Sustainability communication in hospitality in peripheral tourist destinations Implications for marketing strategies Margarida Cust odio Santos, Célia Veiga, Paulo Águas and José Ant onio C. Santos School of Management, Hospitality and Tourism, University of Algarve, Faro, Portugal Abstract Purpose – The purpose of this study posited that tourism companies and more especially hotels located in tourist destinations dependent on air transportation, need to commit more strongly to sustainability because of their greater distance from the main outbound markets. The research focused on determining whether hotels’ star rating, location, age and size influence their sustainability communication and on identifying the characteristics of the messages used in hotels’ sustainability communication. Design/methodology/approach – To accomplish these objectives, a sequential mixed methods design with three interconnected phases was used, including quantitative data and content analysis. Findings – Less than 10% of hotels located in a tourist destination strongly dependent on air transportation and peripheral to the main outbound markets actually communicate about sustainable practices on their websites. Communication practices are dependent on hotels’ star rating, location, size and age. Research limitations/implications – The study limitations are that it was conducted in only one destination and that the hotel websites’ layouts are heterogeneous, which means that the analysis and comparison of the relevant information is extremely challenging. In addition, the research only considered hotels or similar lodgings, leaving out other types of accommodation. Practical implications – Hotels in tourist destinations dependent on air transportation need to adjust their sustainability communication in response to the trend among tourists toward greater consciousness about the environmental impacts of their individual tourism-related choices. Hotels also need to provide more accurate and detailed information on sustainable practices, with both affective and rational appeals that focus on tourists’ experiences. Originality/value – The study was conducted in a destination dependent on air transportation and peripheral to the primary outbound markets. Keywords Sustainable practices, Hotel, Marketing implications, Mixed methods design, Sustainability communication Paper type Research paper 1. Introduction Sustainability has become significantly more relevant as a result of people’s growing awareness of climate change (Font and McCabe, 2017; Peng and Chen, 2019), which has recently been declared a climate emergency by both scientists and policymakers. The movement started in August 2018 by Greta Thunberg in Sweden, designated as “Fridays for Future,” which has been a key factor influencing the collective awareness and visibility of this issue (Dallmann, 2019). The movement has spread to other European countries, and experts believe it had a decisive effect on the outcome of the May 26, 2019 European WHATT 11,6 660 Worldwide Hospitality and Tourism Themes Vol. 11 No. 6, 2019 pp. 660-676 © Emerald Publishing Limited 1755-4217 DOI 10.1108/WHATT-08-2019-0049 The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/1755-4217.htm