Linguistic and pragmatic potential of hotel website in the tourist branding of destination

DOI

10.2991/ismge-19.2019.102How to use a DOI?

Keywords

tourist Internet resource; content of hotel websites; agonal communication; hybrid text

Abstract

The article presents linguistic and pragmatic analysis of German hotels’ websites content, considered by the authors as a significant component of the tourist Internet resource. Being a popular format of communication in the field of tourism Internet resource is aimed at increasing the attractiveness of tourist sites and destinations. It serves as an effective tool for mutual understanding and activation of business and cultural-mediated communication. The hotel website belongs to the basic genres of tourist Internet discourse. Due to the analysis we can state that the hotel website content being a hypertext (a large number of tabs, a significant number of related pages) is hybrid (synthesis of advertising, historical, art, legal and other discourses); it implements both explicit and hidden intentions of the addressant and acts as an agonal communication instrument branding the region. These functions are implemented through various language means of different levels. At the lexical level they are adjectives with mejorative (positive) meaning, expressive units, high-sounding expressions, evaluative epithets and other elements of high style, providing an attractive image of the destination. Anglicisms occupy a significant place in the language content of hotel websites, explicating their aiming at global communication. At the syntactical level, in the texts of hotel websites there are imperative constructions of polite form and interrogative sentences, creating the impression of a direct dialogue with the addressee. Thus, implementation of territorial branding involves linguistic and pragmatic potential of verbal content of hotel websites, that creates a positive and attractive image of the destination.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Anna Novozhilova
AU  - Svetlana Korolkova
AU  - Vera Mityagina
AU  - Yevgenia Shovgenina
PY  - 2019/07
DA  - 2019/07
TI  - Linguistic and pragmatic potential of hotel website in the tourist branding of destination
BT  - Proceedings of the 1st International Scientific Practical Conference "The Individual and Society in the Modern Geopolitical Environment" (ISMGE 2019)
PB  - Atlantis Press
SP  - 538
EP  - 543
SN  - 2352-5398
UR  - https://doi.org/10.2991/ismge-19.2019.102
DO  - 10.2991/ismge-19.2019.102
ID  - Novozhilova2019/07
ER  -