LINGUISTIC STRATEGIES IN TOURISM PROMOTION: ENHANCING CUSTOMER ENGAGEMENT

Abstract

This study explores the relationship between linguistic strategies in tourism promotion and their measurable impact on tourist engagement and arrivals. Focusing on India’s Incredible India and Spain’s I Need Spain campaigns, the research combines content analysis, tourism statistics, and interdisciplinary theoretical frameworks from linguistics, marketing, and cultural studies. The findings demonstrate that emotionally resonant language, metaphorical framing, cultural coding, and multilingual accessibility are not merely stylistic choices but pivotal tools that influence tourist perceptions and behavior. Both case studies illustrate how strategic language use can foster brand identity, increase emotional connection with audiences, and drive significant growth in tourism numbers and revenue. The paper argues for a more deliberate integration of linguistic awareness into tourism marketing and policy-making and provides actionable recommendations for destination branding in a globalized, competitive tourism landscape.