Orientation to sustainability and strategic positioning of destinations: an analysis of international tourism websites

The communication that Destination Management Organizations (DMOs) address to destination stakeholders plays a central role in attracting attention and resources for sustainable destination development and disclosing the efforts made to be a sustainable territory. There has been extensive analysis on the role of official tourism websites that addresses both DMO’s internal and external stakeholders. However, less exploration is available on the relationship between the contents disclosed through tourism websites and the strategic positioning of the destination. This study empirically examines that link with a focus on ‘green/sustainable/responsible’ travel. Results show a positive association between the orientation to sustainability in online communication and both sustainable regulation of the tourism sector and tourism development. In contrast, there is no significant association with destination size, tourism maturity and pricing policies.