The Marketing Language of Hospitality A Semiotic Approach

Abstract

This paper explorers how a language of hospitality is
contained within contemporary marketing communications. This
paper traces an established global semiotic language of
hospitality, and how definable set of images and textual
conventions have come to define both the hospitality industry and
the hospitality experience within contemporary marketing
practices. The ability to recognize and understand the theoretical
foundations of this language when utilized alongside traditional
marketing creates a more holistic form of marketing practice.
This paper forwards the assertion that marketing is
fundamentally a cultural activity that requires an in-depth
understanding of the social and cultural foundations of the
activity, and it is only once this has been achieved can we tailor
and create effective marketing campaigns generates meaning and
is understood and appreciated by the consumer.