The Language of Tourism

CHAPTER 2: TOURISM AS A LANGUAGE ................................................. ........ ................ ............... ....... 3 Four Major Theoretical Perspectives on Tourism and Their Sociolinguistic Correlates............................................ ............................................3 3

CHAPTER 3: PROPRIETIES PROPRIETIE S OF THE LANGUAGE OF TOURISM ...... ............ ......... ....... ........ ........ ........ ........ ......3 Stages of sight sacralization (MacCannall) .................................................................................................................. .... ....3 3 Indexical transference...................................................................................................... ................................................................................................................................................. ........................................... ....... .......3 3 Structure............................................................................................................................................................................. ...............................................................................................................................................................................3 Tense ............................................................................................................................. .......................................................................................................................................................................... ............................................. ......... ...........4 Magic....................................................................................................... .................................................................................................................................................................................... .............................................................................4 4 Lack of sender sender identification ........................................................................................................ ................................................................................................................................ ........................ ........ ........... ...4 4 Monologue.......................................................................................................................................................................... .......................................................................................................................................................................... .4 Euphoria............................................................................................................................................................................. ............................................................................................................................................................................. .4 Tautology............................................................................................................................................................................ ............................................................................................................................................................................ .4

CHAPTER 4: TOURISM AS A LANGUAGE OF SOCIAL CONTROL.................................5 Tourism as a Language of Social Control in Prototypical Forms of Tourism .............................................................. ..............................................................5 5 Tourism as a Language of Social S ocial Control in Contemporary Tourism.......................................................................... ..........................................................................6 6 The Linguistic Underpinnings (basis) of Tourism as a Language of Social Control................................... ......... ................ .......7 7 Imperative in pre-trip situation ..................................................................................................... ............................................................................................................................. ........................ ........ ........... ... 7 Imperative in on-trip on- trip situation............................................................................................................... ........................................................................................................................... .................... .............. ...... 7 Tourism as a Language of Social S ocial Control in Promotional Material.............................................................................. ..............................................................................7 7 Tourism as a Language of Social S ocial Control in Hotels and Resorts ................................................................................... ...................................................................................7 7 Hotels .............................................................................................................................................................................. 7 Resorts...................................................................................................... ............................................................................................................................................................... ......................................................... ........ .............. ...... 8 Tourism as a Language of Social S ocial Control in Touring..................................................................................................... .....................................................................................................8 8 Touring at the site .................................................................................................................... .................................................................................................................................................. .............................. ......... ........... 8 The Organized coach tours ............................................................................................................................................. 9 Adventure Tours ............................................................................................................................................................. 9 Walking tours................................................................................................................... ................................................................................................................................................................... ................................................ 9 Orientalism......................................................................................................................................................................... ...........................................................................................................................................................................9

CHAPTER 5: THE TOURIST AS A CHILD .........................................................................10 10 3 Rs................................................................................................................... ..................................................................................................................................................................................... ..................................................................10 10 Romanticism................................................................................................................................................................ ................................................................................................................................................................ .. 10 Regression.................................................................................................... ...................................................................................................................................................................... .................................................................. 10 Rebirth...................................................................................................... ............................................................................................................................................................. ....................................................... ........ .............. ...... 10 3 Hs.......................................................................................................... ..................................................................................................................................................................................... ...........................................................................11 11 Happiness....................................................................................................................................................................... 11

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Hedonistic.................................................................................................................................................................... .................................................................................................................................................................... .. 11 Heliocentrism................................................................................................................................................................. 11 3 Fs ........................................................................................................ ........................................................................................................................................................................ ................................................................ ......... .........11 11 Fun ........................................................................................................................................... ....................................................................................................................................................................... ............................ ........ .......... .. 11 Fantasy......................................................................................................................................................................... ......................................................................................................................................................................... .. 11 Fairy Tales...................................................................................................... .......................................................................................................................................................... .................................................... ........ ........... ... 12 3 Ss................................................................................................................ ....................................................................................................................................................................... ....................................................... ........ .............. ......12 12 Sea................................................................................................................ .................................................................................................................................................................................. .................................................................. 12 Sex ................................................................................................................................................................................ 12 Socialization........................................................................................................... .................................................................................................................................................................. ....................................................... 12

