DECODING DESTINATION BRANDING: MULTIMODAL SEMIOTICS IN ENGLISH FOR TOURISM AND HOSPITALITY IN DEGO-DEGO, BIRA

Abstract

As the tourism industry in South Sulawesi targets a global audience, the strategic use of English in promotional materials plays a pivotal role in constructing unique destination identities. This study investigates the interplay between linguistic and visual resources in the tourism discourse of Dego - Dego, a prominent destination in Desa Darubiah, Bira. Employing a Multimodal Discourse Analysis (MDA) framework, the research examines how English for Travel (EfT) interacts with visual imagery to communicate the specific brand of hospitality offered at this cliffside locale.

Data were collected from promotional media, including the official social media accounts and travel brochures of Dego-Dego. The study analyzes the semiotic relationship between textual descriptors such as scenic, leisure, and panoramic and visual elements like color saturation, framing, and subject placement. The findings reveal a distinct branding strategy where visual modes emphasize the vastness of the seascape and the exclusivity of the cliff-top location, while the English text functions primarily to anchor these images with logistical and service-oriented information.

The analysis suggests that while the visual narrative successfully projects an image of serenity and high-end leisure, the linguistic components occasionally rely on generic tourism terminology that may underrepresent the unique cultural and geographical context of Desa Darubiah. The study concludes that effective destination branding for Dego - Dego requires a stronger multimodal synergy, where English narration actively reinforces the emotional and aesthetic appeal of the visual experience. These insights offer practical implications for local tourism operators in enhancing their communication strategies for international visitors.