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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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The Cultural Side of Venice: Institutional Promotion to Mainstream Tourists and Museum Buffs (Daniela Cesiri / Francesca Coccetta)


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The Cultural Side of Venice: Institutional Promotion to Mainstream Tourists and Museum Buffs1

1.   Overview of the research

Venice is an extremely popular destination for tourists of all kinds who flood the city from all over the world. Abundant promotional material is produced for these multifarious tourists with the aim of ‘selling’ different aspects of the city, including its artistic and cultural heritage. The present study investigates the English version of two institutional websites that promote Venice to both mainstream tourists (Venezia Unica, henceforth VU, ) and museum buffs (Civic Museums of Venice, henceforth MuVe, ) in order to explore the techniques used to attract prospective visitors. They were chosen because they are institutional websites, promoting the city as well as providing information on what it has to offer. The two categories of tourists, mainstream and museum buffs, are used in this study as representatives of the main groups of visitors that the websites seem to address. Mainstream tourists are those with no specific educational background or interest in the arts and culture but who want to visit the sites because they are ‘must-see’ landmarks, i.e. famous sites that are part of Venice’s stereotypical image which must be visited in order to make their experience as real as that of other visitors and as the one portrayed or constructed by tourism operators (Dann 1996a).2 Museum buffs, on the...

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