The new consumerist context has led to major changes in the view of both the evolved consumer and the advertisers. Today’s tourist is an experienced tourist who knows what he is looking for and what s/he needs. S/He prefers less crowded places, appreciates quality, the appeal of tourist destination, good-value, the personalization of tourism products. Or, the professionals, knowing well the potential customer, are forced to upgrade their messages and their approach techniques, in order to reach him/her. For this, guide writers use various linguistic methods (of morphological and syntactic nature), which we will analyze in this paper.
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