Tourism Discourse

The article investigates the discourse of guidebooks in terms of
popularization, that is, in terms of the ways in which specialised and
culture-specific concepts are reconceptualised and recontextualised to meet the needs, tastes and background encyclopaedia of the ideal reader. English and Italian guidebooks for adults and for children were analysed in order to compare the communicative strategies used in the two languages and in materials meant for different age groups. Whereas guidebooks for adults are a well-established genre in both lingua-cultural systems, guidebooks for children are a relatively new subgenre in the Italian market and the first popular instances were, in fact, translations of English guidebooks for young travellers. Some noticeable differences were found crosslinguistically in guidebooks for adults. Such differences are significantly levelled out in guidebooks for children, which display a tendency towards simplification and informality in both languages. However, some of the distinctive features of the genre in Italian are preserved. For this reason, the last part of the article focuses on the impact of translation on the popularization strategies identified in guidebooks for children.

The paper aims at studying the linguostylistic and cultural peculiarities of tourism advertisements representing Armenia on social and commercial tourism websites. On the one hand the texts on tourism sites provide information about different destinations, often complemented by pictures and videos, on the other their main function is persuasion. Our focus is on what linguistic and visual means are used to persuade the customers to buy country brands, and how countries, as culturally marked places, are introduced as brands. The development of e--tourism is also considered within the framework. It is studied whether the dialogue with the tourism industry changes the attitude of tourists towards the commercials, i.e. the potential tourists; trust in the information provided in the advertisements. The methodologies of our research are linguostylistic method of analysis and multimodal discourse analysis that help to reveal text, image and video interaction in tourism discourse and the specific linguistic and stylistic means through which the discourse realizes its communicative aims. The overall conclusion is that textual and visual texts on social tourism sites created by the authentic tourists telling about their real experiences strengthen the impact function and the persuasiveness of the discourse and thus compete with the advertisements on commercial sites vitally changing the potential tourists' attitudes.

This paper reports the results of a replication of an exploratory study conducted five years earlier that sought to answer the deceptively simple question: 'What is English for Tourism?'. The original study created a corpus of 348 texts that served as a representative sample of all EfT literature available on Google Books and Google Scholar at the time, including both teaching material and academic literature. A qualitative analysis, which categorized and coded the corpus in accordance with grounded theory, revealed two categories of teaching material-those written for local markets and those written for international markets-as well as two parallel research traditions within this niche of applied linguistics: studies that aim to understand and inform the teaching and learning of English for tourism (EfT) and studies that seek to understand and explain the English of tourism (EoT). A quantitative analysis using Microsoft Excel and the free concordancer LancsBox confirmed and qualified these thematic categories via a comparative analysis of the EfT and EoT sub-corpora. The present study employed the same sampling frame to update the existing corpus with 543 texts published or made accessible online over the last five years. The same mixed-methods data analyses were performed on the expanded corpus. The results of the replication reconfirm the semantic, conceptual, theoretical, and methodological differences and interdependencies between EfT and EoT found during the first study. The results also reveal recent shifts in international and national discourses and expose further gaps in the existing body of literature.

Ce livre est le deuxième volet de l’ouvrage consacré au guide touristique en tant que lieu de rencontre entre lexique et images du patrimoine culturel, ouvrage issu du colloque qui s’est déroulé le 11 et 12 juin 2015 à Pise et Florence. Ce volume porte l’attention sur l’image, en tant que représentation du réel mais aussi en tant que lieu à partir duquel l’imagination peut s’exercer en évoquant des représentations mentales (l’imaginaire). Les trois parties proposées (I. Les images du voyage; II. L’art dans le guide; III. Les guides entre imaginaire et propagande) entendent suggérer des parcours de réflexions autour du guide touristique, un objet qui n’a cessé de se transformer et qui, à travers le lexique et les images, a su transmettre les patrimoines culturels le plus différents et les plus pittoresques.

