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Translating wine tourism websites from French into English

What is it about?

Tourists are motivated by the desire to escape from ordinary life, yet many travel abroad carrying the deeply rooted values of their own culture. This paper investigates how the English version of a French wine tourism website can appeal to its target British market by focusing on the cultural values of the tourist rather than those of the destination.

Why is it important?

Using a framework that applies anthropological and cultural models to tourism language and tourist behaviour, the findings show that culturally localized tourism websites are more likely to succeed as instruments of persuasion. A strategy known as "ego-targeting" is highlighted as particularly effective when adapting French tourism texts to appeal to the British market.

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Sally Cowan
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