Le site multilingue dans le tourisme : de l’enthousiasme des stratégies de communication à la réalité décourageante
The Multilingual Site in Tourism: from the Enthusiasm of Communication Strategies to the Discouraging Reality

Summary/Abstract: The economic strength of languages has been analyzed in many studies, focusing particularly on international trade, transnational occupational mobility, social integration, migration, etc. The impact of languages on tourism activity has been, however, less studied, even though tourism is one of the most dynamic sectors in the world. The success of internationally active businesses relies on complex strategies that give them competitive advantages in a liberalized global marketplace. The multilingual website is one component of the language strategy that enables tourism stakeholders to optimize communication, promote the business, and enhance their competitiveness. A study carried out in the period 2011–2018 on the multilingual representation of hotels in a major city in the North-West region of Romania reveals a surprising dynamic and seems to contradict the recommendations of the specialists. The lack of interest in the diversity of foreign languages proves that the economic and communication potential of multilingual sites is ignored, which goes against the opening of Romanian tourism to the international.

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