Persuasion in Tourism Promotion Texts of Laketoba North Sumatera

Abstract

This study investigates persuasion in tourism promotion texts related to Lake Toba, North Sumatra, focusing on how persuasive messages are constructed to attract potential tourists and promote destinations effectively. The objectives of the study are to identify the types of persuasion used in tourism promotion texts, analyze the meanings conveyed through persuasive elements, explain the reasons behind the organization of persuasive structures, and evaluate the effectiveness of tourism advertisements. Employing a descriptive qualitative approach with a multi-case study design, the research analyzes tourism promotional texts collected from various promotional materials. The data are examined to identify persuasive strategies, interpret their meanings, and explore how linguistic and visual elements are organized to achieve persuasive purposes. The findings reveal that tourism promotion texts utilize a variety of persuasive strategies through the integration of verbal and visual resources, creating appealing and convincing messages for potential tourists. The persuasive structures are strategically arranged to influence readers’ perceptions, build positive destination images, and enhance promotional effectiveness. The study contributes to a deeper understanding of persuasion in tourism promotional discourse and offers practical insights for developing more effective tourism marketing communication.