How opinion leaders and operators communicate the image of the sustainable tourism destination

Spiritual and cultural routes represent an example of a sustainable tourist destination, meaning a destination with the goal of generating economic activity while simultaneously safeguarding environmental and cultural heritage. In this regard, the Region of Sardinia, through its cultural and spiritual routes, is trying to counter mass tourism and promote the development of slow and sustainable tourism. In light of the region’s objectives, it is interesting to understand how the image of the sustainable destination of Sardinia’s spiritual and cultural routes is perceived and communicated. Specifically, the aim is to understand the image that emerges from the communication of opinion leaders and operators. To achieve the research objective, a mixed-method QUAL-QUAL approach was used, combining auto-photography with participant observation. Auto-photography was used to analyse destination photographs shared by opinion leaders and operators to understand how the image of the sustainable destination was communicated. In addition, participant observation was conducted to enhance the study’s insights through the engagement and direct observation of participants’ experiences. The integration of these two methodologies allowed us to establish the overall destination image. From the research results, it is evident that the overall image portrays a model of slow, experiential, and sustainable tourism. However, the results demonstrated that it needs to be further developed to fully realize its potential. Participant observation revealed that Sardinia is trying to preserve its authenticity and promote slow and sustainable tourism. Still, several challenges have surfaced including limited development, absence of laws to facilitate tourism activities, the need for new professional roles, and slow bureaucracy. The auto-photography revealed that opinion leaders and operators communicate aspects related to slow tourism through photographs, such as the pleasant, uncomplicated, and unhurried experiences. Nevertheless, the communication remains fairly standard, failing to emphasize the destination image’s sustainability, but focusing on aspects related to the cognitive dimension (e.g., beautiful scenery, a variety of fauna, and religious elements). From a theoretical perspective, the subject of sustainable destination image has been relatively underexplored, particularly within the context of cultural and spiritual routes. From a managerial perspective, this study provides insights into the image communicated and promoted by opinion leaders and operators. This enables organizations to assess whether the intended image aligns with that perceived by visitors and, if necessary, adjust their strategies accordingly.