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Hotel Guests’ Perceptions of Sustainable Tourism Practices Within the Framework of Cue Utilization Theory: An Analysis of a Worldwide Online Travel Platform’s Sustainability-Certified Hotels

Author

Listed:
  • Aysel Çetinkaya

    (Department of Journalism, Faculty of Communication, Kocaeli University, Kocaeli 41001, Türkiye)

  • Zeynep Benan Dondurucu

    (Department of Public Relations and Publicity, Faculty of Communication, Kocaeli University, Kocaeli 41001, Türkiye)

  • Sema Çağlayan

    (Independent Researcher, Kocaeli 41310, Türkiye)

  • Gamze Yetkin Cılızoğlu

    (Department of Advertising, Faculty of Communication, Kocaeli University, Kocaeli 41001, Türkiye)

  • Yeliz Kuşay

    (Department of Public Relations and Publicity, Faculty of Communication, Marmara University, İstanbul 34722, Türkiye)

Abstract

In the digital tourism marketplace, online reviews have become a decisive source of information for travelers who cannot directly assess the quality of hospitality services before purchase. However, it remains unclear how service-related and sustainability-related cues interact to shape guest perceptions in sustainable hotel contexts. This study investigates how intrinsic and extrinsic cues are reflected in online user reviews of sustainable hotels. Drawing on Cue Utilization Theory, a longitudinal content analysis was conducted on a worldwide online travel platform’s (OTP) reviews of hotels certified for their sustainability practices (2004–2024) by user selection. A coding framework was developed deductively based on prior studies on hotel service quality and sustainability practices, and data were analyzed using MAXQDA, Leximancer, and VADER sentiment analysis. Findings indicated that reviews primarily emphasize service quality attributes—particularly staff efficiency, food quality, and accommodation facilities—while sustainability themes appear less frequently, often in nature-related contexts. Sentiment analysis revealed a predominantly positive emotional tone shaped by service quality experiences. Overall, intrinsic cues play a central role in forming guest perceptions, highlighting the need for emotionally engaging sustainability communication strategies.

Suggested Citation

  • Aysel Çetinkaya & Zeynep Benan Dondurucu & Sema Çağlayan & Gamze Yetkin Cılızoğlu & Yeliz Kuşay, 2026. "Hotel Guests’ Perceptions of Sustainable Tourism Practices Within the Framework of Cue Utilization Theory: An Analysis of a Worldwide Online Travel Platform’s Sustainability-Certified Hotels," Sustainability, MDPI, vol. 18(2), pages 1-34, January.
    • Handle: RePEc:gam:jsusta:v:18:y:2026:i:2:p:1113-:d:1845953
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