Based on the corpus of texts comprised of sociocultural practice on the topic of “public self-presentation of a company”, the article identifies dominant value concepts in the field of cultural industries of tourism. Through positive connotation of such value concepts as “financial success”, “social responsibility” and “environmental sustainability” is it shown how social actors (management representatives) create an attractive image of a travel company and promote its commercial interests based on manipulative strategies. The mechanisms of manipulative influence on potential consumers are identified based on a number of popular ideas in modern “overconsumption” societies, namely, “creative consumerism” and prestigious, individualized consumption. The novelty of the approach presented in the article lies in the demonstration of explanatory abilities of the analysed linguistic tools which are particularly useful for interdisciplinary research of value systems in modern post-industrial societies.