org-latex-text-markup-alist

org-latex-text-markup-alist is a variable defined in `ox-latex.el'.
Its value is

((bold . "\\textbf{%s}")
 (code . verb)
 (italic . "\\emph{%s}")
 (strike-through . "\\sout{%s}")
 (underline . "\\uline{%s}")
 (verbatim . protectedtexttt))

Documentation:
Alist of LaTeX expressions to convert text markup.

The key must be a symbol among `bold', `code', `italic',
`strike-through', `underline' and `verbatim'. The value is
a formatting string to wrap fontified text with.

Value can also be set to the following symbols: `verb' and
`protectedtexttt'. For the former, Org will use "\verb" to
create a format string and select a delimiter character that
isn't in the string. For the latter, Org will use "\texttt"
to typeset and try to protect special characters.

If no association can be found for a given markup, text will be
returned as-is.

You can customize this variable.