The image of the kuzbass ski resort sheregesh in the discourse of online reviews

Abstract

The paper addresses the problem of destination image building in the discourse of tourist reviews. Modeling the image of the popular Siberian winter resort Sheregesh is conducted on the material of the Internet websites, a space where tourists increasingly share their post-trip opinions on the place. The study distinguishes the two levels of the tourist destination image construction: macro-textual and micro-textual. Having analyzed the macrostructure of tourist review discourse, authors assume that the micro level of this discourse (particular texts) is partially predetermined by its macro-level organization. The functional attributes, such as nature, climate, ecology, cultural events, sporting activities, infrastructure, human factor constitute cognitive layer of the image. They are discussed by tourists as a part of the website policy and translate the general communicative goal of this type of discourse. A cognitive component of the discourse of opinions co-exists with emotional evaluation. The results of the image reconstruction of the Kuzbass ski resort in the discourses generated by ordinary speakers have implications for further implementation in the sphere of tourism management as well as discourse studies.