sky places is categorized into five distinct classes. Predominantly, IDSPs take the lead with an impressive count of 113, followed by 37 International Dark Sky Communities, 20 Sanctuaries, 15 Reserves, and finally, 5 Dark Sky Places [20].

2. Sustainable Tourism Forms: Geoparks and Dark Sky Parks

Websites’ role in tourism marketing and their impact on various tourism forms have been extensively studied. The tourism industry has transformed with the rapid advance of internet technology, making the internet a paramount tool for tourism marketing [21]. Digital marketing in tourism, often termed e-marketing or online marketing, is gaining traction ^[22][23][22,23]. Digital tools offer cost-effective and impactful marketing strategies ^[24][25][24,25]. The advent of digital technologies has revolutionized the paradigms of marketing [26], fundamentally altering the landscape of how tourist destinations are promoted online [27]. Given the diverse array of online channels in the tourism industry, a key challenge for marketers is to understand how tourists seek information [28] and to identify effective marketing tools and strategies that optimize profitability. In the past, the digital marketing landscape was straightforward, with businesses maintaining platforms primarily focused on commercial interests. However, contemporary developments have led to the emergence of new websites with diverse functions [29]. Consequently, the effective utilization of digital marketing tools hinges on a nuanced understanding of these tools in the specific context of tourism. In Ref. [26], the authors advocate for the crucial role of comprehending digital marketing dynamics and leveraging the power of digital tools for success in the tourism industry. Websites serve as the virtual storefront of an organization, serving as the focal point for its online marketing endeavors [30]. The reliability and trustworthiness of a website as a digital information source are heightened when there is a high degree of institutional control over the published content [27]. Effective website content is characterized by being targeted, relevant, comprehensive, and regularly updated ^[31][32][31,32]. Websites play a vital role in direct customer interaction, fostering brand loyalty ^[24][31][24,31]. The effective use of search engine optimization (SEO) enhances website visibility ^[23][32][23,32]. Social media stands out as a pivotal digital marketing tool, frequently utilized by tourists for both information consumption and engagement purposes ^[33][34][35][33,34,35]. It serves as a platform for users to establish virtual communities ^[34][36][34,36] and significantly influences decision-making processes as individuals publicly share their travel experiences ^[26][37][26,37]. Operating as an active social platform, social media harbors a vast pool of potential customers [38]. Its growth is propelled by the innate human desire for social connections and interpersonal interactions [39]. Tourists’ instant ability to share, follow, tag, “like”, rate, and engage in discussions regarding various content types plays a crucial role in keeping friends and family abreast of their current travel experiences ^[40][41][42][40,41,42]. Furthermore, social media posts effectively address the emotional needs of potential customers [34]. The range of social activities, including real-time text messaging and video sharing, fosters online social interaction among individuals, promoting peer-to-peer communication [34]. Social media platforms also serve as a space for tourists to share online reviews of destinations, a practice that has gained popularity as a significant source of information influencing consumer decision-making ^[43][44][43,44]. The use of emoticons, graphical displays of facial expressions, in destination reviews has become a common and convenient tool for online customers to express their ideas or feelings effectively [45]. Remarkably, more than 85% of travelers actively read online reviews during the pre-travel stage, underscoring the reliance of the majority of customers on the opinions of others when making travel decisions ^[44][45][44,45]. From a marketer’s perspective, social media holds significance as a vital platform for communication and fostering brand loyalty ^[36][46][36,46]. Platforms like Facebook provide businesses with the opportunity to create pages that users can “like”, granting them access to and updates on new content while facilitating direct interaction with the business [37]. This interaction capability not only enables administrators to comprehend how customers engage with the business page but also allows them to host events and contests and to share stories, photos, and videos to stimulate meaningful conversations among the page’s followers ^[42][47][42,47]. The surge in technology has intensified tourists’ desire for instant gratification [48]. As a result, tourists seek interactions with businesses that are not only responsive but also available around the clock. Destinations have incorporated technology into frontline customer experiences, notably through the integration of chatbots [49]. Chatbots, characterized as machine chat systems designed to simulate human interactions [50], can be regarded as virtual service agents or “e-service agents” [51]. The integration of chatbots into service experiences by tourism organizations emerges as a crucial feature for enhancing customer satisfaction ^[49][50][51][49,50,51]. Given the diverse linguistic landscape of tourism, where individuals may travel to regions with languages different from their own, the use of chatbots becomes particularly valuable in mitigating language barriers [51]. Furthermore, integrating chatbots into existing digital marketing tools, such as websites, represents a promising avenue for business growth [50]. Despite significant research attention, augmented reality (AR) and virtual reality (VR) are still in their early stages in the field of tourism ^[25][52][53][25,52,53]. AR involves the incorporation of digital information into the real environment, allowing consumers to perceive the actual world in front of them while superimposing additional layers of information, such as text and/or images, to enhance their experience [54]. On the other hand, VR utilizes digital technologies to create a simulated environment that customers can experience and explore through various senses [54]. Tourists can immerse themselves in diverse environments, such as wildlife, whether they are in the city or sitting at their desks at home ^[53][55][53,55]. Mobile travel apps, offering convenience and a range of features, empower spontaneous travel planning [41]. In-app messages and push notifications enhance user engagement [32]. The internet’s transformative impact allows tourists to independently purchase products and services, challenging traditional tourism models [52]. Marketers must continuously enhance online strategies given global disparities in technological adoption [52]. Technological advancements have facilitated the swift creation and widespread sharing of content [56]. Content creation is the process of developing written or visual content around ideas and topics tailored to a specific audience, in this context, tourists. This digital information takes various forms, including blogs, videos, infographics, or audio, and is disseminated through digital marketing tools like websites and social media. Content creation, disseminated through websites and social media, is crucial for destination branding [27]. Quality content on official tourism websites is perceived as more reliable than social media content [27]. An emerging trend is the active involvement of customers in creating and publishing their content, emphasizing the role of user-generated content (UGC) ^[36][43][36,43].

