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Turismo sustentável na Europa: um estudo comparativo da cobertura mediática em diferentes países
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No contexto do aumento da preocupação global com as alterações climáticas e da necessidade de práticas mais responsáveis no setor do turismo, os meios de comunicação assumem um papel central na formação de perceções públicas e na promoção de iniciativas sustentáveis.
Este estudo apresenta uma análise comparativa da cobertura mediática em cinco países europeus (Portugal, Espanha, França, Malta e Reino Unido), com o objetivo de identificar semelhanças, divergências e tendências nas narrativas sobre turismo sustentável.
A metodologia combina análise de conteúdo quantitativa e qualitativa, aplicada a 1507 artigos publicados em jornais de referência durante o ano de 2024. A abordagem comparativa permitiu observar padrões de frequência, enquadramentos discursivos e diferenças entre contextos nacionais, destacando a influência de fatores culturais, económicos e políticos na construção mediática da sustentabilidade turística.
Os resultados indicam que o turismo sustentável é enquadrado nos media de forma heterogénea, oscilando entre discursos que o valorizam como oportunidade de crescimento e outros que o problematizam enquanto gerador de pressões ambientais e sociais.
A análise evidencia a existência de três grandes tipologias narrativas: institucionais e promocionais, críticas e de crise, e ambíguas, próximas do greenwashing. Estas narrativas, embora distintas, coexistem no espaço mediático e revelam a polissemia inerente ao conceito de sustentabilidade. Os resultados demonstram que os media não se limitam a desempenhar uma função descritiva, antes participam ativamente na construção e circulação de sentidos sobre o turismo sustentável, contribuindo para moldar tanto a perceção pública como a definição das agendas políticas.
In the context of increasing global concern about climate change and the need for more responsible practices in the tourism sector, the media plays a central role in shaping public perceptions and promoting sustainable initiatives. This study presents a comparative analysis of media coverage in five European countries (Portugal, Spain, France, Malta, and the United Kingdom), with the aim of identifying similarities, differences, and trends in narratives about sustainable tourism. The methodology combines quantitative and qualitative content analysis, applied to 1,507 articles published in leading newspapers during 2024. The comparative approach made it possible to observe patterns of frequency, discursive framings, and differences between national contexts, highlighting the influence of cultural, economic, and political factors on the media construction of tourism sustainability. The results indicate that sustainable tourism is framed in the media in a heterogeneous way, oscillating between discourses that emphasize it as an opportunity for growth and others that problematize it as a generator of environmental and social pressures. The analysis highlights the presence of three major narrative typologies: institutional and promotional, critical and crisis-oriented, and ambiguous, often bordering on greenwashing. While distinct, these narratives coexist within the media landscape and illustrate the inherent polysemy of the concept of sustainability. The findings indicate that the media do not merely perform a descriptive function but actively engage in the construction and dissemination of meanings surrounding sustainable tourism, thereby shaping both public perception and the formulation of political agendas.
In the context of increasing global concern about climate change and the need for more responsible practices in the tourism sector, the media plays a central role in shaping public perceptions and promoting sustainable initiatives. This study presents a comparative analysis of media coverage in five European countries (Portugal, Spain, France, Malta, and the United Kingdom), with the aim of identifying similarities, differences, and trends in narratives about sustainable tourism. The methodology combines quantitative and qualitative content analysis, applied to 1,507 articles published in leading newspapers during 2024. The comparative approach made it possible to observe patterns of frequency, discursive framings, and differences between national contexts, highlighting the influence of cultural, economic, and political factors on the media construction of tourism sustainability. The results indicate that sustainable tourism is framed in the media in a heterogeneous way, oscillating between discourses that emphasize it as an opportunity for growth and others that problematize it as a generator of environmental and social pressures. The analysis highlights the presence of three major narrative typologies: institutional and promotional, critical and crisis-oriented, and ambiguous, often bordering on greenwashing. While distinct, these narratives coexist within the media landscape and illustrate the inherent polysemy of the concept of sustainability. The findings indicate that the media do not merely perform a descriptive function but actively engage in the construction and dissemination of meanings surrounding sustainable tourism, thereby shaping both public perception and the formulation of political agendas.
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Palavras-chave
Turismo sustentável Media Alterações climáticas Europa Sustainable Tourism Climate change Europe