Destination sustainability communication: the role of hope and shame in social media engagement and visit intentions

Purpose The purpose of this study is to examine how destination sustainability communication (DSC), message frames (positive or negative) and travelers’ emotions affect social media engagement (SME) and visit intentions. This study also investigates the moderating role of message source types – destination management offices (DMOs) or greenfluencers. Design/methodology/approach Two studies used an experimental design. Study 1 examined the relationship between message frames, travelers’ emotions, SME and destination visit intentions, while Study 2 examined the moderating role of message source. Findings The results of this study revealed that positively framed DSC fosters higher SME and destination visit intentions. This study also evokes emotions of hope and shame, which drive SME, leading to visit intentions. Furthermore, positive DSC is more effective for DMOs, whereas negative DSC is more impactful for greenfluencers. Originality/value These findings provide new insights for destination marketers on how to effectively communicate sustainability efforts and persuade tourists to embrace sustainable tourism.