Abstract:

This paper presents a teaching innovation project developed within the course Tourist Transport Systems. The project aims to integrate social media – particularly Instagram – as a pedagogical tool for active learning and critical reflection on sustainable mobility in tourist destinations. The proposal is driven by the necessity to adapt university teaching to contemporary digital and communicative environments, leveraging students' familiarity with social networks to foster transversal competences related to creativity, sustainability, and media literacy.

The project is situated within the context of Sustainable Development Goal 11 (Sustainable Cities and Communities), which advocates for the establishment of inclusive, secure, resilient, and ecologically responsible urban environments. Utilising a project-based learning methodology, students were organised into teams and tasked with the analysis of a selected tourist destination and the assessment of its transport system from a sustainability perspective. Subsequently, the organisation developed Instagram communication campaigns with the objective of raising awareness of sustainable mobility practices. The campaigns focused on accessibility, equality, and social inclusion. These campaigns encompassed a variety of social media content, including posts, stories, and reels, which were augmented by the strategic utilisation of hashtags, visual narratives, and messages that were customised to resonate with diverse audiences.

The evaluation process concentrated on two aspects: the initial learning process and the final output. The evaluation considered the quality of analysis, the coherence of communication strategies, and the ability to link course content with the principles of SDG 11. Furthermore, students were encouraged to engage in critical reflection on the role of social media as an agent of social change and as a space for collaborative knowledge construction.

The findings indicate that the programme has led to elevated levels of student engagement, a more profound comprehension of the nexus between transportation and sustainability, and a substantial enhancement in digital and communication skills. Moreover, the experience generated real-world impact beyond the confines of the classroom, as the awareness campaigns reached audiences outside the university context.

Keywords:

Educational innovation, social media, SDG 11, sustainable tourism, Instagram, active learning.