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El discurso de instituciones, empresas y viajeros

Del texto al turismo y del turismo al texto

Edited By 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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Storytelling y promoción de destinos turísticos: Noruega en los blogs de viajeros

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Abstract In an environment saturated by advertising messages and other texts already established in the tourism promotional discourse, companies and institutions are considering other types of promotion vehicles to be used. Some of them have put their eyes on travellers’ blogs. That is the case of the official Norwegian destination marketing organization in Spain. Therefore, we cannot but ask ourselves what kind of persuasive ability travellers’ blogs contain to promote a destination. Our approach is to explore the socio-cultural background in which the discursive activity of Spanish bloggers is positioned, and then analyse the product of enunciation. At this point, two issues seem of special interest to get to know which characteristics of the bloggers’ writings are potentially strategic to promote a destination image. The first one implies reviewing the prototypical features of travel narrative in order to trace the similarities and differences in their conversion to digital storytelling; for that we have focused on the posts dedicated to Norway by some blogs. Secondly, we determine how the destination image is configured by the enunciation scenery, the scenography drawn by the texts that could make them instruments of seduction.

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