Tourism language properties determining successful marketing process

Abstract

The persuasive influence of tourism promotional materials is very much experienced nowadays. In order to attract the attention of viewers, marketers choose various techniques in their digital texts delivered through different verbal and non-verbal elements. These solutions for web designers help convey the notion of brand and also boost conversions. There exist different verbal techniques in tourism marketing to engage and convince potential tourists to buy a tourism product. The verbal content selection is crucial: it provides useful information, creates different feelings in viewers and helps them finalize their decisions. The present article detects the language properties of two health tourism websites used to allure potential tourists. The paper reviews the manner of presenting the services delivered through verbal messages, examining their persuasive perspective. The article highlights how particular linguistic components as the persuasive strategies of tourism promotional materials can influence the decisions of health tourism websites’ users. The result section provides the real examples of the deployment of verbal elements realized by the websites of “Karpaty” and “Solva” resorts (Ukraine) to convince their audiences. These solutions are worth attention as they play an important role in the promotion of tourism services. The data collection of this study will provide updated information in relation to the rhetoric of tourism.

Keywords: tourism discourse; tourism promotion; persuasive discourse; persuasive verbal components; influential language in marketing; properties of tourism language.