Constructing hotel brands: A multimodal analysis of luxury hotel homepages
As e-marketing has become the dominant marketing mode in the hospitality industry, this study investigates how two luxury hotels represent and promote themselves through their major e-commerce platforms (i.e. hotel-owned websites). The verbal and visual texts of 51 website homepages owned by these t...
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| Format: | Article |
| Language: | English |
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Asociación Europea de Lenguas para Fines Específicos
2016-04-01
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| Series: | Ibérica |
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| Online Access: | http://aelfe.org/documents/31_04_IBERICA.pdf |