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Markers are important semiotic devices of tourism discourse in the creation of images of World Heritage Sites (WHS) as tourism attractions. However, they display information and explain its significance according to the discourses and social assumptions about heritage that govern their use. As alternative discourses emerge alongside mainstream tourism discourse, these introduce new dynamics in the use of markers, which may give rise to competing images of a same WHS attraction. This largelydoaj:89d9ca5274124650a480e910d777a685 fatcat:3cicankw7fam7d6cdbk5wc3g3i