|Sažetak rada|| |
Tourism, as the sum of the phenomena, interactions and relationships between tourists and hosts, depends largely on their mutual communication. This communication, verbal and nonverbal, takes place in many different ways. The most important one is by language, written and oral. The lack of knowledge of foreign languages, especially the English language, is considered to be a competitive disadvantage in all branches of the economy, and this particularly applies to tourism. Promotion, accompanied by good marketing communication plays a very significant role in successful development and advancement of tourism. Just as there is no tourism evolution without marketing and promotion, there is no promotion without communication. Promotion and communication are highly interrelated and interdependent activities, and it can be considered that promotion without communication does not even exist. The most important and the most used language in this field is English. It is a Germanic language of Indo-European family and is extremely widespread in the world. By the number of people who speak this language, it is the third in the world, probably the most popular foreign language taught almost all over the world. English is considered as the original language of tourism. Croatian public and media space, as well as the field of economy and tourism are filled with an increasing number of English words that, due to new technologies and the western industry, entertainment and fun, but sometimes also because of faddishness, are increasingly dominating in the domicile language. A large number of English expressions influence everyday speech, primarily those spoken by young Croats, and not just them, but also people of all ages can be heard somewhere and in some context use some English word. Thus many Anglicisms which are infiltrated into the Croatian language slowly replace domestic words. The further trend of arrival of the English language is expected to be even more intensive. There are many reasons for that: further development of technology, the growing global influence of Anglo American culture and the growing competence of both young and older people in the English language.