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This research project on sustainable tourism and destination branding used a qualitative approach, specifically semi-structured interviews, to gather in-depth insights from professionals in destination marketing. This method was chosen for its ability to capture real-world strategies and personal experiences that more rigid, quantitative methods might miss. Semi-structured interviews allow for both consistency and flexibility, making them well-suited to exploring how marketers effectively communicate sustainability. As Kvale and Brinkmann (2009) note, this approach enables meaningful dialogue while allowing space for follow-up questions and deeper exploration. The interviews revealed valuable perspectives on authenticity, digital tools, localization, and the challenges of greenwashing. All essential insights for building a practical, actionable guide for DMOs.
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The target demographic for this research includes marketing and advertising professionals from tourism boards, DMOs, and tourism branding agencies with at least three years of experience and involvement in sustainable tourism campaigns. Participants were recruited through LinkedIn searches, outreach to professional associations, and direct contact with tourism boards via their websites.
Recruitment emails explained the study’s purpose and highlighted how participants’ insights could support more responsible tourism. There were eight professionals interviewed. These individuals worked for DMOs in both small and large regions, to ensure diversity.
Interviews were conducted online, lasting about 30 minutes each, using a semi-structured format aligned with the guiding research questions. Topics included effective marketing techniques, authenticity in messaging, and highlighting local sustainability efforts. All interviews were recorded (with consent), transcribed, and supported by probing questions to ensure clarity and depth.
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To ensure reliability and validity, a standardized interview guide was used across all interviews, with recordings and transcripts capturing detailed responses. Follow-up questions provided additional depth and clarity. A diverse sample, including professionals from various destination types and regions, was chosen to enhance external validity and ensure broader relevance.
The research followed ethical guidelines, with participants informed of the study’s purpose and given the option to remain anonymous. Semi-structured interviews offered the flexibility and depth needed to explore how marketers promote sustainable tourism effectively. The resulting qualitative data was essential in developing practical, authentic strategies for the final guide.
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