Luận văn thạc sĩ VNU ULIS a study on tourism cultural features of the english and vietnamese people in some online travel advertisements from cross cultural perspective

VIETNAM NATIONAL UNIVERSITY-HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST- GRADUATE STUDIES  NGUYỄN THỊ MINH PHƢƠNG A STUDY ON TOURISM CULTURAL FEATURES OF THE ENGLISH AND VIETNAMESE PEOPLE IN SOME ONLINE TRAVEL ADVERTISEMENTS FROM CROSS-CULTURAL PERSPECTIVE Nghiên cứu Đặc điểm Văn hóa Du lịch người Anh người Việt số Quảng cáo Du lịch Điện tử từ Góc độ Giao tiếp Giao văn hóa MA MINOR PROGRAMME THESIS Field : English linguistics Code : 60220201 Hanoi - 2017 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com VIETNAM NATIONAL UNIVERSITY-HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST- GRADUATE STUDIES  NGUYỄN THỊ MINH PHƢƠNG A STUDY ON TOURISM CULTURAL FEATURES OF THE ENGLISH AND VIETNAMESE PEOPLE IN SOME ONLINE TRAVEL ADVERTISEMENTS FROM CROSS-CULTURAL PERSPECTIVE Nghiên cứu Đặc điểm Văn hóa Du lịch người Anh người Việt số Quảng cáo Du lịch Điện tử từ Góc độ Giao tiếp Giao văn hóa MA MINOR PROGRAMME THESIS Field : English linguistics Code : 60220201 Supervisor: Dr Huỳnh Anh Tuấn Hanoi - 2017 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com DECLARATION I, Nguyễn Thị Minh Phương, hereby certify that the thesis “A Study on Tourism Cultural Features of the English and Vietnamese People in some Online Travel Advertisements from Cross-cultural Perspective” is submitted for the partial fulfillment of the Degree of Master of Arts at the Faculty of Graduate Studies - University of Languages and International Studies - Vietnam National University, Hanoi I also declare that this thesis is the result of my own research and efforts and that it has not been submitted for any other purposes Hanoi, 2017 Signature Nguyễn Thị Minh Phƣơng i LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ACKNOWLEDGEMENTS First of all, I would like to express my indebtedness and sincere gratitude to my supervisor Dr Huynh Anh Tuan for his invaluable guidance and great support without which this thesis would not have been completed Besides, I am heartily thankful to all the lecturers and teachers of the Faculty of Graduate Studies - University of Languages and International Studies - Vietnam National University, Hanoi for their valuable and interesting lectures and assistance during my study at the university Last but not least, I send my special thanks to my husband, my family and my friends who have provided abundant assistance and encouragement while this work was in progress ii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ABSTRACT This study aims at finding out travel cultural features of the English and Vietnamese people as linguistically represented in some online English and Vietnamese advertisements A comparison was made to find out the similarities and differences between the tourism cultures of the two countries A combination of descriptive, comparative and contrastive method was used to figure out typical features, similarities and differences in tourism culture of the two countries from cross cultural perspective The study analyses the words, phrases and structures revealing tourism cultural features in the advertisements in six categories: landscape, cuisine, activity, transportation, accommodation and weather The result reveals that there exist some similarities and differences in tourism culture of the two countries as linguistically represented in the advertisements iii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS DECLARATION i ACKNOWLEDGEMENTS .ii ABSTRACT iii TABLE OF CONTENTS iv PART A: INTRODUCTION 1 Rationale of the Study Aims of the Study Research Questions Scope of the Study Method of the Study Analytical Framework Design of the Study PART B: DEVELOPMENT CHAPTER 1: LITERATURE REVIEW 1.1 Theoretical Background 1.1.1 Advertising and Tourism 1.1.2 Culture and Tourism Culture 1.1.3 Tourism Language 1.1.4 Cross-cultural Communication 1.2 Previous Related Studies 10 CHAPTER 2: METHODOLOY .11 2.1 Research Questions 11 2.2 Research Methods 11 2.2.1 Method of Description 11 2.2.2 Methods of Comparison and Contrast 12 iv LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 2.3 Data Source 14 2.4 Data Collection 14 2.5 Data Analysis Framework 14 CHAPTER 3: TOURISM CULTURAL FEATURES OF THE ENGLISH AND VIETNAMESE PEOPLE AS LINGUISTICALLY REPRESENTED IN SOME ONLINE TRAVEL ADVERTISEMENTS .21 3.1 Tourism Cultural Features of the English People as Linguistically Represented in some Online Travel Advertisements 21 3.1.1 Tourism Cultural Features of the English People as Linguistically Represented in Landscape 21 3.1.2 Tourism Cultural Features of the English People as Linguistically Represented in Cuisine 23 3.1.3 Tourism Cultural Features of the English People as Linguistically Represented in Activity 24 3.1.4 Tourism