The paper deals with an excursion as a genre of oral communication which has its strict structure. The strategies of an excursion text are revealed and discovered. The authors consider the peculiarities of the guide-interpreter's language identity as a discourse factor of an excursion and analyze the specific features of the guideinterpreter's communicative actions in different parts of an excursion. The authors determine the influence of the guide-interpreter's professional and discourse pragmatically adequate strategies on the realization of an excursion communicative actions program and reveal the factors that have an impact on the guide-interpreter's choice of linguistic means during an excursion.

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This article makes clear the formation and functioning of the genre system of the personal Internet discourse and it focuses on the determination of the characteristics of actual forms of verbal behaviour. The article was carried out in the paradigm of anthropological linguistics. Personal Internet discourse is defined as a socio-communicative space in witch personal interactions of a person as individual and a society member take place. The genres of the personal Internet discourse are determined by the communicative actions dominating in the format of the given Network platform and corresponding to its tasks.

The purpose of the present paper is to provide a linguistic analysis of current regional brand slogans. This paper argues that the place branding process should be examined not only in the context of destination marketing thought, but as a value-shaped approach. This study attempts to evaluate the slogans of tourism destination by means of communicative and pragmatic characteristics expressed by them: strong sides of the community, perceptiveness, self-confidence and confidence in future. The present research illustrates how linguo-cultural values are explicated in English, German and Russian branding slogans in accordance with the specific objectives motivated by regional features (natural resources, historical events, sights, products and services).

This article deals with the problem of translation and localization of microtoponyms, which are the names of human-created objects of geographical space such as squares, parks, museums, theaters, avenues within the online tourism discourse. The study of existing techniques of these lexical units' translation functioning in parallel Russian and English hypertexts, the authors revealed the absence of a uniform approach to the use of the transcription, loan, and description techniques, and proposed a productive from the functional viewpoint method of localization. Key words: localization, microtoponym, tourism discourse, translation technique, verbal semiotics IntroductionThe transfer of tourism discourse to the Internet space contributed to globalization of discourse practices in this sphere and initiated large-scale translation activity, which has become an important tool for the development of the tourism industry. The expansion of cross-language and cross-cultural contacts in the global communicative contexts of tourist practice determined the significance of the process of translating texts that promote different tourist destinations around the world. In these conditions the higher translation standards in the researched industry are necessary to ensure information accessibility and comprehension by the representatives of other cultures. The following genres of tourism discourse represent the translators' objects: information and advertising materials (print brochures, hypertexts of tourist portals, websites of travel agencies, websites of certain tourist destinations and cultural objects, websites of museums), guidebooks as a part of the websites' virtual space, travel blogs published in international journals (National Geographic, Geo, etc.), excursions. Travel writing has been always characterized by ethnic and cultural narration, and over a few centuries of genre transformations this focus remained the dominating feature of tourism discourse in the context of emphasizing local identities. The culture starts to reveal its identity more intensely when it is brought into a certain cultural community, and as a result, this culture gets encoded as "unique" and "special" (Lotman, 1992). In this context, the opposition of local and global is becoming a peculiar characteristic of the virtual tourism discourse and, in particular, such imperative genres as guidebooks, information and advertising materials.