The rhetoric in tourism websites: Influential voices of digital space

Abstract

The persuasive influence of tourism promotional materials is increasingly evident today. To capture viewers' attention, marketers employ various techniques in their digital content, utilizing diverse voices for transmitting information. These strategies aid web designers in conveying brand messages and boosting conversions. In tourism marketing, different techniques are used to engage and persuade potential tourists to purchase tourism products through authoritative and external voices. Incorporating diverse opinions into a website provides valuable information, evokes different emotions in viewers and assists them in making final decisions. This article examines the voices used by health tourism websites to attract potential tourists and reviews the messages delivered by these voices, analysing their persuasive viewpoints. The article highlights how specific perspectives in tourism promotional materials can influence the decisions of users on health tourism websites. The results section provides real examples of voice deployment on the websites of the “Karpaty” and “Solva” resorts in Ukraine, demonstrating how they convince their audience. Different points of view are significant as they play a crucial role in promoting tourism services. The data collected in this study will offer updated insights into the rhetoric of tourism.