EFFECTIVE ACADEMIC ENGLISH COURSES IN TOURISM: AN INTERDISCIPLINARY APPROACH AS A TOOL FOR SUCCESS
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
DOI: https://doi.org/10.31410/tmt.2020.619
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.
REFERENCES
Ashwin P., & McVitty D. (2015). The Meanings of Student Engagement: Implications for Policies
and Practices. In: A. Curaj, L. Matei, R. Pricopie, J. Salmi, & P. Scott (Eds), The European
Higher Education Area (pp. 343-359). Springer, Cham. https://doi.org/10.1007/978-
3-319-20877-0_23.
https://link.springer.com/content/pdf/10.1007/978-3-319-20877-0_23.pdf
Bedny, G., & Karwowski, W. (2007). A systemic-structural theory of activity. Routledge: CRC
Press.
Bedny, G., & Harris, S. (2005) The Systemic-Structural Theory of Activity: Applications to
the Study of Human Work. Mind, Culture, and Activity, 12 (2), 128-147. https://doi.org/10.1207/
s15327884mca1202_4
Bedny, G. Z., (2004), Preface, Theoretical Issues in Ergonomics Science (Special Issue), 5 (4),
249–254.
Bedny, G., & Karwowski, W., (2013), Analysis of strategies employed during upper extremity
positioning actions, Theoretical Issues in Ergonomics Science, 14 (2), 175–194.
Bedny, G., & Meister, D., (1997), The Russian Theory of Activity: Current Application to Design
and Learning, Mahwah, Lawrence Erlbaum Associates, New Jersey.
Bedny, G., Bedny, I. & Karwowski, W., (2019), Applied and Systemic-Structural Activity Theories,
In G. Bedny, I. Bedny, (Ed.), Applied and Systemic-Structural Activity Theory: Advances
in Studies of Human Performance, Taylor & Francis Group, NY, 3 – 25.
Bender, W. (2017). 20 Strategies for increasing student engagement. Learning Sciences International.
Bloch, P. (1981). An Exploration Into the Scaling of Consumers’ Involvement With a Product
Class. NA - Advances in Consumer Research, 08, 61-65. https://www.acrwebsite.org/volumes/
9786/volumes/v08/NA-08
Carter, D. (1983). Some propositions about ESP. The ESP Journal, 2, 131-137.
Celsi, R. L., & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension
Processes. Journal of Consumer Research, 15(2), 210–224. https://doi.org/10.1086/209158
Cummins, J. (1979). Cognitive/academic language proficiency, linguistic interdependence, the
optimum age question and some other matters. Working Papers on Bilingualism, 19, 121-
129.a
De Bot, K.D., Lowie, W. & Verspoor, M. (2005). Second Language Acquisition: An Advanced
Resource book. New York: Routledge.
Dudley-Evans, T., & St John, M. (1998). Developments in ESP: A multi-disciplinary approach.
Cambridge: Cambridge University Press. https://doi.org/10.1016/S0889-4906(99)00026-5
Engeström, Y. (1999). Activity theory and individual and social transformation. In Y. Engeström
& R. Miettinen & R.-L. Punamäki (Eds.), Perspectives on Activity Theory (pp. 19-
38). Cambridge: Cambridge University Press.
Engeström, Y., (2015), Learning By Expanding: An Activity Theoretical Approach To Developmental
Research, Cambridge University Press, Helsinki.
Fredricks, J. A., Blumenfeld, P. & Paris, A. (2004) School Engagement: Potential of the Concept,
State of the Evidence. Review of Educational Research 74, no. 1. http://www.isbe.net/
learningsupports/pdfs/engagement-concept.pdf.
Houston, M. J., & Rothschild, M. L. (1978). Conceptual and Methodological Perspectives on
Involvement. In S. Jain (Ed.), Research Frontiers in Marketing: Dialogues and Directions
(pp. 184–187). Chicago: American Marketing Association.
Kotler, P. (2000) Marketing Management, Millennium Edition (10th ed.). New Jersey: Prentice-
Hall, Inc.
Krugman, H. (1965). The Impact of Television Advertising: Learning Without Involvement.
Public Opinion Quarterly, 29(3), 349–356.
Krugman, H. (1967) The Measurement of Advertising Involvement. Public Opinion Quarterly,
30(4), 583-596.
Leont’ev, A. N. (1981). Problems of the Development of the Mind. Moscow: Progress.
Martin, J. & Torres, A. (2016). User’s guide and toolkit for the surveys of student engagement:
The High school survey of student engagement (HSSSE) and the Middle grades survey of
student engagement (MGSSE). National Association of Independent Schools, USA.
Richins, M. L., Bloch, P. H., & McQuarrie, E. F. (1992) How Enduring and Situational Involvement
Combine to Create Involvement Responses. Journal of Consumer Psychology, September,
143–154. https://doi.org/10.1016/S1057-7408(08)80054-X
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A Generalized Multidimensional
Scale for Measuring Customer Engagement. Journal of Marketing Theory & Practice, 22
(4), 401-420. https://doi.org/10.2753/MTP1069-6679220404
Vivek, S. D., Beatty, S.E., & Morgan, R.M. (2012), Customer Engagement: Exploring Customer
Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20 (2),
127–149. https://doi.org/10.2753/MTP1069-6679200201
Windham, C. (2005). The Student’s Perspective. In D. Oblinger & J. Oblinger (Eds), Educating
the Net generation (pp. 5.1-5.16). Boulder, CO: EDUCAUSE. http://www.educause.edu/
educatingthenetgen
Yasnitsky, A., (2018), Vygotsky: An Intellectual Biography, Routledge Abingdon, NY.
