Which is the Vocational Language of Cultural Tourism in Serbia?

This paper attempts to determine the vocational language used in cultural tourism in Serbia. Being in the centre of intercultural communication, the tourism industry has become the meeting point of different languages and cultures. As a result, an abundant influx of English terms i.e. anglicisms in the Serbian language especially in tourism and hospitality lexicon has been detected. This unique linguistic and cultural phenomenon initiated the linguistic anglomania and became a recognizable status symbol. The research conducted for this paper has revealed a new hybrid language which sprung out of the ever growing trendy use of English words in the Serbian language especially in the domain of cultural tourism. This hybrid language can be considered a linguistic anomaly which represents a fusion of the English language and the Serbian language. This research has shown that the influence of the English language is incorporated into every linguistic domain of the native language: semantic, pragmatic, grammatical and even morphological. This phenomenon can be specified as profession-driven use of anglicisms. The reasons for using English terms in Serbian are analysed from the linguistic and sociological point of view.