Today, tourists are increasingly interested in sustainable tourism, which takes into consideration cultural, environmental and social development. The official websites of destination management organizations (DMOs) play a vital role in attracting tourists, through sustainability communication, which aims to inform, engage and motivate stakeholders regarding the sustainability actions of a destination. This paper aims to investigate the relationship between sustainability communication and destination reputation. The research was conducted based on a web-content analysis investigating the relationship between sustainability communication, in DMO official websites, and destination reputation, mediated by tourist satisfaction. To assess the proposed structural model, the multivariate statistical method PLS-SEM was applied. The results suggest that the indirect effect of sustainability communication on destination reputation is stronger than its direct effect. Tourism stakeholders need to be conscious of the fact that customers are aware of sustainability in tourism, and should therefore ensure adequate communication about sustainability. The paper's contribution is that it enhances both the theory and the practice of sustainability communication for destinations. This study determines how sustainability communication influences destination reputation, offering DMOs valuable information for tailoring their websites.

今天，游客对​​可持续旅游越来越感兴趣，可持续旅游考虑到文化、环境和社会发展。目的地管理组织 (DMO) 的官方网站通过可持续性交流在吸引游客方面发挥着至关重要的作用，其目的是告知、参与和激励利益相关者了解目的地的可持续性行动。本文旨在研究可持续性传播与目的地声誉之间的关系。该研究是基于网络内容分析进行的，该分析调查了 DMO 官方网站中的可持续性传播与由游客满意度介导的目的地声誉之间的关系。为了评估所提出的结构模型，应用了多元统计方法PLS-SEM。结果表明，可持续性传播对目的地声誉的间接影响大于其直接影响。旅游利益相关者需要意识到客户意识到旅游业的可持续性这一事实，因此应确保就可持续性进行充分沟通。这篇论文的贡献在于它增强了目的地可持续性传播的理论和实践。这项研究确定了可持续性传播如何影响目的地声誉，为 DMO 提供有价值的信息来定制其网站。因此应确保就可持续性进行充分沟通。这篇论文的贡献在于它增强了目的地可持续性传播的理论和实践。这项研究确定了可持续性传播如何影响目的地声誉，为 DMO 提供有价值的信息来定制其网站。因此应确保就可持续性进行充分沟通。这篇论文的贡献在于它增强了目的地可持续性传播的理论和实践。这项研究确定了可持续性传播如何影响目的地声誉，为 DMO 提供有价值的信息来定制其网站。