The influence of sustainability communication on perceived product and service sustainability and trust in DMO

In today’s contemporary tourism market, websites have become an essential online communication tool. This study aims to determine the extent and attributes used in sustainability communication through destination management organizations (DMOs) websites to inform, motivate and engage stakeholders in implementing destination sustainability activities. Based on the online sustainability communication checklist (OSC), content analysis was implemented as the research method for evaluating DMO sustainability communication through their official websites. Descriptive and inferential statistics (bivariate correlation and multiple regression analysis) were used in the data analysis. The research shows that DMOs at all levels insufficiently use official websites to communicate destination sustainability issues to stakeholders. The multiple regression analysis results confirm a statistically significant and positive influence of all sustainability attributes within both dimensions on perceived product and service sustainability and a partial effect of sustainability attributes on trust in DMO within both dimensions. All perceived product and service sustainability attributes and attributes of trust in DMO have a positive and significant relationship with overall information on destination sustainability and stakeholder’s overall motivation and engagement in sustainability implementation. Findings in this article fill the research gap related to the relationship of sustainability communication with perceived product and service sustainability and trust in DMO. The practical contribution refers to the guidelines that can be given to DMO managers to achieve more effective sustainability communication with destination stakeholders through the DMO websites.