Professor Xavier Font

Professor of Sustainability Marketing
MSc, PhD



I develop creative methods of sustainable tourism production and consumption for the tourism and hospitality industries. I have conducted around 150 courses for more than 3000 businesses on how to market and communicate sustainability, commissioned by the UNWTO, European Commission, national tourist boards, national parks, industry associations and businesses in over 15 countries, as well as numerous reports to promote pro-sustainable behaviour in tourism businesses for UNEP, UNWTO, UNCTAD, UNDP, VisitEngland, VisitWales, Fáilte Ireland, Fair Trade Tourism South Africa, the Catalan Tourist Board, WWF, Travel Foundation, and others. I have thoroughly enjoyed my consultancy projects, which include writing the feasibility study for the Global Sustainable Tourism Council; the development and operating a single process of accreditation of sustainable tourism certification programmes for VisitEngland, VisitWales, and Northern Ireland Tourist Board; the development of a methodology to improve the project management of sustainable tourism projects based on Prince2; the analysis of the market for sustainable tourism and gap analysis for the Chilean industry to develop a sustainable tourism industry; an advisory role for the Global Partnership for Sustainable Tourism to identify sustainable tourism project evaluation criteria for UNEP; the design and consultation of the European Charter for tourism in protected areas certification criteria and accreditation procedures for Europarc Federation; Monitoring and evaluation of an online marketing tool to promote sustainable development for the International Finance Corporation- World Bank group; the feasibility study for a Fair trade tourism standard and label for the Fair Trade Labelling Organisation; and a sustainable supply chain management demonstration project for European tour operators and certified accommodation suppliers funded by EU LIFE; amongst others.

Research interests

I enjoy writing journal articles that provide rigour and reflection to the industry impact of my consultancy. I write about different aspects of sustainability marketing; corporate social responsibility and corporate social reporting; the relation between sustainability motivations, practices and learning; sustainable supply chain management; and I am the most published academic on sustainable tourism certification. I am the co-editor of the Journal of Sustainable Tourism (ABS 3*). To date I have supervised 17 PhD students to completion and examined 24. I am looking forward to supervising new PhD students.

Research collaborations

Since September 2019, I am the Principal Investigator for the University of Surrey in a €23.5m Interreg funded project to reduce winter seasonality in the UK and France by supporting the development of experiential, sustainable tourism offer that improves the economy, contributes to healthy communities and preserves the environment. I contribute in the Global Challenges Research Fund project to reduce water consumption in hotels in the Dominican Republic, in partnership with Aguardio. During 2020 I was contracted by the European Commission to organise the stakeholder consultation for the European Tourism Convention, and to prepare a report to inform EC policy on sustainable tourism measurement methods. Between 2017 and 2020, I delivered a sustainability pledge system for members of the specialist travel association AITO that is more creative and engaging for consumers than traditional sustainability certification approaches, which is providing detailed evidence of the process of sustainability decision-making by businesses.


MAN1109 Sustainable tourism and transport

MAN3130 Sustainable operations management

MAN3129 Consultancy

MAN3151 Entrepreneurship

PhD research seminars

Departmental duties

Director of SWELL: Centre for Sustainability and Well-being in the Visitor Economy


