Linguistic brand management of tourist destination

Abstract

This article considers linguosemiotic signs of tourist destination branding which provide for the formation of a region’s positive image. The creation of a tourist brand is presented as a system of consecutive communicative actions within multilingual, multi-genre, discursively variative, terminologically and toponimically normalized and regionally specified tourism discourse. The authors pay special attention to the analysis of branding axiology and brand naming strategies in tourism discourse.