A wide range of factors motivates people to travel, e.g Leisure Motivation Scale created by Beard and Raghob in 1983. This scale was meant to clarify motivators into four types, based on Maslow’s hierarchy of needs. Moreover as indicated by Swarbrooke and Hornes (2007, p. 55) tourist are more inclined to be influenced by numerous motivators at one time. For example, exploring new language, as well as exploring new culture through historical heritage and local traditions. Estonia’s capital city can satisfy different types of tourist and their purposes, e.g. day-trippers, domestic tourists, nautical tourism, …show more content…
Cooper (2012) claimed that ‘the demonstration effect’ could lead to the standardization of language at the destination. This has happened in Tallinn. This is the consequence of tourism in Tallinn. Nowadays if the worker is engaged with the tourism industry, he is obliged to know at least two languages: English and Finnish (apart from the native). Why did this happen? RSTNW (2015) states that annually, more than more than 800,000 Finish tourists visit Tallinn. According to Smith's (1997) classification of tourist, cited in Cooper (2012, p. 100) mostly they belong to the Mass tourist type who expect their own amenities. Finish tourists expect from the hosts to have knowledge of their language and expectations. Tallinn had to adapt to these circumstances, because 75% of all tourist arrivals are Finnish. On the positive side, more than 50% of the population is bilingual and the younger generation are mostly multilingual. This opens up new opportunities for tourism industry other development of the