Blue Marketing: New Perspectives for the Responsible Tourism Development of Coastal Natural Environments

The growing complexity of coastal tourism requires marketing strategies that go beyond promotion and align with the ecological, cultural, and planning dynamics of coastal territories. This article introduces the concept of Blue Marketing, a place-based, sustainability-oriented approach designed to guide communication, product design, and governance in marine and coastal destinations. Building on socio-environmental marketing and inspired by Integrated Coastal Zone Management (ICZM), the study proposes a Blue Marketing Decalogue (BMD) of strategic principles structured into three thematic blocks: (1) ecosystem-focused sustainability, (2) cultural identity and territorial uniqueness, and (3) strategic planning and adaptive governance. The decalogue has been empirically informed by a territorial analysis of the Barbate–Vejer coastal corridor (Cádiz, Spain), but is conceived as a flexible and transferable framework applicable to diverse coastal contexts. It incorporates both strategic and normative instruments that support the design of communication strategies aligned with environmental preservation, community identity, and long-term planning. This contribution enriches theoretical debates on the role of marketing in sustainable tourism and provides practical guidance for coastal destinations seeking to balance competitiveness with ecological responsibility. Ultimately, Blue Marketing is proposed as a vector for transformation, capable of reconnecting tourism promotion with the sustainability challenges and opportunities of coastal regions.