Visual Representation of Regenerative Tourism Discourse: Semiotic Analysis of Social Media Posters

Abstract

This study explores the regenerative tourism approach, which transcends the concept of sustainable tourism and aims not only to protect but also to enhance natural and cultural resources. The study examines the importance of regenerative tourism, the challenges encountered in its implementation, and the social awareness dimension of this approach, emphasizing the role of social media in introducing new paradigms in tourism and reaching a wider audience. The study's methodology is based on a semiotic analysis of 13 social media posters shared on Instagram. This analysis assesses how the visual and textual indicators used in the posters convey meaning and the symbols used to communicate regenerative tourism. The findings reveal that social media is a powerful tool for promoting regenerative tourism and raising awareness; however, the language and symbols used can also convey different meanings within ideological and cultural contexts. The study highlights the effective use of social media in communicating regenerative tourism and also aims to contribute to the development of sustainable and innovative communication strategies for the tourism sector.