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Graham Dann

The language of Tourism Chapter 2: Tourism as a Language Four Major Theoretical Perspectives Sociolinguistic Correlates THEORETICAL APPROACHES

on

The au authent entici icity per persspective

SOCIOLINGUISTIC CORRELATES or macro models for tourism promotion text Language of  of authentications

The The stra strang nger erho hood od pers perspe pect ctiv ivee

Lang Langua uage ge of differentiation

The play perspective

Language of  recreation recreation

The conflict perspective

Language of  appropriation

Tourism

and

Their 

Explanation

Tourism events as pure, genuine; not superficial like the every day life ones (ANTITOURIST)  Normal life is different from holiday Ludic, hedonistic, child experience (POST-TOURIST) How tourists perceive “otherness”, domination of the unknown

Chapter 3: Proprieties of the language of tourism Stages of sight sacralization (MacCannall) How does a sight become a tourist attraction?  Naming stage: the sight is authenticated or marked as worth of presentation. Framing Fram ing and elev elevati ation on stag stagee : boundaries are placed around the sight in order to protect and enhance it. This stage emerges as the guide engages in welcoming conversation on various topics.  Enshrinement stage: attention becomes focused on every valuable attraction which is contained within the boundaries of the sight.  Mechanical reproduction stage: photograph and souvenirs are made in order to make the sight memorable and to encourage tourists to see the reality they depict.  Social reproduction stage : places and groups name themselves after the attraction is been set up.

Indexical transference It is the connotative meaning transfer from transfer from the picture of the promoted product to the viewer.

Structure The basic formats are: slogan, photograph , emblematic theme, purchasing formulae, written text. The structure components are: headline, body copy, baseline, slogan, signature, which can be combined in different skeletons and a few elements may miss. Usually ads play with semantic opponent: such as happiness and sorrow; life and death and so on. As far as language functions are concerned in Brochure: the first section is conative, the second one  both conative and informative, the last one just informative. 3

Tense Tourism in a sense, it is not only a journey through space but through time as well; from every day  present into the past and seldom into the future. Touris Tourists ts who simply simply are conten contentt to sit around around a swimmi swimming ng pool to sunbat sunbathe he have have less less time time constraints than the ones who have imparted timetable included in their package tour.  Denial of time: holiday as a symbolic inversion of every day life time in which the weekday  becomes the weekend. And the worker transformed himself into a person of leisure. To time as standing still  to eternal time : although the travel experience experience has already take place the writer adopts the present tense (historical presen), a strategy to reinforce timelessness and to involve the reader. The past far superior to the present : it is taken on because of the nostalgia nostalgia feeling, but it refers to the myth as well with archetypes in opposition to modern life such as mountain, snow villages and oceans oceans.. The destin destinati ations ons are describ described ed as immane immanent, nt, eternal eternal,, limitle limitless ss (e.g.: (e.g.: beache beachess vast vast and desert). Tense Switching : change from past tense to historic present is a typical features of storytelling in museums.  Pointing to the future: the massage is direct to us: if we buy the product, we will change. The action is projected in to the future. The future is far from being restricted to the wonders of theme park technology. When the past is  projected as a desirable alternative to the present; the advertiser is actually selling the past to the future.

Magic  Magic is an organizing mythology (=a set of beliefs) through which instant transformations can take place without any other explanation than the power of magic itself. “We can be magically transport out of nature and transformed into person other than ourselves”. Tourism ads are in first place based on bewitchment, glamour or creation of envy. “This is a special place, far from ordinary”. An attempt to transform a hotel in an enchanted place is naming it for example Excalibur Hotel (Las Vegas) with its obvious allusions to King Arthur. “In the kingdom of Las Vegas stands a castle like no other. ’Tis a castle with a casino of epic  splendour”. The nomenclature is a powerful element in the language of tourism. When an area is unattractive a change of name can make the difference (E.g.: Swansea to Dylan Thomas, Buccaneer Bay).

Lack of sender identification We don’t know who the speaker is, most of the time we are unaware of identities of the brochure compiler.

Monologue There There is no direct direct relatio relationsh nship ip throug through h sender sender and receive receiverr in touris touristt langua language. ge. The touris tourism m langua language ge is monolo monologue gue since since the touris touristt remain remainss detach detached ed from from the commun communicat ication ion.. And the tourism industry is aware of this detachment.