L'articolo affronta alcune questioni poste dalla traduzione di siti internet, con particolare riferimento alla traduzione del contenuto testuale di siti turistici. Molti sono i problemi aperti in questo settore che ha iniziato a suscitare l'attenzione degli studiosi solo di recente e che spaziano dalla natura dei generi testuali del web fino alla distinzione fra traduzione e localizzazione, dal ruolo del traduttore di contenuti ipermediali al problema di valutare la qualità del prodotto finale.

Along with the growth of tourism, tourism brochure has become the main resource for assessing information about the potential tourist destinations. Hence tourism brochure is a highly signifi cant domain in enhancing destination image, which is posing challenges for the tourism industry. By focusing on the tourism brochure of Barru Regency Sulawesi Selatan, Indonesia, this paper attempts to examine how the tourism brochures portray the tourist attractions of the country. Adopting a discourse approach, the analysis was carried out on both language and visual elements. Th is paper discusses the lack of research on tourism promotional media, particularly on the eff ects of language and visual elements in tourism brochure in enhancing the destination's image and reproducing discourses for the tourists. Using discourse analysis, text and visual imaginary from tourism brochures are selected for investigation. Lexical and syntactical choices in the brochures are the focus of textual analysis. Accordingly, main concepts in visual analysis such as modality and salience are also reviewed. Th e fi nding shows that language and visual imaginary are the important elements employed in the tourism brochures of Barru Regency, yet do not manage to represent the destination fully.

This paper describes work in progress on the design of two comparable multimodal corpora of written tourism discourse about London and Moscow. Multimodality is defined for the purposes of the current project as a combination of several discourse modes, including verbal and visual. The paper aims to contribute methodologically by providing a detailed description of the process and challenges of the multimodal corpora compilation. The building of the corpora is an essential precondition for using a multimodal corpus approach allowing to analyse a range of texts, to consider not only language but also images and layout, to search the data for patterns, to identify multimodal features of each set of texts and to compare these features across the two corpora. After introducing the project and its research questions, the paper highlights the principles of data selection. Then the planned structure of the corpora and data sources are described. The paper goes on by describing the constructed pilot corpora, as well as some technical moments of corpora building, arising problems and possible solutions. To conclude, I highlight the limitations of the article and its implications.

Zur Vorbereitung eines zweisprachigen Fachwörterbuchs zur Tourismusfachsprache werden korpuslinguistische
Verfahren eingesetzt, um Auffälligkeiten in der jeweiligen Fachsprache im Vergleich zum allgemeinsprachlichen Gebrauch aufzuspüren. Neben den hervorstechenden Elementen des Vokabulars, den Schlüsselwörtern als potentiellen Stichwörtern, geht es vor allem um sprach- und
fachsprachspezifische typische Formulierungen und deren Übersetzungsäquivalente. Für die gemeinsame, interlinguale Betrachtung des Sprachenpaars Deutsch-Italienisch wurde ein kleines Fachsprachenkorpus
aufgebaut und innerhalb der Sketch Engine-Umgebung unter Zuhilfenahme der darin integrierten Referenzkorpora ausgewertet. Für eine weitere intralinguale Untersuchung der deutschsprachigen Komponente wurde auf das Deutsche Referenzkorpus DeReKo und weitere, intern zu
Verfügung stehende Instrumente des Instituts für Deutsche Sprache zurückgegriffen. Neben üblichen Verfahren der quantitativen Ein- oder Mehrwortbewertung wird ein Ansatz ergänzend getestet, der der dünnen Datengrundlage im fachsprachlichen Bereich Rechnung trägt: Diese ergibt sich nicht nur aus der Korpusgröße, sondern auch daraus, dass bestimmte feste Floskeln (wie ‚eine Reiserücktrittsversicherung abschließen‘) selten rekurrent, vielmehr eher nur einmal pro Text verwendet werden.
Auch wenn dieser Ansatz aufgrund infrastruktureller Artefakte in Einzelfällen an seine Grenzen
stößt, die hier selbstkritisch nicht verschwiegen werden sollen, so zeigt sich doch an vielen Stellen
auch das große Potential. Abschließend wird beispielhaft illustriert, wie Evidenzen dieser und der anderen korpuslinguistischen Auswertungen lexikographisch umgesetzt wurden.

