The article studies the issues of the commercial nomination efficiency. The unit of an analysis is an ergonym - the nominative unit of a tourist enterprise. An associative experiment is conducted to establish the informativeness of ergonyms. The study identifies ergonyms that are not recognized in accordance with the intention of the nominator, and ergonyms that cause adequate associations in consumers’ minds. The results of the analysis show that the use of two- and three-element models contributes to the achievement of the highest degree of the nomination efficiency.