Tourism Advertising Discourse Based On Destination Branding

Shabakaeva E. Tourism Advertising Discourse Based On Destination Branding : bachelor’s thesis : 035 Philology / supervised by K. Karpova. Kyiv, 2025. 65 p.

This research examines the persuasive role of linguistic and pragmatic features in English-language tourist discourse and their impact on the perception and decision-making of the target audience by shaping a compelling representation of tourist products.
The theoretical framework, developed in the first chapter, provides a comprehensive overview of discourse theory, types of tourist advertisements, and the intercultural functions of the English language in tourism. It highlights the dual nature of tourist texts, which combine informational content with emotional and cultural appeals, creating a complex communicative environment.
In the second chapter, a detailed empirical analysis is conducted on a representative corpus of English-language tourism texts. It examines the influence of linguistic and stylistic strategies on the perception of advertising materials, emphasising the importance of personalised approach that consider the cultural background, expectations, and interests of potential consumers.
The case of New Zealand’s “100% Pure” branding campaign serves as a key example, demonstrating the shift from localised promotional efforts to a cohesive national brand image that leverages notions of natural purity, authenticity, and uniqueness. This brand evolution demonstrates the dynamic use of linguistic strategies to create and sustain a compelling and adaptable national image that resonates emotionally with global consumers.
The analysis of the genre structure and stylistic features of the tourist advertisements confirms that these texts are characterised by genre hybridity, blending advertising, journalistic, and narrative elements. This fusion enhances their persuasive potential, stimulates internal dialogue and builds rapport by appealing simultaneously to emotions and imagination.
The findings of this research provide substantial evidence that the lexico-pragmatic and semantic features of English tourist discourse perform a crucial persuasive function. By combining cultural mediation with emotional engagement, tourism texts effectively shape attractive and memorable images of tourist products. It enhances their influence on consumer attitudes and intentions, thereby confirming the study’s central hypothesis that language in tourist discourse is a strategic instrument for forming compelling and persuasive representations of destinations.