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9781032937489

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""This volume makes a valuable and innovative contribution to the study of tourist discourse through a robust multimodal analysis. By examining websites and Instagram accounts of three major English-speaking tourism entities, the author demonstrates methodological rigor, combining detailed manual annotation with advanced statistical tools rooted in systemic-functional linguistics and visual design. The development of a comprehensive model for analyzing linguistic and visual choices offers fresh insights into how digital tourism strategies shape perceptions and evoke emotions. Well-structured, original, and highly relevant to contemporary digital communication research, this work significantly advances understanding in tourism and multimodal studies."" - Prof. Marina Bondi, University of Modena and Reggio Emilia ""This book is a groundbreaking contribution to the study of multimodal discourse in digital tourism communication. With an impressive command of Systemic Functional Linguistics and social semiotics, the volume offers a theoretically rich and empirically rigorous analysis of how tourism authorities construct meaning across Instagram and web platforms. The approach is methodologically sophisticated, blending meticulous manual annotation with robust statistical techniques to reveal linguistic and visual patterns in promotional discourse. What sets this volume apart is its careful integration of qualitative interpretation and quantitative analysis—an approach that not only unveils the persuasive strategies employed by tourism brands but also models best practices for future multimodal research. Particularly innovative is the adaptation of visual and verbal resources to the genre-specific affordances of Instagram, shedding light on the semiotic work that goes into crafting idealized tourist experiences. This is an essential work for scholars in discourse analysis, tourism studies, and digital humanities: its clarity, analytical depth, and originality make it both a reference point and a source of inspiration for ongoing inquiries into digital genres and the multimodal construction of meaning."" - Prof. Stefania M. Maci, University of Bergamo

""This volume makes a valuable and innovative contribution to the study of tourist discourse through a robust multimodal analysis. By examining websites and Instagram accounts of three major English-speaking tourism entities, the author demonstrates methodological rigor, combining detailed manual annotation with advanced statistical tools rooted in systemic-functional linguistics and visual design. The development of a comprehensive model for analyzing linguistic and visual choices offers fresh insights into how digital tourism strategies shape perceptions and evoke emotions. Well-structured, original, and highly relevant to contemporary digital communication research, this work significantly advances understanding in tourism and multimodal studies."" - Prof. Marina Bondi, University of Modena and Reggio Emilia ""This book is a groundbreaking contribution to the study of multimodal discourse in digital tourism communication. With an impressive command of Systemic Functional Linguistics and social semiotics, the volume offers a theoretically rich and empirically rigorous analysis of how tourism authorities construct meaning across Instagram and web platforms. The approach is methodologically sophisticated, blending meticulous manual annotation with robust statistical techniques to reveal linguistic and visual patterns in promotional discourse. What sets this volume apart is its careful integration of qualitative interpretation and quantitative analysis—an approach that not only unveils the persuasive strategies employed by tourism brands but also models best practices for future multimodal research. Particularly innovative is the adaptation of visual and verbal resources to the genre-specific affordances of Instagram, shedding light on the semiotic work that goes into crafting idealized tourist experiences. This is an essential work for scholars in discourse analysis, tourism studies, and digital humanities: its clarity, analytical depth, and originality make it both a reference point and a source of inspiration for ongoing inquiries into digital genres and the multimodal construction of meaning."" - Prof. Stefania M. Maci, University of Bergamo ""The Language of Persuasion on Instagram by Elena Mattei provides a brilliant multimodal corpus analysis of digital tourism discourse. This volume explores convincingly the manipulative communication strategies adopted by the official tourism boards of Ireland, Canada and Australia on their Instagram accounts and company websites. If the extensive and thorough bibliographical references reflect the interdisciplinary, layered and fluid scenario of contemporary tourism studies, Mattei’s robust methodological framework, which integrates tools from systemic functional linguistics and visual semiotics, accounts for the multimodal meaning-making in tourism destination branding. The present study is also notable for its remarkable corpus compilation, accurate text annotation, and original discussion of results. Overall, this book offers essential reading for researchers and students in the fields of applied linguistics, tourism studies, and communication and media studies."" - Sabrina Francesconi - University of Trento

""E. Mattei’s volume is a remarkable contribution to multimodal discourse analysis. Combining rigorous theory with innovative empirical methods, she expertly analyzes a large corpus of images and texts to reveal systematic visual and linguistic patterns in tourism narratives. Her meticulous use of qualitative and quantitative tools advances digital humanities research and sets new standards in the field. A highly insightful and carefully structured work, it will inspire scholars across linguistics, media studies, and digital communication."" - Prof. Hartmut Stöckl, University of Salzburg ""This volume makes a valuable and innovative contribution to the study of tourist discourse through a robust multimodal analysis. By examining websites and Instagram accounts of three major Anglo-Saxon tourism entities, the author demonstrates methodological rigor, combining detailed manual annotation with advanced statistical tools rooted in systemic-functional linguistics and visual design. The development of a comprehensive model for analyzing linguistic and visual choices offers fresh insights into how digital tourism strategies shape perceptions and evoke emotions. Well-structured, original, and highly relevant to contemporary digital communication research, this work significantly advances understanding in tourism and media studies."" - Prof. Marina Bondi, University of Modena and Reggio Emilia

Author Information

Elena Mattei is a postdoctoral research fellow at the University of Bergamo and an adjunct professor of English language at Ca’ Foscari, University of Venice. She holds a PhD in English multimodal linguistics for tourism and worked on the National Research Project DIETALY (Destination Italy in English Translation and Language over the Years) in collaboration with the Italian National Tourist Board. With a keen interest in environmental protection and responsible travel, she is currently working on data-driven, computational methods and semiotic theories to foster innovative solutions for regenerative tourism promotion on social media, aiming to create practical guidelines and visual-linguistic taxonomies that help reshape tourism narratives toward greater social and ecological integrity.

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