Role of English literature in Travel, Tourism and Hospitality Industry

Abstract

Language skills are an important element of the hospitality industry. Understanding performance expectations are the key to the achievement of tourist satisfaction. Good oral and written communication skills are the top skills important to hospitality practitioners at different position levels. Good English communication during the study will add value to students' education. According to that fact, the hospitality program itself will encourage critical thinking and for example, tourism problem solving when it is necessary. In the tourism industry supply and demand side must communicate perfectly in order to ensure quality and needed performance standards. In business tourism practice, oral communication is a bit higher than written communication, but both categories are rated high. (Kay and Russett: 2000). The authoresses, through a questionnaire, explore the importance of communication skills (speaking, reading, listening, and writing) in the English language among hospitality employees and students studying business and tourism. The importance of good cooperation between the language/hospitality teaching programs and the Croatia Tourism Authority is a high priority if the development of steady all-year-round tourism is to be a possibility. In conclusion, the implications of the findings are discussed and concerns arose over the need to address evident weaknesses in order to enhance career options and tourism management in Croatia.

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Dogo Rangsang Research Journal UGC Care Group I Journal
ISSN : 2347-7180 Vol-10 Issue-07 No. 11 July 2020
Page | 27 Copyright @ 2020 Authors
Role of English literature in Travel, Tourism and Hospitality Industry
Dr. Sidharth Shankar Raju
Assistant Professor
Vivekananda Global University
Ms. Pooja
Assistant Professor
Vivekananda Global University.
Mr. Naveen Rana
Assistant Professor
Himgiri Zee University.
Abstract.
Language skills are an important element of the hospitality industry. Understanding performance
expectations are the key to the achievement of tourist satisfaction. Good oral and written
communication skills are the top skills important to hospitality practitioners at different position
levels. Good English communication during the study will add value to students' education.
According to that fact, the hospitality program itself will encourage critical thinking and for
example, tourism problem solving when it is necessary. In the tourism industry supply and
demand side must communicate perfectly in order to ensure quality and needed performance
standards. In business tourism practice, oral communication is a bit higher than written
communication, but both categories are rated high. (Kay and Russett: 2000). The authoresses,
through a questionnaire, explore the importance of communication skills (speaking, reading,
listening, and writing) in the English language among hospitality employees and students
studying business and tourism. The importance of good cooperation between the
language/hospitality teaching programs and the Croatia Tourism Authority is a high priority if
the development of steady all-year-round tourism is to be a possibility. In conclusion, the
implications of the findings are discussed and concerns arose over the need to address evident
weaknesses in order to enhance career options and tourism management in Croatia.
Introduction
Being the foremost widely used global language, English has been exerting an incredible
influence on all walks of recent man's life and playing an unsurpassed role in various spheres of

Dogo Rangsang Research Journal UGC Care Group I Journal
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his life. These comprise, among others, travel, tourism, and hospitality industry, altogether of
which the utilization of English has become an important need and far quite mere ostentation.
The reverberations of the impact of English are being felt within the newly emerged knowledge
economy as also within the traditional scientific, engineering, academic, and technological
arenas. Besides, mass-media, library, banking, computer, internet, and several other fields also
make vast use of English. With its ever-growing importance, the role of English in travel,
tourism and hospitality industry has been assuming greater significance, and also undergoing
some functional changes.
The Multi-faceted Role of English literature.
it's tough to enlist the various roles English is currently playing. Within the constraints of a
paper like this, we are constricted only to linger over its tangible and conspicuous roles. The
more remarkable functional roles English plays, from among the complex matrix of its manifold
roles, are often identified as follows:
1. Communicative/Interactive Role
When people travel from place to put or start a tour, they are available across people of various
linguistic backgrounds, and naturally, they need to speak with these people, if the aim of their
traveling or touring activities has got to be fructified. Although communication can happen
through written communication yet, it's the spoken form aided by the visual communication
that's used more frequently for communicative purposes than the other modes. But the matter
arises when the tourists and travelers are unaware of the languages employed by the natives of
the places visited.
In such cases, there's just one option left, which is but employing a common linguistic medium
known to both the parties—the visitors and therefore the visited. That medium, altogether
likelihood, within the present world situation, is none aside from English because among the
various languages utilized in the various parts of the planet, it's English that's most extensively
utilized in the planet presently. Its coverage is so vast that not many countries are unaware of and
illiterate in English. So when English comes handy, it is often used for straightforward and
effective communication or interaction during a multi-lingual situation. Hence, it's to be learned

