Lyubomira Pinelova
Faculty of Economy,
South-West University “Neofit Rilski”, Blagoevgrad, Bulgaria.
Corresponding Author: Lyubomira Pinelova, E-mail: lubomira_grachka@swu.bg
ORCID: 0000-0002-9772-6574
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https://doi.org/10.63711/ijdr.net20260103
ABSTRACT
Tourism and hospitality are increasingly shaped by complex economic, organizational, and technological interactions that extend beyond the boundaries of individual enterprises. In this context, more integrative analytical and management frameworks are required to explain how value is created and sustained at the destination level. The ecosystem approach has gained relevance as it allows tourism to be understood as a system of interconnected actors, resources, and processes engaged in joint value creation. This paper examines the ecosystem approach as a conceptual foundation for sustainable tourism development, with particular attention to the role of hospitality under conditions of digital transformation. Tourism is analysed as a multifaceted ecosystem involving accommodation providers, tourism businesses, digital platforms, local communities, and public authorities. Special emphasis is placed on the coordinating role of digital technologies and platform-based solutions in facilitating cooperation, improving resource efficiency, and enhancing destination competitiveness. The analysis highlights hospitality as a core integrative component of the tourism ecosystem, linking digital platforms with destination-level actors and shaping the overall tourist experience. The paper argues that adopting an ecosystem perspective supports more effective strategic management, improves coordination among stakeholders, and contributes to the long-term sustainability and resilience of tourism and hospitality development in a highly digitalized environment.
Keywords: Tourism ecosystem, Hospitality sector, Digital tourism, Ecosystem approach, Sustainable tourism
JEL Codes: L83, O33, M21
Research Area: Digital Research, Tourism and Hospitality
Copyright © 2026 The Author(s). This article is licensed under CC BY 4.0.
