This paper explores the metaphorical structures present in tourism terminology across English and Uzbek. Metaphor serves not only as a stylistic device but also as a cognitive tool shaping how tourism is understood and communicated. By drawing on cognitive linguistics, conceptual metaphor theory, and cross-linguistic comparison, this study highlights similarities and divergences in the metaphorical conceptualization of travel, hospitality, and cultural experiences. The findings suggest that while universal metaphors (e.g., TRAVEL IS A JOURNEY, HOSPITALITY IS WARMTH) appear in both languages, culture-specific expressions in Uzbek highlight traditions and communal values, whereas English emphasizes individuality, modernity, and global mobility.

Tourism terminology, metaphorical structures, cognitive linguistics

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