NATURA, PAESAGGI E SPORT. CENTO ANNI CORRENDO IN BICI CON IL GIRO D’ITALIA

Abstract

Nature, landscapes and sport. One hundred years of cycling with the Giro d’Italia. – The paper aims to examine the impact of the Giro d’Italia event, analyzing the importance of the bicycle both as a sporting, amateur, and tourist activity, and as a form of sustainable mobility that contributes to the ecological transition. The applied qualitative methodology focuses on the significance of documentary analysis, but primarily on the study of narratives in the promotional media of the event. The analytical tool, Nvivo12 software, was utilized. The green projects associated with the Giro d’Italia are designed to raise awareness and promote sustainability, demonstrating that sport is a lever of considerable value. However, there is likely a need for greater emphasis and dissemination of these narratives.