Using Pathos, Logos and Ethos in Tourist Guidebooks
Using Pathos, Logos and Ethos in Tourist Guidebooks

Summary/Abstract: This paper examines the use of ethos, pathos and logos in tourist guides published in Albania in English. This study follows a larger project that carried out a corpus analysis of tourist guides published from 2015 and 2019, provided by the Travel Magazine in Tirana, Albania. The data were analysed qualitatively by using Aristotelian rhetorical theory. The results show that some persuasive techniques were used by authors of tourist guides. It appears that the appeal to pathos was highly preferred, as it represents a means to directly connect with authors‘ emotions. The second most appealing was ethos, where the authors used their own ethics and credibility to persuade future travellers to opt for Albania for their future holidays. Finally, the present study shows that tourist texts should be linked to emotions in order to achieve their goals in promoting tourism and persuading foreign travellers.

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