Sustainability Communication in Rural Tourism: Website Content Analysis, in Viseu Dão Lafões Region (Portugal)

Maria Lúcia Pato and Ana Sofia Duque
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Maria Lúcia Pato: CERNAS-IPV Research Centre, Polytechnic Institute of Viseu, Campus Politécnico, 3504-510 Viseu, Portugal
Ana Sofia Duque: CiTUR-Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, ESTGV, Polytechnic Institute of Viseu, 3504-510 Viseu, Portugal

Sustainability, 2021, vol. 13, issue 16, 1-15

Abstract: In the last few years, the relationship between tourism and sustainability has been consolidated. In the context of rural tourism, this connection is even stronger given the environmental specificities and the natural framework of this type of tourism. To achieve sustainability behaviors, it is crucial that rural tourism lodgings communicate their essence, as well the products and experiences available for tourists. This because it is a common practice for visitors to look for more information on the internet about where they will be staying, before booking their tourist experience. The main objective of this study is the analysis of the information provided by rural tourism lodgings, through their websites, regarding sustainability issues. The territory selected for the development of this study is the Portuguese Viseu Dão Lafões Region, located in the center of Portugal. Based on other studies, the methodology includes a content analysis, conducted on 39 rural tourism lodging websites. The results show that some improvements are needed, to clarify and emphasize the message about sustainable practices, in these rural lodgings. Some practical recommendations are provided, that can be adapted to these rural tourism lodgings, or others.

Keywords: sustainability; rural tourism; communication; website analysis; Portugal (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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