Euphoria The language of tourism speaks only in positive and glowing terms.

Tautology  “The poet writes poems” (linguistic tautology example) 4

Tourist demands more and more pseudo events. They want take that their photos with the same  perspective of the ones they watched on brochures . “We go more and more where we expect to go and see what we pretend to see”. Brochures invite the tourist to participate to a tautological display of experience. Moreover brochures spread ethic stereotypes, and verbal cliché are present in advertisement and journal.

Chapter 4: Tourism as a Language of Social Control Tour Touris ism m as a Lang Langua uage ge of Soci Social al Contr Control ol in Prot Protot otyp ypic ical al Form Forms s of  Tourism Whether we accept the definition of tourist who travel in the leisure time, we have to look to past, in the Hellenic world, in which the earlier form of tourism began. Because resorts as Canopus and Thebes (ancient Egypt cities) where open to domestic and international traveller or polis such Athens and Rhodes where learning centres and famous for the Olympic Games. There are two distinct philosophical views about the tourist:  Xenophon (Senofonte) looks at the tourist only by an economical point of view (we have to  provide accommodation, so we’ll get richer).  Plato underline the negative consequences of intercultural contact. restr strict iction ion of fre freedo edom m of tra travel vel ou outsi tside de the pol polis is and institution should He urges urges re control over departure. The people who were to be granted to travel at their return had the duty to instruct children that the customs of other culture were worse than theirs. But later the institution of  Proxenia (hospitality) made the guest sacred under the protection of the gods. In the ancient Rome, hill resorts offered boating and bathing to the tourist no longer content to see gladiatorial displays, wild beast shows and mock sea battle in the Colosseum. Others leisure time Romans activity were spas, festival, pilgrimages and excesses. We find evidence of this in Seneca and Cicero’s texts. Therefore Therefore even in this early stage there was a connection connection between the language of tourism and the  practice of tourism. The expression “When in Rome do as the Romans do” is a simplification grew from a discourse  between St Gustine and St Ambrose over Romans traditions. This means that tourists are expected to change their clothing styles, eating habits and topic of  conversation, in accordance with the wishes of the hosts. Apart from Marco Polo journey to China and pilgrimages of the Middle Age, in the 11th century there were no tourist travels. And the few who travels were often subject to strict measure of control  by authorities. In the age of Renaissance Italy became a destination for its cultural heritage. The philosopher  Erasmus persuades tourists to follow their footsteps. The first tours developed such as Voyage to  Italy across Switzerland and Germany . In respo respons nsee to the the hiki hiking ng and and moun mounta tain inee eerin ring g fads fads (=so (=some meth thin ing g popu popula larr and and fashi fashion onab able le)) encouraged by Romanticism, tourism hotel were constructed in 1820s as an answer of growing demand. Quickly the resorts fell into the order routine of promenades (=walking next to a beach), taking tea and soirees (=small private party) devoted music and discourse. 5

In 1840s the first guide book were published such as  Handbook of Traveller  and the Grand Tour  was all over, cause of a great democratization of travels. In the United States the phenomenon of the advertising was growing, especially about railroads guide, guide, filled with cities, cities, towns, towns, villages, villages, stations, stations, governmen governmentt fort and camps, camps, mountains mountains,, lakes, river, scenery, watering places and summer resorts. Even more interesting was that tourists were told where hunt the buffalo, antelope, deer, trout fishing. The guide told you were to go, what to do, how to go, where to see it. Is not similar to being sent to a place like a parcel? Indeed, was so great the control exercised over tourist that they began being seen as flocks, hordes, swarm and herds, these nouns are still applied to the contemporary tourists. The success of Thomas Cook (=the inventor of the first tour package and modern tourism in 1841)  performs very effectively today.

