This research examines the sustainability communication strategies employed by Michelin Green Star award-winning restaurants. The present study utilised qualitative content analysis of textual data from Michelin Guide descriptions for 182 restaurants, thereby revealing six core communication themes: sustainable technologies, diversified culinary offerings, community-focused initiatives, sustainable supply chains, entrepreneur values, and sustainability certifications. The findings emphasise authenticity, transparency, local community engagement, waste valorisation, circular economy innovations, and entrepreneurial passion as key drivers of sustainability communication strategies in the hospitality sector.
Communication Strategies in Hospitality: A Study on Michelin Green Star Sustainable Restaurants
Luca Giraldi
2025-01-01
Abstract
This research examines the sustainability communication strategies employed by Michelin Green Star award-winning restaurants. The present study utilised qualitative content analysis of textual data from Michelin Guide descriptions for 182 restaurants, thereby revealing six core communication themes: sustainable technologies, diversified culinary offerings, community-focused initiatives, sustainable supply chains, entrepreneur values, and sustainability certifications. The findings emphasise authenticity, transparency, local community engagement, waste valorisation, circular economy innovations, and entrepreneurial passion as key drivers of sustainability communication strategies in the hospitality sector.
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