Sundanese Culture Representation in Tourism Marketing: A Visual Content and Semiotic Analysis of Website Pictorial Element
DOI:
https://doi.org/10.12695/ajtm.2022.15.3.3Keywords:
cultural representation, visual content analysis, semiotic analysis, Sundanese culture, pictorial destination imageAbstract
Abstract. Cultural representations play an important role in tourism marketing. However, it is argued that the representation of Sundanese tradition and culture in the tourism marketing of Bandung is often overshadowed by the modern representation of the city. This paper explores the representation of Sundanese culture on the pictorial elements of the websites that promote Bandung tourism. This study used visual content analysis and semiotic analysis of the representations of Sundanese culture in Bandung promotional websites through pictorial data collections and coding of 83 websites and a total of 658 images. The results indicate that Sundanese traditional food dominates the representation of Sundanese culture in Bandung tourism marketing. Furthermore, this study suggests that Sundanese culture represents closeness to nature, harmony, warmth, egalitarianism, and togetherness. Implications to practice along with recommendations for future research are provided.
Keywords: Cultural representation, visual content analysis, semiotic analysis, sundanese culture, pictorial destination image
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References
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Pan, S., Santos, C., & Kim, S. (2017). Promoting tourism, projecting power: The role of television commercials. Journal of Travel & Tourism Marketing, 34(2), 192-208
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Rohmah, T. R. S. (2018). Membangun kearifan lokal melalui gerakan literasi mibanda (Micinta Baca Tulis Aksara Sunda) di SDN Sukahayu Kabupaten Subang. Jurnal Dinamika Pendidikan Dasar, 10, (2), September 2018: 59-73.
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Shone, M., Simmons, D. & Dahziel, P. (2016). Evolving roles for local government in tourism development: a political economy perspective. Journal of Sustainable Tourism, 24(12), pp. 1674-1690.
Susanti, S., Sinaga, D., & Perdana, F. (2017). Natural Seeds Accessories as a Form of Sundanese Local Wisdom in Preserving Nature. In 1st International Conference on Administrative Science, Policy and Governance Studies (ICAS-PGS 2017) and the 2nd International Conference on Business Administration and Policy (ICBAP 2017) (pp. 312-316). Atlantis Press.
Syarifudin, D. (2016). Nilai Wisata Budaya Seni Pertunjukan Saung Angklung Udjo Kota Bandung, Jawa Barat, Indonesia. Jurnal Manajemen Resort dan Leisure 13 (2).
Stepchenkova, S. & Zhan, F. (2013). Visual destination images of Peru: Comparative content analysis of DMO and user-generated photography. Tourism Management, 36, 590-601.
Sunarya, Y. Y (2018). Adaptasi Unsur Estetik Sunda pada Wujud Ragam Hias Batik Sunda. J. Vis. Art & Des. 10 (1), 27-51
Suyatman, U. (2018). Teologi Lingkungan dalam Kearifan Lokal Masyarakat Sunda. Jurnal al-Tsaqafa 15 (01).
Turgarini, D. (2018). Gastronomi Sunda Sebagai Atraksi Wisata Di Kota Bandung (Doctoral dissertation, Universitas Gadjah Mada).
Vu, H. Q. et al. (2017). Evaluating museum visitor experiences based on user-generated travel photos. Journal of Travel & Tourism Marketing.
Whang, H., Yong, S., & Ko, E. (2016). Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists. Journal of business research, 69(2), 631-641.
Wickens, E. (2017). The consumption of cultural experiences in city tourism. Tourism and Hospitality Research, 17(3), 264-271.
Zhang, Y., Day, J., Meng, Z., & Xiong, C. (2021). Amish in Rural Tourism: Representation of Subcultures in Tourism Marketing. Travel and Tourism Research Association: Advancing Tourism Research Globally. 7.
Zhang, C., Decosta, P. & McKercher, B. (2016). Politics and tourism promotion: Hong Kong's myth making. Annals of Tourism Research, 54, 156-171.
