Aviation, Travel and Tourism

Flight-free: What Swedish views on travel might tell us about the future

In Sweden, 80% of national flight emissions are caused by leisure and holiday travel. Image: Unsplash/ Jon Flobrant

Sara Ullström
PhD Candidate in Sustainability Science, Lund University
Kimberly Nicholas
Associate Professor of Sustainability Science, Lund University
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Aviation, Travel and Tourism

Our media analysis identified five themes of holiday air travel: the purpose of vacation, ideas of the good life, time, mobility, and climate change. These themes were represented differently over time, indicating three phases of views on air travel.
Media analysis identified five themes of holiday air travel: the purpose of vacation, ideas of the good life, time, mobility, and climate change. Image: Lund University
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Representations of holidays used to evoke aspirational luxury (left) and air travel as a way to make time to relax (centre), but there has been a shift to more coverage of slower travel that doesn’t include flying overseas (right). Image credits (from left to right): SAS/The SAS Museum Oslo airport Norway, 1950s; TUI Sverige, 2019; Vagabond travel magazine, 2018.
Representations of holidays used to evoke aspirational luxury (left) and air travel as a way to make time to relax (centre), but there has been a shift to more coverage of slower travel that doesn’t include flying overseas (right). Image credits (from left to right): SAS/The SAS Museum Oslo airport Norway, 1950s; TUI Sverige, 2019; Vagabond travel magazine, 2018. Image: SAS/The SAS Museum Oslo airport Norway, 1950s; TUI Sverige, 2019; Vagabond travel magazine, 2018.

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Aviation, Travel and TourismSwedenFuture of the Environment
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