Beyond green promises: scepticism, heuristic cues, and authenticity in sustainable tourism participation: the case of the Lake District and Stonehenge

Book chapter

Durmaz, G. and Melewar, T.C. 2026. Beyond green promises: scepticism, heuristic cues, and authenticity in sustainable tourism participation: the case of the Lake District and Stonehenge. in: Durmaz, G., Foroudi, P., Melewar, T.C., Dennis, C. and Mauri, C. (ed.) The Three Hs: Hotels, Hospitality and Holidays: Strategies for Successful Place Brands in the Post-Pandemic “New Normal” De Gruyter. pp. 265-290

ISBN
Chapter title	Beyond green promises: scepticism, heuristic cues, and authenticity in sustainable tourism participation: the case of the Lake District and Stonehenge
Authors	Durmaz, G. and Melewar, T.C.
Abstract	This chapter explores how sustainability narratives in tourism influence engagement amid growing greenwashing scepticism. It examines heuristic cues, certifications, local storytelling, and visible sustainable practices, that shape authenticity perceptions. A conceptual framework on values-driven tourism is proposed to help destinations foster genuine participation, trust, and advocacy among increasingly sceptical tourists.
Sustainable Development Goals	11 Sustainable cities and communities
Middlesex University Theme	Sustainability
Page range	265-290
Book title	The Three Hs: Hotels, Hospitality and Holidays: Strategies for Successful Place Brands in the Post-Pandemic “New Normal”
Editors	Durmaz, G., Foroudi, P., Melewar, T.C., Dennis, C. and Mauri, C.
Publisher	De Gruyter
Series	De Gruyter Studies in Tourism
Electronic	9783111593814
Hardcover	9783111593586
Electronic	9783111593845
ISSN	2570-1657
Electronic	2570-1665
Publication dates
Online	03 Aug 2026
Print	03 Aug 2026
Publication process dates
Accepted	03 Aug 2026
Deposited	17 Aug 2026
Output status	Published
Additional information	Chapter 12
Digital Object Identifier (DOI)	https://doi.org/10.1515/9783111593814-016
Related Output
Is part of	https://doi.org/10.1515/9783111593814

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Argyriou, E., Melewar, T. and Meadows, M. 2005. A relationship marketing perspective in electronic banking: evidence from Greece. Journal of Euromarketing. 15 (1), pp. 47-73.

Corporate identity: concept, components and contribution

Melewar, T., Karaosmanoglu, E. and Paterson, D. 2005. Corporate identity: concept, components and contribution. Journal of General Management. 31 (1), p. 59.

Corporate visual identity: the re-branding of France Télécom

Melewar, T., Hussey, G. and Srivoravilai, N. 2005. Corporate visual identity: the re-branding of France Télécom. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540233

The role of corporate identity in the higher education sector: a case study

Melewar, T. and Akel, S. 2005. The role of corporate identity in the higher education sector: a case study. Corporate Communications: An International Journal. 10 (1), pp. 41-57. https://doi.org/10.1108/13563280510578196

Corporate reputation and crisis management: the threat and manageability of anti-corporatism

Tucker, L. and Melewar, T. 2005. Corporate reputation and crisis management: the threat and manageability of anti-corporatism. Corporate Reputation Review. https://doi.org/10.1057/palgrave.crr.1540233

The importance of brand power: a review of the European car market

Melewar, T. and Sambrook, L. 2004. The importance of brand power: a review of the European car market. The European Business Journal. 16 (4), pp. 167-177.

International advertising strategy: a review, reassessment and recommendation

Melewar, T. and Vemmervik, C. 2004. International advertising strategy: a review, reassessment and recommendation. Management Decision. 42 (7), pp. 863-881. https://doi.org/10.1108/00251740410550934

The influence of culture on brand building in the Chinese market: a brief insight

Melewar, T., Meadows, M., Zheng, W. and Rickards, R. 2004. The influence of culture on brand building in the Chinese market: a brief insight. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540190

Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia

Rosmimah, M. and Melewar, T. 2004. Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia. International Journal of Retail & Distribution Management. 32 (1), pp. 33-44. https://doi.org/10.1108/09590550410515533

Global corporate brand building: guidelines and case studies

Melewar, T. and Walker, C. 2003. Global corporate brand building: guidelines and case studies. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540163

Determinants of the corporate identity construct: a review of the literature

Melewar, T. 2003. Determinants of the corporate identity construct: a review of the literature. Journal of Marketing Communications. 9 (4), pp. 195-220. https://doi.org/10.1080/1352726032000119161

The Internet revolution: some global marketing implications

Melewar, T. and Smith, N. 2003. The Internet revolution: some global marketing implications. Marketing Intelligence & Planning. 21 (6), pp. 363-369. https://doi.org/10.1108/02634500310499220

Is the French model of capitalism becoming more like the Anglo-Saxon model?

Melewar, T. and Mott, A. 2003. Is the French model of capitalism becoming more like the Anglo-Saxon model? Journal of General Management. 28 (4), p. 47.

Can Swiss multinational corporations be considered truly global firms?

Melewar, T. and Osborne, L. 2003. Can Swiss multinational corporations be considered truly global firms? The European Business Journal. 15 (1), pp. 24-34.