Tourism as a Language of Social Control in Contemporary Tourism All sociologists hesitate before describing any time as totally free, or any experience as freely chosen chosen.. Touris Tourism m may be seen seen as a constr constrain aintt of social social obliga obligatio tion, n, becaus becausee touris tourists ts may feel themselves free from the daily routine, but they fall in a new set of constrains. We cannot go wherever we want; we can only moving along prepared routes, we cannot neglect our  habits, we are influenced by advertisements and stereotypes. Macro sociological approach: international tourist as a social fact extent to all individuals a monolithic system. The tourism limits liberty: places deadline on free time, MULTINATIONALS CONGLOMERATES regulates decision, controls the demand of market and drives tourists as they are global merchandise. TOUR  Order is also required to ensure safety of tourists and to OPERATOR   protect the industry’s investments. HOTEL & The control is exercised by a pyramidal fashion, from RESORT multinationals to operators, hotel and resort

We are all tourists and there is no escape, our freedom and mobility diminish at the same time their expansion is  proclaimed. Attention should also focus on those who provide and organize transporting, accommodating, feedings. They set up tourist dependency toward services. Britton: “The great cont Under the capita capitalis listt system system framewo framework, rk, control rol ensu ensures res grea greatt prof profit”  it” . Under competitions and regulations leads to a reduction of prices and so to a further standardization and avuncular rhetoric , thus persuading tourists joining an organized tour is simpler. But controllers (e.g. operators) sometimes are controlled by the environment (e.g. Colosseum can contain only a limited crowd of tourists). So even the very monuments tourists have been  programmed to behold (observe) appear to dictate attitudes and behaviour. All the prescriptions assume code-like qualities, to be obeyed like law. Formal gardens and city parks call for grater control than unexplored regions, in wild and hazardous experience like rafting the tourist has to tame the nature. The trip may be constrained by the routine of the every day life.

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The Lingui Linguisti stic c Underp Underpinn inning ings s (basis (basis)) of Touris Tourism m as a Langua Language ge of  Social Control  Imperative is used in tourist text and is associated to illocutionary force, thus a request of  command. It is clear that the speaker want to stress control over the listener, so the language is essentially oratory and attempts to persuade or dissuade using the rhetoric. Control and order depend on acknowledgement acknowledgement of the negative (e.g. think about road signs). In Singapore there is a sense of control and in Changi there are the toilet police ready to fine whoever hasn’t flushed.

Imperative in pre-trip situation There is even an imperative of consumption normally associated with the post-modern condition. Example of imperative statement about sun: “Offer yourself some sunshine; put some sunshine in  your winter” . The structure of these ads is mythical whereby is embedded in social myths like cult of nature and exaltation of body.

Imperative in on-trip situation Sightseeing as a rite, a gaze upon what must be seen , so a form of social constrain, an historical regulation of picturesque which impose what to see. Thanks to previous glossy (=bright) pictures on the guide of sights, tourists already know what to see. In the guide the sight are de-contextualised: detached from culture . The tourist  becomes a chaser of myths and images .

Tourism as a Language of Social Control in Promotional Material  Baedeker was the pioneer in the business of worldwide travel guides and was the inventor of the stars system: two stars were awarded to extraordinary sights, one star marked the less worthy ones. The various various sights describe described d on Baedeker Baedeker’s ’s guidebook guidebook were controlle controlled d inasmuch inasmuch as [in quanto] they implicated a close circuit . Visiting is always prompted by advertisements. Language of social control is not only in guidebook but can be found also in travelogues (=a film,  broadcast, or piece of writing that describes someone’s experiences while travelling) where the author adopts stars approach in order to rank Crete, Chios, Santorini, Capri…providing information about lodging, dining, travels. This exemplified that even subjective experience can exert social control in selecting the best destinations offering advice, encouraging or discouraging. Even Even in the case the guides guides author authorss are trying trying to give give advices advices,, for instance instance in an anti-to anti-touri urist st  perspective, the usage of “personally I wouldn’t” or “I would recommend” in the discourse sound as though there is a hierarchy of priorities, so a system of order. Here above we have several examples of  control mechanisms. The imperative alone may be no sufficient. Photography, and more recently videos are other  promotional media through which expectations can be moulded. “Photograph instructs us in ways of seeing and relating to other people and their cultures”. For instance in photographic colonialism other cultures’ people are portrayed like servants. The advertisement teases the tourists by anticipating the story they will tell about the picture when they return home to their friends; a narrative which belongs to the language of tourism.

Tourism as a Language of Social Control in Hotels and Resorts Hotels The hotel can be seen as an establishment which protects tourists from outside dangers.

