Discourse of tourism: rhetoric and metaphorical aspects (in education and tourist brochures)

Modern transportation and communication technology, the Internet, have put people closer together, made the world a tiny place indeed, thus making interaction and cooperation between countries faster and ever more consistent. Growing numbers of interpersonal connections on the global scale often level traditions and cultures. Development of mass culture is making people, to some extent, similar. The urge to stabilise one’s internal structures of personality had become a natural reaction to these processes, that is why creating positive cultural image is now a pressing need for many. Tourism as a type of cross-cultural communication is one of the powerful stimuli for that need as well as the source of positive perception of one’s environment. In this article we will address the following issues: text rhetoric of educational and tourist brochures as well as their discourse, connected by genre of educational tourism brochure. We argue that it is possible to build and enhance the positive image of a region by means of linguistics, i.e., using a particular method of discourse – language of tourism – and various techniques that we point out when we describe specific features of discourse of education and discourse of tourism.