Member of the Independent Advisory Group, Travalyst

Head of Impact of Travindy

Research projects


Postgraduate research supervision

My teaching

My publications


Tribe J, Font X, Vickery R, Yale K (2000)Environmental management for rural tourism and recreation Thomson Learning
Font X, Flynn P, Tribe J, Yale K (2001)Environmental management systems in outdoor recreation: A case study of a forest enterprise (UK) site, In: Journal of Sustainable Tourism9(1)pp. 44-60
Font X, Tribe J (2001)Promoting green tourism: the future of environmental awards, In: International Journal of Tourism Research3(1)pp. 9-21
Richards P., Font Xavier Sustainability in the tour operator - ground agent supply chain, In: Journal of Sustainable Tourism Taylor & Francis
Font Xavier, English Rosa, Gkritzali Alkmini, Tian Wen (Stella) (2021)Value co-creation in sustainable tourism: A service-dominant logic approach, In: TOURISM MANAGEMENT82104200 Elsevier
Font Xavier, McCabe Scott (2017)Sustainability and marketing in tourism: its contexts, paradoxes, approaches, challenges and potential, In: Journal of Sustainable Tourism25(7)pp. 869-883 Taylor & Francis
González-Rodríguez R., Díaz-Fernández C., Font X. (2019)Factors influencing willingness of customers of environmentally friendly hotels to pay a Price Premium, In: International Journal of Contemporary Hospitality Management Emerald
Font Xavier, Lynes Jennifer (2018)Corporate social responsibility in tourism and hospitality, In: Journal of Sustainable Tourism26(7)pp. 1027-1042 Taylor & Francis (Routledge)
Guix Mireia, Bonilla-Priego Maria Jesús, Font Xavier (2017)The process of sustainability reporting in international hotel groups: an analysis of stakeholder inclusiveness, materiality and responsiveness, In: Journal of Sustainable Tourism26(7)pp. 1063-1084 Taylor & Francis (Routledge)
Adams S, Font X (2017)Purchasing Attributes for Cruise Passengers, In: Weeden C, Dowling R (eds.), Cruise Ship Tourism(18) CABI Publishing
Font X, Guix M, Bonilla MJ (2017)Corporate social responsibility in the cruise sector, In: Weeden C, Dowling R (eds.), Cruise Ship Tourism(5) CABI Publishing
Font X., English R., Gkritzali A. (2018)Mainstreaming sustainable tourism with User-Centred Design, In: Journal of Sustainable Tourism26(10)pp. 1651-1667 Taylor & Francis (Routledge)
Font Xavier, Bonilla-Priego Maria Jesús, Kantenbacher Joe (2019)Trade associations as corporate social responsibility actors: an institutional theory analysis of animal welfare in tourism, In: Journal of Sustainable Tourism27(1)pp. 118-138 Taylor & Francis (Routledge)
Smith V, Font X (2014)Volunteer tourism, greenwashing and understanding responsible marketing using market signalling theory, In: Journal of Sustainable Tourism22(6)pp. 942-963 Taylor & Francis
Mitchell J, Font X, Li SN (2015)What is the impact of hotels on local economic development? Applying value chain analysis to individual businesses, In: Anatolia: an international journal of tourism and hospitality research26(3)pp. 347-358
Estol J, Font X (2016)European tourism policy: Its evolution and structure, In: Tourism Management52pp. 230-241
Smith VL, Font X (2015)Marketing and communication of responsibility in volunteer tourism, In: Worldwide Hospitality and Tourism Themes7(2)pp. 159-180 Emerald Group Publishing Limited
Pereira-Moliner J, Font X, José Tari J, Molina-Azorin JF, Lopez-Gamero MD, Pertusa-Ortega EM (2015)The Holy Grail: Environmental management, competitive advantage and business performance in the Spanish hotel industry, In: International Journal of Contemporary Hospitality Management27(5)pp. 714-738
Font X (2016)What meaning for sustainability? Creating tourism impacts in a slippery policy context, In: Journal of Policy Research in Tourism, Leisure and Events Taylor & Francis
Mitchell J, Font X (2017)Evidence-based policy in Ethiopia– a diagnosis for failure., In: Development Southern Africa34(1)pp. 121-136 Taylor & Fancis
Font X, Brasser A (2002)PAN Parks: WWF’s sustainable tourism certification programme in Europe’s national parks, In: Harris R, Williams P, Griffin T (eds.), Sustainable Tourism: A Global Perspective(7)pp. 103-118 Butterworth Heinemann
Font X, Guix M, Bonilla-Priego MJ (2016)Corporate social responsibility in cruising: Using materiality analysis to create shared value, In: Tourism Management53pp. 175-186 Elsevier