3. The Significance of IT in Tourism Marketing

The tourism industry, driven by internet technology, has witnessed a transformative shift. Websites, serving as central hubs, play a crucial role in disseminating information, attracting visitors, and promoting destinations globally [7]. Destination marketing, especially through well-constructed websites, transforms locations into recognizable brands, influencing travelers’ decisions [57]. The internet, including social media and travel forums, enables peer-to-peer communication, allowing individuals to make informed travel choices. Internet marketing’s dynamic nature presents opportunities and challenges [58]. The rapid expansion of tourism on the internet, marked by swift online transactions, emphasizes the need for businesses to adapt strategies aligned with evolving customer preferences [59]. Acknowledged for its role in heightening interactivity between consumers and suppliers, the World Wide Web is instrumental in disseminating multimedia information encompassing textual data, graphics, images, video, and sound [60]. Tourism websites convert intangible services into tangible experiences, utilizing multimedia elements to enhance product appeal [27]. Destination image, crucial for attracting tourists, involves cognitive and emotional factors [61]. Positive image construction requires a focus on effective marketing strategies and user-generated content ^[43][62][43,62]. Another study involving 393 tourists revealed a significant impact of destination image on tourists’ decisions to return [63]. These studies provide valuable insights into the cognitive and positive factors applied in social media, such as official tourism websites, that influence the decision-making processes of potential tourists, enticing them to visit or revisit a destination. Constructing the image of a tourist destination to influence the perception and motivation of tourists to visit involves various strategies. Effective marketing strategies play a crucial role in creating a positive destination image, leading to success, while a negative image can result in failure or limitations [64]. Although a positive image can be changed, several factors can turn it negative, and reversing a negative destination image is challenging. Therefore, it is essential to prioritize the destination’s image, employing positive marketing strategies to build a robust and positive perception. Websites play a vital role in shaping a destination’s image by optimizing its online presence, ensuring visibility, and providing attractive and positive information ^{[65][66][67][68]}[65,66,67,68]. Effective communication through websites is essential for engaging potential visitors and influencing their perceptions [69]. The reliance on websites as information hubs underscores their pivotal role in crafting destination images and influencing travel decisions [68]. Therefore, enhancing tourists’ perceptions can be achieved by providing comprehensive information through various websites, ultimately contributing to an increase in the number of visitors to the destination. In conclusion, the pivotal role of websites in crafting destination images cannot be understated, and strategic efforts should be directed towards utilizing online resources to motivate and persuade potential visitors to choose the destination for their travels.