COMMUNICATING TOURIST OFFER IN A FOREIGN LANGUAGE HIGH- AND LOW-CONTEXT COUNTRY TESTIMONIALS
COMMUNICATING TOURIST OFFER IN A FOREIGN LANGUAGE HIGH- AND LOW-CONTEXT COUNTRY TESTIMONIALS

Summary/Abstract: This paper aims to examine the way two different non-native English-speaking countries communicate their tourist offers. Websites of the selected hotels from Lithuania and Serbia were observed, more specifically their versions in English, as English is the language international tourism largely relies on. The content of the offer, within the available website menus was observed, as well as the phrases used to describe the selected establishments. Given the fact that the two countries are characterised by different attributes through the eyes of the Hofstede’s cultural dimension theory, the results are discussed with reference to the very theory, as well as the Hall’s theory differentiating between high- and low-context cultures. Apart from confirming some of the hypothesised differences, it has been shown that the two cultures, when communicating their tourist offers in English, also share common elements.

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