COMMUNICATIVE-PRAGMATIC MODELING OF PRESENTATION TEXTS IN HEALTH-TOURISM DESTINATIONS: A LINGUISTIC AND PERSUASIVE APPROACH

Abstract

This article explores the communicative-pragmatic structure of English-language presentation texts of health-tourism destinations. The study aims to identify how linguistic and pragmatic means are used to inform, evaluate, and persuade potential tourists. A corpus of 59 modern travel brochures (1,605 pages in total) published in England over the last fifteen years was analyzed using contextual, comparative, and discourse-pragmatic methods. The analysis revealed a typical four-part text model headline, introduction, main body, and call to action performing informative, evaluative, and motivational functions. Frequent linguistic markers include superlative adjectives, imperatives, modal verbs, and collective pronouns. The findings show that such texts represent a hybrid of advertising and tourism discourse, integrating value-dominants such as health, freedom, family, and respect. The proposed communicative-pragmatic model can guide the creation of effective promotional materials in the health-tourism industry.