Zur Langlebigkeit von Stereotypen im Tourismusdiskurs. Hotelwerbung am Gardasee in der Belle Époque und im Zeitalter des digitalen Marketing

Risultato della ricerca: Contributo in libroChapter

Abstract

The paper presents the results of a pragma-linguistic study comparing the advertising practices of Grand Hotels on the shores of Lake Garda (during the Belle Èpoque and in the present day) addressing a German-speaking target audience. The analysis focuses in particular on the role of cultural stereotypes in tourism discourse moving from the unidirectional communication modes of printed advertisements of the early 20th century to the interactive, consumer-generated modes of today’s electronic word-of-mouth-communication.
Titolo tradotto del contributo[Autom. eng. transl.] On the longevity of stereotypes in the tourism discourse. Hotel advertising on Lake Garda in the Belle Époque and in the age of digital marketing
Lingua originaleGerman
Titolo della pubblicazione ospiteStereotype in Marketing und Werbung. Interdisziplinäre Perspektiven auf kulturspezifische Wissensrepräsentationen
EditorNina Janich
Pagine103-132
Numero di pagine30
DOI
Stato di pubblicazionePubblicato - 2019

Keywords

  • comunicazione turistica
  • cultural stereotypes
  • stereotipi culturali
  • tourism communication

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