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“Hotels are in essence agents of social control”  because they enables human action in accordance with social conventions. Initially hotels were aristocratic institution, later with the process of proletarianization, members of  the bourgeoisies and middle class tried to enter. Hotels adopted two strategies: exclusion or accommodation. The former former was reflected reflected in the star system system,, indeed indeed luxury luxury five-st five-star ar shut shut the door to lower  lower  categories of budget travellers. With With the advent advent of packag packagee tours, tours, accommo accommodat dator or device device were were introd introduce uced d like like buffet buffet,, coffee coffee machine, televisions in order to control tourists, moreover by making their bedrooms seem more like home, the hotels could keep their guest domesticated. Sexual Sexual stratificatio stratification n is common usage in hotels, hotels, for example example they use to label male room (such as smoking room) and female room (such ( such as drawing room). The larger the hotel is the graters are the constraints place upon tourist’s enjoyment. Organization is essential, non-stop activities are very common . E.g. “When you go on Club Med  holiday, you get a very special welcome, they’re your G.O.’s (Gentils Organisateurs)” Club Med is a successful accommodation formula full of activities, tuition, children’s club, his slogan is Club Med. Because life is too short . Precisely because it is too short that requires order  and control.

Resorts Yet even in all-inclusive resorts there are measures of social control. A widespread practice is to attach a bracelet to everyone wrist, but with this the ladies will ruin their suntan. Free drinks were only available in presence of bracelets, but bartender had to sing for every drink  they hand out, so glanced at the tourists like hawks. Resorts are really packed with activities such as: safari, casino, beaches, fishing. Only when the  bracelet is removed a person should feel him/herself free. MacCannel describes resorts as factories of tourism industry . Description of islands seems to follow a formula: beginning with the location and later running thro throug ugh h its its prod produc uce, e, scen scenery ery,, weath weather er,, beach beaches es,, spor sports ts,, resor resorts ts,, cult cultur ure, e, hist histor oric ic sites sites and and entertainment. Finally with the computerization of hotels, providing a reservation system in accordance with credit car companies, control is even more.

Tourism as a Language of Social Control in Touring  When tourists reach their destination, usually the most of them simply stay within the controlled area of the resort, the hotel as the safe place . However some tourists venture forth on organized excursions.

Touring at the site The The Jako Jakobs bson on’s ’s lang langua uage ge func functi tion onss are are comb combin ined ed with with the the MacCa MacCann nnel el’s ’s stag stages es of   sight   sacralization . e.g Conative f. naming s. (because the guides try to persuade). And sightseers are encouraged to persuade others. The (book) guides are themselves as a cyclical process, when they represent sites of memory and impose an external duty to remember . Tourists go to see what they have been told to see and heritage does not just refer to element of our   past but also the present because it designates things towards which we have an obligation.

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The Organized coach tours A coach tour not only regulates tourists but also command them. Tours are characterized by “encapsulation”, “directedness” and “outsideness”. For example tourists in India are socially isolated in the touring bus; they can’t really experience the streets. This encapsulation, for instance, prevents them from hear the vivid Indian soundscape and  provides comfort to the tourists because they feel themselves safe; they are further encapsulated in a luxury hotel. As far as directedness is concerned tour are scheduled to be split into two stage: before tourists visit tombs, monuments, ruins… then they visit bazaar s, marketplaces… They visit before the urban elite and then the impoverished masses . The hotels most frequently are removed from native activity and situated several kilometres outside the city, so encapsulation lead up to outsideness. All these three organized coach tour elements are present in brochures and reflect a model of social control.

Adventure Tours If coach tour are restrictively one might think adventure or safari tour are not. But in African wildlife reserve tourists must engage a (human) guide. Thereby the real situation is that they come under the control of someone who leads their experience . Guides acts like buffer   between tourist and the unknown. An hunter speech during a safari: “I take on the bus only people who do as they’re told”. The feeling of oppression oppression explains explains counter-command counter-command behaviours: behaviours: A few people have been said to have been ventured solo, and on foot, into the desert and a safari organiser said: “It’s utterly irresponsible, pure madness, the desert kills!” The pressure of guides is always present, so the authenticity felt by the tourist during his experience is socially manipulated manipulated by guides guides and also by head of villages who conspires with guides to stage authenticity.

