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(2015) Perspectives on interculturality, Dordrecht, Springer.
Tourist destination marketing and interculturality
the Polish city of Kraków in the British press
Irmina Wawrzyczek
pp. 223-236
Cultural studies has always been a "parasitic" cross-discipline creatively borrowing ideas, concepts, and methodologies from more narrowly focused disciplines in order to best elucidate specific problems in question. The chapter that follows situates itself in this tradition as it proposes a methodological apparatus constructed at the intersection of tourism studies and critical media studies in order to investigate interculturality in the context of international leisure tourism and consumer travel. An attempt is made to apply the concept of destination marketing, an area of inquiry within tourism studies that emerged a few decades ago, to the data obtained by means of discourse analysis, a method long employed in print media studies, in order to evaluate whether the newspaper texts promoting foreign tourist destinations are conducive to intercultural engagement. The proposed analytical approach can easily be adapted for similar interpretations of other types and genres of promotion materials produced by the cultural brokers of modern tourism. It can also be applied for comparing the strategies of promoting the same destinations at different points of time in order to diagnose the progress of intercultural awareness.
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Full citation:
Wawrzyczek, I. (2015)., Tourist destination marketing and interculturality: the Polish city of Kraków in the British press, in M. J. . Rozbicki (ed.), Perspectives on interculturality, Dordrecht, Springer, pp. 223-236.
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