TOURISM AND TECHNOLOGY: A MULTIMODAL ANALYSIS OF ONLINE HERITAGE PROMOTION

The present paper presents a multimodal contrastive analysis of the way different countries, such as United Kingdom, Spain and Romania, officially promote themselves world wide by using technology. The aim is to describe and compare, following Halliday and Matthiessen's (2004) and Kress and van Leeuween's (2006) models, the way official websites use images and language to compose virtual brochures that present national heritage sites. The results are discussed from a cultural perspective considering Hall's dimension of context dependency (2000).