THE ROLE OF ENGLISH LANGUAGE FOR MARKETING AND PROMOTION OF TOURISM OBJECT IN DINAS PARIWISATA PROVINSI SULAWESI BARAT

Abstract

In the era of the Industrial Revolution 5.0 emphasizes synergy between humans and technology, mastery of English is a crucial skill in the tourism sector, especially to reach foreign tourists. West Sulawesi has great potential in tourism sector, both in terms of natural beauty, local culture, and maritime wealth, with leading destinations such as Karampuang Island, Dato Beach, and Gusung Toraja Island. However, the low level of foreign tourists visit to areas such as Mamuju still reflect the limited effectiveness of promotion, especially in the utilization of digital media and the use of English in promotional materials. This study was aimed to analyze for marketing strategy and also the role of English in tourism promotion by Dinas Pariwisata Provinsi Sulawesi Barat. Further, this study used a qualitative approach through observation, documentation studies and semi-structured interviews with the relevant participants. The results showed that the various promotional efforts have been made through social media, exhibitions, and publications. Besides, the quality and effectiveness of message delivery still need to be improved especially the use of communicative English as well as attractive visual presentation has not been optimized maximally. In addition, the findings indicate that the importance of strengthening from the capacity of human resources through English Language training as well as an understanding of tourist destination management. This attempt was expected to support a more professional promotional strategy which able to compete at the global level. In conclusion, improving the quality of digital content, effective use of English, and human resource development are key elements in improving the competitiveness of West Sulawesi tourism sector in the international level.

Keywords: Tourism Marketing Strategy, English language, Digital promotion, International tourists