Metaphors in Luxury Hotel Websites: A Comparative Analysis Between Singapore and Hong Kong

Joanna Zhuoan Chen Hong Kong Polytechnic University ; Kathleen Ahrens Hong Kong Polytechnic University

Abstract

This study examines metaphors in the hospitality discourse of Singapore (SG) and Hong Kong (HK) using conceptual metaphor theory, corpus linguistics, and discourse analysis. We identify the key source domains employed in luxury hotel websites across both regions and use quantitative methods to reveal metaphorical patterns in each corpus. The findings reveal that the SG corpus exhibits a greater inclination toward FORTUNE metaphors, whereas the HK corpus shows a prominence of MAGIC metaphors. Against this background, we argue the importance of a frequency-based collocational approach for analyzing conceptual metaphors, as it facilitates the exploration of the sociocultural dimensions embedded in hospitality discourse.

Journal
Business and Professional Communication Quarterly
Published
2025-08-20
DOI
10.1177/23294906251356674
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