Shaping the glo/cal in Greek–English tourism advertising

The study explores mediated identity construction on the local and global stage, in Greek-English tourism material. It examines sample data, drawing on the Greek National Tourism Organization website, to identify shifts in the Greek and English versions of the data using Swain’s (2009) model of critical cosmopolitan orientations. The critical cosmopolitan framework is shown to be instrumental in revealing identity construction tendencies in the two versions, which shape the interaction of host and visitor, the destination and the travel experience. Findings raise awareness of how identities are perceived and constructed in the tourism business and of the formative potential of these practices on discourses. They also have consequences for training practices in tourism advertising, the translation of identities and self-representation practices. Results are expected to carve a path towards raising awareness of the complexities involved in cultural communication and the construction of messages.