Exploring genres relating to tourism marketing, Part 1: Wine glossaries and AR wine label videos as an integrated English language corpus-based resource

Abstract

The chapter is concerned with the consolidation of links between the wine industry and tourism and their effects on the traditional genre set used to promote these enterprises to consumers. The chapter does so with regard to two interconnected research projects: the first relates to the use of online wine glossaries and their potential in a digital world to transcend glossaries' traditional functions; the second concerns the potential for cultural adaptation of wine labels in the light of AR-related data retrieval. Within the overarching framework of creating English language corpus-based CMDA (Critical Multimodal Discourse Analysis) resources and structured pathways, further discussed in the second part of this study (see Baldry,Taibi, this volume), the chapter reflects on genre-led innovations in the marketing in Italy of enoturismo (wine-related tourism), arising from EU wine marketing legislation, that may have consolidated the use of QR-code wine labels but which have left many questions about the possible future impact of digital technologies unanswered.