Promoting Sustainable Tourism in Maldives through Social Media: A Review

Purpose: The archipelago of the Maldives is the main source of attraction to many tourists worldwide, making tourism the largest sector of the country’s economy. However, global challenges have become increasingly visible and remote countries like Maldives is facing extreme challenges economically as well as environmentally. With the advancement of the technology, social media marketing being the worthwhile strategic positioning tool. This review article aimed to discuss global tourism industry, the practice of sustainable tourism in the Maldives, followed by the literature incorporates social media marketing in the context of tourism promotion in Maldives. Design/Methodology/Approach: The study is a review paper on sustainable tourism in Maldives context, by focusing on global tourism industry, the practice of sustainable tourism in the Maldives, followed by social media marketing in the context of tourism promotion. Findings: The review of the sustainable tourism literature found that Maldives as an island are practicing and incorporated green and sustainable practices. Implications/ Originality/Value: The study provides a prodigious scope for marketing practitioners of tourism industry and provides insights on building a successful social media marketing strategy that may lead to enhance the green image and tourist’s intention to revisit.