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Ways of Seeing, Ways of Being

Representing the Voices of Tourism


Edited By 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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Tourism Websites: Scrolling and ‘Strolling’ through (Lucia Abbamonte / Flavia Cavaliere)


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Tourism Websites: Scrolling and ‘Strolling’ through

1.   Introduction

The World Wide Web has now become the fastest growing advertising medium, thus making online advertising of vital importance to the advertising industry (Ha 2012). Elaborate new technologies, such as eye tracking, for investigating consumers’ processing/interpretation of meaningful visual elements (Lagerwerf/van Hooijdonk/Korenberg 2012), are now being used to fully exploit the multimodal resources of contemporary communication. Accordingly, investigating the language of advertising entails a multidisciplinary perspective, ranging from cognition and neuroscience to decision making, marketing, statistics, emotion retrieval from the web (Burns/Matarazzo/Abbamonte 2014), and web advertising, with its fast-evolving genres and global-wide target audiences. Among such genres, promotional tourism communication, which traditionally attempts to persuade, lure and seduce millions of potential clients (Dann 1996), has increasingly been enhanced by online resources: the textual, linguistic and multimodal features of tourism websites constitute powerful instruments for influencing audiences’ reactions to the subject matter they illustrate. Such resources can reach a virtually unlimited audience and offer a wide range of information through invitingly interactive websites which function as hypertexts (Francesconi 2014) with a wide variety of discursive strategies (Fodde/Denti 2008; Maci 2012).

The present study will focus on one of the most appealing and exhaustive websites dedicated to Capri, (available both in Italian and in English). In the ‘enshrinement’ (MacCannell 1976), or ‘framing’, of Capri is mainly displayed through a sequence of iconic images aiming...

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