Tourist Worlds: Tourist Advertising, Ritual, and American Culture

Abstract

Previous work on tourist advertising typically explains promotional imagery in terms of the economic interests of advertising or the social psychology of consumption. The symbolism and meaning of such material can also be interpreted through a cultural analysis of tourism as a secular ritual. If tourism is conceptualized as a social ritual that renews meaning and person through a structured, periodic break from everyday life, then tourist advertising becomes the cultural text that symbolically transforms ordinary places and times into extraordinary tourist worlds. In contemporary American culture, tourist advertising accomplishes this task by presenting tourist worlds as places of plentitude, nature, leisure, history, and paradise, thus transcending the earnest reality of urban, everyday life. This symbolic presentation is documented through a qualitative and quantitative analysis of verbal and visual imagery in the promotional literature of the 50 states.