Accessibility navigation

Metaphors we travel by: a corpus-assisted study of metaphors in promotional tourism discourse

Jaworska, S. ORCID: (2017) Metaphors we travel by: a corpus-assisted study of metaphors in promotional tourism discourse. Metaphor and Symbol, 32 (3). pp. 161-177. ISSN 1532-7868

Text - Accepted Version
· Please see our End User Agreement before downloading.


It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1080/10926488.2017.1338018


Despite the widely disseminated assumption that metaphors are the key persuasive devices in promoting tourist destinations specifically those located in tropical regions, there has been to date no systematic research investigating the use of figurative language in tourism promotional discourse. Using a corpus-assisted approach to the identification and analysis of metaphors supported by Wmatrix, this study attempts to establish empirically whether promotion of destinations culturally and geographically faraway does deploy more metaphors than marketing of tourist places ‘closer’ to home and what kind of conceptual mappings and metaphorical expressions are utilised. The results point to a significant increase of metaphor use in the descriptions of tropical destinations. Five domains BODY, NATURAL PRECIOUS ELEMENT, COLOUR, TASTE and RELIGION prove especially productive. The combinations of metaphorical expressions from these domains generate sensory fusions that appeal to multiple senses at once including vision, taste and imagination, and in doing so, potentially increase the ‘appetite’ for ‘consuming’ a destination. They also perform ideological work as devices in discourse that clandestinely perpetuates colonial legacies.

Item Type:Article
Divisions:Interdisciplinary Research Centres (IDRCs) > Centre for Literacy and Multilingualism (CeLM)
Arts, Humanities and Social Science > School of Literature and Languages > English Language and Applied Linguistics
Arts, Humanities and Social Science > Language Text and Power
ID Code:69755
Uncontrolled Keywords:metaphors, tourism, cultural distance, corpus-assisted study, conceptual mappings, Wmatrix, colonial legacy
Publisher:Taylor & Francis


Downloads per month over past year

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation