Exploring ecotourism in Indonesia: A multimodal discourse analysis of destination promotion websites
This study focuses on the promotional websites of two Indonesian ecotourism destinations, i.e., Penglipuran Village in Bali and Komodo National Park in East Nusa Tenggara. It aims to unveil how the integration of verbal and visual elements constructs and sustains ecotourism nature in forms of language vitality. It is a descriptive qualitative study analyzing multimodalities used in both ecotourism websites. The result shows that both websites employ various persuasive language strategies for the verbal elements. It happens to enhance the credibility, emotional engagement, and cultural values of the destinations. The visual element analysis reveals that both websites use horizontal angles in displaying the naturalistic images. The analysis of non-naturalistic images shows that the symbolic elements signal authority and global connectivity with the audience. It can be stated that the use of verbal and visual elements works together to promote ecotourism destinations in Indonesia while maintaining cultural value and sustainability of the destinations.
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