Escenario discursivo y signifi cados implícitos en una guía ‘para los verdaderos viajeros’: el caso de la Guía Azul de Zaragoza

This study focuses on the manipulation strategies used in the ‘construction’ of the tourist destination, emphasizing the evolution of some myths indicated by Barthes (catholicism, the imperial past, the concept of ‘Spanish nation’). Actually, some recent guides hint at the rising of a fresh mythology in which local particularism and the century-old desire for self-governance plays an essential role. After outlining the ‘scenography’ or representation model, the suggested analysis aims to prove that both the image of the place and the discursive memory are refl ected in the text through implicit meaning,such as presupposition and irony.