Dialogic Communication and Dialogic Loop Principle in Official Websites of Tourism—Hospitality

The websites assumed a crucial role, both in the way in which the tourism sector began to spread the message, and in the way in which tourists began to choose their tourist destination, namely a hotel establishment. Dialogical communication allowed communication marked by interaction between organizations and publics. In this article, we seek to answer the question: what is the degree of adoption of the Dialogic Loop principle by Portuguese hotel websites? For this, the websites of the eight finalist hotels of the Marketeer 2023 Award were analysed based on the sixteen indicators that are part of the Dialogic Loop principle, considered the most important in the dialogic dimension. The results allow us to conclude that there is a trend towards the adoption of the Dialogical Loop principle, although it needs to be worked on so that the adoption takes place in a more expressive way.