THE ASSOCIATIVE-CONCEPTUAL FIELD OF THE CONCEPT "TOURISM": A FRAME-BASED COGNITIVE ANALYSIS OF UZBEK AND ENGLISH LEXICAL REACTIONS

This article examines the associative-conceptual field of the concept TOURISM as it is verbalized in the linguistic consciousness of Uzbek and English native speakers. Building on frame semantics and associative-field theory, the study analyzes free-association responses elicited by the stimulus word tourism/turizm and organizes them into eight cognitive layers corresponding to the functional slots of the underlying frame: spatial, locomotive, organizational-practical, motivational, cultural-identity, emotional-experiential, material-economic, and legal-regulatory. The quantitative distribution of lexical reactions across these layers reveals that, while the overall frame architecture of TOURISM is cross-culturally shared, its content is filled in culturally specific ways: Uzbek respondents foreground toponyms and rituals bound to national heritage (Bukhara, Samarkand, Navro'z, ziyorat), whereas English respondents foreground exploratory and experiential motifs (London, the Alps, exploration, adventure).