Discourse strategies of destination image building: The case of the Kuzbass ski resort Sheregesh
Many reviews of a tourism destination are generally posted on the Internet. The analysis of the discursive strategies, which form this type of spatial image, has been carried out drawing on the reviews about the Kuzbass ski resort Sheregesh. As a result, it is found that discursive strategies mainly fall into two types: affective and cognitive. The strategies of euphorization, poetization and mythologization contribute to the affective image formation and those of harmonization, comparison and impersonation underlie the cognitive image formation.