The influence of language availability online and the implementation of digital communication strategies on customer attraction : a case study on two amusement parks in Belgium

Details

Supervisors

De Cock, Sylvie

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

This thesis focuses on the analysis of digital communication practices and the language use of two Belgian theme parks, namely Walibi Belgium and Bobbejaanland. The aim of the thesis is to understand which languages both theme parks use online and which strategies they use on social media and on their websites to improve customer attraction. In order to understand how companies can utilize social media to their advantage, the thesis covered a detailed explanation of the analysed social media platforms. Furthermore, the impact of multilingualism online was set out, and served as theoretical framework for the examination of the theme parks’ language use. The findings showed noticeable difference between the theme parks’ digital communication strategies and language use. Generally speaking, it seems Walibi Belgium had more social media strategies in place than was the case for Bobbejaanland. Moreover, the findings highlighted a more prominent language diversity on social media of Walibi Belgium than Bobbejaanland. Both companies’ websites were available in three languages (French, Dutch and English for Walibi Belgium and French, Dutch, and German for Bobbejaanland). The thesis also investigated the potential link between language availability online and purchase intention of multilingual internet users. The findings showed that the activities and offer of theme parks prevail on language.