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El discurso de instituciones, empresas y viajeros

Del texto al turismo y del turismo al texto

Helene Balslev Clausen, Carmen Cortés Zaborras and Åse Johnsen

El objetivo de esta colección de trabajos es analizar algunas de las complejas relaciones que se establecen entre los textos y la actividad turística, siendo la principal la inducción mutua a la acción, de viajar y de dar testimonio. Se presentan en función de los emisores, pertenecientes a tres ámbitos: institucional, empresarial y de los usuarios, así como de las funciones comunicativas que cumplen los textos (sitios web, relatos de viajes, folletos o discursos de residentes). Muestran desde diversas perspectivas (antropológica, traductológica o lingüística) la construcción y difusión de la imagen de marca de un destino, los estereotipos difundidos por la industria turística, los residentes o los turistas y las formas que adoptan las impresiones de los viajeros sobre los territorios y sus gentes.
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El discurso turístico en los sitios web institucionales noruegos

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Abstract In these last decades of global tourist activity, public administration websites have been of major importance so as to attract Internet users to their country. Home pages are their most essential attention-catcher. However, it is a fact that some work and others don’t. By providing an in-depth look at the layout, contents, features, integration of non verbal elements, and inner mechanisms in the two main web sites related to Norway belonging to our corpus, this paper examines the process of building official-institutional tourism discourse online. French Discourse analysis, through two basic concepts as defined by Dominique Maingueneau provides the necessary theoretical background to study how this kind of tourism discourse works. The process of adapting a specific discourse to manifold cultural visitors, taking care of keeping, at the same time, the essential idiosyncrasy of the local culture brings out a specific national character of the Norwegian people. By studying the role of ethos in home pages, we reached understanding of how a specific ideological viewpoint leads to specific results in the application of the dichotomy between identity and difference, uniqueness and sameness, need for security and eagerness to travel. As a construct, the destination image is rooted in discursive strategies. The question of how proper balance in the inevitable semantic and symbolic tension emerging from such a discourse is achieved is a problem which had to be sorted out, as the conceptualization of a positive, yet objective-looking image of destination triggers delicate synergies. It is a fact...

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