Le ONG vanno in vacanza. Comunicare il turismo come strumento di sviluppo

Abstract

- There is a deep link between international cooperation, tourism and communication. Not only because in recent years NGOs are forced to improve their ability to communicate (to overcome the gap between perception and reality of NGOs work or because the decreased resources is forcing NGOs to reduce programmes and staff), but mainly because international cooperation as well as tourism are forms of communication: with others and with oneself. Moreover, looking at tourism as a leisure activity, a distinctive contrast with work, and considering the construction of the "Tourist Gaze", we can argue that the crucial element of tourism is communication. The aim of this paper is to reflect on the role of communication in sustainable tourism as a tool for development and combating poverty, promoted by the actors of the international solidarity movement. In doing so, it has two main objectives. First, it examines the main kinds of arguments and methods that humanitarian marketing practice use as they promote and negotiate "humanitarian space". Secondly, it highlights as sustainable tourism requires effective communication.Key words: NGO, tourism, communication, responsibility.