Keywords: English for Specific Purposes (ESP), Student engagement, Systemic-Structural Activity Theory (SSAT), Consumer engagement.
REFERENCES
Ashwin P., & McVitty D. (2015). The Meanings of Student Engagement: Implications for Policies
and Practices. In: A. Curaj, L. Matei, R. Pricopie, J. Salmi, & P. Scott (Eds), The European
Higher Education Area (pp. 343-359). Springer, Cham. https://doi.org/10.1007/978-
3-319-20877-0_23.
https://link.springer.com/content/pdf/10.1007/978-3-319-20877-0_23.pdf
Bedny, G., & Karwowski, W. (2007). A systemic-structural theory of activity. Routledge: CRC
Press.
Bedny, G., & Harris, S. (2005) The Systemic-Structural Theory of Activity: Applications to
the Study of Human Work. Mind, Culture, and Activity, 12 (2), 128-147. https://doi.org/10.1207/
s15327884mca1202_4
Bedny, G. Z., (2004), Preface, Theoretical Issues in Ergonomics Science (Special Issue), 5 (4),
249–254.
Bedny, G., & Karwowski, W., (2013), Analysis of strategies employed during upper extremity
positioning actions, Theoretical Issues in Ergonomics Science, 14 (2), 175–194.
Bedny, G., & Meister, D., (1997), The Russian Theory of Activity: Current Application to Design
and Learning, Mahwah, Lawrence Erlbaum Associates, New Jersey.
Bedny, G., Bedny, I. & Karwowski, W., (2019), Applied and Systemic-Structural Activity Theories,
In G. Bedny, I. Bedny, (Ed.), Applied and Systemic-Structural Activity Theory: Advances
in Studies of Human Performance, Taylor & Francis Group, NY, 3 – 25.
Bender, W. (2017). 20 Strategies for increasing student engagement. Learning Sciences International.
Bloch, P. (1981). An Exploration Into the Scaling of Consumers’ Involvement With a Product
Class. NA - Advances in Consumer Research, 08, 61-65. https://www.acrwebsite.org/volumes/
9786/volumes/v08/NA-08
Carter, D. (1983). Some propositions about ESP. The ESP Journal, 2, 131-137.
Celsi, R. L., & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension
Processes. Journal of Consumer Research, 15(2), 210–224. https://doi.org/10.1086/209158
Cummins, J. (1979). Cognitive/academic language proficiency, linguistic interdependence, the
optimum age question and some other matters. Working Papers on Bilingualism, 19, 121-
129.a
De Bot, K.D., Lowie, W. & Verspoor, M. (2005). Second Language Acquisition: An Advanced
Resource book. New York: Routledge.
Dudley-Evans, T., & St John, M. (1998). Developments in ESP: A multi-disciplinary approach.
Cambridge: Cambridge University Press. https://doi.org/10.1016/S0889-4906(99)00026-5
Engeström, Y. (1999). Activity theory and individual and social transformation. In Y. Engeström
& R. Miettinen & R.-L. Punamäki (Eds.), Perspectives on Activity Theory (pp. 19-
38). Cambridge: Cambridge University Press.
Engeström, Y., (2015), Learning By Expanding: An Activity Theoretical Approach To Developmental
Research, Cambridge University Press, Helsinki.
Fredricks, J. A., Blumenfeld, P. & Paris, A. (2004) School Engagement: Potential of the Concept,
State of the Evidence. Review of Educational Research 74, no. 1. http://www.isbe.net/
learningsupports/pdfs/engagement-concept.pdf.
Houston, M. J., & Rothschild, M. L. (1978). Conceptual and Methodological Perspectives on
Involvement. In S. Jain (Ed.), Research Frontiers in Marketing: Dialogues and Directions
(pp. 184–187). Chicago: American Marketing Association.
Kotler, P. (2000) Marketing Management, Millennium Edition (10th ed.). New Jersey: Prentice-
Hall, Inc.
Krugman, H. (1965). The Impact of Television Advertising: Learning Without Involvement.
Public Opinion Quarterly, 29(3), 349–356.
Krugman, H. (1967) The Measurement of Advertising Involvement. Public Opinion Quarterly,
30(4), 583-596.
Leont’ev, A. N. (1981). Problems of the Development of the Mind. Moscow: Progress.
Martin, J. & Torres, A. (2016). User’s guide and toolkit for the surveys of student engagement:
The High school survey of student engagement (HSSSE) and the Middle grades survey of
student engagement (MGSSE). National Association of Independent Schools, USA.
Richins, M. L., Bloch, P. H., & McQuarrie, E. F. (1992) How Enduring and Situational Involvement
Combine to Create Involvement Responses. Journal of Consumer Psychology, September,
143–154. https://doi.org/10.1016/S1057-7408(08)80054-X
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A Generalized Multidimensional
Scale for Measuring Customer Engagement. Journal of Marketing Theory & Practice, 22
(4), 401-420. https://doi.org/10.2753/MTP1069-6679220404
Vivek, S. D., Beatty, S.E., & Morgan, R.M. (2012), Customer Engagement: Exploring Customer
Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20 (2),
127–149. https://doi.org/10.2753/MTP1069-6679200201
Windham, C. (2005). The Student’s Perspective. In D. Oblinger & J. Oblinger (Eds), Educating
the Net generation (pp. 5.1-5.16). Boulder, CO: EDUCAUSE. http://www.educause.edu/
educatingthenetgen
Yasnitsky, A., (2018), Vygotsky: An Intellectual Biography, Routledge Abingdon, NY.
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