Destination image is one of the elements that most affect tourists’ decision-makingprocesses (Baloglu and McCleary, 1999). Since a distinctive image can differentiatea destination from its competitors, destinations usually compete also via images(Urry, 1990). In this regard, cruise tourism is no exception, since “image is whatsells cruises” (Klein, 2002). Over the past 30 years this has led to significant growthin advertising activities aiming to promote the cruise ship “as the destination initself” (Wood, 2004). Similar trends can be observed among Italian cruise lines aswell. Among different types of promotional texts, the importance of the visual onesin shaping the ways tourist represent, choose, consume and recall a place (Berger,1972; Urry, 1990) has also been acknowledged in the field of cruise tourism.Starting from this background, this paper presents the methodology and main resultsof textual analysis carried on a sample of recent TV commercials broadcast by themajor cruise lines operating in Italy. The final aim of this research is to identify whatattributes of cruise ship as tourist destination have been portrayed, as well as whatspecific profiles of Italian cruisers and consumption styles have been advertised.
|Titolo della pubblicazione ospite||Data Science & Social Research 2019 - Book of Abstracts|
|Numero di pagine||1|
|Stato di pubblicazione||Published - 2019|