Show Less
Restricted access

The Perception of Nature in Travel Promotion Texts

A Corpus-based Discourse Analysis


Ida Ruffolo

Given the consolidated effects of the greening process on the tourism industry, this volume investigates the relationship between three areas of research – the natural environment, tourism and discourse –, and how this relationship is affected by and affects society as a whole. In particular, the book highlights the central role of language in constructing eco-friendly tourist sites. Since the images associated to nature are various, this study examines the uses of nature and explores how the terms nature and natural are constructed within the texts. The research identifies how nature is linguistically defined and constructed by advertisers in travel promotion texts in order to attract potential ‘green’ tourists. The study also analyses the promotion of protected areas to verify the extent to which these areas meet the criteria on sustainable tourism set by the World Tourism Organization.
By adopting a corpus-based discourse analysis perspective which combines both qualitative and quantitative approaches, the book unravels the complex interrelationship between the environment, tourism and advertising.
Show Summary Details
Restricted access

1 Introduction


1 Introduction

1.1 Background to and purpose of the study

This study reflects on the relationship between three areas of research, the natural environment, tourism and discourse, and how this relationship is affected by and affects society as a whole.

During recent years consumers have become increasingly aware of the need to protect the environment. In fact, after the 1980s, the threat of climate change and the depletion of resources began to appear more frequently in media coverage, leading to a rise in environmental consciousness (Harré, Brockmeier and Mühlhäusler, 1999; Holden, 2008). By the end of the 20th century the furore surrounding these issues had grown to such an extent that it has led the tourism industry to respond to them (Holden, 2008) through the implementation of ecotourism. As a consequence, the tourism industry is now taking advantage of the concept of nature travel, exploiting the term linguistically in its advertisements.

Indeed, tourist choices are increasingly influenced by sustainability considerations. There is empirical evidence that international tourists are interested in the social, cultural and environmental issues relevant to the destinations they visit and specifically seek for places that can provide them with the opportunity to experience nature in its most natural state (Stamou and Paraskevopoulos, 2006; Pollock, 2007), a place where they can renew themselves observing and learning about nature. This has led to the “growing specialist market impulse for ‘getting back to nature’” (Davidson, 2005: 30), shaping the perceptions...

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.