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Ways of Seeing, Ways of Being

Representing the Voices of Tourism


Edited By Maurizio Gotti, Stefania Maci and Michele Sala

The aim of this volume is to give voice to the various and different perspectives in the investigation of tourism discourse in its written, spoken, and visual aspects. The chapters particularly focus on the interaction between the participants involved in the tourism practices, that is the promoters of tourist destinations, on the one hand, and tourists or prospective tourists on the other. In this dialogic interaction, tourism discourse, while representing and producing tourism as a global cultural industry, shows it to be on the move. Language movement in the tourism experience is here highlighted in the various methodological approaches and viewpoints offered by the investigations gathered in this volume.

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‘No one can be the invisible tourist – but we like that you are trying’: An Analysis of the Language of Sustainable Tourism (Donatella Malavasi)


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‘No one can be the invisible tourist – but we like that you are trying’: An Analysis of the Language of Sustainable Tourism

1.   Introduction

Over the last decades, tourism has consolidated its major role in the European Union (EU) economy. According to the European Parliamentary Research Service (2015), tourism has become the third largest socio-economic activity in the EU, after the trade and distribution, and construction sectors, and its contribution to the EU Gross National Product is over 5%. Further evidence of the economic importance acquired by tourism is provided by the growing number of enterprises, almost 2 million SMEs operating in this sector, as well as the the increase in the presence of international tourists, circa 588 million in 2014, making Europe the most visited continent of the world.

As a consequence, however, the continued development of the tourism industry in many European regions and countries has produced a significant impact on natural resources, consumption patterns, pollution and social systems. The need for sustainable or responsible tourism has, therefore, become imperative for the industry to survive as a whole. Expressed simply, sustainable tourism can be defined as that particular type of “[t]ourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities” (UNWTO; for an overview of sustainable tourism cf. Butler 1999). Furthermore, according to the 2002 Cape...

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