An Analysis of Airports’ Sustainability Promotion Activities on Instagram through Content Analysis Method

Abstract

This study evaluates how airports in Türkiye communicate sustainability-related activities on Instagram by applying content analysis within the framework of the United Nations’ 17 Sustainable Development Goals (SDGs). The results indicate that airports post content related to the SDGs, but they mostly focus on economic and operational topics, especially SDG 9 (Industry, Innovation, and Infrastructure), which emphasizes digital advancements, new services, and infrastructure improvements. Airports display environmental themes, albeit in limited and uneven ways. From a strategic innovation perspective, airports tend to signal sustainability primarily through modernization and efficiency narratives rather than comprehensive environmental transformation. Accordingly, airport operators should move beyond symbolic messaging by communicating measurable environmental targets, actions, and outcomes on Instagram. © 2026 by IGI Global Scientific Publishing. All rights reserved.