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TOURISM PROMOTION IN THE DIGITAL AGE: A SYSTEMATIC REVIEW OF GENRE-BASED STUDIES IN DIGITAL PLATFORMS
Last modified: 2025-09-30
Abstract
The shift from traditional to digital marketing has transformed how tourism promotion is structured and delivered. This paper presents a systematic review of seven studies applying genre analysis, primarily Swales’ and Bhatia’s move analysis, to digital tourism texts such as websites and online advertisements. Results revealed that while familiar promotional moves (e.g., detailing products, establishing credentials) are often identified, digital platforms use two-sided strategies, which is “soliciting response” namely hyperlinks, comment sections, imperative remarks, etc. The findings suggest that Bhatia’s original framework requires further development in order to adapt for multimodal and interactive elements in the digital tourism genre. Future research is discussed for further evolution of genre studies, emphasizing the importance of adapting genre analysis to the dynamics of digital tourism marketing.
Keywords
Genre analysis; tourism promotion; digital platforms; tourism promotion; systematic review