#Stayhome: Language in tourism advertisements on Instagram: English dominates in online tourism ads from multilingual societies, but local languages are used to create local authentic effect. Issue 1 (March 2023)

• Record Type: Journal Article
• Authors: Wilson, Guyanne; Zappe, Esther; Silbermann–Schön, Jonas; Guilliaume, Kai; Altwicker, Rebecca; Tapari, Mariana; Wolf, Marina; Benitez Torrejon, Mercedes; Mamadaliyeva, Mushtariy; Busskamp Castro, Anna Lucia
• Is Part Of: English today. Volume 39:Issue 1(2023)
• Page Start: 76
• Page End: 85
• Publication Date: 2023-03
• Subjects: English language -- Periodicals; 420.5
• DOI: 10.1017/S0266078421000274
• Languages: English
• ISSNs: 0266-0784

Abstract

Abstract : In Fiji, Ghana, Jamaica, and the Maldives, the tourism sector is an important source of economic wealth. For example, in the Maldives tourism accounts for around a quarter of total GDP and is a main source of employment (Meierkord, 2018: 5). Similarly, the role of tourism as one of Jamaica's main industries has been stated in Deuber (2014: 29), and Hundt, Zipp and Huber (2015: 691) also mention that tourism is one of the key industries and employment sectors in Fiji. While many of these destinations use traditional channels of advertising such as print magazines, a considerable amount of advertising is carried out online via social media.