For a future (re)generation. Modeling effective tourism communication for social-ecological development of local communities and destinations

This paper addresses the unsustainability of the tourism industry’s growth-driven model by introducing a fresh perspective on tourism discourse. The conventional tourism narrative often presents natural and cultural heritage as commodities for mass consumption and profit maximization, which has had a detrimental effect on local economies and communities, contributing to the loss of biodiversity and cultural authenticity. Management scholars are currently advocating for a regenerative tourism model that emphasizes environmental, cultural preservation, and community well-being through equitable development; however, research on how to implement regenerative principles at the communication level is still lacking. Grounded in Applied Linguistics and social semiotics, this paper compares the discourses of conventional, sustainable and regenerative tourism, by annotating a small sample of Playa Viva’s Instagram posts and exploring how regenerative principles are reflected in its narratives. The ultimate goal is to develop a taxonomy of frequently used and statistically significant linguistic and visual resources that promote a regenerative tourism mindset. Through mixed methods, including multimodal software annotation and statistical analysis, the project wishes to provide a tool that may assist tourism specialists in designing compelling and inclusive travel experiences that shape an equal relationship between stakeholders, including visitors, host comunities, and environments.