Reconceptualizing Ecological Value in Transformative Sport Tourism: An Inclusive Public Sector Marketing Approach to Consumer Wellbeing and Public Health
(A2026-133590)

AUTHORS

Rafailia Nikoletta Kallioupi, National and Kapodistrian University of Athens; George Lekakos, Athens University of Economics & Business; George Tsourvakas, National and Kapodistrian University of Athens

ABSTRACT

Ecological value in sport tourism is often framed through technocratic efficiency metrics, sidelining ethics, wellbeing, and social inclusion. This paper introduces the Transformative Ecological Value Framework (TEVF), a normative, systems-level model that reframes ecological value as a co-produced construct integrating environmental integrity, psychosocial wellbeing, and institutional trust. TEVF synthesizes transformative service research, public sector marketing, and AI-enabled tourism governance, positioning inclusive sport tourism as a platform for identity, dignity, and restorative participation. Ethical public marketing enhances legitimacy and behavioral engagement, while AI functions as a socio-technical enabler of equity and accessibility. The framework proposes nine propositions linking structural mechanisms and moderating conditions to consumer engagement and public health. TEVF advances a socially responsible and ethically grounded vision for tourism governance, aligning ecological transformation with justice, wellbeing, and collective flourishing.