Author Information
Benita Situmorang, Universitas Brawijaya, IndonesiaMaulina Pia Wulandari, Universitas Brawijaya, Indonesia
Bambang Dwi Prasetyo, Universitas Brawijaya, Indonesia
Moch. Syahri, Universitas Negeri Malang, Indonesia
Abstract
This study examines how sustainability symbols are interpreted and misinterpreted in the Malang hospitality industry through the lens of Peircean semiotics. Using a qualitative approach, this study explores (1) how hotel guests from diverse cultural and educational backgrounds interpret these symbols, and (2) what factors contribute to ambiguity of meaning. Data were collected through field observations, in-depth interviews, and a review of hotel policy documents. The analysis applied Peirce's triadic model (representamen, object, and interpretant) to trace how meaning emerges in context. Results showed wide variation in interpretation, influenced by guests' cultural values, environmental awareness, and the clarity of hotel communication. Ambiguity often stems from generic symbol design, limited narrative support, and the risk of greenwashing. This study highlights the need for culturally responsive and educational visual strategies to enhance the authenticity and effectiveness of sustainability communication. These findings provide practical recommendations for hotel managers and input for the development of national policies on sustainability standards in Indonesia's hospitality industry.
Paper Information
Conference: KAMC2025Stream: Communication
This paper is part of the KAMC2025 Conference Proceedings (View)
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To cite this article:
Situmorang B., Wulandari M., Prasetyo B., & Syahri M. (2026) Interpretation and Ambiguity of Sustainability Symbols in the Malang Hospitality Industry: A Peircean Semiotic Approach ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2025: Official Conference Proceedings (pp. 751-769) https://doi.org/10.22492/issn.2436-0503.2025.61
To link to this article: https://doi.org/10.22492/issn.2436-0503.2025.61
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