... underexplored. This study examines how tourists’ subjective ESG knowledge influences sustainable tourism support intention through the sequential mechanisms of perceived ESG authenticity and destination trust. Design/methodology/approach Grounded in customer learning theory, signaling theory, and trust...

... communication gaps, enhance transparency, and support more coherent and credible sustainability messaging, improving strategic alignment and competitive positioning outcomes. Originality/value This study contributes a signaling theory–informed, measurable framework for evaluating sustainability visibility...