Speaker
Description
By drawing on Conceptual Metaphor Theory (CMT), by Lakoff and Johnson, the review synthesizes findings from diverse studies that examine how metaphors are use in tourism. This literature review investigates the use of conceptual metaphors in shaping tourism discourse and enhancing the tourist experience, drawing on key studies within the field. The synthesis reveals a multifaceted understanding about conceptual metaphor. Iritspukhova’s review identifies a significant gap in the empirical study of metaphors within tourism promotional materials, underscoring their importance in cross-cultural communication and marketing strategies. Wang et al. highlight how embodied metaphors shape tourists' experiences within traditional cultural settings, while Angeloni emphasizes the centrality of the journey metaphor in co-creating memorable experiences through storytelling and theming. Despite the prevalence of metaphors in tourism discourse, their specific functions and impacts remain underexplored, particularly in areas such as sustainable tourism governance and community-based tourism practices. This review not only underscores the critical role of metaphors in enriching the tourism experience but also identifies key gaps and proposes avenues for future research, particularly in understanding the nuanced functions of metaphors in global tourism advertising.
