Communication and advertising of sustainable tourism in city brand construction. The case of the international certification 'Biosphere Tourism' in Spain

Abstract

This study addresses the analysis of sustainable tourism communication and its contribution to the construction of the city brand. The case of medium-sized Spanish cities attached to the Biosphere seal is analysed, comparing their communication policy with that of the country's main tourist centres. The investigation concludes with a survey assessing the degree of knowledge of environmental sustainability policies and their influence on the choice of destination. The results obtained reveal the minimal importance accorded to environmental and sustainable values in the external communication of the cities studied.