The ritual of ideological interpellation in LGBT Tourism and the impossibility of the desire that moves

Abstract In Tourism, the existing academic literature on LGBT tourism segment have validated market practices and presented, exclusively, as justification for this type of segmentation, the definition of an economic profile of these subjects. In this paper, we aim to problematize the LGBT Tourism segment based on the analysis of the mechanisms of interpellation of the LGBT subject as an LGBT tourist. It questions the way tourism products are promoted to LGBT people, often alluding to sex. However, it does not shy away from recognizing the search for sexual pleasure through tourist movements, but only proposes to expose the mechanisms of control of the desire of LGBT subjects through their interpellation as LGBT tourists. To do this, it takes the promotional brochure of the campaign "¡Trae tus Colores!" as the materiality from which four discursive sequences are taken to compose the analysis corpus. This campaign, supported by the Brazilian Tourism Institute (EMBRATUR), promoted Brazil as an LGBT tourist destination in December 2014 in the cities of Madrid and Valencia, Spain. The analysis of the promotional brochure is based on the theoretical and methodological assumptions of the French Discourse Analysis theorized by Michel Pêcheux, who articulates concepts from three theoretical fields: Psychoanalysis, Historical Materialism, and Linguistics. Therefore, the author brings together the concepts of subject and ideology to discuss the mechanisms by which ideology interpellates these subjects, allowing some meanings to their unconscious desire and disallowing others. This process, responsible for identifying the subject and censoring desire, produces psychic and physical displacements, interpreted here as the search for the realization of desire through travel. Assuming, therefore, that the impossibility of taking a position, as well as inscribing the desire, is what promotes the displacement of the subject, the research returns to the field of Tourism.

摘要：在旅游学领域，现有关于LGBT旅游细分市场的学术研究均已验证相关市场实践，且仅将该群体的经济特征作为此类细分市场划分的唯一依据。本文旨在通过分析将LGBT主体建构为LGBT旅游者的询唤机制，对LGBT旅游细分市场进行问题化探讨。本文对面向LGBT群体的旅游产品推广路径提出质疑——此类推广常暗含性暗示，但本文并未回避承认旅游活动中存在对性愉悦的追求，仅旨在揭示通过将LGBT主体询唤为LGBT旅游者，从而规训其欲望的运作机制。为此，本文以宣传活动“带上你的色彩！”（¡Trae tus Colores!）的宣传手册为物质载体，从中提取四组话语序列以构建分析语料。该活动由巴西旅游局（EMBRATUR）支持，于2014年12月在西班牙马德里与瓦伦西亚两座城市开展，将巴西打造为LGBT旅游目的地。本文对该宣传手册的分析，基于米歇尔·佩舍（Michel Pêcheux）所构建的法国话语分析理论的理论与方法论假设——该理论整合了精神分析、历史唯物主义与语言学三大理论领域的核心概念。据此，作者结合主体与意识形态的相关概念，探讨意识形态如何询唤此类主体：一方面为其无意识欲望赋予部分意义，另一方面则压制其他意义的表达。这一兼具主体识别与欲望审查功能的过程，会引发心理与生理层面的位移，本文将此解读为主体通过旅行实现欲望的过程。因此，在确认“无法确立立场、亦无法铭刻欲望”正是推动主体发生位移的动因后，本研究回归旅游学领域。