Acceptance of Tourist Accommodation Providers’ Sustainable Communication

Abstract Purpose The study presents an innovative approach to the acceptance of sustainability communication conducted by tourism enterprises. It provides a detailed understanding of audience perception and the factors influencing their reception of sustainability messages. Design/methodology/approach A set of 402 structured questionnaires, each consisting of 40 respondent-answered questions, was used in the research. To investigate the proposed relationships, the study applied the PLS-SEM method. The model used nine constructs from well-established theoretical frameworks on technology acceptance and purchase intentions related to eco-friendly products. Findings The results of the study show satisfaction as a major determinant when choosing a vacation destination. The relationship existing for service quality and satisfaction is particularly significant, as is the effect of trust on quality perception. Engaging guests in sustainability-related activities—by showing which activities are beneficial—can positively affect their perceptions of service quality. Empathy also enhances trust, indicating that guests who feel at ease with their hosts and better grasp their circumstances are more trusting of the solutions provided to them. The sense of moral obligation, attitude, offer, and quality of services influence the preferred form of sustainable development communication. Originality/value Understanding how individuals accept sustainability communication is essential for communication and marketing design. This framework explains the factors contributing to the positive reception of sustainability messages and the adoption of offerings from businesses implementing sustainable development strategies.