Al Rasyid, A. . (2022). The Influence of City Image Elements on Place Attachments in the Braga Street Area, Bandung City. ENDLESS: International Journal of Future Studies, 5(2), 65–73.
Barthes, R. (1964). Elements of Semiology, 1964, publ. Hill and Wang, 1968
Central Bureau of Statistics of West Java (2021). Total visits of tourists to tourism destinations. Retrieved from https://jabar.bps.go.id/indicator/16/220/1/jumlah-kunjungan-wisatawan-ke-objek-wisata.html [accessed 19 October 2022]
Darmayanti, T. E. (2018). Sundanese Traditional Houses in Kampung Naga, West Java as Part of Indonesian Cultural Tourism. Journal of Tourism, 3(8), 57-65.
De Bernardi, C. (2019). Authenticity as a compromise: a critical discourse analysis of Sámi tourism websites. Journal of Heritage Tourism, 14(3), 249-262.
Decrop, A., 1999. Triangulation in qualitative tourism research. Tourism Management, Volume 20, pp. 157-161.
Donaire, J., Camprubi, R. & Gali, N. (2014). Tourist clusters from Flickr travel photography. Tourism Management Perspectives, 11, 26-33.
Fitriyani A., Suryadi, K. & Syam, S. (2015). Peran keluarga dalam mengembangkan nilai budaya Sunda. Jurnal Sosietas, 5 (2).
García, L. G., Muñoz Fernández, G. A., & López-Guzmán, T. (2019). Cultural tourism and flamenco in the city of Cordoba (Spain). Journal of Quality Assurance in Hospitality & Tourism, 20(5), 581-598.
Grimwood, B. S., Muldoon, M. L., & Stevens, Z. M. (2019). Settler colonialism, Indigenous cultures, and the promotional landscape of tourism in Ontario, Canada's ‘near North’. Journal of Heritage Tourism, 14(3), 233-248.
Ge, J. & Gretzel, U. (2018). Social media-based visual strategies in tourism marketing. International Journal of Semiotics and Visual Rhetoric, 2(2), pp. 23-40.
Grossman-Thompson, B. & Linder, B. (2015). Landscaping Otherness: The Charm of Inequity in Nepali Tourism. Verge: Studies in Global Asias.
Gusnadi, D. (2019). Komodifikasi Seni Tradisional Sunda Sebagai Daya Tarik Wisata Budaya Di Kota Bandung. Jurnal Akrab Juara, 4(3), 14-22.
Heriyanto, R. (2015). Dozens of traditional arts are almost extinct.Retrieved from https://www.pikiran-rakyat.com/budaya/pr-01240608/puluhan-seni-tradisional-terancam-punah [accessed 19 October 2022]
Hilander, M. (2019). A geographical reading of Roland Barthes: A smartphone model for the interpretation of photographs in geography education. Nordidactica: Journal of Humanities and Social Science Education, (2019: 2), 162-186.
Hsu, C. & Song, H. (2013). Destination image in travel magazines: A textual and pictorial analysis of Hong Kong and Macau. Journal of Vacation Marketing, 19(3), 253-268.
Irfansyah, I. (2013). Influence of Visual Framing Code in Sundanese Golek Performance on Television. TAWARIKH, 4(2).
Indira, D., Ismanto, S. U., & Santoso, M. B. (2013). Pencitraan Bandung Sebagai Daerah Tujuan Wisata: Model Menemukenali Ikon Bandung Masa Kini. Sosiohumaniora, 15(1), 45-54.
Karmila, M., & Widiaty, I. (2016, April). Uncovering Sundanese Values by Analyzing Symbolic Meaning of Ménak Priangan Clothing (1800-1942). In IOP Conference Series: Materials Science and Engineering (128 (1), 012050). IOP Publishing.
Khalid, M. S., & Chowdhury, M. S. A. (2020). Representation of intangible cultural heritage of Bangladesh through social media. In Culture and Cultures in Tourism (pp. 36-45). Routledge.
Khan, S. (2015). “Otherness” of ethnic enclave attractions in multicultural cities: A study of Chinatown and Little India. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 4(1), pp. 63-76.
