Goal and objectives of the dissertationGoalImage is one of the most important elements for understanding consumer behaviour in the tourism sector. Several strategies are used by managers (and tourism practitioners) to attract an increasing number of visitors to a destination, and the construction of identities based on local sustainability has been a marketing tool broadly used in this sense. Thus, the purpose of this study was to discuss how the image of the sustainability of tourism destinations can be influenced by the consumer's culture of origin, specifically cultural dimensions such as the masculinity/femininity and individualism/collectivism proposed by Hofstede (1980). Moreover, it was also suggested that the historical-affective aspect that links the tourist's country of origin to the tourism place to be visited can still affect the destination image, which would characterize the occurrence of the hysteresis phenomenon in the consumption of tourism product.Objectives* Analyse the propensity of Brazilian and Dutch participants to behave accordingly with the principles of sustainability while on a holiday trip.* Measure and evaluate Brazilian and Dutch participants' image regarding the sustainable aspects of certain tourism destinations.* Investigate the existence of relations between the image of the sustainability of tourism destinations and the cultural dimensions of masculinity and individualism proposed by Hofstede (1980).* Investigate the existence of relations between the image of the sustainability of tourism destinations and the historical-affective aspect that links certain countries (hysteretic effect).* Check whether the relations between the image of the sustainability of tourism destinations and the cultural dimensions of masculinity and individualism are modified due to the hysteresis phenomenon.MethodologyGiven that the core purpose of the study was to investigate the image of the sustainability of tourism destinations, the research strategy adopted was the analysis of two different countries in terms of cultural values: Brazil and the Netherlands. Therefore, a set of questionnaires were administered randomly - during a two months period (2014) - among students of both countries. A total of 537 participants completed the self-administered instrument, of which 279 were Brazilians whereas 258 were Dutch. Moreover, once the influence of historical-affective linkage on consumers' image was also intended to be checked in this research, participants' responses were directed toward two specific tourism destinations: Portugal and South Africa. Thus, 48% of Brazilian participants expressed their opinion regarding the image they held of Portugal, while 52% analysed South Africa. On the other hand, 43% of Dutch respondents analysed Portugal, and 57% South Africa. Based on the data collected, some hypotheses were verified in the attempt to find possible relations between participants' culture of origin and the image they held of those destinations. For that purpose, an independent t-test was used to determine differences in the responses of Brazilian and Dutch respondents. Statistical significance was set at p ≤ 0.05.ResultsThe results indicated that cultures predominantly masculine/collectivist (represented herein by Brazil) tended to show more positive images regarding the sustainable elements of a destination - which included social, economic and environmental aspects, compared to cultures predominantly feminine/individualist (represented herein by the Netherlands). Furthermore, the image held by Brazilians regarding the aspects of sustainability of tourism destinations tended to be higher in the case of a country historical-affectively related to Brazil (in this case Portugal). The same could not be observed with regard to the Netherlands, as the image held by the Dutch did not vary significantly between Portugal and South Africa. …