Das Vermeiden kultureller Missverständnisse unter Berücksichtigung kulturspezifischer Erwartungen in der Tourismuswerbung. Ein deutsch-französischer Vergleich der Webseiten des <i>Club Med</i>

Abstract In order to communicate as efficiently as possible within the framework of international marketing communication, companies must take into account the preferences of their target groups in their communication campaigns. The tourism sector is of particular relevance in the context of these considerations, as the international anchoring and the resulting clash of national and cultural stereotypes are particularly pronounced. The chapter compares different Club Med’s websites, which are aimed at a German and a French audience, in order to check whether the texts use strategies of cultural adaptation. Such strategies can potentially help to avoid cultural misunderstandings, inappropriate ideas about a destination and potential negative economic consequences for the company. In this context, we shall analyze the structure of the websites, their multimodal conception, the use of persuasive strategies and the selection of linguistic means.