5th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

EFFECTIVE ACADEMIC ENGLISH COURSES IN TOURISM: AN INTERDISCIPLINARY APPROACH AS A TOOL FOR SUCCESS
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Albena Stefanova –   University of National and World Economy, Student Town, 1700 Sofia, Bulgaria
Georgi Zabunov   –   University of National and World Economy, Student Town, 1700 Sofia, Bulgaria
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DOI:   ​​https://doi.org/10.31410/tmt.2020.619
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5th International Thematic Monograph –   Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2020,   Published by:  Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia;   ISSN 2683-5673,  ISBN 978-86-80194-42-4;   Editors:   Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia;   Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia,   Printed by:  SKRIPTA International, Belgrade
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.

Keywords: English for Specific Purposes (ESP), Student engagement, Systemic-Structural Activity Theory (SSAT), Consumer engagement.

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