Sustainable Tourism and Eco-Hotel Corporate Identity

Abstract

This case study investigates how eco-hotels communicate their green corporate identity on their official websites through tourism discourse, thereby shaping stakeholder perceptions and influencing customer decision making. Specifically, it adopts discourse analysis to examine the use of persuasive and promotional language on the websites of six eco-hotels located in the UK, Ireland, and Italy, all situated near coastal, lake, or river environments. The findings reveal cultural differences in communication strategies: British and Irish hotels tend to emphasise emotional engagement and an informal tone, whereas Italian hotels favour a more institutional and specialist-oriented style. The study contributes to broader discussions on corporate and sustainability communication in hospitality settings.