20.500.12556/DKUM-86722 The role of humour in tourism discourse the case of Montenegro This paper focuses on the role of humour as a persuasive tool of tourism destinations’ communication and as a means of creating the destination’s image and uniqueness in tourism discourse. According to Aristotle’s appeals, humour belongs to pathos, which is – besides ethos and logos – an essential means of persuasion in successful communication. In the introductory part, the paper offers a short theoretical insight into the functions of tourism discourse and the role of humour in it, further on examples of online promotional texts about Montenegro are analysed and discussed using discourse analysis. The findings confirm that successful promotion can only occur through the efficient use of tourism discourse which addresses the needs of potential tourists and that humorous texts about destinations are appealing to readers. Based on the analysis, it can be established that branding of tourism destinations, products and services with elements of humour may be outstanding in positive ways, and consequently employed in promotional texts as a successful means of communication. tourism discourse branding humour Montenegro turizem diskurz blagovna znamka humor Črna gora You Tube posnetki ciljnega trženja oblikovanje ciljne slike sledenje očem priklic spomina true false true International Society for Humor Studies Angleški jezik Slovenski jezik Znanstveno delo 2024-01-15 13:44:45 2024-01-15 13:56:56 2024-01-16 03:15:07 0000-00-00 00:00:00 2022 0 0 Str. 62-75 Št. 1 Letn. 10 2022 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2022-04-14 338.48:659.1(497.16) 105150467 10.7592/EJHR2022.10.1.639 2307-700X The_role_of_humour_in_tourism_discourse_Potocnik_2022.pdf The_role_of_humour_in_tourism_discourse_Potocnik_2022.pdf 1 690EBD7DA09508C521297975504FBAE5 86f8e3efc1ddbb2fd5fb2d53b9cfdb99eaedf453152ae23fda160fe158389355 f37d5398-b3a4-11ee-81ed-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=175258 https://www.europeanjournalofhumour.org/ejhr/issue/view/37 1 dd976f56-b3a3-11ee-81ed-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=175257 Fakulteta za turizem 0 0 0