**Author details**

and more usefully used even about the delicate but fundamental issue of sustainable tourism. Obviously, political institutions may have used other social media rather than Twitter, and any finding of the research should be tested in alternative contexts. Notwithstanding this limitation, the research did confirm the very substantial problem posed by Derrida [20]

Even in the narrow analytical space of Twitter texting, a distance between "scientific," "politi-

In its reality, the perception of sustainable tourism may be plural, depending on the language and the grammar of very different discourses. There is a specific discourse for any of different circles, those of researchers, policymakers, and the common people on vacation. These latter

This finding should not be underrated for any future research, ever beyond the strict area

In responding to the posed research questions, from the case study, it appears that users of tourist services and destinations do tweet for talking about any destination referring to some self-evident qualifications such as being the resort "on the sea" and "having a sunny beach." Detected texts are quite all oriented to narrate the leisure aspects of the singular destinations rather than their environment and sustainability. The fact that environmental features seem to be tacit and given by twittering tourists, should be considered not as a scarce attention to the environment, but in the context of a popular discourse. People are neither scientists nor policymakers but do have cogent opinions. It is important to underline that no differences

Then, it is quite evident that public bodies use Twitter neitherto promote theirinstitutional activities nor for web listening to extract useful knowledge, notwithstanding they have social media accounts. In this condition, co-creation seems to be an item far from reality and "sustainable tourism," an expression indicating a per se evident feature, not necessitating a more committed attention. This is not a good thing because co-creation for giving sense to sustainable tourism has the necessity to use a common discourse to be capable of producing an effective behavior.

It should be lastly stressed that the main limit of the research consists in having only Twitter being used and not also Instagram or Facebook, and other social media actually used by com-

Results of the present work should be useful both for research and economic or political purposes. The realms of private companies, public administrators, and policymakers involved in tourism should benefit from easy and free procedures for analyzing online conversations for sustaining policies and interventions. Researchers and destination managers would be also interested in the existing divide between official documents and statements on sus-

cal," and "popular" approach to the definition of sustainable tourism is confirmed.

speak about environmental problems only when occasionally must face them.

on textuality of ideas and concepts.

120 Mobilities, Tourism and Travel Behavior - Contexts and Boundaries

of web content analysis.

emerged between the Italian and Croatian coasts.

**5. Follow up and further steps**

panies, tourists, and public bodies for their different purposes.

tainable tourism and the reality of popular perception of the issue.

Gian Luigi Corinto\* and Fabio Curzi

\*Address all correspondence to: gianluigi.corinto@unimc.it

Department of Education, Cultural Heritage and Tourism, The Section of Environment and Territory, University of Macerata, Italy
