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Nationalism in official tourism websites of Balkan countries: a multimodal analysis

Author

Listed:
  • Houliston, Linda
  • Ivanov, Stanislav Hristov

    (Varna University of Management)

  • Webster, Craig

Abstract

This paper investigates the official tourism websites for the Balkan countries of Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Greece, Montenegro, North Macedonia, Romania, Serbia, Slovenia, and Turkey to learn about their depiction of the nations for international tourism markets. The research combines Pauwels’ (2012) multimodal discourse analysis method designed for cultural websites with Smith’s (1998) six main institutional dimensions to seek out potential nationalistic patterns involving the state, territory, language, religion, history, and rites and ceremonies. The findings mostly involve verbal and visual signifiers that have a historical context to the nations such as antiquity, communism, Yugoslavia, religion, irredentism, the Ottoman Empire, and national identity. The findings illustrate that official tourism websites while being sensitive not to alienate international tourists, portray a sense of nationalism but do so in a different way, based upon the historical experiences and unique features of each country surveyed.

Suggested Citation

  • Houliston, Linda & Ivanov, Stanislav Hristov & Webster, Craig, 2020. "Nationalism in official tourism websites of Balkan countries: a multimodal analysis," SocArXiv px8ak, Center for Open Science.
    • Handle: RePEc:osf:socarx:px8ak
    DOI: 10.31219/osf.io/px8ak
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    References listed on IDEAS

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    1. Lee, Woojin & Gretzel, Ulrike, 2012. "Designing persuasive destination websites: A mental imagery processing perspective," Tourism Management, Elsevier, vol. 33(5), pages 1270-1280.
    2. Alexis Heraclides, 2011. "The Essence of the Greek-Turkish Rivalry: National Narrative and Identity," GreeSE – Hellenic Observatory Papers on Greece and Southeast Europe 51, Hellenic Observatory, LSE.
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