Linguistic Strategies in Tourism and Hospitality Marketing: A Comparative Study of Serbia and Romania
Mihaela LAZOVIĆ
https://doi.org/10.53465/CEECBE.2025.9788022552257.197-213
Abstract: This paper examines the language of tourism and hospitality marketing in Serbia and Romania, focusing on the interplay between cultural identity and global influences. It analyses the use of anglicisms, regional features, and cultural references in marketing materials to uncover patterns shaping consumer behaviour and destination branding. By employing a comparative analysis of language strategies in both countries, the research highlights the role of language in creating persuasive narratives, and bridging the gap between local authenticity and global appeal, revealing generational differences in preferences. The findings offer insights into linguistic strategies that reflect cultural identity, support economic growth, and address evolving traveller expectations. It provides practical insights for marketing professionals and linguists, striving to create effective, culturally sensitive marketing strategies in the dynamic tourism industry of South-eastern Europe.
Keywords: Hospitality Marketing, Tourism Discourse, Linguistic Identity, Serbia, Romania, Anglicisms in Tourism and Hospitality
JEL Classification codes: I23, M31, O33
Fulltext: PDF
Published by: Vydavateľstvo EKONÓM, Bratislava University of Economics and Business
Year of publication: 2025
Online publication date: 16 May 2025
Copyright: Author/s of the paper
ISBN 978-80-225-5225-7
ISSN 2453-6113
Pages: 197-213