GLOBAL AND LOCAL LANGUAGE: COMMUNICATION STRATEGIES IN THE SUPER PRIORITY DESTINATION OF MANDALIKA LOMBOK

Abstract

The goals of this research are 1) to find out the reasons why the Mandalika area was declared a super priority destination, 2) to know what are the roles of global and local languages in building communication with tourists at the Mandalika destination, 3) to know the strategies implemented by tourism actors in Mandalika to bridge language and cultural differences. This research is qualitative research with a case study approach. The data used are primary and secondary data which can be in the form of documents or data that has been published, such as books, journals, and documents. The data collection techniques used are observation, interviews, and documentation. The results of this research show that the tourism of Mandalika was declarated as the destination super priority for several reasons such as 1) the destination of Mandalika becomes Special Economic Zone, 2) sport tourism international, 3) natural and cultural attractions, 4) local economic empowerment UMKM. Whereas, the roles of global language in building communication tourist at the destination of Mandalika include: 1) global language can increase information accessibility, 2) global language can increase information accessibility, and 3) the global language can facilitating cross cultural interaction. Meanwhile, the role of local language in the development of communication at the destination of Mandalika include 1) local language can introduce cultural identity, 2) local language can introduce cultural education , and 3) local language it can be a local economic empowerment. Last but not least, the strategies implemented by tourism actors in Mandalika to bridge language and cultural differences such as 1) foreign language trainining, 2) use of Multilingual information boards, 3) providing of multilingual brochures and promotional media, 4) local cultural education for tourists, and 5) digitalization of tourism services.