Cultural Features of the English People as Linguistically Represented in Accommodation 26 3.1.5 Tourism Cultural Features of the English People as Linguistically Represented in Transportation 26 3.1.6 Tourism Cultural Features of the English People as Linguistically Represented in Weather 27 3.1.7 Tourism Cultural Features of the English People as Linguistically Represented in Other Features 28 3.2 Tourism Cultural Features of the Vietnamese People as Linguistically Represented in some Online Travel Advertisements 31 3.2.1 Tourism Cultural Features of the Vietnamese People as Linguistically Represented in Landscape 31 3.2.2 Tourism Cultural Features of the Vietnamese People as Linguistically Represented in Cuisine 32 v LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 3.2.3 Tourism Cultural Features of the Vietnamese People as Linguistically Represented in Activity 33 3.2.4 Tourism Cultural Features of the Vietnamese People as Linguistically Represented in Accommodation 34 3.2.5 Tourism Cultural Features of the Vietnamese People as Linguistically Represented in Transportation 35 3.2.6 Tourism Cultural Features of the Vietnamese People as Linguistically Represented in Weather 37 3.2.7 Tourism Cultural Features of the Vietnamese People as Linguistically Represented in Other Features 38 CHAPTER 4: SIMILARITIES AND DIFFERENCES IN THE TOURISM CULTURAL FEATURES OF THE ENGLISH AND VIETNAMESE PEOPLE AS LINGUISTICALLY REPRESENTED IN SOME ONLINE TRAVEL ADVERTISEMENTS 42 4.1 Similarities in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in some Online Travel Advertisements 42 4.1.1 Similarities in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Landscape 42 4.1.3 Similarities of Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Activity 46 4.1.4 Similarities in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Accommodation 48 4.1.5 Similarities in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Transportation 49 4.1.6 Similarities in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Weather 50 4.1.7 Similarities in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in other Features 50 vi LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 4.2 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in some Online Travel Advertisements 51 4.2.1 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Landscape 51 4.2.2 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Cuisine 53 4.2.3 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Activity 55 4.2.4 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Accommodation 57 4.2.5 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Transportation 58 4.2.6 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Weather 59 4.2.7 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Other Features 59 PART C: CONCLUSION 61 Recapitulation 61 Discussion 63 Limitations of the Study 64 Suggestions for Further Studies 64 REFERENCES 65 vii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com PART A: INTRODUCTION Rationale of the Study Tourism is one of the world's largest industries and one of its fastest growing economic sectors The more the society develops, the better the quality of life becomes As living standards have risen in Vietnam, people are spending more money travelling There are more and more people who choose travelling as a kind of their favorite entertainment In the past, travel typically took the form of visiting relatives at their home, or taking a company trip to the beach with one's colleagues More recently, however, travel has become more diverse as people look forward to enriching their lifestyles This trend is helping to redefine Vietnam's tourism industry Since the tourist industry has become one of the most important economic influences and also one of the fastest growing industries of modern times, it needs certain advertising and public relation efforts to offer various services to the travelling public and encourage people to travel to specific places Today advertisements are more and more used by organizations to promote their products and services They are the main support for communication in business and the main link between the companies and their customers Moreover, the essence of advertising is convincing people what a product is meant for them Advertisements supply people with all information including transport, accommodation, cuisine, and so on about destinations Therefore, they can decide where they would like to go So according to Levitt‟s theory (1983), it would be really easy for the companies to persuade the customers all around the world to buy their products It cannot be denied that advertising makes a great contribution to the development of tourism industry Only by dint of advertisements can a LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com (Coming here, tourists can bath in the sky, see the coral