Atributos únicos de la imagen de destino turístico: análisis cualitativo en español de la serie “Destinos” de Turespaña
Unique Attributes of the Tourist Destination Image: Qualitative Analysis in Spanish of the Series “Destinos” by Turespaña

Summary/Abstract: Tourism is a social practice field whose global communication situation generates specific oral and written communicative acts. The tourist promotional discourse of this context appears, among others, in texts aimed at inciting consumption through a tourist destination image. The main objective of this paper is to define the unique attributes of Spanish destinations in the tourist brochure series “Destinos” by the Instituto de Turismo de España (Turespaña). The research method consists of a qualitative analysis of the promotional tourist texts in the corpus through the Nvivo soft ware. For the extraction of attributes, methodological parameters are established in order to defi ne lexical-semantic units of an attributive value. Within the framework of this research, denominations (unique, common, gross and golden attribute) are proposed to contribute to the metalanguage of this issue. Th e analysis shows that the results are disparate among the diff erent destinations in terms of frequency of appearance, conceptual category, position and value. A classifi cation of the attributive value of each destination’s unique attribute is established and it is concluded that the attributive issue of the tourist destination image projected by Turespaña reaffirms usual topics of the analyzed destinations, which suggests a conservative character in the promotional communication of this organism.

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