A critical discourse analysis of the magazine Gotland 2016 in the context of sustainability

Abstract: This master thesis aims to examine texts of an international tourism promotional magazine Gotland 2016 to figure out whether it will help or on the contrary hinder sustainable development. Though promoters and writers held the beliefs to sustain tourism by prolonging tourism seasons and attracting international tourists, to our bewilderment, they not only failed to stick to its point as such but also expressed the opposite thoughts and notions among the texts. During the process of the analysis, the author found out that in Gotland 2016, the images of Visby, oceans scenes, summer, nature / tourist scenes and exoticism are strengthened while the opposite of these images are inevitably weakened simultaneously, which obstruct the extension of tourism seasons as well as lowering expectations for international tourists. This, in the long run, will hinder continuous development of local area in economic, environment and social sense. Particularly in this master thesis, social sustainability is discussed with priority since it is always likely to be overlooked and seen as less important than other aspects of sustainable tourism. In consequence, it is suggested that the wellbeing of local communities is equally important as environment protection and economic growth when promoting tourism development.