MEDIA NARRATIVES REGARDING CLIMATE CHANGE INFLUENCING TOURISM PATTERNS IN PAKISTAN

Abstract

Climate change is increasingly impacting tourism globally, and Pakistan, with its diverse environmental zones and destinations sensitive to climate impacts, is no exception. Growing environmental crises related to climate change like warming temperatures, glacier melting, and flooding, extreme weather have altered the attitudes, awareness, preferences, intentions, and planning of tourists, in part through certain narratives promoted through the media. It is well documented in the tourism literature that the media influences environmental awareness and resulting changes in related travel behaviors, yet we do not know how these narratives relate to tourism behaviors in Pakistan, which represents a significant knowledge gap. This study focuses on understanding how media coverage of climate change impacts tourists' decision making, identifying how tourists respond to climate vulnerability communicated in the media by region of Pakistan, and the media's promotion and marketing of climate resilient and environmentally responsible tourism practices. A rigorous quantitative research design is used in combination with a structured survey instrument - administered to a sample of 150 domestic and international tourists who had travelled to, or intended to travel to, various regions of Pakistan. Descriptive and inferential statistical tools are used to help understand how media exposure/consumption, climate change knowledge and awareness, and travel decision making were related. The findings revealed that the media plays a dual role: it raises awareness of environmental risks, often discouraging travel to climate vulnerable regions, while simultaneously promoting ecofriendly tourism through positive narratives. A significant number of tourists reported altering their travel plans based on climate related media reports, particularly avoiding high-risk regions during unstable seasons. Media was also found to influence the adoption of sustainable tourism behavior among environmentally conscious travelers. The study concluded that media narratives significantly shape tourism behavior in Pakistan by framing perceptions of safety, sustainability, and destination appeal. However, inconsistent messaging and lack of localized content sometimes led to confusion. Media thus holds immense potential to promote climate resilient tourism when used strategically. Recommendations include integrating climate communication into tourism policy, strengthening media tourism partnerships, developing localized and balanced media content, and investing in green infrastructure and training. The research holds practical relevance for policymakers, tourism authorities, media professionals, and environmental organizations, and contributes to the limited academic literature on climate-media-tourism dynamics in the Pakistani context.