An Analysis of Linguistic Resources for Sports Tourism Media Discourse: A Case Study of the Women’s World Cup Final in Sydney

Abstract

Sports have historically played a significant role in influencing travel, the twenty-first century witnessing a notable surge in sports tourism attributed largely to increasing globalisation and the pervasive influence of social media. International sports events hosted by countries and cities serve as potent platforms for tourist promotion, with meticulous attention to detail often reflected across various social media channels. Notably, recent editions of such events have seen women taking on crucial roles. This paper delves into the FIFA Women’s World Cup Final held in Sydney, Australia, in August 2023, analysing three distinct corpora to discern linguistic resources—the use of persuasion with personal pronouns and imperatives, among others—shaping tourism media discourse, specifically focusing on gender visibility and promotion of destination excellence. To conduct this research, we compiled a corpus of 11,549 words comprising webpages, online publications and tourism blogs, using AntConc software for the analysis. Our findings reveal that the media employ specific language choices to portray the event and its host city, projecting values such as teamwork and inclusion, often through community engagement. However, there exists an under-representation of coverage concerning sportswomen, with minimal linguistic patterns used to promote their visibility beyond the event’s title. Conversely, the host city receives extensive promotion. Consequently, this analysis serves as a pertinent case study contributing to the understanding of sports tourism media discourse representation.