Language In Age Of Tourism

Tourism has of late been in the spotlight. Life has become drudgery and monotonous. People withdraw from the daily routine work and take time for relaxation. They visit tourist spots with families. The world of tourism has opened new avenues for learning many things. In fact, tourism has defined a new language, a new identity and above all a dynamic relationship with new cultures and lands. It has blended local dialects and cultural expressions. International communication has got a new facelift because of the interaction between tourists, locals, and the tourism industry. If hybridity remains the mixing of local languages, dialects, and international language like English, simplified vocabulary gets a distinct identity. 

The language of tourism embraces new cultural references like local customs, traditions and typical expressions. It is important for various reasons. It convinces customers to make a purchase. Language acts as a persuasive skill in tourism industry. The tourists are able to speak the local language and they are more comfortable.  Cultural sensibility is another benefit that the language of tourism affords to the visitors. Content creation is the other source of increasing revenue generation. Tourist establishments have set up many hospitality service centres for a smooth attraction of tourists. 

Among the varied types, adventure tourism, beach tourism, cultural tourism, eco-tourism, medical tourism and wild life tourism are special attractions. In fact, tourism as a sector contributes nearly 9.8 per cent of the world’s total GDP. Further, tourism industry operates in all the corners of the world. As the world is moving in a direction that is both, ‘connected, and ‘disconnected, tourism business has witnessed many challenges of connecting with the target readers. One of the key factors is to find out the right language. Speaking the right language over the years, people have become increasingly dependent on English. For example, smartphones, internet and new technology enrich the tourist language. If tourists are unable to communicate in English, translation services are in the hands of people.

In the past, tourist guides were employed for better delivery of communication. Cross-cultural communication is thus a new existence in tourism industry. The role of translators is to negotiate with the target language speakers and make the content flexible and easily accessible to tourists. Native speakers and target speakers have become new challenges of tourist language. Localisation becomes the key in the process of translation. Multiple adjustments have been ensured that the content is correctly marketed to a global audience. 

Next to this, creative translation acts as a bridge to aid in the creation of high-quality multi-lingual content. Creating a culturally adapted message lends variety and comprehensibility to a language. A creative language becomes the key to success in an increasingly connected world. Social media channels serve as best sources for making language accessible from local to global. Communication, cultural exchange, customer service and career opportunities are emerging features of tourism language. Typical examples of tourism language are Hawaiian Pidgin, Singlish and tourist Spanish. 

Tourism has impacted the evolution of new terminology in languages apart from generating increased revenue from time to time. Communication barriers have been distinctly identified linguistic system that encompasses all forms of communication in the tourism industry. Tourism and language go together. For better understanding, translation machines or potential translators can be used for visiting tourists. Modern software can be used in identifying and exchanging the language effectively.