Sustainability by Design: User Experience Strategies in Green Tourism Marketing

Dhouib, Nawres and Bednárik, Éva (2026) Sustainability by Design: User Experience Strategies in Green Tourism Marketing. In: FEJLŐDÉSI PÁLYÁK ÉS ÚJ TÖRÉSVONALAK A FENNTARTHATÓSÁGI ÁTMENET IDŐSZAKÁBAN : Nemzetközi tudományos konferencia a Magyar Tudomány Ünnepe alkalmából. Soproni Egyetem Kiadó, Sopron, pp. 340-352. ISBN 9789633345795

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Abstract

As sustainability becomes a key factor in tourism destination competitiveness, digital design and marketing are vital in shaping perceptions of responsible and clean travel. This paper argues that user experience and visual communication design critically impact tourists’ views on sustainability and their choice of environmentally responsible travel options. To determine which design strategies most effectively convey sustainability messages in digital tourism, this study employs a qualitative and quantitative approach. It contains a content analysis of sustainable tourism platforms and campaigns across Central Europe. Moreover, a survey is created and distributed through Google Forms to collect quantifiable data from a larger sample of travelers. The survey focuses on perceptions of sustainability messaging, trust cues, and the influence of digital design and graphic design on eco-friendly decision-making. The research aims to define a Sustainable Experience Design framework that aligns user experience with environmental and ethical concerns in tourism. By integrating digital design analysis with behavioral data, the study offers methodological and practical insights into advancing sustainability communication in Central European tourism.

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