Citation:

Sharon L. Binoya, DBA. "Sustainability through the Lens of Semiotics: A Study on Tourism Symbols and Meaning" International Research Journal of Economics and Management Studies, Vol. 4, No. 1, pp. 217-222, 2025.

Abstract:

This study explores the confluence of semiotics and sustainability in tourism with a focus on how tourism symbols influence the perception and practice of sustainable tourism. Using a qualitative research design, the study analyses tourism materials from Kyoto, Bali, and New Zealand, applying semiotic analysis to decode meanings embedded in visual and textual symbols. The findings clearly show that for nature, cultural heritage, and eco-friendly activities, symbols are fundamental to promoting sustainable tourism behavior both in tourists and their perceptions toward sustainable travel. However, as a limitation of the study, the findings reflect the significance of cultural context with respect to interpretations of these symbols because meanings often differ for different demographic populations. Furthermore, the research underscores the potential risks of commodifying symbols, which may undermine their original meanings and dilute sustainability messages. This paper concludes by emphasizing the need for culturally sensitive, community-based approaches to creating tourism symbols that effectively communicate sustainability while respecting local values and heritage.

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Keywords:

Meaning, Semiotic Analysis, Sustainability, Symbols, Tourism.