PSYCHOLINGUISTIC MOTIVATIONS FOR ANGLICISM USE IN TOURISM AND HOSPITALITY COMMUNICATION
PSYCHOLINGUISTIC MOTIVATIONS FOR ANGLICISM USE IN TOURISM AND HOSPITALITY COMMUNICATION

Summary/Abstract: This paper explores the psycholinguistic motivations and implications behind the widespread use of anglicisms in the hospitality and tourism industry, with a particular focus on marketing professionals, influencers, bloggers, and trend promoters. Drawing from interdisciplinary frameworks in psycholinguistics, sociolinguistics, and discourse studies, the analysis reveals that anglicisms function as powerful cognitive and emotional triggers. These lexical choices are not merely linguistic borrowings but carry strong symbolic capital, aligning brands and individuals with perceived global values such as modernity, sophistication, innovation, and exclusivity. The paper argues that anglicisms enhance communicative efficiency in digital and multicultural contexts. Simultaneously, their use is driven by deep-seated psychological needs related to self-presentation, identity shaping, and social belonging, particularly within the performative spaces of social media and experiential marketing. However, the prevalence of anglicisms raises concerns about language authenticity and the loss of local identities. The study emphasizes the need for linguistic balance and greater awareness in language education within the industry. It also suggests future research on cross-cultural comparisons and consumer perceptions in the evolving digital hospitality landscape.

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