A Theoretical Model of Strategic Communication for the Sustainable Development of Sport Tourism

Abstract

Sustainability and sustainable development are two fundamental principles that currently influence the way sport tourism activities, like those of any other socioeconomic area, are managed. For this reason, for some time, especially in the last decade, scholars have been wondering not only about the application methods of these two concepts in sport tourism but also how to communicate good practices among operators, residents, and tourists, and how to encourage the adoption of sustainable behaviours. Pro-sustainable attitudes are widespread, but they do not always convert into sustainable behaviour. Communication can intervene to favour these socio-cultural changes at an individual and collective level. This research is inspired by several studies and the most recent systematic literature reviews to identify communication methods and strategies that determine the tourism–sports experience, influencing the assumption or reinforcement of sustainable behaviours. This study attempted to configure a theoretical model of sustainable communication that can support the sustainable development of sport tourism. The goal is to understand how to create effective communication actions to raise the awareness of institutions and businesses, residents, and tourists towards the adoption of sustainable practices, and to encourage the promotion of sustainable initiatives in territories in support of the socioeconomic development of localities from an increasingly sustainable perspective.