The human values’ lenses of country of origin images

Balabanis, G., Mueller, R. and Melewar, T. 2002. The human values’ lenses of country of origin images. International Marketing Review. 19 (6), pp. 582-610. https://doi.org/10.1108/02651330210451935

Leveraging corporate identity in the digital age

Melewar, T. and Navalekar, A. 2002. Leveraging corporate identity in the digital age. Marketing Intelligence & Planning. 20 (2), pp. 96-103. https://doi.org/10.1108/02634500210418518

Defining the corporate identity construct

Melewar, T. and Jenkins, E. 2002. Defining the corporate identity construct. Corporate Reputation Review. 5 (1), pp. 76-90. https://doi.org/10.1057/palgrave.crr.1540166

The impact of information technology on global marketing strategies

Melewar, T. and Stead, C. 2002. The impact of information technology on global marketing strategies. Journal of General Management. 27 (4), pp. 29-40.

The relationship between consumer ethnocentrism and human values

Balabanis, G., Mueller, R. and Melewar, T. 2002. The relationship between consumer ethnocentrism and human values. Journal of Global Marketing. 15 (3-4), pp. 7-37. https://doi.org/10.1300/J042v15n03_02

Corporate identity in the service sector

Melewar, T. and Storrie, T. 2001. Corporate identity in the service sector. Public Relations Quarterly. 46 (2).

The dynamics of corporate identity: a review of a process model

Melewar, T. and Wooldridge, A. 2001. The dynamics of corporate identity: a review of a process model. Journal of Communication Management. 5 (4), pp. 327-340. https://doi.org/10.1108/13632540110806866

The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies

Balabanis, G., Diamantopoulos, A., Mueller, R. and Melewar, T. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490943

The role of corporate identity in merger and acquisition activity

Melewar, T. and Harrold, J. 2000. The role of corporate identity in merger and acquisition activity. Journal of General Management. 26 (2), pp. 17-31.

International advertising strategies of multinational enterprises in the Middle East

Balabanis, G., Turnbull, S. and Melewar, T. 2000. International advertising strategies of multinational enterprises in the Middle East. International Journal of Advertising. 19 (4).

International corporate visual identity: standardization or localization?

Melewar, T. and Saunders, J. 1999. International corporate visual identity: standardization or localization? Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490084

An integrated model of firms' brand likeability: antecedents and consequences

Nguyen, B., Choudhury, M. and Melewar, T. 2015. An integrated model of firms' brand likeability: antecedents and consequences. Journal of Strategic Marketing. 23 (2), pp. 122-140. https://doi.org/10.1080/0965254X.2014.914071

Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation

Roslin, R. and Melewar, T. 2001. Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation. Journal of Asia-Pacific Business. 3 (2), pp. 5-36. https://doi.org/10.1300/J098v03n02_02

Measuring visual identity: a multi-construct study

Melewar, T. 2001. Measuring visual identity: a multi-construct study. Corporate Communications: An International Journal. 6 (1), pp. 36-42. https://doi.org/10.1108/13563280110381206

Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia

Melewar, T., Saunders, J. and Balmer, J. 2001. Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia. European Journal of Marketing. 35 (3/4), pp. 414-427. https://doi.org/10.1108/03090560110694772

The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia

Melewar, T., Saunders, J. and Balmer, J. 2000. The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia. Corporate Reputation Review. 3 (3), pp. 194-200. https://doi.org/10.1057/palgrave.crr.1540114

Discovering relational bonds in channel relationships: a case study of Malaysia

Roslin, R. and Melewar, T. 2000. Discovering relational bonds in channel relationships: a case study of Malaysia. Journal of Global Marketing. 14 (3), pp. 49-76. https://doi.org/10.1300/J042v14n03_04

Global corporate visual identity systems: using an extended marketing mix

Melewar, T. and Saunders, J. 2000. Global corporate visual identity systems: using an extended marketing mix. European Journal of Marketing. 34 (5/6), pp. 538-550. https://doi.org/10.1108/03090560010321910

Global corporate visual identity system: standardisation, control and benefits

Melewar, T. and Saunders, J. 1998. Global corporate visual identity system: standardisation, control and benefits. International Marketing Review. 15 (4), pp. 291-308. https://doi.org/10.1108/02651339810227560

Segmentation and brand positioning for Islamic financial services

Muhamad, R., Melewar, T. and Alwi, S. 2012. Segmentation and brand positioning for Islamic financial services. European Journal of Marketing. 46 (7/8), pp. 900-921. https://doi.org/10.1108/03090561211230061

Consumer attitudes revisited: a review of attitude theory in marketing research

Argyriou, E. and Melewar, T. 2011. Consumer attitudes revisited: a review of attitude theory in marketing research. International Journal of Management Reviews. 13 (4), pp. 431-451. https://doi.org/10.1111/j.1468-2370.2011.00299.x

Value marketing through corporate reputation: an empirical investigation of Thai hospitals

Srivoravilai, N., Melewar, T., Liu, M. and Yannopoulou, N. 2011. Value marketing through corporate reputation: an empirical investigation of Thai hospitals. Journal of Marketing Management. 27 (3-4), pp. 243-268. https://doi.org/10.1080/0267257X.2011.545676

Investigating the implications of business and culture on the behaviour of customers of international firms.

Gupta, S., Navare, J. and Melewar, T. 2011. Investigating the implications of business and culture on the behaviour of customers of international firms. Industrial Marketing Management. 40 (1), pp. 65-77. https://doi.org/10.1016/j.indmarman.2010.09.011