E-ISSN 2651-2629
Self-presentation strategy on the official websites of the Russian and German travel agencies [ALRJournal]
ALRJournal. 2021; 5(8): 106-114 | DOI: 10.14744/alrj.2021.22599

Self-presentation strategy on the official websites of the Russian and German travel agencies

Larisa Shchipitsina
Department of German and French Philology, Northern (Arctic) federal University, Arkhangelsk, Russia

Different communication forms on the Internet are a very important and effective way of global communication in different spheres today. But they are still under investigated from discourse and linguistic point of view. Thus, the research purpose of this article is to explore self-presentation as a discourse strategy realized on the official websites of travel agencies to find the effective ways of self-presentation in tourism discourse. German and Russian travel agencies websites representing different countries with growing tourism potential are used as empirical material for a complex linguistic analysis of self-presentation strategies and tactics. The results of the investigation show that the most often used self-presentation tactics are objectified and personalized self-nomination, positioning, defining the own socially appreciated features, personifying itself as a friend to the client, explicating the companyís destination to meet its clientís wishes. The research shows that these tactics are realized on the homepages of Russian and German tourism websites by using the companyís name, logo and, optionally, the slogan and plain text. Different self-presentation tactics can be mostly found on a special Ďabout usí webpage.

Keywords: tourism discourse, discourse strategy, self-presentation, website, travel agency

Larisa Shchipitsina. Self-presentation strategy on the official websites of the Russian and German travel agencies. ALRJournal. 2021; 5(8): 106-114

Corresponding Author: Larisa Shchipitsina, Russia
Manuscript Language: English
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