Investigating the Language of Tourism: A Case Study of Tourism Discourse in Albanian Websites

This study aims to provide some insights into the language of tourism discourse in Albanian websites. We start the paper by providing some relevant literature review on tourism discourse and language of promotion. The paper is composed of two parts: in the first part we build a relevant literature review framework based on research on tourism discourse and then we highlight distinctive features of persuasive language of tourism discourse. The second part of the paper brings concrete examples to support the theoretical framework, taken from Albanian tourist websites. Findings of the study point out that some of the linguistic strategies used to promote tourism in Albania are: frequent use of adjectives in the superlative degree, key phrases, imperatives, and poetic language. Further extension of the study is predicted to relate the current investigation of tourism discourse analysis to the translation of tourism discourse in order to investigate on the complimentary role of translation on intercultural understanding and shared values via tourism promotion