DEVELOPING LINGUODISCURSIVE COMPETENCE IN THE DIGITAL TOURISM ENVIRONMENT: LINGUOPRAGMATIC FEATURES OF ONLINE PLATFORMS AND MULTIMODAL COMMUNICATION

The rapid digitalization of the tourism industry has transformed the ways in which information is produced, disseminated, and interpreted across multilingual and multicultural contexts. Consequently, the development of linguodiscursive competence has become a crucial component of effective communication in digital tourism environments. This study investigates the linguopragmatic features of online tourism platforms and multimodal communication practices that contribute to the formation of linguodiscursive competence among tourism stakeholders. Employing a mixed-methods research design, the study combines quantitative analysis of user interaction data with qualitative examination of tourism discourse across websites, social media platforms, and digital travel applications. The findings reveal that multimodal resources, including visual, textual, and interactive elements, significantly enhance communicative effectiveness and intercultural understanding. The study further demonstrates that strategic integration of multimodal discourse fosters pragmatic awareness, digital literacy, and professional communication skills, thereby contributing to the development of linguodiscursive competence in contemporary tourism communication.