Font X, Sallows M (2004)Ecotourism certification criteria and procedures: implications for ecotourism planning and environmental management, In: Diamantis D (eds.), Ecotourism: Management and Assessment: Management and Assessment(5)pp. 889-109 Cengage Learning EMEA
Font X, Mihalic T (2002)Beyond Hotels: Nature-Based Certification in Europe, In: Honey M (eds.), Ecotourism and Certification: Setting Standards in Practice(7)pp. 211-236 Island Press
Bonilla-Priego MJ, Font X, Pacheco-Olivares MDR (2014)Corporate sustainability reporting index and baseline data for the cruise industry, In: Tourism Management44pp. 149-160 Elsevier
Serra J, Font X, Ivanova M (2016)Creating shared value in destination management organisations: The case of Turisme de Barcelona, In: Journal of Destination Marketing & Management6(4)pp. 385-395 Elsevier
Román B, Font X (2014)Turismo sustentable como herramienta de competitividad en Chile, In: Estudios y Perspectivas en Turismo23(3)pp. 421-446
Carbone G, Font X, Tapper R (2005)The tour operators' initiative for sustainable development, In: Miller G, Twining-Ward L (eds.), Monitoring for a Sustainable Tourism Transition: The Challenge of Developing and Using Indicators(11)pp. 261-279 CABI Publishing
Font X, Elgammal I, Lamond I (2016)Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses, In: Journal of Sustainable Tourism Taylor & Francis
Jones S, Font X, Garay L (2016)A social cognitive theory of sustainability empathy, In: Annals of Tourism Research58pp. 65-80 Elsevier
Font X (2011)Sustainable tourism standards in the global economy, In: Theobald WF (eds.), Global Tourism(11)pp. 213-229 Routledge
Shahzalal Md, Font Xavier (2018)Influencing altruistic tourist behaviour: Persuasive communication to affect attitudes and self-efficacy beliefs, In: International Journal of Tourism Research20(3)pp. 326-334 Wiley
Font X, Epler Wood M (2007)Sustainable tourism certification marketing and its contribution to SME market access, In: Black R, Crabtree A (eds.), Quality Assurance and Certification in ecotourism(10)pp. 147-147 CABI
Font X, Cochrane J, Tapper R (2004)Tourism for Protected Area Financing: Understanding tourism revenues for effective management plans Report for WWF, Leeds Metropolitan University.
Font X, Harris C (2004)Rethinking standards from green to sustainable, In: Annals of Tourism Research31(4)pp. 986-1007 Elsevier
Font X (2007)Ecotourism certification: potential and challenges, In: Higham J (eds.), Critical issues in Ecotourism(19)pp. 386-405 Elsevier Butterworth Heinemann
Font X, Tapper R, Cochrane J (2006)Competitive strategy in a global industry: tourism, In: Handbook of Business Strategy7(1)pp. 51-55
Bendell J, Font X (2004)Which tourism rules? Green standards and GATS, In: Annals of Tourism Research31(1)pp. 139-156
Kornilaki M., Font X., Thomas R. (2019)The sustainability behaviour of small firms in tourism: the role of self-efficacy and contextual constraints, In: Journal of Sustainable Tourism27(1)pp. 97-117 Taylor & Francis
Font Xavier, Kimbu Albert, Eckardt Claudia (2020)Realistic Evaluation as a Volunteer Tourism Supply Chain Methodology, In: Journal of Sustainable Tourism28(5)pp. 647-662 Taylor and Francis
Tomassini L., Font X., Thomas R. The case for linguistic narrative analysis, illustrated studying small firms in tourism, In: Tourism Geographiespp. 1-16 Taylor & Francis (Routledge)
Wang Yajun, Font Xavier, Liu Jingyan Antecedents, mediation effects and outcomes of hotel eco-innovation practice, In: International Journal of Hospitality Management102345 Elsevier
Skinner E, Font X, Sanabria R (2004)Does stewardship travel well? Benchmarking accreditation and certification, In: Corporate Social Responsibility and Environmental Management11(3)pp. 121-132
Hindley A, Font X (2015)Values and motivations in tourist perceptions of last-chance tourism, In: Tourism and Hospitality Research Sage
Font X, Tapper R, Schwartz K, Kornilaki M (2008)Sustainable supply chain management in tourism, In: Business Strategy and the Environment17(4)pp. 260-271 Wiley-Blackwell
Font X, Sanabria R, Skinner E (2003)Sustainable tourism and ecotourism certification: Raising standards and benefits, In: Journal of Ecotourism2(3)pp. 213-218
Craig-Smith S, Tapper R, Font X (2006)The Coastal and Marine Environment, In: Gossling S, Hall MC (eds.), Tourism and global environmental change: ecological, social, economic and political interrelationshipspp. 107-127 Routledge