Walking tours Even the freest kind of tour experiences measures of social control. For example in British locality of Saga sign on the pathway and advices on brochures constrain the  practice of walking. Verbal control is exercised in accordance to this system: Distance Ascent Time Type of walk   4-6 miles 3h Easy, fairly level 8-12 750-1250 feet 6h Moderate hills 8-12 1750-2500 6h Mountain walk, boots needed More independent walking tours encourage individuals to see sights of a place on their own. For example, on “The Royal Route” in Prague 19 stages are highlighted and imperative form is used to lead the tourist through it. The problem is how to introduce constraint preserving tourist individual liberty?

Orientalism Orientalism (p24): explore the ways that Occidentals achieve a decision with the Orient, it is one of  the recurring images of the others. Said Said consid considered ered orient orientalis alism m as a mode mode of discou discourse rse with with suppor supportin ting g instit instituti utions ons,, vocabu vocabulary lary,, doctrines, colonial bureaucracies and colonial style. Western style to dominate , restructure and have authority over the Orient control and produce the Orient. It is denied autonomy. 9

Through the language exotic are domesticated, language become a means of creation whereby the Orient is reconstructed, reassembled and crafted. The language of tourism become language of deformation, do not describe how the world of Others is but represent how the other has been wished to be.

As a pr pro omoti motion on be beca came me more ore and more ore succ succes essf sful ul,, pr prom omot oter erss be beco come me controllers of tourist masses through the use of language.

Chapter 5: The Tourist Tourist as a Child 3 Rs Romanticism The bourgeois voyage of  romantic primitism contributed to the rise of tourism in nineteenth century. People expect their vacation to be romantic and exotic, here freedom relies. The travel industry to satisfy these requests enhances countryside destinations in contrast with dirty,  polluted, spoilt, noisy, metropolitan everyday life. The language which promotes bucolic and pastoral destinations is structured in contrast with the humdrum home activity. The romanticism and fantasy are successful attempt to extent tourist childlike character. From ENDOTIC STAGE Dependency on Mother

stage of transitional objects

(Dolls and toys) Illusion area

to EXOTIC STAGE Separation

According to this psychological scheme tourists can achieve the exotic stage only if they have  passed  passed the playing stage represented represented from playful playful attractions attractions such as holiday villages, theme park  and cruise ship.

Regression The phenomenon of regression is a return to Mother, a day-dream in reverse to revisiting childhood scenes. Infantile regression occurs when tourists return to the bosom of Mother Nature. Thus tourists try to rediscover the good old days surrounded by nature, for instance, through the myth of  the Golden Age as the myth of Poseidon (the ocean) of Olympus (the mountain). Thereb Thereby y the regressio regression n is a form form of infant infantili ilism sm in mother mother breast breast and filled filled with with protec protectio tion n and safety. Cook noticed that many great explorers suffered for the lack of parents. Regression is even a return to eco-ruralism (agritourism, cycling tourism, eco-tourism). E.g. Ireland wants to be a place of childhood.

Rebirth Anyone concerned with the motivation of travel has to realize first a desire for tranquillity in the repetition, or the return to the womb of the mother; in conflict with the desire of discovering the world. Sum up leaving or staying, this the dilemma. In a sublimate fashion a trip is therefore a form of rebirth.

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Finland ad e.g.: “The country where  you become a new person ”. Wildness could be full of adversity. So rebirth is an opportunity for person grown . You’re going to put yourself to the test. The personal travel initiates with the separation from home, friends, parents and the tension advance until the decision to return happens. Ad: “Break out with a Thomson holiday this coming winter and  you’ll hardly recognize yourself ”. ”.

3 Hs Happiness It is not only the desire to belong to an independent community to enjoy a fun atmosphere but an emergence of child narcissism through o voyage of pleasure. Example about happiness: “Gentle people, who will pamper you with homemade coconut pie, admire you look soft, giggle at your jokes and weep when you leave”. Is a lovely life all day long, isn’t it?

