Travel Reference
In-Depth Information
8
The semiotics of
tourism marketing
Richard Tresidder
Introduction
This chapter explores the relationship between the study of semiotics and the marketing of
tourism experiences and products. Communication remains one of the most signifi cant areas of
marketing theory and practice, however the major emphasis of this theme within marketing
studies focuses upon the mechanism of communication, and the means by which marketing
communications are transmitted; resultantly, little reference is made to how the signs and images
of tourism marketing are identifi ed, constructed and utilized. It can be argued that there is a
semiotic language of tourism that consists of a set of conventions, words, images and experiences
that signpost the experience of tourism to the consumer, and that subsequently can be seen to
underpin all tourism marketing. This chapter explores how signs and images used in tourism
marketing bestow meaning and value to tourism products, activities and experiences. The
production of meaning has its foundations in the structural linguistic science and philosophy of
semiotics, and has been identifi ed as a fundamental aspect of marketing practice (for a good
discussion of semiotics within mainstream marketing see McCracken 1986; Mick, Burroughs,
Hetzel and Brannen 2004; Mick and Oswald 2006; Oswald, 2012).
Semiotics is central to the marketing communication process, whereby, the meaning of
tourism products and destination branding, are formed by utilizing codes that are understood,
and whose signifi cance is recognized by particular segments or consumer groups who possess
similar levels of knowledge and cultural capital. Therefore the use of different images, words or
experiences that convey the essence of meaning of tourism, enables the marketer to position the
tourism product, experience, 'servicescape' and the host/guest relationship within focused
marketing communications. By exploring the semiotic structure, or conceptual framework that
informs tourism marketing practice, it is possible to identify a semiotic language, or code, that
is used by marketers and frames tourism marketing systems. These meanings are generated
within tourism marketing texts and are intended to be read and understood by the consumer.
The semiotics of marketing is not external to the marketing practice, but is central to the
communication process and it must be recognized that consumers exist within a semiotic system
of signs, they are essential actors within the marketing system and are induced into thinking and
behaving symbolically: 'That is they (
tourists
) symbolically interact in the world socially and
