The Discourse of Tourism from a Systemic Functional Perspective: The Case of Tourism Websites

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Author(s): Claudia Elena Stoian (Politehnica University of Timișoara, Romania)
Copyright: 2018
Pages: 20
Source title: Innovative Perspectives on Tourism Discourse
Source Author(s)/Editor(s): Magdalena Bielenia-Grajewska (University of Gdansk, Poland)and Enriqueta Cortes de los Rios (Almeria University, Spain)
DOI: 10.4018/978-1-5225-2930-9.ch011

Keywords: Business Science Reference / Communication Studies / Education / Hospitality, Travel, and Tourism Management

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Abstract

Tourism has undergone a shift from physical to online. This is obvious even in its promotional materials, as websites are the most usual type of online tourism promotion. The present chapter proposes Systemic Functional Theory for the analysis of websites. It first presents a brief description of the theory of the metafunctions, applied to both language (Halliday & Matthiessen, 2004) and images (Kress & van Leeuwen, 1996). Then, it analyzes two websites in order to show the application of the theory, focusing on language, image and their composition as multimodal acts. The chapter concludes by highlighting practical benefits for web designers, copywriters and/or tourism promoters.

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The Discourse of Tourism from a Systemic Functional Perspective: The Case of Tourism Websites

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