LA COMUNICAZIONE DEL TURISMO IN TERMINI DI SOSTENIBILITÀ: UNO STUDIO PILOTA SU TWITTER, FACEBOOK E INSTAGRAM

Presented here are the results of a pilot study – conducted considering the Social Representations Theory - on Twitter, Instagram and Facebook aimed to analyze the communication of sustainable tourism after the advent of COVID-19. The research was conducted on three Social Networks, collecting posts with hashtagsrelated to sustainable tourism. The results of the study agree with the data provided by UNWTO 2020, which see a growing concern by people towards sustainability issues following the pandemic period. The study in fact shows a greater search of uncontaminated places, green areas, rural environments where to spend their vacations. The communication of green tourism has therefore succeeded in transforming a problem into an opportunity, implementing communication strategies aimed at promoting a slow and sustainable tourism.