through the transparent glass ships, dive or climb mountains…) One more distinguishing thing between advertisements of the two countries is that the Vietnamese one always mentions souvenirs that the tourists can buy as presents for your family, relatives or friends while there is no information about this on English advertisements For example: “Du khách tới Hà Nam mua số quà mang cá kho, chuối ngự hay sản phẩm từ làng nghề truyền thống thêu hay mây tre đan.” (Advertisement about Ha Nam) 4.2.4 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Accommodation In English advertisements, information on accommodation and transportation is always mentioned together They always suggest a package tour including everything from plane tickets to hotel The visitor just need to book the tour, the other things the tour organizer will take responsibility For example: “Stephanie stayed at Cecio Ristorante Camere in Corniglia (+39 0187 812043,cecio5terre.com, doubles from £51 B&B) and Le Giare (+39 3299 255723,legiarecinqueterre.com, doubles from £58 B&B) in Monterosso Direct trains to Monterosso from Genoa‟s two main train stations – Principe and Brignole – take 90 minutes or hire a rental car (carrentals.co.uk) British Airways (0344 493 0787,britishairways.com) flies from London Gatwick to Genoa Cristoforo Colombo Airport three times a week, from £82 return and Gatwick No.1 Lounge pre-flight costs £25, including access to the Premium Security Lane Find more about Cinque Terre atparconazionale 5terre.it and turismoinliguria.it.” (Advertisement about Cinque Terre, Italy) 57 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com On the other hand, Vietnamese advertisements just supply the tourist with some name of the hotels For instance: “Một vài gợi ý: Khách sạn Hoàng Sơn Peace (yên tĩnh, tiện nghi), khách sạn Thùy Anh (gần khu mua sắm), khách sạn Thanh Bình (gần khu ăn uống), khách sạn Tràng An (nằm trung tâm thành phố), khách sạn Non Nước (gần khu vui chơi), Queen Hotel (gần ga tàu)…” (Advertisement about Ninh Binh) 4.2.5 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Transportation In English advertisements, the transportation which is always introduced with the accommodation is usually plane It is mentioned in a package tour However, in the Vietnamese advertisements, the suggestion of means of transportation is more various with many kinds of vehicles In addition, the writer also mentions the distance from big cities to those destinations so that the visitor can imagine how far it is from their place to the destination Therefore, they can plan their trip carefully Because the fact that the English advertisements supply the tourist with a full package tour so the visitor does not need to care about the distance while Vietnamese people have a habit or planning and organizing their own trip so they need to know about the distance to have the best preparation Let‟s read the following examples: “A double room at Hotel Bellora (hotelbellora.se) costs from £80 per night, including breakfast Return flights from London with British Airways (ba.com) cost from around £116 For more information, visit Goteborg.com/en.” (Advertisement about Gothenburg) 58 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com “Ninh Thuận cách Sài Gòn khoảng 350 km cách Hà Nội gần 1.500 km, để đến Ninh Thuận, bạn phương tiện công cộng cá nhân (nếu từ Sài Gịn) Có hai phương tiện cho bạn lựa chọn tàu hỏa xe tơ Cịn từ Hà Nội, cách tiết kiệm thời gian bay đến Nha Trang ô tô Ninh Thuận, khoảng cách 100 km Cịn khơng, bạn tàu hỏa (dừng ga Tháp Chàm) hay xe khách, ngày.” (Advertisement about Ninh Thuan) (Ninh Thuan is about 350 km from Sai Gon and nearly 1500 km from Hanoi You can go to Ninh Thuan by public transportation or individual vehicle (if you go from Sai Gon) There are two means of transportation that you can choose which are by train or by car If you go from Hanoi, the easiest way to save time is to flight to Nha Trang then go to Ninh Thuan by coach, about 100 km Another way is to go by coach from Hanoi and it takes more than one day.) 4.2.6 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Weather There are no distinguished features about the cultural features of the English and Vietnamese people shown in weather Both the countries want to know the best time with the best weather to visit a tourist attraction 4.2.7 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in Other Features When studying English and Vietnamese tourist advertisements, it can be seen that the advertisements must be written by a tourist agency which has a deep understanding about the landscapes The readers are the ones who have not known or travelled to those places They can be anyone who gets 59 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com information on purpose or by chance as long as they find it interesting and eager to travel to the place