Communication of Social and Environmental Sustainability Practices by Portuguese Rural Tourism Companies
Communication of Social and Environmental Sustainability Practices by Portuguese Rural Tourism Companies

Summary/Abstract: Rural tourism brings many benefits to both consumers and regions, representing a relaxing and authentic type of tourism. While the concept is difficult to define, rural regions may benefit from rural tourism, as it contributes to the creation of jobs and infrastructure maintenance. For ruralrelated businesses, rural tourism is also beneficial, as new product lines and services may be created to meet tourists’ needs. If rural tourism companies adopt a digital approach while focusing on sustainable communication, they attract attention from tourists as being sustainable, which is an important factor when tourists choose a destination. The present study aims to investigate the sustainable communication practices of rural tourism companies in mainland Portugal.

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