LINGUOCULTURAL REPRESENTATION IN THE TRANSLATION OF TOURISM DISCOURSE FROM ENGLISH INTO UZBEK

Abstract

This article examines linguocultural representation in English–Uzbek tourism translation from a theoretical and functional perspective. Tourism discourse is treated as a form of intercultural communication in which historical, religious, social and symbolic meanings are reconstructed for a target audience. Drawing on approaches to tourism discourse, cultural translation and culture-bound vocabulary, the study identifies seven strategies for transferring culturally marked elements: direct/literal translation, borrowing and transliteration, explicitation, calque, modulation, metaphorical adaptation, and addition/omission. Particular attention is given to historical proper names, religious terminology, social institutions, realia and metaphorical destination descriptions. The analysis demonstrates that the effectiveness of tourism translation depends not only on semantic correspondence but also on cultural visibility, contextual accessibility, pragmatic function and destination-image preservation. The article proposes a functional model in which the translator first identifies the cultural element, determines its communicative and cultural status, selects an appropriate strategy, and verifies the result against the intended destination image.