FEATURES OF TEXTUAL DESCRIPTION OF CULTURAL HERITAGE SITES IN TOURISM

Abstract

The article examines the structural and content characteristics of tourism texts describing cultural heritage sites in the tourism sector. The aim of the study is to identify the main structural elements of tourism texts presenting cultural heritage objects and to analyze their role in tourism communication. The research employed methods of literature analysis, comparative analysis, textual analysis, and content analysis. The research material consisted of 30 tourism texts about cultural heritage sites published on tourism information portals of Kazakhstan. The results of the content analysis revealed that several key elements are consistently used in the structure of tourism texts. These include historical information, cultural content, evaluative vocabulary, and elements describing the tourist experience. The findings demonstrate that tourism texts perform not only an informational function but also serve as an important communication tool for shaping an attractive image of a tourist destination. In addition, tourism texts play a significant role in presenting cultural heritage and increasing tourists’ interest in a particular region. The results of the study make it possible to identify effective textual strategies for presenting cultural heritage sites in tourism information materials.