TOPONYMS AND PLACE NAMES IN ECOTOURISM TEXTS: EMOTIONAL IMPACT AND THE CONSTRUCTION OF A TOURIST DESTINATION IMAGE
Keywords:
toponyms; ecotourism discourse; destination image; emotional appeal; place branding; sense of place; linguistic strategiesAbstract
Place names (toponyms) are not neutral geographic labels in ecotourism communication: they function as cultural signs, emotional triggers, and branding devices that shape how audiences imagine a destination. This article examines how toponyms in ecotourism texts contribute to (1) affective responses (wonder, serenity, adventure, authenticity) and (2) destination image construction through narrative framing, cultural heritage cues, and linguistic patterning. The paper proposes an analytical framework for coding toponym functions in ecotourism discourse and outlines typical mechanisms using illustrative English- and Uzbek-oriented examples. The study argues that toponyms intensify emotional impact when combined with evaluative lexis, sensory imagery, and “sense of place” narratives, and that they support destination image formation across cognitive, affective, and conative pathways.
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