Linguistic brand management of tourist destination
Vera A. Mityagina – Elina Yu. Novikova – Emilia Charfaoui – Jarmila Opalkova
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.
Key words: branding, brand, tourist destination, city-management, linguistic brand management, naming, slogan