This study explores the pragmatic meaning and persuasive strategies embedded in tourism vocabulary, focusing on how lexical choices influence tourists’ perceptions, intentions, and decision-making processes. Tourism discourse is not merely informative; it is inherently persuasive and strategically constructed to evoke emotional responses, shape positive images, and promote destinations and services. The research analyzes evaluative and expressive lexical units frequently used in tourism-related texts, such as promotional materials, travel websites, brochures, and advertisements. Particular attention is paid to pragmatic mechanisms including implicature, illocutionary force, politeness strategies, and context-dependent meaning. Through qualitative discourse analysis, the study reveals that tourism vocabulary functions as a powerful pragmatic tool that combines descriptive and persuasive purposes, reinforcing credibility, attractiveness, and trust. The findings demonstrate that the pragmatic effectiveness of tourism vocabulary largely depends on cultural expectations, target audience orientation, and communicative context. This research contributes to pragmatics and tourism linguistics by highlighting how persuasive strategies are linguistically realized and pragmatically motivated within tourism communication.

tourism vocabulary; pragmatic meaning; persuasive strategies; tourism discourse; evaluative language; illocutionary force; pragmatic implication

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