Exploring multimodal discourse in sustainable tourism. A case study of the GO GREEN website

Abstract

This chapter explores the use of multimodal resources and the promotion of extended reality (XR) technologies in the GO GREEN project, a sustainable tourism initiative, centred on the Gorizia province in the Friuli-Venezia Giulia (FVG) region of Italy, promoted by Fondazione Cassa di Risparmio di Gorizia (CARIGO, for short). The analysis investigates how various meaning-making resources are employed on the GO GREEN website to engage the viewer through compelling sustainability narratives. By promoting on-site access to XR tools, the website illustrates nine distinct "narrative itineraries", or projects, within the region's natural and cultural heritage, encouraging both locals and tourists to undertake immersive experiences. Using Baldry and Thibault's (2006, Ch. 3) framework for multimodal website analysis, this chapter examines the synergic interplay between visuals and text to enhance persuasiveness in one of these itineraries – viz. the one in the Collio region – drawing on key themes and master narratives emphasising the integration of past and present and the role of young people as active participants in digital experiences. The findings reveal how the website shapes viewer experiences and encourages young people to engage in sustainable practices, ultimately raising questions about the potential of XR technologies as tools for environmental education.