This chapter concerns words that are of special importance in Slovenian culture and tourism. It has been shown that the link with tourism is one of the most important aspects of the country’s profile and national attributes. Using the quantitative and qualitative research methods of surveys,
interviews and focus groups, statistical corpus analysis, and semantic and discourse analysis, it has been proved that one of those words is the adjective domač. It is one of those keywords of Slovenian culture which have an important impact on forming authentic tourism products and destinations.
