This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses t[...]

For the first time ever, this book brings together an explicit linkage between empirical and theoretical perspectives on tourism and discourse. A broad social semiotic approach is adopted to analyze a range of spoken, written and visual texts providing a unique resource for researching and teaching [...]