referred There exists a difference between English and Vietnamese online travel advertisements The tourist agency and audience of Vietnamese tourist advertisements are almost Vietnamese They have some characteristics in common such as culture, life style, moral standard, common concern and so on However, English is the only thing that the writer and the reader of English tourist advertisements have in common The reader and the writer of the English travel advertisements can be distinguished by different countries, different cultures, different psychological features and even different lifestyles Therefore, it could be a great effort of the writer to produce a good advertisement to readers without any offence 60 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com PART C: CONCLUSION Recapitulation The study is conducted with the purpose of figuring out tourism cultural features of the English and Vietnamese people, similarities and differences of travel culture features of the English and Vietnamese people as linguistically represented in some online English and Vietnamese advertisements Two research questions are raised to find out these aims of the research which are: What are the tourism cultural features of the English and Vietnamese people as linguistically represented in some online travel advertisements? What are the similarities and differences in the tourism cultural features of the English and Vietnamese people as linguistically represented in some online travel advertisements? The methods of description, comparison and contrast are used to find out the answers to these questions Description is to find out the tourism cultural features of the English and Vietnamese people Comparison and contrast are to figure out the similarities and differences in tourism cultural features of the two countries The qualitative method is used throughout the research It is the interaction of the researcher with the advertisements and her experiences in travelling Words, phrases and structures are focused to find out the habit, hobby and viewpoint of the English and Vietnamese people as linguistically represented in some online travel advertisements The research studies words, phrases and structures which are shown in six aspects including landscape, cuisine, activity, accommodation, transportation and weather The results of the study reveal that there are some similarities and differences in the habit and viewpoint the the English and Vietnamese people when they travel 61 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com In the aspect of landscape, both the English and Vietnamese people want to visit destinations with beautiful scenery However, the English people tend to choose places related to religion while the Vietnamese people usually use a legend to introduce the place In term of language, both the English and Vietnamese advertisements use descriptive adjectives to talk about the landscape In term of cuisine, there are two tendencies in the habit of eating when the English people travel which are fast foods such as KFC, pizza and traditional food such as fish, pudding and so on On the other hand, Vietnam people would like to sample the speciality of regions when they come An intersting feature in the Vietnamese‟s cuisine is the street food which makes a great impression on tourists especially foreign tourists Noun phrases showing food courses are used in advertisements to present the eating habits of the English people as well as the Vietnamese people when they travel When mentioning the tourism cultural features of activities of the English and Vietnamese people, it is concluded that the English people usually join the practical activities associated with western countries such as horse riding, scuba-diving On the other hand, the Vietnamese people tend to take part in the activities associated with the nature or the traditional festivals of the destination For example, when visiting Quan Son Lake, an activity suggested for the tourist is to take a tour by boat to enjoy the beauty of the lake or enjoy the speciality When talking about activity, both the English and Vietnamese advertisements use noun phrases showing names of activity that tourists should take part in In addition, the English advertisements use imperative to suggest tourists interesting activities in every destination In the aspect of accommodation, the English people usually offer a package holiday from the plane ticket to the hotel, while the Vietnamese people are careful so they get to know about the hotels at the destinations and make a reservation themselves Some young Vietnamese people try new 62 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com experience to stay with the local people The typical verb used in the English advertisements in accommodation part is “offer” and prepositional phrase “along with” These phrases are