Tourism advertising discourse as a symbiosis of advertising and tourism discourses encompasses verbal communication together with mental and communicative processes with the aim to develop and affect touristsí experience and behavioral intentions. Tourism advertising discourse with its heterogeneity and pragmatic markers has firmly established itself in the field of linguistics.
The aim of our paper is to pinpoint the components of the conceptual system and main autochthons of tourism advertising discourse. The research aim presupposes achieving the following objectives: (1) to inventory the texts of tourism advertising discourse and single out allochthones; (2) to unite the autochthones in semantic domains; (3) to analyse the representation of concepts in semantic domains and to define main autochthones of tourism advertising discourse.
The data for our analysis comprises travel and tourism e-brochures released by tour operators across Great Britain within the period from 2017 to 2020. Program Wmatrix allowed to inventory the corpus and to single out 183 795 allochthones of the conceptual system of tourism advertising discourse.
Quantitative analysis and categorization of allochthones in concepts and further in semantic domains single out 14 basic domains of tourism advertising discourse (destination, comfort, activity, travel, time, culture, food, architecture, money, transport, shopping, security, people) and 56 concepts with a considerable number of allochthones. However, as only frequency can confirm some regularity and specific rules we single out 34 concepts that can be considered as autochthones of tourism advertising discourse.
The perspective of the investigation lies in revealing relationship between conceptual pairs in traditional English tourism advertising discourse that can prove some regularity of English speakers habitual ways of thinking, widen the conceptual system of tourism advertising discourse and schematically build the framework of the discourse practice.