PERSUASIVE LINGUISTIC STRATEGIES IN DIGITAL TOURISM: DISCOURSE ANALYSIS OF THE DOLAN BANYUMAS WEBSITE

Gigih Ariastuti Purwandari, Indah Puspitasari, Kristianto Setiawan


Abstract


This study analyses persuasive linguistic strategies on the Dolan Banyumas tourism website to examine how promotional discourse constructs destination image and shapes audience perception. Using qualitative discourse analysis, the study examines promotional texts across key sections of websites, including homepage narratives, destination descriptions, cultural content, and calls-to-action. The findings reveal that persuasive discourse is effective through the integration of emotional engagement, experiential storytelling, and credibility-oriented information, presenting Banyumas as an attractive, accessible, and culturally distinctive destination. The website strategically combines evocative language with informative content to enhance affective appeal while maintaining institutional legitimacy. A key contribution of this study is its identification of vernacular affective language, particularly the local expressions ngangeni and mbetaih, which function as symbolic resources to reinforce authenticity and emotional attachment in digital tourism promotion. The study contributes theoretically and methodologically to tourism discourse and digital discourse analysis by demonstrating how persuasive language functions across promotional contexts. Practically, the findings offer insights for culturally sensitive digital place branding, highlighting the value of local affective expressions in strengthening destination image and audience engagement.

Keywords


persuasive linguistic strategies; tourism discourse; destination image; vernacular affect; discourse analysis

Full Text:

PDF

References


Bateman, J.A. (2008). Multimodality and genre: A foundation for the systematic analysis of multimodal documents. Routledge. https://doi.org/10.1057/9780230582323

Chauhan, H. (2021). The role of cultural & heritage destination branding in the economic development of Jaunsar Bawar: A tribal region of Himalayas. The Journal of Contemporary Issues in Business and Government, 27(2), 1820–1827. Retrieved from https://cibgp.com/index.php/1323-6903/article/view/1086

Giorgi, S., & Vaccaro, A. (2022). Place branding and authenticity in digital tourism communication. Journal of Business Research, 144, 125–135.

Govers, R., & Go, F. M. (2024). Place branding: Glocal, virtual and physical identities, constructed, imagined and experienced. Palgrave Macmillan.

Hiippala, T., & Bateman, S. (2020). Multimodality: Foundations, research and analysis: A problem-oriented introduction. Routledge. https://doi.org/10.4324/9780429448891

Marine-Roig, E. (2021). Measuring destination image through travel reviews in social media platforms. Sustainability. 9(8), 1425. https://doi.org/10.3390/su9081425

Kavaratzis, M., & Hatch, M. J. (2021). The dynamics of place brands: An identity-based approach to place branding theory. Sage Journals, 13(1). https://doi.org/10.1177/1470593112467268

Koller, V. (2018). Discursive constructions of tourism destinations: A multimodal perspective. Journal of Language and Tourism, 9(1), 23–40.

Li, X., Pearce, P. L., & Morrison, A. M. (2023). Online destination image formation: A discourse-based perspective. Tourism Management, 60(3), 280-297. https://doi.org/10.1016/j.tourman.2016.12.012

Molz, J.G. (2022). Attuning to affect and emotion in tourism studies. Tourism Geographies, 24(2-3):187-197. https://doi.org/10.1080/14616688.2021.2012714

Neuburger, L., & Egger, R. (2021). Travel risk perception and tourism communication. Journal of Travel Research, 60(4), 753–766.

Pan, S., & Ryan, C. (2023). Emotional engagement and destination image formation in online tourism promotion. Tourism Management, 94, 104657.

Pera, R., Viglia, G., & Furlan, R. (2022). Storytelling and place attachment in destination branding. Journal of Destination Marketing & Management, 23, 100675.

Pizzo, A. (2021). Emotional appeal and narrative persuasion in tourism communication. Discourse, Context & Media, 41, 100503. https://doi.org/10.1016/j.dcm.2021.100503

Putra, D. A., & Nurhadi, Z. F. (2022). Digital tourism promotion and destination branding in Indonesia. Jurnal Komunikasi, 14(2), 155–170. https://doi.org/10.24912/jk.v14i2.18765

Su, L., Huang, S., & Pearce, J. (2021). Toward a model of destination authenticity. Annals of Tourism Research, 88, 103179.

Tasci, A. D. A., & Uslu, A. (2023). Narrative-based destination branding in the digital era. Tourism Management Perspectives, 47, 101058.

Utami, S., & Indriani, S. S. (2018). Government tourism websites and destination branding in Indonesia. Jurnal Ilmu Komunikasi, 15(1), 45–60. https://doi.org/10.24002/jik.v15i1.1456

Zein, T. T., Afdal, T., & Maharani, P. (2025). Framing paradise online: A multimodal discourse analysis of destination narratives on france travel website. LingPoet: Journal of Linguistics and Literary Research, 6(3), 164–172. Retrieved from https://talenta.usu.ac.id/lingpoet/article/view/22682

Zenker, S., & Braun, E. (2017). Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management. Journal of Place Management and Development, 10(3), 270–287. https://doi.org/10.1108/JPMD-04-2016-0018




DOI: https://doi.org/10.30743/ll.v10i1.12694

Refbacks

  • There are currently no refbacks.