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PRAGMATIC STRATEGIES IN TOURISM COMMUNICATION IN
ENGLISH, UZBEK, AND TURKISH
Mukaddam Kurbanova
KSU
https://doi.org/10.5281/zenodo.15738471
Annotation
This study investigates how intercultural pragmatics intersects with
tourism-specific terminology, emphasizing the influence of culturally defined
communicative norms on language use in tourism settings. Since tourism acts as
a medium for global interaction, its terminology must cater to a wide range of
pragmatic expectations. The paper examines key aspects such as speech acts,
politeness norms, implied meanings, and the role of context in understanding
tourism-related discourse across various cultures. By analyzing English, Uzbek,
and Turkish tourism terminology, the study uncovers frequent pragmatic
challenges and proposes strategies to enhance intercultural communication in
tourism.
Keywords:
Intercultural pragmatics, tourism terminology, speech acts,
politeness, cross-cultural communication
Introduction
Tourism is more than just a source of economic revenue; it is also a
significant arena for intercultural engagement. Both tourists and professionals
in the tourism sector often communicate across linguistic and cultural
boundaries. Therefore, effective tourism communication relies heavily on
pragmatic competence—knowing how to use language appropriately in varying
social and cultural contexts. This paper concentrates on
intercultural pragmatics
,
a sub-discipline of pragmatics that examines how communication unfolds
between individuals from different cultural backgrounds, particularly through
the lens of tourism-related language.
Analyzing tourism terminology from a pragmatic standpoint allows for
improved cross-cultural interactions by minimizing misunderstandings rooted
in diverse expectations regarding politeness, formality, and indirectness.
The foundation of intercultural pragmatics, developed by scholars such as
Blum-Kulka, House, and Kasper (1989), provides insight into how speech acts
function differently across languages and cultures. Distinct from general
pragmatics, this approach focuses on how communicative meaning is
constructed and interpreted through culturally specific lenses.
Within tourism discourse, concepts such as hospitality, service quality, and
comfort are deeply embedded in cultural norms. For instance, the commonly
MODELS AND METHODS IN MODERN SCIENCE
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used phrase “feel at home” may convey varying connotations in English, Turkish,
and Uzbek cultures, each shaped by unique pragmatic expectations.
Pragmatic Elements in Tourism Terminology
Communication within the tourism industry involves far more than the
mere exchange of information; it aims to build trust, ensure guest satisfaction,
and create a sense of comfort and reliability. In such intercultural contexts,
pragmatic competence—understanding and employing language in ways that
align with cultural expectations—is of crucial importance. Key pragmatic
dimensions that emerge in tourism-related language include speech acts,
politeness strategies, implied meanings (implicatures), and the role of
contextual interpretation.
▪️
Speech Acts in Tourism Interactions
Tourism-related exchanges are fundamentally shaped by speech acts—
linguistic expressions that accomplish actions (Searle, 1969). These acts
typically involve inquiries, offers of assistance, booking arrangements, lodging
complaints, issuing apologies, and expressing gratitude.
Function
English
Turkish
Uzbek
Request
“Could you please…”
“Rica etsem…”
“Iltimos, ...”
Apology
“We apologize for the
inconvenience.”
“Rahatsızlık
için
özür dileriz.”
“Noqulaylik
uchun
uzr so‘raymiz.”
Offering
Help
“May I help you?”
“Yardımcı olabilir
miyim?”
“Yordam
bera
olaymi?”
These expressions differ in terms of formality, directness, and emotional
nuance, revealing the underlying cultural values embedded in each language.
▪️
Politeness Strategies
Politeness plays a pivotal role in the tourism industry, where customer
satisfaction is a top priority. Drawing from Brown and Levinson’s (1987)
politeness theory, one can distinguish between:
Negative Politeness
– Indirect, formal, and respectful (frequently used in
English-speaking contexts)
Positive Politeness
– Warm, inclusive, and relational (commonly observed
in Turkish and Uzbek contexts)
For example:
English:
“Would you mind filling out this form?”
Turkish:
“Bu formu doldurabilir misiniz acaba, zahmet olmazsa?”
Uzbek:
“Iltimos, bu formani to‘ldirib bera olasizmi?”
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The pragmatic impact of these variations is significant, as a lack of cultural
sensitivity in form or tone can result in the perception of unfriendliness or
unprofessionalism.
▪️
Implicatures in Tourism Communication
Implicature involves implied meanings that go beyond the literal content of
a message. In multilingual tourism environments, these nuances can easily be
misunderstood.
For example, the statement:
“The museum is closed on Mondays.”
—might be taken as purely informative in English. However, in Turkish or
Uzbek contexts, tourists might still inquire,
“But can I just take a quick photo
from inside?”
Recognizing these culturally shaped expectations is essential to preventing
miscommunication.
▪️
Contextual Interpretation
Elements such as social hierarchy, familiarity, and relative status influence
how tourism professionals tailor their speech. A tour guide, for instance, may
adjust their tone—choosing more formal or simplified language—based on the
cultural and social background of the tourist.
Tourism-related terminology often reflects cultural values that go beyond
simple translation. Although certain terms may appear equivalent across
languages, their pragmatic meanings and implications are deeply shaped by
historical, social, and cultural contexts.
In English, the term
guest
typically refers to someone who receives a
service, often within a commercial framework. In contrast, both Turkish
(
misafir
) and Uzbek (
mehmon
) conceptions of the term encompass much deeper
cultural expectations. In these contexts, a guest is someone to whom hospitality,
respect, and care must be extended—often without expecting anything in return.
Such cross-cultural variations in pragmatic meaning directly influence how
tourism professionals describe services and interact with international visitors.
A hotel may use the word
guest
universally, but how that term is understood and
what behaviors it implies can differ significantly across cultures.
Conclusion
In today’s globally interconnected tourism landscape, successful
communication relies not only on linguistic proficiency but also on intercultural
pragmatic awareness. This paper has emphasized the deep relationship between
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tourism terminology and culturally specific norms regarding politeness,
formality, and communicative expectations.
The comparative analysis across English, Turkish, and Uzbek has shown
that speech acts such as requests, offers, and apologies carry distinct pragmatic
meanings in each language.
It is crucial for professionals working in tourism, hospitality, and related
fields to be trained in the pragmatic dimensions of language use. Language
education programs for these sectors should go beyond conventional grammar
and vocabulary instruction, addressing the socio-pragmatic realities of
multilingual and multicultural interactions.
As tourism continues to bridge global cultures, fostering intercultural
pragmatic competence is not just a skill, but a necessity. When supported with
appropriate pedagogical tools and awareness, tourism communication can
become more respectful, effective, and inclusive—enhancing both customer
satisfaction and mutual cultural understanding.
