The current research is based on a socio-historical approach to the cultural role of tourism media in the reconstruction of cultural identities, specifically place-identity. It explores the role of Israeli outgoing tourism guidebooks in the reconstruction of local, Israeli place-identities. Stemming from a multidisciplinary methodological approach to the research of the book publishing industry, 17 titles written in Hebrew for Israeli outgoing tourists are chosen for their cultural stance and a manifest textual referencing of issues regarding Israeli identity. Critical discourse analysis of lingual content is used for exploring the texts’ social actions regarding the Israeli identity by following the inclusion and omission of tourist information and suggested itineraries. Results suggest justification of tourism abroad as the books’ main textual strategy. Six textual tactics are used for reconstructing Israeli tourists’ pre-trip motivations, on-trip tourist roles and behaviors, and post-trip reflections. Israeli outgoing tourism is reconstructed as creating a temporary, playful sphere for reiterating Israel’s predominance in the lives of Israelis even while touring abroad. The cultural significance of tourism media is discussed in conclusion by pointing at the books’ double role in both marketing and cultural construction of a consensual Israeli-Jewish pace-identity amidst global changes.
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