Lucchetti VG, Font X (2011)Community based tourism: critical success factors, In: Revista Capital Científico9(2)pp. 1-26 Universidade Estadual do Centro Oeste do Paraná
Walmsley A, Font X (2010)Travel and Tourism, In: Laszlo C, Christensen K, Fogel D (eds.), The Business of Sustainability Berkshire Encyclopaedia of Sustainability
Miller Graham, Twining-Ward L, Bakker M, Carbone G, Duka T, Farrell B, Font X, Jack E, Tapper R (2005)Monitoring for a sustainable tourism transition: The challenge of developing and using indicators, In: Monitoring for a Sustainable Tourism Transition: The Challenge of Developing and Using Indicatorspp. 1-324
Hindley A, Font X (2014)Ethics and influences in tourist perceptions of climate change, In: Current Issues in Tourism Taylor & Francis
Font X, Villarino J (2015)Sustainability marketing myopia: The lack of persuasiveness in sustainability communication, In: Journal of Vacation Marketing21(4)pp. 326-335 SAGE Publications (UK and US)
El Dief M, Font X (2010)The determinants of hotels’ marketing managers’ green marketing behaviour, In: Journal of Sustainable Tourism18(2)pp. 157-174 Taylor & Francis
Hanna Paul, Font Xavier, Scarles Caroline, Weeden Clare, Harrison Charlotte (2017)Tourist destination marketing: From sustainability myopia to memorable experiences, In: Journal of Destination Marketing & Management9pp. 36-43 Elsevier
Schwartz K, Tapper R, Font X (2008)A sustainable supply chain management framework for tour operators, In: JOURNAL OF SUSTAINABLE TOURISM16(3)pp. 298-314 CHANNEL VIEW PUBLICATIONS
Guix-Navarrete Mireia, Bonilla-Priego M. J., Font Xavier (2019)Materiality: stakeholder accountability choices in hotels’ sustainability reports, In: International Journal of Contemporary Hospitality Management31(6)pp. 2321-2338 Emerald
Sampaio AR, Thomas R, Font X (2012)Small business management and environmental engagement, In: Journal of Sustainable Tourism20(2)pp. 179-193 Taylor & Francis
Sampaio A, Thomas R, Font X (2012)Why are some engaged and not others? Explaining environmental engagement among small firms in tourism, In: International Journal of Tourism Research14(3)pp. 235-249 Wiley
Burrai E, Font X, Cochrane J (2015)Destination Stakeholders’ Perceptions of Volunteer Tourism: An Equity Theory Approach, In: International Journal of Tourism Research17(5)pp. 451-459
Garay L, Font X (2013)Motivaciones, prácticas y resultados del comportamiento responsable en las pequeñas y medianas empresas turísticas, In: Revista de Responsabilidad Social Corporativa13(Enero-)
Garay L, Font Xavier, Corrons A (2019)Sustainability-Oriented Innovation in Tourism: An Analysis Based on the Decomposed Theory of Planned Behavior, In: Journal of Travel Research58(4)pp. 622-636 SAGE Publications
Wu J., Font Xavier, Liu J. Tourists’ Pro-environmental Behaviors: Moral Obligation or Disengagement?, In: Tourists’ Pro-environmental Behaviors: Moral Obligation or Disengagement?pp. 1-14 SAGE Publications
Font X, Walmsley A, Cogotti S, McCombes L, Hausler N (2012)Corporate Social Responsibility: The disclosure-performance gap, In: Tourism Management33(6)pp. 1544-1553 Elsevier
Font X (2012)Sustainable Tourism Certification, In: Holden A, Fennell D (eds.), A Handbook of Tourism and the Environment(28)pp. 299-306 Routledge
Bonilla-Priego MJ, Najera JJ, Font X (2011)Environmental management decision-making in certified hotels, In: Journal of Sustainable Tourism19(3)pp. 361-381 Taylor & Francis
Font X, Walmsley A (2012)Corporate Social Reporting and Practices of International Hotel Groups, In: Conrady R, Buck M (eds.), Trends and Issues in Global Tourism 20122012pp. 223-236 Springer Berlin Heidelberg
Font X (2011)Lo Sviluppo dei prodotti di turismo responsabile, In: Grigoli P (eds.), Turismo Responsabile tsm-Trentino School of Management
Tapper R, Font X, Craig-Smith SJ (2005)The coastal and marine environmentpp. 107-127
Baddeley J, Font X (2011)Barriers to Tour Operator Sustainable Supply Chain Management, In: Tourism Recreation Research36(3)pp. 205-214 Taylor & Francis
Font X, Clark S (2007)Certification of protected areas: the case of PAN Parks in Europe, In: Black R, Crabtree A (eds.), Quality Assurance and Certification in ecotourism(16) CABI
Font Xavier, Higham James, Miller Graham, Pourkhimi Shahab Research engagement, impact and sustainable tourism, In: Journal of Sustainable Tourism27(1)pp. 1-11 Taylor and Francis