The negotiation of authenticity in the dialogic language of digital tourism

This article sets out to make a socio-critical analysis of how authenticity is construed and negotiated in the discourse of tourism, assuming the unstoppable rapprochement that has taken place towards the figure of the customer (Austin 2009) through an essential communicative phenomenon such as dialogicity. This discourse has progressively embodied a negotiated authenticity (Cohen 1988) that adjusts to social variables, as is the case with the COVID-19 pandemic, but which also includes cultural variables. We use 100 samples of dialogic oralisation in Spanish and English from various cybergenres (tourism websites and social networks) to support our argument. We aim to offer a contrastive view on the negotiation of discursive authenticity and of emotions as a central element in digital tourism, according to the tourism-society-language trinomial, which allows for a better understanding of the current social communicative trend with marketing purposes.