Title: Digital communication in Portuguese accommodation units awarded with the Green Key sustainability seal - the case of Madeira, Portugal

Authors: Célia Rafael; Ana Pires; Ana Simões

Addresses: CiTUR (Centre for Tourism Research, Development and Innovation), Polytechnic of Leiria, Peniche, Portugal ' CiTUR (Centre for Tourism Research, Development and Innovation), Polytechnic of Leiria, Peniche, Portugal ' CiTUR (Centre for Tourism Research, Development and Innovation), Polytechnic of Leiria, Peniche, Portugal

Abstract: Digital communication is crucial in tourism marketing. Today's tourists, especially the younger generation, highly value sustainability. It is therefore imperative for hotel and tourism companies to be aware of this trend. This study examines how effectively hotel and tourism companies communicate their commitment to sustainability. Data was extracted from websites of accommodation units in Madeira that were awarded the green key international sustainability label in 2022, focusing on their digital presence. An exploratory analysis of these websites reveals differences in communication strategies. Most establishments do not prominently display their sustainable practices and certifications. When mentioned, it is usually limited to a simple note on the homepage. This suggests a lack of strategic communication about sustainability. The findings highlight the need for better communication of sustainable practices, considering the growing consumer awareness of environmental conservation in decision-making.

Keywords: digital communication; online content analysis; sustainable accommodation; Green Key certification; ecolabel; Portugal.

DOI: 10.1504/PIE.2024.143808

Progress in Industrial Ecology, An International Journal, 2024 Vol.17 No.3, pp.227 - 239

Received: 06 Sep 2023
Accepted: 13 May 2024
Published online: 07 Jan 2025 *

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