Keywords: Korpuslinguistik, Fachlexikographie, intralingual, interlingual

Proceedings of the XVIII EURALEX International Congress Lexicography in Global Contexts
17-21 July 2018, Ljubljana

Edited by Jaka Čibej, Vojko Gorjanc, Iztok Kosem and Simon Krek

Published by: Znanstvena založba Filozofske fakultete Univerze v Ljubljani / Ljubljana University Press, Faculty of Art
Issued by: University of Ljubljana, Centre for language resources and technologies

This poster presentation introduces two approaches to multimodal corpus analysis aimed at comparing how two travel destinations, Moscow and London, are represented in tourism discourse of a popular travel website www.tripadvisor.com. In recent years there has been a surge of interest to utilizing multimodal approaches, which consider various expressive resources used for making meaning in texts, for instance, writing, images, layout (Van Leeuwen, 2015), for analysing tourism discourse (e.g. Francesconi, 2011, 2014). However, methodological frameworks for studying the representation of travel destinations in multimodal texts have not received much attention. The project aims at filling this gap by discussing two multimodal approaches to city representation analysis in travel-related texts. Due to the fact that such modes as layout, typography and hypertextual structure are predetermined by the website design and are similar for both cities, the primary concern of the current project is language and images. In both described approaches, corpus linguistics techniques, such as keywords comparison, concordance analysis of keywords, collocation comparison and concordance analysis of collocations, are applied for language analysis in order to search for the salient features of the texts and to compare how the two cities are represented. As for visual analysis, the first option implies a qualitative study of images, which is a popular approach in the field of tourism discourse. In addition to commonly used social semiotics visual analysis (Kress & Van Leeuwen, 2006), the proposed methodology includes a comparative and interpretative analysis based on Dann’s (1996) framework of visual techniques and Barthes’ (1977) theory of visual semiotics. The advantage of this methodology is that it allows to get deeper insights into what visual elements, structures and techniques are utilized to construct the representation of Moscow and London in the photographs on the website. The drawbacks, however, are that such analysis is time-consuming, consequently, only a limited number of images can be studied. The second approach combines the aforementioned corpus linguistics methods with an analogous visual mode analysis based on tagging images with topic words and comparing frequencies of the topic words across the corpora. This stage is aimed at identifying patterns in the use of images for representing travel destinations and comparing them between the two corpora. In addition, the analysis of how the images are used in context, namely, which texts they accompany, is proposed to interpret the patterns. This methodology can be applied to a larger number of multimodal texts and allows the exploration of similarities and differences in the representation of the two cities. Therefore, the two approaches complement each other and can be used individually or in combination depending on the time limit and research aims. The project is a further step in the development of multimodal corpus approaches to the study of the representation of travel destinations in tourism discourse.

Ce livre est le deuxième volet de l’ouvrage consacré au guide touristique en tant que lieu de rencontre entre lexique et images du patrimoine culturel, ouvrage issu du colloque qui s’est déroulé le 11 et 12 juin 2015 à Pise et Florence. Ce volume porte l’attention sur l’image, en tant que représentation du réel mais aussi en tant que lieu à partir duquel l’imagination peut s’exercer en évoquant des représentations mentales (l’imaginaire). Les trois parties proposées (I. Les images du voyage; II. L’art dans le guide; III. Les guides entre imaginaire et propagande) entendent suggérer des parcours de réflexions autour du guide touristique, un objet qui n’a cessé de se transformer et qui, à travers le lexique et les images, a su transmettre les patrimoines culturels le plus différents et les plus pittoresques.

