The objective of the article is to identify from the linguistic and rhetorical (LR) position ethical
installations and priorities of the modern Russian language excursion discourse (ED) as a
special discourse formation through the prism of ethical aspirations and moral norms of a
professional linguistic personality (LP) of Russian tour guide. The following main, leading
values are reviewed: 1) individually-personal; 2) family-based; 3) national; 4) universal
human