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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Bibliographic Details
Main Author: Fei-Wen Cheng
Format: Article
Language:deu
Published: Asociación Europea de Lenguas para Fines Específicos 2016-04-01
Series:Ibérica
Subjects:
Online Access:http://aelfe.org/documents/31_04_IBERICA.pdf