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Colonial imagery in responsible travel advertisement, a critique from a postcolonial perspective

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dc.contributor.authorHöck, Maximilian
dc.contributor.authorOliveira, Fernanda
dc.contributor.authorEurico, Sofia
dc.date.accessioned2022-08-02T12:50:34Z
dc.date.available2022-08-02T12:50:34Z
dc.date.issued2017
dc.description.abstractThis paper analyses a selection of images used to advertise outbound responsible travel to various destinations in Africa. The analysis shows that in the advertisement of the selected destinations colonial imagery and text contents are emphasised. It is demonstrated that colonial ideology is reproduced in a binary representation model of the "self" and the "other" supporting not only the criticised powerful creation of knowledge about the Global South but also restores racism as an ideology of dominance. In order to uncover this condition, the text content is dissected by means of a framing analysis and a qualitative content analysis. The images are deconstructed through semiotics and thus evaluated with regard to findings of postcolonial theory. It becomes apparent that contemporary outbound responsible travel agencies continue colonial ideas and power relations through their advertisement. It is thus determined that there is a gap between the declared aims of responsible tourism agencies and the singleperspective and derogatory meanings the advertising images carry. Accordingly, recommendations for DMOs (Destination Management Organisations) and decision makers that are involved in the promotion of global travel are developed.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationHöck, M., Oliveira, F., & Eurico, S. (2017). Colonial imagery in responsible travel advertisement, a critique from a postcolonial perspective. Proceedings Book of the IX International Tourism Congress (ITC’17), 29-30 November 2017, Peniche, Portugalpt_PT
dc.identifier.urihttp://hdl.handle.net/10400.8/7487
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherCITURpt_PT
dc.subjectResponsible tourismpt_PT
dc.subjectPostcolonial theorypt_PT
dc.subjectVisual culturept_PT
dc.subjectRepresentationpt_PT
dc.subjectAdvertisementpt_PT
dc.titleColonial imagery in responsible travel advertisement, a critique from a postcolonial perspectivept_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.endPage669pt_PT
oaire.citation.startPage655pt_PT
oaire.citation.titleITC'17 - International Tourism Congress, 9th, Peniche, Portugal, November 29-30pt_PT
person.familyNameOliveira
person.familyNameeurico
person.givenNameFernanda Maria
person.givenNamesofia
person.identifier.ciencia-id5011-7E6A-24F0
person.identifier.orcid0000-0001-6936-6770
person.identifier.orcid0000-0002-6072-2895
person.identifier.ridHCH-2257-2022
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublicationda33041d-da47-41b7-bde3-bc122df01dc6
relation.isAuthorOfPublicationf460d97b-bc66-46d3-b33a-7952a5dd6dd7
relation.isAuthorOfPublication.latestForDiscoveryf460d97b-bc66-46d3-b33a-7952a5dd6dd7

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