This research aimed to explore and investigate the framings used by travel podcasters in portraying the sustainability narratives. Due to the popularity of social media, a place to share information, gain knowledge, interact and exchange ideas, it is worthwhile to see the potential of this medium in promoting sustainable tourism. This paper specifically looked into podcasting as a rather new, creative, intimate and crafty type of social media, where personal experiences, stories and conversations between the host and other travelers take place. The sustainability narratives within 4 travel podcasts were identified and afterwards through framing theory, the frames in communication within these narratives were further explored.

Learning, collaboration, connection and interaction with locals, biodiversity, conservation and community empowerment were some of the themes of these narratives just to name a few. The sustainability narratives were presented through multiple framings (loss, gain, generic, attribute) depending on the value, motivation and background of the podcasters. In summary, the aim was for better comprehension of sustainability narratives in hope to encourage responsible travel behavior.