engleski

Customer-friendly Approach or Pidginization of the German Tourist Discourse.

If the sentences or phrases lik Fast Good- Konzept in Chile, Leonardo goes Gastronomie, Der Claim „Inspiration for modern living“, WM- Countdown läuft ; Deutschland ist die fünftgrößte Incoming-Destination weltweit und … are considered, the first impression is that it is a typical mixture of both English and German. In its appearance it supports the main part of the definition of a pidgin language. Communication plays a central role in tourism and as emphasized by numerous authors communication is a personification of tourism on the one hand and tourism is nothing but a system of communication on the other. Being a crucial part of tourism, tourist discourse not only serves as a medium of buying/selling tourist products, it also assumes the role of product itself within the complexity of various economic, technological and political processes in tourism. If analyzed within the linguistic norm, the discussion of the Anglo- American influence on the German tourist discourse aiming at the customer friendly approach in order to attract potential buyers or guests and resulting in the slightly pidginized version of the German tourist discourse, should focus on the problem of erosion of the national language due to the impact of these Anglo-Americanisms.

tourist discourse, customer friendly approach, Anglo-American influence, pidginization.

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