Sustainability as an Identity Factor of Tourist Destinations at Websites: Does the Consumer Care?

When choosing a vacation destination, consumers consider various factors, such as culture, natural attractions, history and points of interest, among others. In this article we analyze whether the question of sustainability is a determining factor in the choice of tourist destinations. Therefore, the article investigates the relationship of the identity of tourist destinations, as presented at their official websites, according to sustainability characteristics, the evaluation of the destination and the intention of consumers to visit it. For this purpose, we conducted a quasi-experiment with official tourism websites of two countries, Brazil and Holland. The results reveal that the respondents did not tend to have positive attitudes regarding destinations that emphasize questions of sustainability in their promotion via websites. Furthermore, these elements do not appear to contribute to formation of a positive image and to increase the intention of visiting the destination. [PUBLICATION ABSTRACT]