The phenomenon of sustainability has been discussed systematically within academic settings since the 70's. Even though some debates have already expanded significantly the approaching possibilities on the subject, there still seems to be a lack of discussion on its relationship with the cultural characteristics of different societies. Hence, the purpose of this essay is to discuss how the image of the sustainability of tourism destinations can vary across different social groups, whose values

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... how opposite levels with regard to cultural aspects such as masculinity and individualism as proposed by Hofstede (1980). As suggested by the literature, 1