The Landscape of Tourism in Oman within the Context of the English Language

1
The Landscape of Tourism in Oman within the
Context of the English Language

• Victoria Tuzlukova and Rahma Al-Mahrooqi
• Sultan Qaboos University
• Oman

2
English and Tourism in Oman

• Arabic is the official language
• however
• English is the second language, the global
  language (Crystal, 1997), the language of
  international and intercultural communication
  (Hardin, 1979), the most commonly used language
  of hospitality and the lingua franca of tourists
  and travelers (Blue and Harun, 2003)

3
English and Tourism in Oman

• Throughout the country, road signage and
  business signs (from laundries, gas stations and
  grocery stores to local restaurants and
  accommodations) are equally prominent in English
  and Arabic. If you get lost, its your own
  lookout! With a younger population already being
  educated in English from the earliest school
  grades, professional tourism training of Omani
  citizens is the last piece of the hospitality
  strategy. (http//www.travelwithachallenge.com/Om
  an.html )

4
English and Tourism in Oman
5
English and Tourism in Oman

• English is an absolute necessity for
• effective special communication in the global
  tourism environment
• catering to international tourists
• functioning of a multi-channel tourism
  communication network (Dann, 2006)

6
English and Tourism in Oman

• cross-culturally representing Oman as a tourist
  destination (Fodde and Denti, 2005, Vestito,
  2005)
• constructing the tourists gaze (Urry, 2002)
• guiding the tourist glances (Urry, 2001) both at
  the pre- and on-trip stages of the tourist
  experience (Capelli, 2009)

7
English and Tourism in Oman

• A Google search for Oman tourism 454,000
  sites in the English language (accessed August
  14, 2010)
• A Google Trends search for Oman holidays
  provides data trends that highlight the role of
  the English language in promoting the country as
  a tourist destination(accessed August 14, 2010) .

8
A Closer Look at Tourism and Its Status in Oman

• Tourism is
• a temporary short term movement of people to
  destinations outside places where they normally
  live and work, and their activities during their
  stay at these destinations.(http//www.tourismkno
  wledge.com/Tourism_Network_Intro_Guide_to_Tourism.
  pdf)
• a very complex socio-cultural and marketing
  phenomenon (Giordana, 2004, citied in Maci, 2007)
  

9
A Closer Look at Tourism and Its Status in Oman

• Tourism in Oman is
• a practice of travelling for pleasure
  (http//www.thefreedictionary.com/tourism) and
• a business of providing tours and services for
  tourists (http//www.thefreedictionary.com/touris
  m)
• a multi perspective phenomenon

10
A Closer Look at Tourism and Its Status in Oman

• Parameters for successful tourism functioning
  (Swales, 1990)
• Social
• Communicative
• Linguistic (language of tourism as the medium for
  the countrys promotion, cultural transfer,
  interaction, mirroring Omans history and
  modernity, nature and wildlife)

11
Tourism Discourse in Oman Typical Linguistic
Techniques

• Via static and moving pictures, written texts
  and audio-visual offerings, the language of
  tourism attempts to persuade, lure, woo and
  seduce millions of human beings and, in doing so,
  converts them from potential into actual clients
  
• (Dann, 1996 2).

12
Tourism Discourse in Oman Typical Linguistic
Techniques

• Utilization of diversified lexis, carefully
  selected from general language
• Example The capital of the Sultanate of Oman is
  a cosmopolitan city with a distinct flavor of its
  own a perfect blend of tradition and modernity
  .Retrieved from http//www.omanair.com/wy/media/G
  CC_campaign/Beauty_Has20An_Address.pdf

13
Tourism Discourse in Oman Typical Linguistic
Techniques

• A great lexical variety that covers such topics
  as history, art, culture, folklore, geography,
  traditions, shopping, etc.
• Example Shopping The old souq of Muttrah is an
  ideal spot for tourists to buy authentic Omani
  souvenirs and treasures. Retrieved from
  http//www.omanair.com/wy/media/GCC_campaign/Beaut
  y_Has20An_Address.pdf

