摘要：Turespaña es un organismo creado con el propósito de acometer acciones en el exterior para la promoción de España como destino turístico, por lo que era fundamental que tuviera una persuasiva presencia en Internet. Basándonos en el análisis argumentativo de Amossy, estudiamos la estrategia discursiva desarrollada en la página de Madrid del portal de Spain.info para convencer al visitante virtual de viajar a la capital. Así, en ese contexto digital, mostramos cómo el locutor construye su imagen (ethos) y la de su destinatario, y maneja las relaciones entre ambos para cumplir con sus objetivos.
其他摘要：Turespaña is a Spanish tourist organization which was created in order to undertake
specific actions abroad for the promotion of Spain as a tourist destination. For this purpose, a
persuasive presence on the internet has been and is an essential characteristic. This article has been based on Amossy’s argumentative analysis. The authors have
studied the discursive strategy developed on the website Spain.info, specifically the city
of Madrid. The site will offer virtual tourist travel to the capital city of Spain. Thus, in the
context of new technologies, the authors show how the speaker constructs his own image
(ethos), the receiver´s image and it manages the communication between them to achieve
the goals.