Volume: II

Publication Date: 2017

Publication Name: Firenze University Press

Among the cohorts of China's netizens are there travel bloggers that write in Eng-lish? If so, who are they, what do they write about and how? In order to provide a snapshot of this in-between discursive space, a digital ethnographic approach was adopted to circumscribe a data set of four English-language travel blogs about China, written by Chinese authors, or at least bilingual and bicultural ones, for an audience of international tourists. Consisting of 186 posts from 2010 to 2016, the textual selection was then queried by means of the Leximancer software tool to retrieve the main themes and concepts across the data set and their mutual semantic connections. Text-mining results were finally subjected to a discourse-analytic overview, aiming to illustrate a few pivotal points in the representation of China by social actors that are purportedly insiders of Chinese culture, though with varying degrees of engagement: to Western tourists' surprise, the emerging representation of the country defies preconceived cultural scripts.

This paper offers two contributions to the multimodal discourse analysis of tourism advertising videos. First it shows how Thainess has been resemiotized to be accessible to non-Thai people and second it illustrates how the mediated action can be used as a unit of analysis to analyze advertising videos. Thainess has been a national identity strategy that has evolved into numerous polysemic. In this discussion five discursive stances to Thainess are identified: Thainess as a national identity, Thainess as a form other-ness, the Thai-ification of Thai people, Thainess as popular culture, and Thainess as commodified consumption. The analysis uses an integrative framework based in mediated discourse theory, multimodal discourse analysis and social semiotics to discuss and analyze the discursive stances of Thainess that emerge in two videos from the 2015 Discover Thainess campaign. Using the mediated action as the unit of analysis the multimodal features of Thainess that emerge from these videos are analyzed. Through this analysis Thainess is shown to be resemiotized in the videos where it was once inaccessible to westerners, the Thainess represented in the videos has been resemiotized to be both accessible and authentic to western tourists.

The travel guide and tourism 2.0: The blurred boundaries of a genre
The travel guide is one of the most typical genres in tourism discourse. Among its main constitutive features one may find its prescriptive character and an
objective and impersonal style. In the last few decades, the rise of Internet communication has had an important impact on the configuration of this genre and has changed some of its conventional aspects. This paper aims to evaluate the main transformations that have occurred in this genre in the era of tourism 2.0, by means of the analysis of some excerpts extracted from recent tourism texts. First of all, migration to a virtual environment has changed the presentation, distribution and quantity of information transmitted; besides, the
boundaries between the traditional descriptive guidebook and the promotional leaflet have become blurred. On the other hand, the social qualities of Web 2.0 generate a new expectation horizon and promote the creation of new “cooperative” travel guides, exploiting the articipation of the community of travellers. Due to these transformations, the objective and neutral style of the
traditional guidebook has shifted towards subjective evaluation and personal narrative. These new elements, coming both from traditional genres, such as
reportage and travel writing, and the new cybergenres, such as forums and blogs, have contributed to intensifying the hybridization between different genres.

Like most multinational or international corporations, marketing for airlines hinges on careful strategies of dierentiation and promotion; an increasingly important part of the way this is achieved is for airlines to position themselves as`global' and to promise their passengers the kudos of being global citizens and travellers. It is in this way that globalization can be seen to be not about just economic reordering, but also strategic, commercial rebranding; globalization is thus both cultural discourse and identity resource. This is exempli®ed by the 72 in¯ight magazines we examine here, and achieved by a series of discursive strategies such as: their cashing in on the global cachet (or worldliness') of English; their drawing on metonymic repertoires of global cities/destinations and celebrities; and their striking displays of global routemaps regardless of actual network. In¯ight magazines are both global medium (or genre) in themselves and carriers of global messages. Drawing on the discourses of nationality and globality, they epitomize a post-modern tendency towards the`globalization of nationality' as well as espousing a global lifestyle.

This research describes the potentials of the convention or MICE tourism in Makassar City South Sulawesi including the supporting facilities. Makassar City has good potentials on MICE industry. As a metropolitan city, Makassar can play the role to be one of the Convention or MICE tourism destination in Indonesia. Because Makassar has completed facilities for the convention activities such as convention center, stars hotels, international airport and others. Those potentials can not be exploited well without supported by government and other stakeholders. The convention or MICE tourism potential has to be managed comprehensively, professionally and optimally.

