Use of Elements of Semiotic Language in Tourism Marketing

Abstract

Tourism marketing has developed a semiotic tourism language to promote and introduce touristic destinations, a language that is sometimes even called touristic language, and which uses signs and images to define destinations or describe the expectations that we may have in various touristic locations. The correct use of the signs and the markers by the tourism industry may represent the difference between a dreamlike holiday and a touristic nightmare, when there’s no account of regional characteristics, social or cultural, of the chosen target segment.