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Ways of Seeing, Ways of Being

Representing the Voices of Tourism

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Edited By Maurizio Gotti, Stefania Maci and Michele Sala

The aim of this volume is to give voice to the various and different perspectives in the investigation of tourism discourse in its written, spoken, and visual aspects. The chapters particularly focus on the interaction between the participants involved in the tourism practices, that is the promoters of tourist destinations, on the one hand, and tourists or prospective tourists on the other. In this dialogic interaction, tourism discourse, while representing and producing tourism as a global cultural industry, shows it to be on the move. Language movement in the tourism experience is here highlighted in the various methodological approaches and viewpoints offered by the investigations gathered in this volume.

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Ways of Representing and Promoting Padua: Professional, Novice and (Non-)Native Voices (Erik Castello)

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ERIK CASTELLO

Ways of Representing and Promoting Padua: Professional, Novice and (Non-)Native Voices

1.   Introduction

This chapter investigates the use of adjectives in tourism texts promoting the city of Padua (Italy) and produced by various types of writers: internationally renowned publishing houses, local boards, EFL learners, and English native-speaker students. The study is exploratory in nature and is part of a larger project which aims to identify and single out some of the most prominent, distinctive and pervasive lexico-grammatical and discourse features of the English language used for the Specific Purpose (ESP) of tourism promotion, with a view to subsequently using the results to improve the preparation of teaching materials targeted at apprentice writers. The chapter argues that practitioners in the tourism industry at both the international and the local level need to find the right balance between adherence to verbal (and visual) clichés (Dann 1996) and creativity. It is also based on the premise that non-native apprentice writers are in need of specific training and indications as to how to achieve persuasive effects using this ESP at a professional level.

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