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Ways of Seeing, Ways of Being

Representing the Voices of Tourism

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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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Disseminating the Florentine Cultural Heritage through Travel Blogs (Giuliana Diani)

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GIULIANA DIANI

Disseminating the Florentine Cultural Heritage through Travel Blogs

1.   Introduction

Broadly defined by UNESCO, cultural heritage is “the entire corpus of material signs – either artistic or symbolic – handed on by the past to each culture and, therefore, to the whole of humankind” (1989: 57). Cultural heritage, as Borowiecki et al. (2016: xix) rightly pointed out, encompasses “valuable tangible objects and materials in the collections of cultural institutions; the heritage represented in landscapes and in the built environment; and also intangible, living heritage such as customs and traditions”. Language is essential to culture in all its various forms (Hall-Lew/Lew 2014). This is firmly asserted in the 2003 UNESCO Convention for the Safeguarding of Intangible Cultural Heritage that recognises the role of language in the expression of transmission of living heritage. This seems to apply perfectly to the role of language in tourism discourse that is considered ‘cultural per se’ (Fodde/Denti 2005). A significant contribution to this field of study was made by Urry (1990) and Dann (1996), who claimed that language is used to convey specific images of the destination and transmit cultural meanings, “to inform the tourist about what must be seen and to direct his/her gaze through an anticipation of intense pleasures” (Urry 1990: 3).

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