Master's Degree in Tourism and Communication Dissertation The
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Master’s Degree in Tourism and Communication Dissertation The potential of adjectival tourism for the promotion of a tourism destination Petronilla Sara D’Angelo June 2020 Mestrado em Turismo e Comunicação Dissertação The potential of adjectival tourism for the promotion of a tourism destination Petronilla Sara D’Angelo Junho de 2020 Master’s Degree in Tourism and Communication Dissertation The potential of adjectival tourism for the promotion of a tourism destination Petronilla Sara D’Angelo Supervisor: Professora Doutora Ana Gonçalves Co-supervisor: Professora Doutora Maria de Lurdes Calisto Dissertation presented for the award of the Master’s Degree in Tourism and Communication from the Escola Superior de Hotelaria e Turismo do Estoril (Estoril Higher Institute for Tourism and Hotel Studies) June 2020 Mestrado em Turismo e Comunicação Dissertação The potential of adjectival tourism for the promotion of a tourism destination Petronilla Sara D’Angelo Orientadora: Professora Doutora Ana Gonçalves Coorientadora: Professora Doutora Maria De Lurdes Calisto Dissertação apresentada à Escola Superior de Hotelaria e Turismo do Estoril para a obtenção do Grau de Mestre em Turismo e Comunicação Junho de 2020 “Here's to the ones who dream Foolish as they may seem Here's to the hearts that ache Here's to the mess we make” Benj Pasek and Justin Paul (2016) ii Acknowledgements First of all, I have to express my eternal gratitude to my parents, who have blindly put their trust in my young wisdom and supported my decision to move to Portugal. Nothing of what I am and what I have accomplished so far would have been possible without them. To my brother and my sister, for teaching me, respectively, the importance of rebellion and discipline. To all the fellow students of my master’s degree, for never making me feel the “foreign girl” and for teaching me how to navigate in a Portuguese university. To all my friends and colleagues, for all the encouragement, the shifts trades, and for basically being my family in the last two years. To Gian Marco, for confiscating my phone and for spending the Sundays at home with me while I was writing this dissertation, for always having my back and pushing me toward the finish line. I will never thank you enough. To my supervisor and co-supervisor, for all the academic and human helpfulness throughout the writing of this dissertation. To myself, for all the things that I did not know I could do and yet, I did. iii Contents Acknowledgements ....................................................................................................... iii List of Tables ............................................................................................................... vi List of Figures .............................................................................................................. vi Abstract ....................................................................................................................... vii List of acronyms and abbreviations .............................................................................. ix Introduction ................................................................................................................... 1 Research questions and objectives of the dissertation .............................................. 2 Chapter organization ................................................................................................. 2 Chapter 1 – Tourism-language nexus ........................................................................... 5 1.1. The encounter of tourism and language ............................................................. 5 1.2. English language in tourism................................................................................ 9 Chapter 2 - Terminology of tourism ............................................................................. 13 2.1. Adjectival tourism academic framework ........................................................... 13 2.2. Adjectival tourism ............................................................................................. 16 2.3. Tourism, marketing and promotion ................................................................... 21 2.3.1. Tourism advertising language .................................................................... 24 2.3.2. English language in tourism promotion ...................................................... 30 2.3.2.1 English Language in Portugal ............................................................... 31 2.3.3. Promotion and destination image: concepts and relations .......................... 33 Chapter 3 – Methodology ............................................................................................ 37 3.1. List and Classification of adjectival tourism terms ............................................ 38 3.2. Content analysis of the website visitportugal.com ............................................. 40 Chapter 4 – Proposal of adjectival tourism classification ............................................. 42 4.1. Revision of Raţă’s adjectival tourism list ........................................................... 42 4.2. Tentative classification of adjectival terms ........................................................ 51 4.3. Synthesis of results .......................................................................................... 55 iv Chapter 5 – The use of adjectival tourism terms in the Portugal’s tourism promotion .. 58 5.1. Presentation of the visitportugal.com website ................................................... 58 5.2. Adjectival tourism in visitportugal.com/EN ........................................................ 60 5.3. Content analysis of the portal visitportugal.com ................................................ 62 5.3.1 Youth tourism page ..................................................................................... 62 5.3.2. Religious tourism page ............................................................................... 64 5.3.3. Gastronomy page ...................................................................................... 65 5.4. The usage of adjectival tourism terms in the website visitportugal.com - Propositions ................................................................................................................................ 66 5.4.1. Adjectival tourism and webpages’ contents ................................................ 67 5.4.2. Adjectival tourism and the national strategy for tourism .............................. 68 5.4.3. Adjectival tourism and destination image ................................................... 70 Conclusions ................................................................................................................ 74 References ................................................................................................................. 78 v List of Tables Table 1 Raţă’s list of adjectival tourism terms (2012) ......................................................... 18 Table 2 Division of Adjectival tourism terms per category ................................................. 56 Table 3 Content analysis results ............................................................................................ 67 Table 4 Perceived destination image of Portugal by Swedish .......................................... 71 Table 5 Destination Image of Portugal for Chinese Market ............................................... 72 Table 6 The image associated with Portugal as a tourism destination ............................ 72 List of Figures Figure 1 Example of tourism signage ...................................................................................... 8 Figure 2 Customer Journey Model ........................................................................................ 26 Figure 3 visitportugal.com homepage ................................................................................... 59 Figure 4 Adjectival tourism terms in visitportugal.com homepage ................................... 61 Figure 5 Youth tourism webpage in visitportugal.com ........................................................ 63 vi Abstract This dissertation is about a specific area of tourism terminology, namely adjectival tourism terms, that is, the terms to address the different forms or types of tourism that have been emerging in recent years. The objectives of the dissertation are to create awareness and to prompt academics to carry out further researches about this subject. At the same time, it intends to stress the potential of adjectival tourism for promotional tourism strategies. To achieve these objectives, the dissertation firstly presents the relevant concepts to contextualize adjectival tourism terms, with an overview of the tourism terminology and of tourism promotional language. Secondly, it presents a classification of adjectival tourism terms, whose results give insight of the current state of the art of this area of tourism terminology and suggestions for further developments. Finally, it takes into consideration the usage of adjectival tourism terms in the context of the official Portuguese tourism website www.visitportugal.com, with the objective of understanding the strategy behind their usage. The outcomes of this dissertation give insights about possible strategies to be implemented by DMOs to take advantage of adjectival tourism terms as promotional tools. vii Resumo Esta dissertação trata de uma parte específica