LINGUISTIC CHARACTERISTICS OF ENGLISH-VIETNAMESE TOURISM SLOGANS: A HISTORICAL AND CULTURAL PERSPECTIVE

Abstract

This paper examined the linguistic features of English and Vietnamese tourism promotion slogans within a historical-cultural analytical framework, aiming to elucidate differences in message construction and destination positioning strategies. Based on a survey of tourism slogans in both languages, the study analyzed linguistic characteristics, identifies cultural symbols, and communication orientations. The findings indicated that historical and cultural contexts shape the expressive style and level of abstraction in English and Vietnamese slogans, thereby providing insights for enhancing the quality and effectiveness of Vietnam’s tourism brand identity.