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as best as possible so that proper oral and written language are often carried on with none
disconcerting hitch. And learning English, within the true sense, involves commitment and
diligence.
2. Integrative Role
Since the worldwide situation maybe a medley of various races, languages, cultures, classes,
religions, castes, geographical divisions, ideologies, etc, realizing world unity is extremely
difficult. Mistrust, suspicion, misunderstanding, rivalry, and jealousy are highly insidious forces
surreptitiously at work and infrequently stupefying us once they rear their ugly, Hydra-like heads
in such palpable forms as cross-border terrorism, economic sanctions, violence, cold war,
disputes and dissensions, nuclear arms-race, the never-quenching avarice of the developed and
developing countries to pile-up huge stores of lethal weapons targeting at the potential and real
enemy countries. These are global menaces threatening our very existence and point to the
somber possibility of a possible annihilation of humanity once we are counting our days here on
our beautiful but seemingly ill-fated planet, under the ever-growing dangers of a nuclear
holocaust looming large. Of these damage beyond repair the fine fabric of world social order,
global unity, and universal security. Common unifying factors are crucial in such situations to
strengthen the bonds of humanity among people and foster amity. 'A single language for all' may
be a noble idea which may enfold the peoples of the planet under one bower and integrate them
into a unified community. All the differences are often sorted out, ideas are often shared and
activities chalked out for a far better future under the spell of a standard language. English has
been playing this integrative role for an extended time now which, too, far more than the other
language within the world. When people began on travels and tours, they confront these
diversities but English helps integrate all into one family, aids free mingling, and conveys about
the much-desired solidarity.
Again those employed in the hospitality industry like air hostesses, that personnel in standard
and star hotels receiving and entertaining tourists and travelers from foreign places, those
employed within the foreign embassy like diplomats and ambassadors, Foreign Secretaries of
nations, and everyone those officials related to travel, tourism and other hospitality activities find
English the foremost convenient medium to interact with foreigners and lots of natives belonging
to different linguistic communities. English enables them to interact in polite exchanges and is

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available closer to at least one another affecting national and international integration. But what's
required is to find out and use with facility all those English formulaic expressions which are
indicative of politeness and courtesy. In other words, the functional knowledge of English and its
contextual usages should be mastered well by all those in cross-border mobility, and also related
to the hospitality industry. Language functions like making polite requests, offering help, etc are
very crucial in the hospitality industry. For, the personnel in such industries need to be extremely
polite, tactful, warm, and profuse in their expressions exhibiting the smallest amount of
indifference and annoyance. Their language should be the smallest amount offensive and
therefore the most pleasing. Knowledge of Pragmatics is very useful for such people. Pragmatics,
which is an emerging branch of language study, focuses on language use especially contexts in
linguistic communities. It examines the meanings supported contextual usages, intonation, the
relationship between the speaker and therefore the listener, their attitudes, hidden meanings, etc.
3. Lingua-franca Role
Different linguistic states have different languages then it's tough for the travelers and tourists to
find out of these languages and have interaction in easy communicative activities. a standard
link-language/lingua-franca is often beneficially employed by those in mobility to speak with
each other and disburden themselves of the herculean task of learning an outsized number of
languages. Here English involves the rescue and facilitates easy and effective communication
because it's taught in most universities and institutions the planet over. Today, Ancient Greek
and Latin, also as French, still retain a number of their elite status, but "English is that the de
facto language of international communication" (Tsuda, 1999, p. 153). The advantage of this
example is especially for English people and therefore the Americans. But it's serious drawbacks,
too, as they don't need to learn another language, and learning another language additionally to
one's language may be a healthy mental exercise and one that helps an individual to possess
deeper insights into one's language also as effecting better intercultural communication.
Despite the apparent advantages and positive aspects of English as a lingua-franca, Judith and
Nakayama are wary of the inter language role of English: "Learning a far off language isn't easy,
of course, but the dominance of English because the inter language raises important issues for
intercultural communication:

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What’s the connection between our four touchstones and this contemporary linguistic situation?
That, how do culture, communication, power, and context play call at the domination of English?
First, the intimate connections between language and culture mean that the diffusion of English
is tied to the spread of U.S American culture round the world. is that this a replacement sort of
colonialism? If we consider problems with power, what role does the Unites States play within
the domination of English on the planet scene? How does this marginalize or disempowered
those that aren't fluent in English in intercultural communication? What sorts of resentment
could be fostered by forcing people to acknowledge their disempowerment?
In what intercultural contexts is it appropriate to assume that others speak English? For English
speakers, this is often a very unique context. Latvians, for instance, cannot attend international
meetings and assume that others will speak Latvian; and Albanians will have difficulty
transacting international trade if they assume that others know their language." (Judith &
Nakayama, 2004, p. 228) Thus, this inter language role of English can't be said to be an
unadulterated blessing, but one with possible lurking dangers, whose verity time will disclose
eventually.
4. Relation-Fostering Role
English can strengthen relationships globally through its unifying power. Language, through its
power of communication, brings people on a standard platform of humanity. People begin to feel
that they belong to the common family of mankind despite the peripheral and superficial
differences. It enables them to sacrifice their narrow, parochial interests on the altar of humanity.
It prompts them to open up their hearts and spill their pent-up emotions and eventually iron out
their differences if any, and share emotions of joy, wonder, satisfaction, disgust, anger,
frustration, resentment, admiration, love, fear, etc., while on a tour and seeing diverse groups of
individuals and in strikingly different situations. Further, thoughtful sharing of ideas and
concerns through the common medium of English can cement their relationships and dispel
unwarranted fears. This builds up their reciprocal faith which boosts good relationships. When
people of hostile linguistic communities chance to satisfy each other, English is often a welcome
relief to enter into easy communication activities and forget their differences, a minimum of for a
short time. It exposes new vistas of understanding and more such meetings of more members of
an equivalent state promote mutual respect and convey about better perceptional changes, finally

