EFFECTIVE ACADEMIC ENGLISH COURSES IN TOURISM: AN INTERDISCIPLINARY APPROACH AS A TOOL FOR SUCCESS
EFFECTIVE ACADEMIC ENGLISH COURSES IN TOURISM: AN INTERDISCIPLINARY APPROACH AS A TOOL FOR SUCCESS

Author(s): Albena Stefanova, Georgi Zabunov
Subject(s): Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: English for Specific Purposes (ESP); Student engagement; Systemic-Structural Activity Theory (SSAT); Consumer engagement.
Summary/Abstract: The purpose of this chapter is to present an interdisciplinary approach to developing effective academic English courses in tourism. The authors propose to use the synergy of English for Specific Purposes (ESP) theory, Systemic-Structural Activity Theory (SSAT) and selected marketing techniques. Based on an analysis of the specialised literature, it is stated that the engagement of learners is a key factor for effective language learning. The possibilities for using adapted marketing techniques to increase engagement by increasing involvement are discussed in the chapter. The authors propose approaches for defining the target vocabulary and for increasing the motivation for learning based on the theory of ESP and SSAT.

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