Interpersonal Evaluative Discourse Analysis of Arts and Culture Tourism Promotional Narratives

Abstract

The content of the tourism blog post is oriented towards the long term, with information displayed that is more general in nature with respect to time. Consequently, it is a more intricate and complex process than that of social media caption promotion, and heavily relies on rhetorical strategies to attract potential visitors. This study investigates the utilization of evaluative language in promotional texts for arts and culture tourism in Surakarta City, aiming to explore how the authors of these tourism-related blog posts strategically employ linguistic resources to sustain high search engine rankings while simultaneously attracting potential tourists. By employing an Appraisal system analysis, this study illuminates the interpersonal social semiotics at play in the texts, which predominantly utilise Appreciation evaluations, particularly emphasising positive aspects of Impact and Quality, while Affect and Judgement are notably absent. Such evaluations are based on sensory stimuli, which are used to evoke emotional responses from potential visitors and construct a positive, immersive narrative. The promotional discourse, though Monoglossic, presents an objective and inclusive impression, focusing on generally accepted positive assessments of the city and tourist destinations. The utilisation of Appreciation serves to foster interest and affinity amongst readers, thereby enhancing the appeal of Surakarta's tourism. The research demonstrates how these strategies enhance the visibility of promotional texts in digital spaces by constructing a coherent and appealing tourism narrative.