Résumé
Consumer behaviour in tourism is influenced by a growing concern for sustainability in many Western societies. How do today’s customers interpret sustainable tourism and how do international tour operators respond to cross-cultural sustainable consumer demands? The purpose of this study is to critically analyse the interpretation of sustainable tourism offerings in outbound tourism in order to improve the promotion and product development of international tour operators. Consumer demand is analysed using a mixed methods approach to combine the advantages of quantitative and qualitative research. The results confirm the different perceptions of sustainable tourism between industry professionals and tourists. The information on sustainability factors provided by tourism suppliers does not meet the needs of tourists to make informed choices. There is a need for customer-centered communication and fact-based information tailored to different customer segments.