Shahed

• دافع سياحي

  ما يحفز الناس على السفر كسائحين
• TPALS

  مواد الترويج السياحي
• فهم ما يحفز الناس على السفر كسائحين وكيف يتم إقناعهم وكيفية تفاعلهم مع الإعلانات يعتمد على الثقافة
• يجب على مؤلفي الإعلانات السياحية (وبالتالي المترجمين) أن يأخذوا دائما السياق الثقافي للجمهور المستهدف في الاعتبار عند تطوير الحملات الإعلانية في الأسواق المختلفة
• استهداف الأنا

  استخدام لغة مباشرة للتوجه إلى القارئ مباشرة مما يجعله يشعر بأنه مميز أو محظوظ
• فعالية تقنية استهداف الأنا تعتمد على مستوى الفردية في الثقافة المستهدفة
• الثقافة تلعب دورا أساسيا في تحديد سلوك السياحة وتؤدي الاختلافات الثقافية بين المجتمعات إلى اختلافات في سلوك السياح
• من منظور الإعلان السياحي، يكون تأثير الثقافة الأكثر عمقا على عاملين: الدافع والأسلوب التواصلي
• الأبحاث السياحية عبر الثقافات تظهر أن الناس من ثقافات مختلفة لديهم طرق تفكير وشعور وتفاعل وإدراك للواقع مختلفة، وبالتالي لديهم اختلافات فريدة في دوافعهم للسفر كسياح
• عدم الخطية

  إمكانية الانتقال بين المحتويات المختلفة عبر الروابط التشعبية
• التفاعلية

  إمكانية التفاعل مع المحتوى من قبل المستخدم
• مواد الترويج السياحي هي شكل من أشكال الإعلان تُعرف باسم "الوسائل المساعدة" في مجال التسويق والإعلان
• مواد الترويج السياحي تأتي في مجموعة متنوعة من الأشكال من المطبوعات إلى المواد عبر الإنترنت
• The tourist brochure may contain detailed written information on the tourism product, or emphasise visuals (pictures, maps, animation and videos) with limited verbal information such as the pictorial brochure promoting a particular destination
• Today, with the digitisation of information, the Internet has taken over much of the role of the traditional print media in promoting tourism
• The role of printed tourist brochures as a significant promotional tool for the tourism industry and an important source of information for tourists is now gradually being replaced by the Internet, which performs the same promotional role, albeit in a different medium and in a more comprehensive and integrated manner
• As the Internet becomes the main source of tourism information for a rapidly growing percentage of international tourists, tourism organisation websites have now become the main medium through which info-promotional tourism content is disseminated
• The tourist's decision to 'purchase' a destination is increasingly based on information made available on the Internet
• The Internet and websites have affected the entire tourism value chain in an irreversible way and have become a crucial tool compared with other promotion and advertising
• Image

  Created through the verbal, visual and auditory elements of tourism advertisements, reminds consumers or makes them aware that they have unsatisfied needs (push factor) that can be fulfilled by tourism products (pull factor)
• Fundamental notions that underpin the dynamics of tourism advertising


  • Tourist motivation
  • Industry persuasion
• Tourist motivation

  Seeks to answer the question 'why do people become tourists'
• Industry persuasion

  Focuses on the question 'how does the industry persuade people to become tourists and choose one destination over another?'
• The marketing message is culturally filtered through the perception of tourists, who belong to disparate socio-cultural contexts
• Identifying the features of tourism promotion means cataloguing those pre-systematized representations (both linguistic and socio-cultural) that are particular to given sociocultural contexts and that the tourism industry has selected to persuade potential tourists to choose the advertised product
• Despite the importance of language in tourism in general and in tourism promotion in particular, this issue has not been given much attention by researchers until very recently
• It is language that informs the tourist about what must be seen and experienced before they embark on the journey and that language itself constructs and sustains tourists' anticipation of 'intense pleasure' through a variety of non-tourist technologies such as brochures, magazines, TV and films
• It is not so much a place that is inherently touristic but rather it is language that makes it so
• In the process 'phrase precedes gaze'
• Tourism Promotional Materials (TPMs)

  • Considered operative or persuasive texts
  • Their dominant function is to induce behavioural responses, by persuading, attracting attention and arousing interest
  • They also convey essential information and are therefore informative and content-oriented
  • The expressive function is also evident in TPMs in the sense that they aim to communicate thoughts in a creative manner and create the intended effect
• Of all the tourism communication strategies, advertising is usually the most obvious as it is conducted on a larger scale compared to other strategies
• Aim of tourism advertising


  To create perceptions, beliefs, impressions, ideas and expectations that satisfy a need in the mind of the potential tourist
• These mental representations are collectively referred to in Tourism Studies as 'image' or more precisely 'destination image'
• Copywriting

  About getting across the perfect message, with the perfect words: that is, words that change the way people, think, feel and act
• In the case of TPM copywriting, it is about rousing the burning desire in the reader to visit a tourist attraction or stay at a particular hotel
• TPMs depend on the interplay of all three textual functions (operative, informative and expressive) to achieve their purpose
• The persuasive-informative mix in particular has attracted the attention of a number of scholars
• Operative function

  The goal
• Informative function

  The premise
• The persuasive function of TPMs is achieved through the provision of sufficient background information (informative function)