La guida turistica è una figura professionale che adopera un linguaggio specialistico con proprie caratteristiche che lo contraddistinguono dagli altri linguaggi settoriali. Una formazione pluridisciplinare è necessaria per svolgere efficacemente questo lavoro. L’università in collaborazione con i Centri linguistici di ateneo (CLA) è in grado di fornire un insegnamento trasversale. Lingua e cultura compongono la dimensione lessiculturale. Il contesto turistico siciliano con i propri usi e costumi è il punto di osservazione privilegiato per illustrare le caratteristiche di tale linguaggio. Infine, i CLA, ancorati nel territorio, sono in grado di fornire una formazione completa e mirata ai bisogni formativi specifici.

This paper describes work in progress on the design of two comparable multimodal corpora of written tourism discourse about London and Moscow. Multimodality is defined for the purposes of the current project as a combination of several discourse modes, including verbal and visual. The paper aims to contribute methodologically by providing a detailed description of the process and challenges of the multimodal corpora compilation. The building of the corpora is an essential precondition for using a multimodal corpus approach allowing to analyse a range of texts, to consider not only language but also images and layout, to search the data for patterns, to identify multimodal features of each set of texts and to compare these features across the two corpora. After introducing the project and its research questions, the paper highlights the principles of data selection. Then the planned structure of the corpora and data sources are described. The paper goes on by describing the construct...

Ce livre est le deuxième volet de l’ouvrage consacré au guide touristique en tant que lieu de rencontre entre lexique et images du patrimoine culturel, ouvrage issu du colloque qui s’est déroulé le 11 et 12 juin 2015 à Pise et Florence. Ce volume porte l’attention sur l’image, en tant que représentation du réel mais aussi en tant que lieu à partir duquel l’imagination peut s’exercer en évoquant des représentations mentales (l’imaginaire). Les trois parties proposées (I. Les images du voyage; II. L’art dans le guide; III. Les guides entre imaginaire et propagande) entendent suggérer des parcours de réflexions autour du guide touristique, un objet qui n’a cessé de se transformer et qui, à travers le lexique et les images, a su transmettre les patrimoines culturels le plus différents et les plus pittoresques.

Ce livre est le deuxième volet de l’ouvrage consacré au guide touristique en tant que lieu de rencontre entre lexique et images du patrimoine culturel, ouvrage issu du colloque qui s’est déroulé le 11 et 12 juin 2015 à Pise et Florence. Ce volume porte l’attention sur l’image, en tant que représentation du réel mais aussi en tant que lieu à partir duquel l’imagination peut s’exercer en évoquant des représentations mentales (l’imaginaire). Les trois parties proposées (I. Les images du voyage; II. L’art dans le guide; III. Les guides entre imaginaire et propagande) entendent suggérer des parcours de réflexions autour du guide touristique, un objet qui n’a cessé de se transformer et qui, à travers le lexique et les images, a su transmettre les patrimoines culturels le plus différents et les plus pittoresques.

This paper describes work in progress on the design of two comparable multimodal corpora of written tourism discourse about London and Moscow. Multimodality is defined for the purposes of the current project as a combination of several discourse modes, including verbal and visual. The paper aims to contribute methodologically by providing a detailed description of the process and challenges of the multimodal corpora compilation. The building of the corpora is an essential precondition for using a multimodal corpus approach allowing to analyse a range of texts, to consider not only language but also images and layout, to search the data for patterns, to identify multimodal features of each set of texts and to compare these features across the two corpora. After introducing the project and its research questions, the paper highlights the principles of data selection. Then the planned structure of the corpora and data sources are described. The paper goes on by describing the construct...

