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Ways of Seeing, Ways of Being

Representing the Voices of Tourism


Maurizio Gotti, Stefania Maci and Michele Sala

The aim of this volume is to give voice to the various and different perspectives in the investigation of tourism discourse in its written, spoken, and visual aspects. The chapters particularly focus on the interaction between the participants involved in the tourism practices, that is the promoters of tourist destinations, on the one hand, and tourists or prospective tourists on the other. In this dialogic interaction, tourism discourse, while representing and producing tourism as a global cultural industry, shows it to be on the move. Language movement in the tourism experience is here highlighted in the various methodological approaches and viewpoints offered by the investigations gathered in this volume.

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The Language of Tourism in New Travel Guides: Discursive Identities and Narratives (Maria Vittoria Calvi)


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The Language of Tourism in New Travel Guides: Discursive Identities and Narratives

1.   Introduction

The considerable amount of texts which are produced in the tourism sector meets both the need for information of the tourist and the goals of the tourism industry. The rise and definition of the Travel Guide (TG) as a specific genre is linked to the development of the professional practice in this field, aimed at taking care of the tourist during his or her whole experience, from the choice of destination to the preparation of the trip and its progress during each stage (Santulli 2007). At the same time, we witness the development of a language whose main characteristics are persuasion and evaluation, as clearly appears in leaflets and other promotional materials, which have recently joined TGs in the catalogue of tourism genres (Dann 1996; Calvi 2010). They import the contents and their terminology from different disciplines and areas (history, geography, art, gastronomy, etc.) and popularise them for the tourist’s use, with an instructional purpose. All these genres are “not only possible, but also relevant” (Bhatia 2015: 10) to the professional context of tourism, in which they have given rise to a peculiar ‘system of genres’ (Bazerman 1994; Calvi 2011). Thanks to the social impact and innovative thrust of this sector, the language of tourism has gained an autonomous status within the framework of specialized languages (Gotti 2006).

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