Fonte: Journal of Tourism & Development; v. 3, n. 21/22 (2014); 283-294
Palavras-chave:
Resumo: Based on the assumptions of Algirdas Greimas discursive semiotics theory, this paper aims to analyze the tourist propaganda speeches of the Government of Maranhão, highlighting the meaning effects produced to convince its interlocutors to assume the role of tourists in the mentioned destination. Methodologically, there’s an approach on the document Maranhão (2000) and on the marketing strategies within the advertising discourse. Briefly, it is concluded that although the government messages are based on the public interest, tourism policies do not innovate, engender a new discourse or renew their worldviews. They merely reproduce messages that are already known by the public and read in discourses constructed by the verb-visual text within the strategy of individualization, characteristic of the tourism sector. Thus, when the enunciatee consumes the message, he is conducted to think about what is his own truth, what he wants to read to reaffirm his own truth and of the whole society. The destination only acquires a tourist value when it answers to an existing and latent demand, when it is confused with the aspirations, tastes and myths of an era, in other words, the reality understood by preexisting cultural representation. Finally, the state tourism policy relates to an exclusively theme – nature, unique, beautiful, paradisiacal – a constant of usual predicates in the contemporary tourism.
