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, it’s 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/Oman.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 tourist’s 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.tourismknowledge.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/tourism) • 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 country’s promotion, cultural transfer, interaction, mirroring Oman’s 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/GCC_campaign/Beauty_Has%20An_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/Beauty_Has%20An_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-oman.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/discoverOman.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/?q=oman/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/special_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, Oman’s 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/oman.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 uniqueMiddle 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/z%20oman%20package%20holidays.xhtml] • Appeal to the senses of travelers (Dann, 2006), for example, with the use of the metaphors: “Arabia’s 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.omanair.com/wy/media/GCC_campaign/Beauty_Has%20An_Address.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: Oman’s 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_Has%20An_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/travel%20directory/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