LINGUA-CULTURAL PECULIARITIES OF ENGLISH AND UZBEK TOURISM DISCOURSE

The article explores the linguistic and cultural aspects of tourism discourse, conducting a contrastive analysis of English and Uzbek tourism-related vocabulary and terminology at various language levels, and examines the persuasive techniques employed in tourist brochures to attract more tourists. Tourism discourse is a distinct type of discourse involving the communication among people from different social groups or language communities. It basically focuses on promoting a particular travel destination or tourist product. The research also highlights the main characteristics of tourism discourse and the key differences between this discourse and other types of discourse. Revealing the lingua-cultural distinctions and commonalities between the selected English and Uzbek texts helps to better understand various cultures and their linguistic structures. Thus, the paper aims to research the tourism language and terminology of both languages considering their lingua-cultural peculiarities. The study based on the contrastive and lexicographic analysis of English and Uzbek travel brochures shows that in English tourism discourse special expressive vocabulary, particularly evaluative and descriptive adjectives representing the promoted product or destination, various stylistic devices, with metaphor being the most prevalent one, and other unusual phrases are employed to draw reader’s attention while in Uzbek tourism discourse a significant number of borrowings and nationally-specific words including realia, lacunas are observed. The quantity of descriptive adjectives in Uzbek tourism brochures is relatively smaller, often highlighting the facilities the travel destination or product offers via the usage of noun phrases. As tourism field is of interdisciplinary character, exploring lingua-cultural peculiarities of tourism terms can lead to effective cross-cultural communication in tourism industry, benefiting not only linguists, translators, educators and tourism professionals but also anyone in tourism business.