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leading to healthier relationships. within the multi-cultural global set-up, a standard language like
English can compile people of all cultural groups and strengthen their relationships through
dialogue and discussions. Hence English can build healthy relations on a worldwide level
through English which other languages are incapacitated too.
5. Economic/Business Role
It’s not merely during travel, tourism, and hospitality that English seems to be of assistance but
during economic and business transactions also. Those on the move propelled by entertainment
purposes or profit motives, naturally have economic matters of grave import. Through its global
communicability, intelligibility, and universal acceptability, English helps not only international
trade and other economic transactions to be conducted more regularly but interpersonal
economic dealings also. Even internal trade is additionally smoothly administered during a
multi-linguistic set-up with the assistance of English. Businessmen occasionally travel on
business purposes to different states. Under linguistic plurality, it's mainly through English that
they have their contracts, agreements, and transactions drafted and fulfilled without confusion.
Even tourists buy many things while they're on tours. it's English that facilitates their dealings.
Again, most banking activities also are administered through English. This makes financial and
business dealings much smoother, too.
6. Functional Roles
When an individual move about in strange and unknown lands, he/she has got to seek
information, every now then, of varied matters like accommodation, food, destinations, shopping
items, places of interest, historical backgrounds of the places visited, facilities available at
different places, people to contact, etc. Being unaware of the foreign tongue/s of the place,
seeking information is often realized only through the common medium of English. Not only
seeking information but also giving information is additionally through English, thus, bringing
tons of relief and solace to the travelers in unknown countries. If travel is for a given purpose, the
tour is for entertainment and fun; hospitality is extended from a cultural point of view and
sometimes shown with the ulterior motive of mere expediency. But it's essentially a
manifestation of civilization and goodwill. And all together these cases, English features a major
role to play because of the international language.

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Various contextualized language functions like 'offering help, seeking information, posing for
advice, seeking permission, making requests, posing for directions, making inquiries, greeting,
introducing, making complaints', etc., all are often effectively administered through the common
medium called English. Within the absence of such a medium, only chaos and confusion would
prevail within the word and few would venture to undertake long, tedious, and risky journeys
outside their own countries. For within the absence of linguistic exchanges, instead of resorting
to gestures and facial expressions, civilized persons are likely to prefer silence, but silence is
painful and frightening to some extent. In such cases, the remedy is to be braced up with
adequate mastery of English and thru that glean information, and has interaction in free
conversation reasserting one's gregariousness.
Conclusion
To conclude, within the global era, playing its multifarious roles, English has been reasserting
its 'World Language' status which no other language so far could command, nor claim to. the
impact of English is all-pervasive now. a number of the important roles played by English, as
discussed within the foregoing analysis, point to the ever-growing relevance and importance of
English. Good working knowledge of English signals a way brighter future and ensures easy
mobility and suave communication skills for travelers, tourists, and for all those engaged in the
hospitality industry. But in our unqualified admiration for the greatness of English, we should
always not be blind to the likelihood of a hidden, neo-colonial agenda, and an ulterior neo-
imperialistic political motive as adumbrated by writers like Judith, Nakayama, and Tsuda, to not
mention the real fears of the advocates of Post-Colonialism!
References
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Proposing the Ecology of Language Paradigm. In M. Tehranian (Ed.), Worlds Apart:
Human Security and Global Governance (pp. 153-167). New York: Tauris.
2. Martin, Judith. N and Thomas K. Nakayama. (2004). Intercultural Communication in
Contexts. New York: McGraw-Hill.
3. Taylor Victor, E & Charles E. Winquist (Editors) (2001). London and New York:
Encyclopedia of Postmodernism, Routledge,

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4. Whorf, B. L. (1956). Language thought and Reality, Cambridge, M. A.: MIT Press.
5. West, F. (1975). The Way of Language: An Introduction. New York Harcourt Brace
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