The objective of this research is to present a model of modern marketing strategies and digital human avatars in the development of sustainable tourism within the context of Industry 5.0.

This study is applied and developmental in nature. The research population consisted of experts from the Ministry of Cultural Heritage, Tourism, and Handicrafts in Semnan Province, with a targeted selection of 17 individuals. Data analysis was conducted using MAXQDA 24 software. In the quantitative section, a sample size of 140 individuals was selected through simple random sampling, and data were analyzed using G*Power and SmartPLS3 software.

The qualitative results yielded six selective codes, twelve axial codes, and sixty-three open codes. The quantitative results indicated that digital human avatars significantly influence modern marketing strategies as well as human and technical infrastructure. Weak data infrastructure and resistance to change were found to have no significant effect on modern marketing strategies. However, limitations in digital skills and the absence of supportive policies were significant factors affecting modern marketing strategies. Furthermore, modern marketing strategies were shown to impact social, economic, and environmental development. Ultimately, the digitization of tourist behavior and responsiveness to sustainability requirements negatively influenced traditional marketing approaches towards digital human avatars, while interactive experiences and personalization were found to have no significant impact on digital human avatars.