The article deals with the structural-semantic and linguo-axiological analysis of prescriptive statements in online comments about cultural heritage sites by tourists from two different cultures. The aim of the study is to identify the values conveyed through these speech acts and to conduct a comparative analysis of their significance for the two cultures. It is shown that prescriptives in tourists’ online comments do not only perform a utilitarian function as a guidance to action but also reflect and serve as a tool for constructing values such as cultural and historical engagement, learning new things, rationality, respect for foreign cultures, and aesthetic pleasure. Using prescriptive statements in online comments written by Russian and American tourists, the study demonstrates the way a set of prescriptions shape the canon of visiting a cultural attraction in modern society. Keywords: category of inducement, prescriptive, online review, tourist discourse, value, value system.