A corpus-based approach to communication in tourism: hotel literature in Brazil and the US

1. A corpus-based approach to communication in tourism: hotel literature in Brazil and the US Sandra Navarro Profa. Stella Tagnin

2. In this presentation • Previous research • Corpus Linguistics, Translation, Terminology • The tourism/hotel industry • Results: cultural/communication differences (BrazilxUS) • Hotel categories • Website content (descriptions) • Linguistic patterns (collocations) • Future research • Corpus Linguistics, Cultural Studies, Sentiment Analysis

3. Our previous research • Master’s dissertation (Navarro, 2011): • “A bilingual glossary of collocations typical of the hotel industry: a model in light of Corpus Linguistics” • objective: propose a model for a bilingual glossary (English - Portuguese) of collocations typical of the hotel industry, aimed at the translator. • Corpus Linguistics: observation of language in use • Terminology: equivalence in context

4. The tourism/hotel industry Tourism – social, economical and cultural phenomenon Hotel industry – essential component of tourism • Translations: • High demand (Internet) • Communicative function: advertising • Cultural aspects

5. Some results • Cultural differences: English (USA) and Portuguese (Brazil) • Hotel industry corpus: reflection of the field • hotel categories • hotel websites content (level of descriptions) • linguistic patterns (collocations)

8. Cobb Lane Bed and Breakfast • Southern Magnolia Suite - It features a golden Cupid Chandelier, and rare Scarlet O'Hara fainting couch, period clothes on display, an antique pedal sewing machine, tea service and is beautifully appointed in every detail. Perfect for private conversations and lingering sunset views. Delightful and relaxing, this room is usually the favorite of Antique lovers and Honeymooners. • * Academy Award winner Patricia Neal selected this room during her stay • * 1898 ornamental Fire Place • * Half Tester Queen Size High Bed with steps • * Private Bath with Athenian relief, Tub with Shower • * Persian Rug • * Antique wash-station in room • * Sterling silver tea service • * French Armoire with beveled glass mirrors • * Magnificent multi-faceted crystal chandelier in Bedroom • * Beautiful rose chandelier in bath room • * 12 Foot High Ceilings • * Large bay windows with deep rose luxurious custom draperies • * Rich Mahogany original paneling • Beautifully appointed in every respect

9. Hotel Fazenda Clube dos 200 Temos dois tipos de acomodações aqui no Clube dos 200: Apartamentos e Chalés. Os apartamentos são quartos situados no interior do casarão principal e que conservam o charme e o mobiliário antigo e importado da época da construção do hotel. Mantendo as características originais da construção, todos os apartamentos foram restaurados e possuem banheiro privativo e ventiladores de teto. Os Chalés são quartos externos ao casarão, situados bem próximo à sede. Além da localização, os chalés diferenciam-se dos apartamentos por terem sido construídos em época diferente. Sendo assim, eles possuem a mesma estrutura, um pouco menores que os apartamentos, mas apresentam características um pouco mais modernas na decoração. We have two types of accommodation here at the Clube dos 200: guest rooms and chalets. The guest rooms are located inside the main house and maintain the charm and antique furniture imported from the time of the hotel construction. Keeping the original features of the building, all apartments have been remodeled and feature private bathrooms and ceiling fans.The Chalets are rooms outside the main house, located right next to the offices. Besides the location, the chalets differ from the guest rooms for having been built at a different time. Therefore, they have the same structure, slightly smaller than the guest rooms, but have a little more modern characteristics in the decor.

10. Cultural communication styles High context cultures: speakers believe that a lot can be inferred from the context, so communication tends to be more concise (economical). Low context cultures: speakers believe that litte can be inferred from the context, so communication tends to be more detailed (explicit). Hall (1976) – Beyond Culture

11. Linguistic patterns (collocations) • Collocates of “room”: few equivalents include the direct equivalent (quarto/apartmento), since it is implicit in the context. • Room amenities: facilidades (facilities) • Room rate: diária (daily rate) • Reserve a room: fazer uma reserva (make a reservation) • In-room safe: cofre (safe)

12. Future research • Corpus Linguistics, Intercultural Studies, Sentiment Analysis • The study of language patterns through corpus analysis shows us not only the way language is used but also aspects of culture which are “neither taught nor learned, but informally acquired” (Katan, 2004) and conveyed by language. • investigate the language of tourist reviews on the internet (TripAdvisor/Booking.com): Americans vs. Brazilians • what are the tourists’ needs, values, expectations? • how does the language used by professionals (advertising) and tourists (real experience) differ? • what are the main cultural differences in communication style between these two cultures? • what are the implications of all this for translation?

13. Thank you! Dissertation available at: http://www.teses.usp.br/teses contato@sandranavarro.com.br