Hedonistic It is different from happiness because hedonism is not real but psychological. The part of the mind that is unconscious and has hidden wants and needs is the id, but it is repres repressed sed by the superego (the (the consci conscienc ence). e). So a condit condition ion of conflic conflictt between between the pleasu pleasure re  principle is always in process. Id dominates the personality when the individual is far away from his accustomed (usual) country, home and language. Therefore hedonistic condition is a state of mind without boredom, an escaping from routine towards sensual gratification gratification : it is not simply eating, drinking, and sex that are pleasurable, but the thoughts of these activities as well.

Heliocentrism It is related to the everlasting sun. The The sun sun is every everywh wher eree in tour touris ism m pict pictur ure, e, usua usuall lly y is depi depict cted ed in chil childl dlike ike fash fashio ion. n. The The anthropomorphized smiling sun provides well being and ecstasy. Obtaining a sun tan was not considered desirable until 1920s. The mythical significance of exposing ourselves to sun is to look for the warmth of Mother.

3 Fs Fun The argume argument nt of play play develo develops ps itself itself in modern modern condit condition ion.. Tourist Tourist doesn’t doesn’t really really matter matter if  attractions are genuine: it is the enjoyment that counts . Actually many attractions are high-tech, and depict the post-modern attitudes of playing. In the language of tourism everywhere can be fun and everyone can play.

Fantasy Fantasy concerns all the extravagant expectations that can be fulfilled in everyday life routine. Mass tourism’s universal fantasy image results in excessive behaviour as tourist on holiday fell free to aban abando don n all all conv conven enti tion onss whic which h cons constr trai ain n them them at home home.. As thou though gh a surg surgeo eon n brea break k out out occasionally from the medical role he accepted in order to make it less constrict and more enjoyable. 11

Fairy Tales Tourists set themselves in a magical tour. They further believe that tourism allows them to enter into a literature world . The first explorers when discovered new territories told of  fairyland.

3 Ss Sea Water symbolized the amniotic (=liquid (= liquid in mother’s womb) fluid surrounded foetus, from which we gradually emerge. To bathe means abandonment to our mother , allowing her hands to protect us. Seas convey an idea of far horizons, and on the other hand lakes communicate static quality of  home. In brochure, see-shores are typically portrayed as lacking of economic and social context, although they usually include these features. Often a young tourist is shown alone one sand dune. But the liberation feeling provoked by beaches is only an illusion because environmental building such as hotels, bars which symbolize structure for social control.

Sex Sometimes the destination becomes a woman . The language tries to locate erotic feelings in tourist mind. The accent is on immediate gratification and pleasure. Ads promote “erotic girls massages and nightspot”. In promoting videos the voice continue to repeat words such as “ lust”, “pleasure” and “sensuality” and promise “ excitement ”. Caribbean ad: “We invite you for swimming, scuba, tennis, golf or romance. Just the two of you. Or  all of you. Or one”.

Socialization This phenomenon is not inhered at birth, but starts from zero and evolves through various stages . (Meads) 1. Initia Initially lly the infant infant become become aware of himself himself through through the contac contactt with his mother. mother. The I component of the self starts to operate, the I dimension is centred on the satisfy of needs All the further human significant presences (doctor, father...) who enter in child mind indicate the emerging self that there is an external world. 2. In the seco second nd stage stage the the chil child d play playss diff differe erent nt roles roles (e.g (e.g.: .: dressi dressing ng up as a poli policem ceman an or   playing with puppets…). In this stage the second component of the Self emerges the socalled Me which which is compos composed ed of signif significan icantt others others derivi deriving ng from from the basic basic agent agent of  socialization (family, school, religion). 3. Finall Finally y the child child comes comes to appreci appreciate ate there is a world world out there there compos composed ed of generali generalized zed others, others, the Me fully emerges and the child become become aware of principal notion notion of “safety “safety first” first”,, “fair “fair play”, play”, “team “team spirit spirit”…in ”…in these these phase phase additi additiona onall agents agents of sociali socializati zation on are introduced such as media and people opinions. Yet the development of the self do not end here, it is an ongoing process of maturation proportional with the experiences of the other. Medi Mediaa diss dissem emin inate ate info inform rmat atio ion n abou aboutt tour touris ism m and and touris tourism m itse itself lf is cons consid ider ered ed an agen agentt of  socialization. The language of tourism provides definition to tourist as child. So it fill up the Me component of  Self with alternative definitions to those produced by hendonistic I. Guides, cruise directors, tour bus driver treat tourists as children.

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