‘This isn’t a movie . . . it’s a tourism ad for Australia’: The Dundee campaign and the semiotics of audiovisual tourism promotion

IF 3.3 4区管理学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourist Studies Pub Date : 2020-06-01 DOI:10.1177/1468797619894462

Alfio Leotta

引用次数: 9

Abstract

This article proposes a theorization of audiovisual media promotion as a distinct media field. Despite their omnipresence, very few scholars have examined the aesthetic, thematic and institutional characteristics of tourism films, commercials and promotional videos. The field of tourism audiovisual promotion poses a significant conceptual challenge as it consists of a vast array of diverse media texts and aesthetic forms. Such vast aesthetic differences, along with the different promotional potential associated with each of these forms, complicate any straightforward definition of this media field. This article will use the analysis of a recent case study – the Dundee campaign launched by Tourism Australia in 2018 – to develop a theorization of audiovisual tourism promotion. In particular, it will argue that the meaning and function of tourism audiovisual promotional texts are determined by a ‘discursive framework’ which, in turn, is informed by converging textual and contextual factors.

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“这不是一部电影。这是澳大利亚的旅游广告：邓迪运动和视听旅游推广的符号学

本文提出了将视听媒体推广作为一个独特的媒体领域的理论。尽管它们无处不在，但很少有学者研究旅游电影、商业广告和宣传视频的美学、主题和制度特征。旅游视听推广领域是一个重大的概念挑战，因为它由大量不同的媒体文本和美学形式组成。这种巨大的审美差异，以及与每种形式相关的不同宣传潜力，使对这个媒体领域的任何直接定义都变得复杂。本文将分析最近的一个案例研究——澳大利亚旅游局于2018年发起的邓迪运动——来发展视听旅游推广的理论。特别是，它认为旅游视听宣传文本的含义和功能是由一个“话语框架”决定的，而话语框架又是由文本和语境因素共同决定的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourist Studies HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.90

自引率

4.20%

发文量

期刊介绍： Tourist Studies is a multi-disciplinary journal providing a platform for the development of critical perspectives on the nature of tourism as a social phenomenon through a qualitative lens. Theoretical and multi-disciplinary. Tourist Studies provides a critical social science approach to the study of the tourist and the structures which influence tourist behaviour and the production and reproduction of tourism. The journal examines the relationship between tourism and related fields of social inquiry. Tourism and tourist styles consumption are not only emblematic of many features of contemporary social change, such as mobility, restlessness, the search for authenticity and escape, but they are increasingly central to economic restructuring, globalization, the sociology of consumption and the aestheticization of everyday life. Tourist Studies analyzes these features of tourism from a multi-disciplinary perspective and seeks to evaluate, compare and integrate approaches to tourism from sociology, socio-psychology, leisure studies, cultural studies, geography and anthropology. Global Perspective. Tourist Studies takes a global perspective of tourism, widening and challenging the established views of tourism presented in current periodical literature. Tourist Studies includes: Theoretical analysis with a firm grounding in contemporary problems and issues in tourism studies, qualitative analyses of tourism and the tourist experience, reviews linking theory and policy, interviews with scholars at the forefront of their fields, review essays on particular fields or issues in the study of tourism, review of key texts, publications and visual media relating to tourism studies, and notes on conferences and other events of topical interest to the field of tourism studies.