CREATIVE LANGUAGE PEDAGOGY IN PROFESSIONAL CONTEXTS: A QUALITATIVE STUDY OF IMPLEMENTATION CHALLENGES AND LEARNING OUTCOMES AMONG TOURISM SPECIALISTS

Abstract

This study explores the application and effectiveness of a linguistic and communicative creativity model in English language education for tourism professionals. Using qualitative research methods, including semi-structured interviews, classroom observations, and document analysis, the study investigates how innovative language learning strategies enhance communicative competence of tourism specialists. Conducted over a 16-week period, the study involved 45 tourism professionals from diverse sectors such as hotel management, tour operations, travel agency services, and cultural heritage interpretation. Participants engaged in a unique language curriculum designed to foster creative language use through metaphorical reasoning, storytelling, improvisation, and intercultural innovation. The findings reveal that incorporating creative linguistic exercises significantly improved participants' communicative adaptability, cultural awareness, and professional language proficiency. Participants demonstrated increased confidence in handling complex communication scenarios and crafting compelling narratives tailored to diverse cultural contexts. Despite initial resistance and institutional constraints, adaptive strategies such as portfolio-based assessments and blended learning approaches ensured successful implementation. This research highlights the potential of creativity-oriented methods in English for Specific Purposes (ESP) settings to meet the intricate communicative demands of the tourism sector. It also offers theoretical insights into creativity in language acquisition and practical recommendations for curriculum development in professional language teaching.