used to suggest tourist a package tour with hotel names Both the English and Vietnamese advertisements use proper nouns to introduce the names of the hotel for visitors About the transportation, the most popular means of transport of the English people is plane and car and the English people always use time to talk about the distance while the Vietnamese people always show the distance from big cities to destinations for the visitor can imagine how far the destinations from their place The last feature in the tourism culture of the English and Vietnamese people is weather Because the weather always changes with fog so the English people would like to visit sunny places while the Vietnamese people would like to find places with cool weather to relax after hard studying or working months The superlative is used in both English and Vietnamese advertisemenents to recommend best time of travelling in a year to tourists This study is hoped to bring better understanding about the habit of tourism of the two countries so that the tourism organizers can have the most attractive advertisements to appeal tourists to destinations Discussion The research is aimed at finding the tourism cultural features of the English and Vietnamese people in some online travel advertisements then comparison and contrast are used to highlight the similarities and differences in the tourism cultural features of the two countries In respond to the first question to find out tourism culture of the English and Vietnamese people and linguistic means such as descriptive adjectives showing landscape, noun phrases showing food and activity, prepositional phrases showing accommodation and superlatives showing 63 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com weather The key point in this research is to figure out the tourism culture while discourse features between English and Vietnamese tourist advertisements were studied by Nguyen Thu Huong (2001) or sentence patterns in travel advertisements on English and Vietnamese websites were researched by Phung Ngoc Bich (2008) In respond to the second question, the similarities and differences in tourism culture of the English and Vietnamese people were shown out which can help tourism organizer have the best strategies to attract visitors to destinations Limitations of the Study The study has minor limitations Firstly, it is a small-scale study with a limited source The writer just focused on two English websites and two Vietnamese websites The results, therefore, cannot be said to fully reflect the overall picture of travel cultural features of the English and Vietnamese people Secondly, the qualitative method was used with a combination of descriptive and comparative method so the results can be subjective because they are the own writer‟s perceptivity Suggestions for Further Studies The following things should be done to overcome the limitations as mentioned above: First, the survey should be conducted on a larger scale which involves many other online travel websites Second the qualitative method should be combined with the quantitative to calculate the percentage of kinds of specific vocabulary used in the advertisements so that the results will be more concrete 64 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com REFERENCES [1] Ahmed, N (2000) Cross–Cultural Content Analysis of Advertising from the United States and India Ph.D dissertation, University of Southern Mississippi [2] Allison Frith (2016) Mauritius is a magical getaway all year round Sunday Express Retrieved September 24, 2016, from 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Du lich Viet Nam Retrieved August 16, 2014, from http://baodulich.com/viet-nam/tha-hon-truoc-bien-hai-hoa/ [50] Thác trái tim, đôi lứa (n.d.) Thông tin du lịch Retrieved December 27, 2015, from, http://baodulich.net.vn/Thac-Trai-tim-cua-doi-lua-09-7127.html [51] Ton Nu My Nhat (2005) A discourse analysis of travel advertisements in English and Vietnamese Unpublished Ph.D Dissertation Hanoi: Vietnam University [52] Yên Đức – điểm sáng du lịch cộng đồng (n.d.) Thông tin du lịch Retrieved September 17, 2015, from http://baodulich.net.vn/Yen-Duc -diem-sang-du-lich-cong-dong-03-310.html 71 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... in tourism culture of the English and Vietnamese people The data of the thesis are travel advertisements in some English and Vietnamese online travel newspapers Analytical Framework The research... LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 4.2 Differences in Tourism Cultural Features of the English and Vietnamese People as Linguistically Represented in some Online Travel Advertisements. .. attract tourists Aims of the Study The aims of the thesis are: - To study tourism cultural features of the English and Vietnamese people as linguistically represented in some online travel advertisements