Local Tourism Destination Content in Online Travel Agency Promotion

Abstract

Online Travel Agency (OTA) had an impact on making people ease to travel, through their mobile devices without any extra charges. Based on Alvara Research Foundation, Indonesia’s Top 5 online applications are Traveloka, Ticket.com, Blibli, KAI Access and, Airy. This paper is aim to describe how local tourism destination content in those application and their social media, what kind of language to promote travel destination, as storytelling and experiences also guest comment play an important role to affect others for travel or consume tourism product. Are there any differences between promoting tourism using application and advertising using mass media? This research focuses on how online travel agencies use language in e-commerce, the contextual analysis and the identity in local destination tourism.

The Communications approach to the tourism industry has meaning to inform and to persuade people. Why should focus on local tourism destination? This argument had relevance with The Indonesian Government policy that tourism destinations in Indonesia must be well-known for local and international travelers. Local tourism also should reach millennial generation, by using social media to promote, from YouTube vlogger to Instagram influencer. Consumers tend to mesmerize by visualization of destination. The Narratives approach on the story of destination should speak differently based on socio-cultural, local wisdom and natural scenery. The Interpretive approach will be used to data analysis on promotions content of local tourism destinations publish by 5 online travel agencies in Indonesia.



Author Information
Martriana Said, Universitas Pancasila, Indonesia
Fani Nabilla, Universitas Pancasila, Indonesia

Paper Information
Conference: ACL2020
Stream: Language and Communication

This paper is part of the ACL2020 Conference Proceedings (View)
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