As representações turísticas na Região Autónoma da Madeira: os discursos em torno das Levadas

Abstract

Knowing that tourism discourses are crucial in tourists’ decision making process, this article aims to identify the images used for the promotion of Madeira as a tourist destination, more specifically, the materials and images related to the Levadas. It resorted to the analysis of cultural texts on tourism representations of Madeira Island. It included a sample of materials namely: the destination brochures, promotional brochures and guidebooks, all mass produced as part of the daily routine of tourists. The results point to the homogenization and repeated representative frames of the regional tourist cultures.