Abstract
Over time, multiple semiotic modes have contributed in different ways to the construction and exchange of cultural meanings in Tourism Discourse. This has required the analysis and understanding of the modes employed and the recontextualization and adaptation of texts and images, especially to the new web genres. Nowadays, the tourist experience is mediated by personal, digital, and mobile technologies, which redirect the tourist gaze and become the mediator between the traveler and the tourist destination. 
 
 Consequently, the tourism text must be considered as a single unit, where different semiotic resources intermingle to enhance its communicative strength. 
 
 The present study will attempt to propose a methodology to read and write tourism texts in a comprehensive and effective way. It will start by focusing on the relationship between text and image to see how they co-exist in the page and in the way the page is arranged. Then, it will apply a functional approach to the analysis of such semiotic units. The result will show how the boundaries between image and text have become blurred, and textuality is built less through verbal syntax and more through rhetorical visual design.
Highlights
In tourism discourse, meanings are built and represented cross-culturally and intersemiotically
The tourism text must be considered as a single unit, where different semiotic resources intermingle to enhance its communicative strength
Applying Jakobson’s (1959) taxonomy, this may be defined as Intersemiotic translation or the translation and interpretation of signs across semiotic modes, including non-verbal ones
Summary
Meanings are built and represented cross-culturally and intersemiotically. The tourism text, built through multiple semiotic modes (i.e., graphic, phonic and visual signs, and considered as a whole and consistent semantic unit; Halliday & Hasan, 1976; Peirce, 1931−1935; de Saussure, 1916), must meet these needs. In order to do this, processes of recontextualization and adaptation of texts and images to diverse modes and media, especially to the new web genres, are required. The present paper does not deal so much with resemiotization, meaning “how semiotics are translated from one into the other as social processes unfold” It rather deals with a semiotic system considering all of these features as a unit, as well as its adaptation to diverse media when needed
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