The Internet as a digital tool for creating and promoting unique content for a tourism brand

The paper addresses the problem of the Internet as an effective digital tool for creating and promoting unique content of a tourist brand using the example of the city of Chelyabinsk. Modern Internet communication significantly influences language and contribute to the emergence of new genres and lexical units, thereby expanding dis- course. The Internet presents a large number of texts that combine linguistic specificity, lingua-cultural features and marketing characteristics. Tourist discourse is relevant for study, and many research works examine its specifics. The object of this study is the image of Chelyabinsk city presented in Internet communication, namely in the texts of articles, comments, videos posted on Youtube.com video hosting. In studying the material, descriptive, pragmatic, linguacultural methods, discourse analysis and the method of continuous sampling of linguistic means from marketing communications texts were used. The authors examine the features of tourist discourse in the Internet, identify the established Internet images of the city, study tourist video content about the city, and identify productive linguistic tools that shape the linguistic and cultural image of the city and contribute to the fullest and most attractive presentation of urban space.