This poster presentation introduces two approaches to multimodal corpus analysis aimed at comparing how two travel destinations, Moscow and London, are represented in tourism discourse of a popular travel website www.tripadvisor.com. In recent years there has been a surge of interest to utilizing multimodal approaches, which consider various expressive resources used for making meaning in texts, for instance, writing, images, layout (Van Leeuwen, 2015), for analysing tourism discourse (e.g. Francesconi, 2011, 2014). However, methodological frameworks for studying the representation of travel destinations in multimodal texts have not received much attention. The project aims at filling this gap by discussing two multimodal approaches to city representation analysis in travel-related texts. Due to the fact that such modes as layout, typography and hypertextual structure are predetermined by the website design and are similar for both cities, the primary concern of the current project ...

There is a widely held view that the language of tourism is a type of specialised discourse which boasts a remarkable genre variety. It differs from general language and other specialised discourses in terms of prominent functional and linguistic (lexical-semantic and syntactic) features, including the frequent use of modal verbs (modals) (Maci 2018).
This study focuses on a destination website, possibly the most representative tourism discourse genre, which, in addition to being highly informative, mainly serves a promotional purpose. It intends to shed additional light on the use of modals in the promotional texts on the official tourism websites in English in Serbian. In an attempt to offer a detailed account of the investigated items, we have looked into the semantic-pragmatic aspects and rhetorical functions of modal verbs and tried to determine the similarities and differences between the investigated languages in terms of using modals to realise the communicative purpose of the genre in question. To this end, an analysis was carried out on a corpus compiled by retrieving promotional texts from the official websites of two spa destinations, Bath (BTH 21,077 words) and Vrnjačka Banja (VB 21,040 words). Following Biber et al.'s (1999) classification of modals, and thereby distinguishing between possibility modals, necessity modals, and volitional modals, the identified instances were analysed based on а three-fold (epistemic-deontic-dynamic) distinction of modal meanings (Palmer 1990, 1986) incorporating some principles of (applied) discourse analysis (Bhatia 2014).
The analysis has confirmed that modals in English and Serbian share common semantic properties and revealed that they also realise the same "generic values" (Bhatia 2014): descriptions, recommendations, and evaluations. These are rhetorical functions which aid in pursuing promotional aims. We can thus claim that modals serve the communicative purpose, which makes them qualitatively significant elements in the investigated genre. Overall, the findings show that there are some similarities, as well as great differences, between English and Serbian texts, in the ways modals are used in the creation of persuasive texts aimed at converting readers, potential tourists, into actual tourists. Generally, both sub-corpora are characterised by infrequent use of necessity modals as well as great frequencies of possibility modals. In comparison to other types, epistemic modality seems to be least prominent, whereas dynamic modality meanings appear to be prevalent. Also, dynamic modals tend to be most strongly associated with persuasive aims. The most striking difference relates to the overall frequency with English modals outnumbering Serbian ones almost by four to one. Although this can be attributed to the already observed different tendencies of expressing modal meanings in the two languages, it might indicate that modals in the Serbian language material are insufficiently used as effective means for realising the persuasive intent of promotional texts. The goal of any persuasive communication is to build a relationship between the sender and recipient of the message (Bhatia 1993), hence relatively scarce use of Serbian modals, particularly possibility modals with dynamic modality readings, aimed at establishing rapport and engaging readers is particularly significant. Although our findings are fairly limited by the corpus size they might be indicative of where future research could focus.

В статье рассматривается, как описываются впечатления о посещении «мрачных» дестинаций в текстах интернет-отзывов русскоязычных туристов. Подчеркивается комплексный характер переживаемых путешественниками эмоций, отмечается важность изучения вербализации субъективного эмоционального опыта в рамках туристического дискурса, поскольку получение новых впечатлений является основной мотивацией в туризме. Ключевые слова: туристический дискурс, языковая концептуализация, отзыв туриста, мрачный туризм, психолингвистика.

The paper discusses how impressions of visiting «dark» destinations are described in the texts of Russian-speaking tourist online reviews. The complex nature of emotions experienced by travelers is emphasized, the importance of studying the verbalization of subjective emotional experience within the framework of tourism discourse is noted, since obtaining new impressions is the main motivation in tourism.