Multilingual Strategies for Tourism

 

General information

Code: 

10194

Main Scientific area: 

• Tourism and Culture

Regime: 

Half-yearly

ECTS:

5

Teaching type: 

On-site

Language of instruction: 

Portuguese

Course Load

Autonomous work: 

110 hours

Classes: 

30 hours – Theoretical-practical lessons

Objectives of education

This course unit is part of the key thematic units of the syllabus. The main goal is to provide students with the creative operation skill adequate to the global tourism market, starting from the foundations of advertising language and the analysis of multilingual construction of brands and companies around the business of tourism.

Key learning outcomes

– Get an integrated vision of tourism and its planning dimensions.
– Acquire a detailed perspective of touristic planning (case studies).
– Analyse tourist projects from a multilingual approach.
– Understand the foundations of advertising language and their implications on the translation process (adaptation, rewriting, transcreation), namely on the transmedia design of web pages.
– Apply processes corresponding to Multilingual Editing (corporate glossary; brand creation) and to Multilingual Audit.
– Build bilingual documents on diverse media contexts, namely on Web 2.0 (by combining text with audio and video), using narrative strategies, among others.

Program summary

1. Advertising language and multilingualism: portmanteau, hybrids, creolization.
2. Construction of corporate identities on the tourism globalized market (multilingual glossary).
3. The advertising language from transculturalism (Welsch) and glocalization (Robertson): identification of the client on the transcultural and regional/ local context (target audience by segments; centrality/ periphery), i.e., enotourism; global tourism and transformation of Nation Branding (Dinnie).
4. Specific application of multilingual edition (rewriting, translation, transcreation) on the context of multi- / hypermedia.
5. Quality control dimensions: multilingual, cultural ethno-marketing.
6. Tourism, Performance and Publicity: “metaurban tourist places” (real/ digital).
7. Construction of passion brands (Newlin) through the economy of tourist habits and emotionomics (Hill).

Essential bibliography

Ashworth, G.J., Graham, B., Tunbridge, J.E. 2007. Pluralising pasts: heritage, identity and place in multicultural societies. London: Pluto.

Dinnie, K. 2008. Nation Branding. Concepts, Issues, Practices. Oxford: Elsevier.

Hollis, N. 2008. The Global Brand. How to create and develop lasting brand value in the world market. NY: Palgrave Macmillan.

Robertson, R. 2003. The Conceptual Promise of Glocalization: Commonality and Diversity. In: Proceedings of the International Forum on Cultural Diversity and Common Values. Seoul, 76-89.

Teaching methods

Expositive classes and innovative project work subdivided in:
(a) analysis of a company/ institution with multilingual and trans/hipermedia presentation;
(a) analysis of a company/ institution with limited presentation + production: transformation ‘theraphy’, partially completed (simulation).

Assessment methods

Cumulative and continuous assessment, involving the following elements:
– on-site classes (4/20 points: participation);
– transcreation/ translation exercises (6/20 points);
– project work, with work in progress and final work presentation (10/20 points).