14
Tourism Discourse in Oman Typical Linguistic
Techniques

• Use of traditional Omani cultural terms
• Example Omani hospitality coupled with our
  knowledge and experience ensures that visitors
  gain a fascinating insight into the people and
  culture on all of our tours, Bedouin,
  carpet-weaving and pottery, remote terraced
  farming villages, forts and souks (market
  places). Retrieved from http//www.holiday-in-oma
  n.com/

15
Tourism Discourse in Oman Typical Linguistic
Techniques

• Use of transliterated Arabic words
• Example Ahlan Wa Sahlan (Welcome to Oman)
  Retrieved from http//www.destinationoman.com/disc
  overOman.html

16
Tourism Discourse in Oman Typical Linguistic
Techniques

• Introduction of evaluative forms that are very
  effective in terms of the communicative
  situations of tourism discourse (Dann, 1996).
• Example Oman is a wonderfully friendly Arabian
  country eeasily accessed from nearby Gulf States
  like Dubai, Bahrain or Qatar. Retrieved from
  www.timeless.com.au/?qoman/oman-tourist

17
Tourism Discourse in Oman Typical Linguistic
Techniques

• Use of specifically-devised elements referring to
  the most specialised concepts of Omani culture
• Example Pretend you are Sindbad the Sailor and
  experience a time past when traders sailed the
  oceans of the world on wooden dhows when you
  board our traditional Omani dhow. Retrieved from
  http//www.holiday-in-oman.com/

18
Tourism Discourse in Oman Typical Linguistic
Techniques

• Use of abundant explicit expressions to enhance
  the impression of authenticity (MacCannel (qtd.
  in Dann 1996 14))
• Example This is where the sun's rays first
  touch Arabia. Some say Beauty has an address
  Oman. Retrieved from Oman Air web site
  http//www.omanair.com/wy/oman_air_holidays/specia
  l_offers/free_night_in_oman.htm

19
Tourism Discourse in Oman Typical Linguistic
Techniques

• Use of words that imply different values
  characterizing tourist destinations and encompass
  acceptance and respect, such as
• uniqueness and diversity (e.g. diversity,
  diverse, unique, etc.)
• Example the splendid diversity that is Oman
  http//www.omran.om/tourismInfo/MoTEnglish270909.
  pdf

20
Tourism Discourse in Oman Typical Linguistic
Techniques

• responsibility and preservation (e.g. untouched,
  unspoilt, natural, responsible)
• Example Oman's unspoilt landscape and
  ancient heritage prove a surprising contrast to
  the diet of sand dunes and skyscrapers of some of
  its Arabian neighbors hotels.trailfinders.com/...
  /hotels?...oman

21
Tourism Discourse in Oman Typical Linguistic
Techniques

• uninterrupted connection, succession (e.g. local,
  tradition, timeless, traditional, modern,
  unsophisticated, old, new)
• Example Explore and experience life in Oman's
  timeless deserts and witness some of nature's
  most beautiful creatures on this short escape to
  the Wahiba Sands www.kuoni.co.uk/.../Oman/

22
Tourism Discourse in Oman Typical Linguistic
Techniques

• differentiation
• Example Away from the Gulf Glamour (title of
  the article on www.omantourism.gov.om). Instead
  of the sleek, glass-walled hotels of Dubai,
  Omans tourism will showcase its nature and
  history. www.omantourism.gov.om.

23
Tourism Discourse in Oman Typical Linguistic
Techniques

• novelty and innovation (e.g. different, exotic,
  diversity, diverse, adventurous)
• Example Oman is known for its wadis, mountains,
  beaches and deserts. This place makes Oman
  different from its neighboring countries. There
  are two main cities which www.traveleguides.com/o
  man.php

24
Tourism Discourse in Oman Typical Linguistic
Techniques

• distance in time and space (e.g. remote, distant,
  far away, far off)
• Example This trip will take you along the
  Batinah Coast towards the most beautiful of
  Oman's remote villages, Bilad Sayt in the Western
  Hajars. www.omandivecenter.com/EN_Tours_Adventure
  .php.

