The axiological field of the German-speaking tourist discourse

Abstract

The purpose of the study is to identify the value dominants that form the axiological field of the German-speaking tourist discourse. The scientific novelty of the study is due to the application of a linguo-axiological approach to the study of German-language tourist discourse, aimed at detecting the features of the construction of the axiological field of this discourse, due to both the presence of universal and national cultural value attitudes, and situational ones related to the motives and needs of the main participants in tourist communication. Thus, the article presents the features of the representation of values formed through linguistic assessments in the discourse of a travel service provider and in the discourse of a consumer of a tourist product. As a result of the study, it was found that the axiological field of the German-speaking tourist discourse is actualized not only by positive, but also by negative language assessments and is formed by such value dominants as a high level of service, comfort, professionalism of staff, individuality, beauty, environmental friendliness, safety, etc.