This study examines how perceived destination corporate social responsibility (D-CSR) relates to tourist satisfaction and downstream relational outcomes in a coastal tourism context. Drawing on Signaling Theory, it argues that sustainability-related cues do not generate uniformly positive evaluations across tourist segments. Using PLS-SEM on data collected from tourists visiting the Salento peninsula (Italy), the study finds that perceived D-CSR is positively associated with tourist satisfaction, which in turn predicts revisit intention, positive word of mouth, and place attachment. However, this positive association weakens among tourists with stronger environmental consciousness and more utilitarian orientations, indicating that signal effectiveness depends on the value orientations through which receivers process sustainability information. These findings challenge the prevailing assumption that sustainability signals unconditionally enhance tourist evaluations and offer a differentiated, segment-sensitive perspective on sustainable marketing communication in coastal destinations.

Discussant: 

Docenti del Collegio di Dottorato che garantiscono la partecipazione al seminario: Prof.ssa Maria Irene Prete

Esperti esterni: Dott. Marco Cavalera, Direttore dell'Ufficio di Informazione Turistica (infopoint) del Comune di Morciano di Leuca e Presidente dell'associazione Arches.