25
Tourism Discourse in Oman Typical Linguistic
Techniques

• incompatibility and exclusiveness (e.g.
  exclusive, unique, unrivalled)
• Example Omran aims to capitalize on the
  unrivalled natural scenery, the year-round
  sunshine, and the rich heritage of Oman In doing
  so, Omran helps to promote Oman as a unique
  Middle Eastern destination. http//www.omran.om/
  

26
Tourism Discourse in Oman Typical Linguistic
Techniques

• attractiveness (e.g. colorful, picturesque,
  fascinating, spectacular, stanning)
• Example Rich in history and culture, Oman has
  beautiful mosques, colorful souqs and traditional
  festivals. www.happytellus.com Middle East

27
Tourism Discourse in Oman Typical Linguistic
Techniques

• Promotion of Omani cultural attributes
• Familiarization with offered destinations and
  services
• Connection of cultures, countries and people
• Example The friendly Omanis warmly welcome a
  visitor. www.happytellus.com Middle East

28
Tourism Discourse in Oman Typical Linguistic
Techniques

• Encouragement to travel (Dann, 1996)
• Example Take a mysterious and charming vacation
  either on the budget or in luxury.
  travel.theholidayplace.co.uk/z20oman20package2
  0holidays.xhtml
• Appeal to the senses of travelers (Dann, 2006),
  for example, with the use of the metaphors
  Arabias jewel, Arabian Wonder , Pearl of
  the Mystic Arabia, etc.

29
Tourism Discourse in Oman Typical Linguistic
Techniques

• Personalization and visualization of tourism
  discourse
• Example And if you enjoy kite surfing this is
  an internationally acclaimed area with regular
  winds, warm water and safe waters.http//www.oman
  air.com/wy/media/GCC_campaign/Beauty_Has20An_Addr
  ess.pdf

30
Features of Specialized Discourse Used in
Promoting Oman

• Abundant use of adjectives (e.g. high-rise,
  world-class, upscale, ideal, attractive, etc.),
  phrases like it is no wonder, small wonder,
  hardly surprising, etc.
• Careful selection of adjectival items
• Example Omans veritable treasures, diversified
  geography and breathtaking scenery, diverse
  tourist attractions, shining pages of Omani
  history and civilization.

31
Features of Specialized Discourse Used in
Promoting Oman

• Use of the imperatives (experiential verbs)
• Example What to so in Muscat? Sightseeing
  Visit the Impressive Sultan Qaboos Grand Mosque,
  a religious landmark of Muscat showcasing the
  splendor of unique Islamic architecture. Outdoor
  Adventures Snorkel or dive in the pristine
  waters of Bandar Khairan. http//www.omanair.com/
  wy/media/GCC_campaign/Beauty_Has20An_Address.pdf
  

32
Features of Specialized Discourse Used in
Promoting Oman

• Portraying of cultural and natural conditions of
  Oman as a destination that provides tourists with
  special experiences.
• Example Ras al-Jinz Scientific and Visitors
  Centre offers a unique Ecotourism experience
  (www.eiemc.com/rasaljinz/rasaljinz_brochure.pdf).

33
Features of Specialized Discourse Used in
Promoting Oman

• Use of unique, local and traditional items, while
  conveying the exclusive quality of the described
  destinations. Such use underlines the evaluative
  and therefore clearly promotional character.
• Example We are proud of our extensive seas,
  clean and attractive beaches, Aflajes
  (traditional Omani water conduits for irrigation
  purposes) and Wadis (dried valleys).

34
Features of Specialized Discourse Used in
Promoting Oman

• Language of tourists verbal accounts
  (testimonials)/holiday experiences posted on the
  internet sites
• Example The unforgettable blinding view in
  front of me will always be burnt into my memory.
  aqua colored water of the Gulf of Oman left me
  speechless. http//www.roadandtravel.com/travel2
  0directory/ravereviews/muscat-oman.htm

35
Conclusion

• Need to accept social responsibility and
  sustainability as an integral part of tourism
• Importance of spreading the word, describing
  experiences and sharing information
• Importance of the reflection and self-reflection
  of all the participants of tourism discourse,
  whose verbal behavior mirrors and influences
  their social behavior