Статья 'Семиотический подход в формировании туристического дискурса Республики Саха (Якутия) ' - журнал 'Человек и культура' - NotaBene.ru
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Man and Culture

Semiotic approach towards formation of tourism discourse in the Sakha Republic (Yakutia)

Andreeva Elena Vasilevna

PhD in Pedagogy

Docent, the department of Socio-Cultural Service and Tourism, Ammosov North-Eastern Federal University

677000, Russia, respublika Sakha (yakutiya), g. Yakutsk, ul. Belinskogo, 58

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Yakovleva Kyydaana Vladimirovna

Master's Degree, the department pf Socio-Cultural Service and Tourism, Institute of Languages and Culture of Peoples of the North-East. Ammosov North-Eastern Federal University

677000, Russia, respublika Sakha (yakutiya), g. Yakutsk, ul. Belinskogo, 58




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Abstract: The subject of this research is the analysis of the process of formation of tourism discourse of the Sakha Republic (Yakutia). The article examines semiotic aspects of this process, world experience of formation of tourism discourse; determines its relevant development trends that allow increasing the competitiveness of tourist destination; and assesses tourism discourse potential of the Sakha Republic (Yakutia). Attention is focused on studying the semiotic potential of such element of tourism discourse as website. The authors explore the content of websites of municipalities (districts) of the Sakha Republic (Yakutia); as well as based on semiotic analysis determines the semantic core, syntactic peculiarities, and pragmatic potential of the website of municipality (district). Recommendations are made on the development of tourism discourse of the Sakha Republic (Yakutia). The following conclusions are formulated:- Currently, the effective development trends in tourism discourse consists in attraction of tourists to collaboration and engagement in the process of discourse formation; strengthening of pragmatic component of the discourse, search and usage of different means of creolization;- There is contradiction between the status of the Sakha Republic (Yakutia) as an attractive tourist attraction of the Far East and the image of a tourist destination, the formation of which is constrained by undeveloped tourism discourse;- The increase of tourism attractiveness of the Sakha Republic (Yakutia) is possible in the context of formation of tourism discourse;- It is necessary to determine the image core and key image elements that form the image of tourist destination for a potential tourist;- In creation of discourse, it is necessary to form a situation of collaboration between the creators of tourist product and the clients (tourists, travelers), change the concept of visual content towards increasing image induction and implementation of interaction in form of digital and virtual mini-tours and guides;- It is also essential to translate involvement of the region in world heritage via utilizing the potential of folk art, masterpiece of folk and intangible heritage of humanity – the epic art Olonkho.

Keywords: genres of tourism discourse, pragmatics, syntactics, semantics, semiotic approach, tourist discourse, tourist destination, image, tourist co-creation, creolization
This article written in Russian. You can find full text of article in Russian here .

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