SPEECH ACTS IN TOURISM PROMOTION: A CASE STUDY OF API BALI MAGAZINE

Tourism is one of the economic sectors that relies heavily on effective communication to attract tourists. Speech acts in tourism promotion play an important role in shaping tourists' perceptions and interests. This study helps understand how language and communication are used to promote destinations, thereby improving the effectiveness of marketing strategies. Through the analysis of the speech acts used in this magazine, one can ascertain the impact of local media on worldwide impressions of Bali, as well as the potential of local content in fostering a favorable image and augmenting tourist arrivals. The way words are chosen and arranged in tourism promotional materials can have an impact on how tourists understand the information and whether they are interested in visiting the destination. This research aims to analyze the types of speech acts in Api Bali tourism magazine, English-Indonesian version published in 2019, and find the most common types of speech acts. This study employed a descriptive qualitative approach, utilizing the purposive sample technique along with observation and note-taking techniques. To analyze the types of speech acts, this study uses the theory of speech acts proposed by Austin (1962) and Searle (1979). The findings show that of the 17 speech acts identified, 10 are representative or assertive, 1 is directive, 4 are expressive, 2 are declarative, and no commissive speech acts are found. This shows that representative or assertive speech acts are the most commonly found in the magazine.