Abstract
In Fiji, Ghana, Jamaica, and the Maldives, the tourism sector is an important source of economic wealth. For example, in the Maldives tourism accounts for around a quarter of total GDP and is a main source of employment (Meierkord, 2018: 5). Similarly, the role of tourism as one of Jamaica's main industries has been stated in Deuber (2014: 29), and Hundt, Zipp and Huber (2015: 691) also mention that tourism is one of the key industries and employment sectors in Fiji. While many of these destinations use traditional channels of advertising such as print magazines, a considerable amount of advertising is carried out online via social media.
Highlights
In Fiji, Ghana, Jamaica, and the Maldives, the tourism sector is an important source of economic wealth
We examine how English and other languages are used in tourism advertisements on Instagram in four different countries in which tourism plays an important role, i.e. the Maldives, Fiji, Ghana, and Jamaica
We consider the effect of the use of different languages in these posts, and we investigate how features typical of social media, hashtags, are employed in tourism advertisements on Instagram
Summary
In Fiji, Ghana, Jamaica, and the Maldives, the tourism sector is an important source of economic wealth. The role of tourism as one of Jamaica’s main industries has been stated in Deuber (2014: 29), and Hundt, Zipp and Huber (2015: 691) mention that tourism is one of the key industries and employment sectors in Fiji. While many of these destinations use traditional channels of advertising such as print magazines, a considerable amount of advertising is carried out online via social media. With a few exceptions (cf. Lee, 2014; Shakir & Deuber, 2018), social media studies tend to overlook social media language in what Kachru (1985) calls Outer Circle countries
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
