Digital rhetoric in tourism: The impact of interactive features
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Abstract
There are various techniques for enhancing interactivity in digital tourism marketing to engage and convince potential tourists to purchase tourism products. This article explores interactive solutions for tourism websites designed to attract potential tourists. It reviews the web components of persuasive tourism language, including navigational menu bars, personal pronouns, possessive adjectives, photographs, 3D virtual tours, interactive maps, online webcams, Google Maps, online booking forms, social media icons, live chats, videos, and internal linking. These interactive elements provide valuable information, transform passive viewers into active users, create positive experiences, and encourage viewers to make final decisions. The article emphasizes how these interactive components, as persuasive strategies in tourism marketing, can influence the decisions of users on health tourism websites. The results section provides examples of these strategies as implemented by the websites of the “Karpaty” and “Solva” resorts in Ukraine to convince their web audiences.
Keywords: tourism discourse, persuasive discourse, persuasive techniques, interactive elements, digital interactivity.
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