This paper discusses tourism mediatization processes as the result of complex communications productions that convey inflections and tourism schedules and, in modern times, are subject to the demand for change in order to accompany the tourist market. This is a cross-disciplinary approach involving mediatization studies from the field of Social Communication and Culture, Tourism studies and Schizoanalysis, which makes it possible to address psychological and communications aspects. The paper is the result of a literature review, debated in group discussions held by the Amorcomtur! study group, and studies on different tourist locations. It proposes Loving Tourism (Turismo Amoroso), based on ethical relationships and autopoiesis, with the potential to reinvent itself and the subjects involved.
