Semiotic Analysis of Touristic Promotion. The Case of International Campaigns from Ecuador, Peru and Colombia

This research presents a semiotic analysis of videographic advertising contents in the touristic promotion of Ecuador, Peru, and Colombia. The study aims to describe and evaluate semiotics present in these campaigns. The research employs a qualitative approach with a deductive methodology, focusing on observation as the compilation tool. The semiotic resources used in the videos were categorized into iconographic and symbolic codes, including images, written codes, spoken words, and music. The frequency of these resources in each country's promotional videos was examined and compared. The findings reveal common patterns among the studied countries. The frequency of representations of explicit tourism is a common pattern in the three studied countries, all of them use this resource in at least 39% of their videos. Peru stands out for its emphasis on nature, Ecuador exhibits a rich animal biodiversity and Colombia's videos stand out for their use of cultural representative elements. The research contributes to the fields of communication, tourism, and audiovisual production by providing insights into the current practices of touristic promotional videos.