Flying green: media’s power in transforming air travel and tourism sustainability narratives in BRICS+ nations

Abstract

This study explores the transformative role of media narratives and smart technologies in fostering sustainable air travel and tourism within BRICS+ countries. As environmental degradation accelerates and public awareness rises, media platforms are becoming critical instruments for shaping sustainability discourses, consumer behavior, and policy frameworks. The study applies a secondary data analysis approach, utilizing a curated dataset of 106 journal articles, policy documents, social media content, and tourism industry reports spanning the years 2015 to 2024. The research employs content analysis, thematic analysis, and the Sustainability Narrative Analysis Tool (SNAT), underpinned by Media Framing Theory. Key findings demonstrate that media narratives significantly influence consumer decision-making, industry adaptation, and the adoption of smart technologies like VR, AI, and IoT to support sustainable tourism. Nevertheless, challenges such as greenwashing and digital divides hinder full realization of media’s transformative potential. A conceptual model is developed to illustrate the interplay between media discourse, technology adoption, and sustainable tourism outcomes. This study provides policymakers with evidence-based recommendations for designing inclusive sustainability regulations, offers guidance for industry stakeholders in implementing ethical green marketing, and encourages media professionals to adopt responsible storytelling. The paper contributes an original conceptual framework bridging digital communication and sustainable tourism governance within the emerging economies of the BRICS+ alliance.