THE DISCOURSE OF TOURISM: AN ANALYSIS OF THE ONLINE ARTICLE “10 BEST PLACES TO VISIT IN UKRAINE”

Abstract

The article shows the fact that the concept of scientific discourse is interpreted as a complex phenomenon that consists of participants in communication, communication situations and the text itself. The conclusion is that discourse is an abstract invariant description of structural and semantic features that are realized in specific texts. Linguists interpret the concept of discourse as a complex communicative phenomenon that includes the speaker and the addressee of the message, the process of proper formation of speech, extralingual factors of communication, social and cultural background. This article presents a critical reading of the text “10 Best places to visit in Ukraine” and its overlook, research study in the field of online tourism promotion, published online in 2021 by one of the world’s largest tourism publishing houses, Touropia. The study aims at revising some of the characteristics of the ongoing tourism discourse through an analysis of the network of people and practices involved in these publications, their textual features and images. The article analyses the way in which various modes to create a virtual brochure with a promotional message from both institutional and commercial positions were combined. In doing this, it studies the organization of the website and its webpage, as well as the lexico-grammatical and visual features of its promotional messages. The analytical framework used includes critical discourse analysis and a corpus-based tool used to interpret different aspects of this tourism discourse. The places advertised as “Top 10” are presented to an all-aged audience that must be interested in discovering new places, appreciated to nature, fond of history and ready to consume national products. Polyparadigmatic nature has led to the active use of these terms in the field of literature, as a result of which scientific studies address issues of artistic concept, artistic discourse, which will always be open to researchers, while not exhausting its relevance.