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Orientador(es)
Resumo(s)
The dependence and influence of new media on social
and organizational life have led to a new orientation of the
communicational practices of organizations and to a research
paradigm shift to a cocriational model within public relations
theory. This model is based on dialogic rhetoric and dialogue
that requires a joint production of content and meanings by
organizations and publics, which have a central role in shaping
image. The new social and communicational paradigms have
also an impact on tourism research, implying the need to
understand the role of new technologies, particularly websites,
in image formation. The purpose of this study is to investigate
the role of website in the formation of a tourist destination image
(Portugal) through the understanding of the degree of adoption of
dialogical principles on websites by official and unofficial tourist
organizations and the identifying of denotative and connotative
elements that are represented on published and shared
photographs in these websites. The research corpus consisted
of websites of entities and photographs published and shared
on these websites. The methodology used is quantitative and
qualitative, based on content analysis of data of websites and
photographs. Results indicate that official tourist entities adopted
the dialogic principles in a higher degree than unofficials. There
is also a higher adoption of the principles related to technical
dimension than dialogical dimension. Results confirm a relation
between the adoption of dialogical link and an increased
openness by entities to the possibility of photo sharing. The
analysis of denotative and connotative elements of photography
reflects a similarity in representations of entities and tourists.
This study contributes to both theoretical perspectives, because
it provides a conceptual scheme of destination image formation
online and to a practical perspective, because it also suggests
guidelines of dialogical practices to incorporate in websites of
tourism entities.
Descrição
Palavras-chave
Website Public relations Dialogue Photography Destination image