Graduations in tourism discourse in Khánh Hoà province on Vietnamese websites of some travel companies in Viet Nam

Abstract

This study analyses the graduation means in Vietnamese tourism discourses in Khanh Hoa based on the Appraisal Framework. The data of this study includes 100 documents collected from websites of some travel companies in Viet Nam from 2015-2021. The research’s results show that, the travel companies used the force more than the focus; used quantitative means more than intensification means and used sharpening means more than softening means. This shows the success in the strategy of promoting tourism images in Khanh Hoa province on Vietnamese websites of some travel companies in Viet Nam.