Keywords

• The World Tourism Organization has recently confirmed the tourism industry as one of the fastest growing sectors in international business markets. This rapid growth has resulted in an equally rapid transformation of the communication strategies employed by the tourism industry. The Internet has begun to be regarded as a dynamic source of information for both tourists and operators. This paper aims to discuss the strategies exploited by the tourist industry to structure web-texts where their main feature seems to be the careful selection and presentation of information designed to attract attention by paradoxically disturbing any process of predictable reading on the screen in a conventional way. The resulting multi- and hyper-modal peculiarities of tourism texts are clearly the consequence of a changing society where the dynamic interrelations between profit
• new forms of (web)communication and the presence of emerging professional figures
• as well as audiences
• has profoundly influenced tourism discourse