Strategic Brand Management in Luxury Tourism: A Multimodal Discourse Analysis of Mangia’s Online Communication

Abstract

Luxury tourism is shifting from material opulence to experiential consumption, where exclusivity is defined by authenticity, immersion, and emotional connection. This study examines multimodal online communication in luxury brand management, analysing how verbal and visual elements on Mangia’s official website construct a persuasive narrative and reinforce the brand’s exclusivity. Drawing on Dann’s (1996) rhetorical framework, the study identifies key verbal, visual, and combined techniques used to shape the brand’s identity and frame luxury tourism. The findings reveal that multimodal discourse enhances the experiential value, aligning with contemporary luxury tourism trends. However, as a preliminary study, the analysis is limited to the website’s homepage, with future research extending to social media platforms to further assess how multimodal discourse contributes to strategic brand management in luxury tourism. The study offers managerial insights, emphasising the importance of multimodal strategies in communicating the exclusivity and authenticity of luxury tourism experiences.