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Chapter 18. Engagement of readers/customers in the discourse of e-tourism promotional genres

  • Francisca Suau-Jiménez
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Engagement in Professional Genres
This chapter is in the book Engagement in Professional Genres

Abstract

Tourism 2.0 involves direct e-communication between travellers and the tourism industry, and needs websites that attract customers. Recent research in this field (Austin 2009; Brodie, Hollebeek et al. 2011) suggests that they must also include the co-creation of values that align with the customer in some way. Their design must be persuasive yet trustworthy. This is partly achieved through discursive strategies that reflect the voice of the institution or business (author), and others that engage the customer (reader). This study discusses engagement as a key concept in promotional websites (hotels, tourist guides, etc.) from interpersonality, based on the cometval corpus. Its conclusions note significant and controversial differences on how these e-genres are construed in English and Spanish, with societal implications.

Abstract

Tourism 2.0 involves direct e-communication between travellers and the tourism industry, and needs websites that attract customers. Recent research in this field (Austin 2009; Brodie, Hollebeek et al. 2011) suggests that they must also include the co-creation of values that align with the customer in some way. Their design must be persuasive yet trustworthy. This is partly achieved through discursive strategies that reflect the voice of the institution or business (author), and others that engage the customer (reader). This study discusses engagement as a key concept in promotional websites (hotels, tourist guides, etc.) from interpersonality, based on the cometval corpus. Its conclusions note significant and controversial differences on how these e-genres are construed in English and Spanish, with societal implications.

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. Acknowledgements ix
  4. Foreword xi
  5. Chapter 1. Networking engagement in professional practices 1
  6. Section I. Monomodal genres
  7. Chapter 2. Positioning and proximity of reader engagement 29
  8. Chapter 3. Authorial engagement in business emails 47
  9. Chapter 4. Challenging the concept of pure objectivity in British and Spanish hard news reports 67
  10. Chapter 5. Rebuilding trust in the banking sector 87
  11. Chapter 6. Interrogative engagement as a pragmatic and textual function in Legal Studies 101
  12. Chapter 7. Patients engaging their doctors in the doctor-patient relationship 119
  13. Chapter 8. “Let’s have that conversation on next quarter’s call” 137
  14. Section II. Intersemiotic genres
  15. Chapter 9. Multiplying engagement 157
  16. Chapter 10. Researchers’ move from page to screen 179
  17. Chapter 11. Recruitment websites and the socialization of new employees 197
  18. Chapter 12. Verbal and nonverbal engagement devices in business persuasive discourse 217
  19. Chapter 13. Scifotainment 243
  20. Chapter 14. How much do U.S. patents disclose? 259
  21. Chapter 15. Gestural silence 277
  22. Chapter 16. Silence and engagement in the multimodal genre of synchronous videoconferencing lectures 297
  23. Chapter 17. Organizational metadiscourse across lecturing styles 321
  24. Chapter 18. Engagement of readers/customers in the discourse of e-tourism promotional genres 341
  25. Notes on contributors 359
  26. Names Index 365
  27. Subject Index 367
https://doi.org/10.1075/pbns.301.18sua

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. Acknowledgements ix
  4. Foreword xi
  5. Chapter 1. Networking engagement in professional practices 1
  6. Section I. Monomodal genres
  7. Chapter 2. Positioning and proximity of reader engagement 29
  8. Chapter 3. Authorial engagement in business emails 47
  9. Chapter 4. Challenging the concept of pure objectivity in British and Spanish hard news reports 67
  10. Chapter 5. Rebuilding trust in the banking sector 87
  11. Chapter 6. Interrogative engagement as a pragmatic and textual function in Legal Studies 101
  12. Chapter 7. Patients engaging their doctors in the doctor-patient relationship 119
  13. Chapter 8. “Let’s have that conversation on next quarter’s call” 137
  14. Section II. Intersemiotic genres
  15. Chapter 9. Multiplying engagement 157
  16. Chapter 10. Researchers’ move from page to screen 179
  17. Chapter 11. Recruitment websites and the socialization of new employees 197
  18. Chapter 12. Verbal and nonverbal engagement devices in business persuasive discourse 217
  19. Chapter 13. Scifotainment 243
  20. Chapter 14. How much do U.S. patents disclose? 259
  21. Chapter 15. Gestural silence 277
  22. Chapter 16. Silence and engagement in the multimodal genre of synchronous videoconferencing lectures 297
  23. Chapter 17. Organizational metadiscourse across lecturing styles 321
  24. Chapter 18. Engagement of readers/customers in the discourse of e-tourism promotional genres 341
  25. Notes on contributors 359
  26. Names Index 365
  27. Subject Index 367
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