An unforgettable dream. The honeymoon between myth and market

Author/s Laura Arosio, Elisabetta Ruspini
Publishing Year 2011 Issue 2010/92-93
Language Italian Pages 21 P. 123-143 File size 529 KB
DOI 10.3280/SUR2010-092009
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Aim of this paper is to understand how honeymoon travel packages are proposed. This topic will be addressed through a documentary analysis on brochures reserved to newlyweds. We will try to answer different questions. What language is used and which pictures accompany the texts? What kind of couple is the target group? Are the transformations in the contemporary family reflected in the brochures? One of the most interesting findings emerged from our analysis is that honeymoon brochures use words and images that evoke a traditional model of marriage and of gender relationships. On the one hand, this does not seem to reflect the social and cultural transformations that are taking place also in Italy. On the other hand, this choice may be considered as a strategy for enhancing the product. By promoting a "traditional" honeymoon, it becomes possible to sell the wedding package as an important, unique, unforgottable travel experience; thus brides and grooms are encouraged to buy this "uniqueness" by spending a considerable amount of money.

Keywords: Honeymoon; travel brochures; documentary analysis; marriage; contemporary Italy

Laura Arosio, Elisabetta Ruspini, Unico, indimenticabile, da sogno. Il viaggio di nozze tra mito ed esigenze di mercato in "SOCIOLOGIA URBANA E RURALE" 92-93/2010, pp 123-143, DOI: 10.3280/SUR2010-092009