Protocolos comunicativos en la promoción de servicios turísticos

Abstract

The main focus of this paper is the study of communicative protocols, both visual and linguistic, commonly and currently used in web pages within the context of the tourist trade. The study relies heavily on communicative enhancement strategies, e.g. visual elements and politeness strategies used extensively to create an effective brand image for the appeal of potential consumers. The paper is divided into two sections. The first part defines the concept of communicative protocols, outlines the basic promotional features and puts forward the distinctive features of persuasiveness and politeness which shape the persuasive discourse genre. The second part illustrates a model of analysis featuring the recurring visual and textual communicative protocols embedded in the web pages. The final part presents the findings from the analysed data and draws to conclusions.