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Tourism is one of the most important sectors of the Tyrolean economy, one based on intensive contact between tourists and hosts. In the SPIRIT Tirol research project (Sprachen und Varietäten in Regionen mit intensivem Tourismus am Beispiel Tirols) [Languages and varieties in regions with intensive tourism using the example of Tyrol], we deal with situations involving language contact in tourism. By analysing interviews with individuals from different age groups, both service providers and hosts renting different types of accommodation in different Tyrolean locations, we try to identify the linguistic strategies and attitudes toward language that these tourism professionals adopt. In this article, we concentrate on one group: hosts who rent private accommodations. Starting in the 1950s and 1960s, the rental market for private accommodations expanded enormously, bringing with it an intrusion of tourists into private living space that quickly exerted a noticeable influence on the personal language use of tourism professionals. While interaction with renters requires multilingual competence, varieties of German are especially important: by far the largest percentage of tourists are from Germany.

zeitschrift für angewandte linguistik

„Da pendelt sich die Sprache automatisch so ein“: Sprachliche Identität, Akkommodation und Management von innerer und äußerer Mehrsprachigkeit bei Tiroler Privatvermietern