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The Discourse of Tourism and National Heritage: A Contrastive Study from a Cultural Perspective presents an in-depth research study in the field of online tourism promotion. It focuses on the national online promotion of UNESCO World Heritage Sites, on two different types of websites--institutional and commercial--from three countries, Romania, Spain and Great Britain. The book analyses the way in which each country presents its national landmarks and combines various modes to create a virtual brochure with a promotional message from both institutional and commercial positions. In doing this,...