Expression of the “Art De Vivre” Concept in French Tourism Object Names

Abstract

This article investigates the role of the tourism sector in international cultural dialogue during the era of globalization through the lens of lingvoculturology. The research focuses on the harmony between language and culture within the naming of French tourist sites (onomastics), guide discourse, and branding processes. Drawing on the semiotic perspectives of scholars such as Ferdinand de Saussure and Roland Barthes, the author analyzes the impact of descriptive and anthroponymic names on the emotional state of tourists. The study substantiates the importance of transliteration and explanatory translation methods in presenting French realia (arrondissement, boulangerie, château) on an international scale.