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Silence can be informative when favorable operational evidence helps tourists distinguish high-sustainability firms from low-sustainability firms, an unverified claim remains profitable only for moderately sustainable firms, and verified disclosure is too costly relative to its demand benefit. The model identifies a range in which scrutiny deters imitation without silencing those firms, and a comprehensive-verification threshold below which highly sustainable firms disclose rather than remain silent. It also shows how background attention to firms making no claim limits the result. Six source-audited tourism dossiers translate these conditions into observable decisions involving hotel communication, platform visibility, certification content, tourist response, and place-linked scrutiny, providing practical diagnostics for tourism firms, platforms, certifiers, regulators, and researchers.<\/jats:p>","DOI":"10.1177\/13548166261497425","type":"journal-article","created":{"date-parts":[[2026,10,18]],"date-time":"2026-10-18T11:49:54Z","timestamp":1792324194000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":0,"title":["A countersignaling model of greenhushing: Demand, scrutiny, and verification in tourism markets"],"prefix":"10.1177","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2428-3741","authenticated-orcid":false,"given":"Hyoung-Goo","family":"Kang","sequence":"first","affiliation":[{"name":"Hanyang University"},{"name":"Hanyang University"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2026,10,18]]},"reference":[{"key":"e_1_3_7_2_1","doi-asserted-by":"publisher","DOI":"10.1257\/mic.20150178"},{"key":"e_1_3_7_3_1","unstructured":"Booking.com (2024) Booking.com moves towards prioritizing third-party certifications in its commitment to make more sustainable travel choices easier for everyone. 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