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Language of advertising in the tourism industry

Skubis Ida, Mosek Martyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 203

467--488

Purpose: The purpose of this interdisciplinary study, combining management and linguistics, is to investigate how linguistic features in advertising influence consumer behavior in the tourism industry. This research aims to verify which linguistics features are used in advertisements and which linguistic strategies are most effective in persuading customers to choose specific travel services. Design/methodology/approach: The study adopts a qualitative content analysis methodology, examining promotional materials from leading travel agencies. The analysis focuses on linguistic elements at the lexical, syntactical, and rhetorical levels to determine how they contribute to the effectiveness of the advertisements. Findings: The findings underline the importance of employing a rich array of linguistic strategies in tourism advertising to enhance attractiveness and persuasiveness, directly influencing consumer engagement and decision-making. Research limitations/implications: The main limitation of this research is its focus on a select number of travel agencies, which may not represent the broader industry. Practical implications: This research offers practical information for marketers in the tourism industry, highlighting the importance of strategic language use in advertising materials. Social implications: The study contributes to our understanding of how language influences consumer decisions in the tourism sector. Originality/value: This paper fills a gap in the literature by linking linguistic features with advertising effectiveness in the tourism industry.