Greenwashing as a Corporate Communication Strategy in Tourism Companies

Abstract

In Smart Cities, tourism companies increasingly promote sustainability, but many engage in greenwashing, misleading communication that exaggerates environmental responsibility. This chapter analyzes how such practices affect consumer trust and purchasing decisions. Using a Case Study approach, this chapter reveals that greenwashing generates skepticism and harms corporate reputation, while transparency and verifiable sustainability claims foster consumer confidence. The chapter offers practical recommendations for ethical communication, highlights the role of regulation and consumer education, and suggests future research on loyalty and technological tools to verify sustainability efforts.