La communication touristique numérique des organismes institutionnels de Sardaigne et de Corse. Les langues régionales entre authenticité et marchandisation. Une étude de cas

In this article, we will look at the discursive strategies adopted in digital tourism communication by the public structures of Sardinia and Corsica, two regions with strong linguistic and identity connotations in the Mediterranean context. These two destinations, often described as « sisters », nevertheless diverge from the point of view of the communication strategies deployed in the institutional tourist portals. These two island contexts thus constitute particularly interesting case studies for analysing the way in which the question of authenticity is elaborated in digital tourism communication. The aim here is to analyse the inevitable tension, in the transition from the local to the global, between « commodification » and « authenticity ». We will also look at the way in which the two minority languages, Sardinian and Corsican, markers of regional cultural identity, are mobilised in the « destination setting ». The language is indeed part of a form of authenticity and therefore of merchandising when it is considered as a vector of traditional values and therefore as an added value, a commercial surplus value.