Cultural broadcasting techniques in the tourism industry

Abstract

In the modern media space, the role of advertising plays a driver of new value orientations
and a culture of their perception. The relevance of this work to research on the communicative properties
of advertising text makes it important. The tourism sector is a favorable field for setting up a scientific
experiment. In contrast to the marketing conclusions, the authors of the article set out to identify the
humanitarian potential of the tourist product. The advertiser, creating an attractive image of the territory,
directly participates in the formation of a culture of mass tourism. In the light of the proposed study, media
images of the advertising slogan not only represent tourist information, but also broadcast cultural codes.
The integrative nature and communicative characteristics of the advertising text are illustrated by
the example of advertising messages in the sphere of domestic tourism services. The results of content
analysis of tourist sites confirmed the thesis that the mechanism of speech influence of tourist advertising
is to recreate the atmosphere of the myth that ensures the success of communication.
The scientific novelty of the work lies in the approach to the advertising message in accordance
with the guidelines of the state programs «Cultural heritage» and «Sacred geography» with the involvement
of the local market of travel services.
In conclusion, the summary is formulated about the feasibility of including humanitarian and General
cultural content in the construction of a full-fledged advertising communication.