Abstract

WINTER, Cecilia Pérez  and  TRONCOSO, Claudia. The tourist image of the pampas countryside (Argentina) through official promotion. Cuad. antropol. soc. [online]. 2019, n.50, pp.85-106.  Epub Dec 19, 2019. ISSN 1850-275X.  http://dx.doi.org/10.34096/cas.i50.5341.

This article examines tourism promotion strategies implemented by the Buenos Aires province Secretariat of Tourism between the years 2010-2015. We analyze the photographic images -and their descriptions- included in official brochures as part of a strategy to create a diverse, rural and touristic province. For the analysis of brochures we considered, on the one hand, the quantity and size of photographs, in addition to their composition, resolution and other technical aspects in the construction of the image. On the other hand, the discursive content of brochures. We conclude that photographic images are gaining relevance in the analyzed brochures, while acquiring different functions (to illustrate, singularize, etc.). Likewise, textual and visual images create an idealized rurality of the province of Buenos Aires, based on “clichés” and the reproduction of “myths” that grant relevance to the figure of the gaucho, estancias and certain rural towns.

Keywords : Rural tourism; Tourist place; Photographic image; Tourist image; province of Buenos Aires.

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