On the marketing language of hospitality

This paper explorers how a language of hospitality is contained within contemporary marketing communications. This paper traces an established global semiotic language of hospitality, and how definable set of images and textual conventions have come to define both the hospitality industry and the hospitality experience within contemporary marketing practices. The ability to recognize and understand the theoretical foundations of this language when utilized alongside traditional marketing creates a more holistic form of marketing practice. This paper forwards the assertion that marketing is fundamentally a cultural activity that requires an in-depth understanding of the social and cultural foundations of the activity, and it is only once this has been achieved can we tailor and create effective marketing campaigns generates meaning and is understood and appreciated by the consumer.