Konijn, E., Sluimer, N. & Mitas, O. (2016). Click to Share: Patterns in Tourist Photography and Sharing. International Journal of Tourism Research, 18 (January 2016), 525-535.
Nurvitasari, A. (2015). Pengaruh Wisata Gastronomi Makanan Tradisional Sunda terhadap Keputusan Wisatawan Berkunjung ke Kota Bandung. Jurnal Barista, 2(1).
Gartner, W. (1994). Image Formation Process. Journal of Travel & Tourism Marketing.
Gunn, C. (1972). Vacationscape: Designing tourist regions. University of Texas.
Pan, S., Santos, C., & Kim, S. (2017). Promoting tourism, projecting power: The role of television commercials. Journal of Travel & Tourism Marketing, 34(2), 192-208
Picard, M. (1997). Cultural Tourism, Nation-Building, and Regional Culture: The Making of a Balinese Identity. In: M. Picard & R. Wood, eds. Tourism, Ethnicity, and the State in Asian and Pacific Societies. University of Hawai‘i Press Honolulu.
Picard, D. & Di Giovine, M. A. (2014). Tourism and the power of otherness: Seductions of difference. 34 ed. Channel View Publications.
Raden, A. Z. M., Rustopo, R., & Haryono, T. (2020, December). Transforming Sundanese Script. In 4th International Conference on Language, Literature, Culture, and Education (ICOLLITE 2020) (pp. 645-652). Atlantis Press.
Rahmadhani, A. & Sunarya Y. Y (2014). Eksplorasi tekstur tiga dimensional dengan aksara Sunda baku sebagai inspirasi visual pada produk fashion. Jurnal Tingkat Sarjana Senirupa dan Desain No.1.
Rohmah, T. R. S. (2018). Membangun kearifan lokal melalui gerakan literasi mibanda (Micinta Baca Tulis Aksara Sunda) di SDN Sukahayu Kabupaten Subang. Jurnal Dinamika Pendidikan Dasar, 10, (2), September 2018: 59-73.
Romadhoni, R.A., Siallagan, M. & Mayangsari, L. (2019). Virality in social media advertising: a case study in Bandung tourism. The Asian Journal of Technology Management Vol. 12 No. 3, 204-211
Shone, M., Simmons, D. & Dahziel, P. (2016). Evolving roles for local government in tourism development: a political economy perspective. Journal of Sustainable Tourism, 24(12), pp. 1674-1690.
Susanti, S., Sinaga, D., & Perdana, F. (2017). Natural Seeds Accessories as a Form of Sundanese Local Wisdom in Preserving Nature. In 1st International Conference on Administrative Science, Policy and Governance Studies (ICAS-PGS 2017) and the 2nd International Conference on Business Administration and Policy (ICBAP 2017) (pp. 312-316). Atlantis Press.
Syarifudin, D. (2016). Nilai Wisata Budaya Seni Pertunjukan Saung Angklung Udjo Kota Bandung, Jawa Barat, Indonesia. Jurnal Manajemen Resort dan Leisure 13 (2).
Stepchenkova, S. & Zhan, F. (2013). Visual destination images of Peru: Comparative content analysis of DMO and user-generated photography. Tourism Management, 36, 590-601.
Sunarya, Y. Y (2018). Adaptasi Unsur Estetik Sunda pada Wujud Ragam Hias Batik Sunda. J. Vis. Art & Des. 10 (1), 27-51
Suyatman, U. (2018). Teologi Lingkungan dalam Kearifan Lokal Masyarakat Sunda. Jurnal al-Tsaqafa 15 (01).
Turgarini, D. (2018). Gastronomi Sunda Sebagai Atraksi Wisata Di Kota Bandung (Doctoral dissertation, Universitas Gadjah Mada).
Vu, H. Q. et al. (2017). Evaluating museum visitor experiences based on user-generated travel photos. Journal of Travel & Tourism Marketing.
Whang, H., Yong, S., & Ko, E. (2016). Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists. Journal of business research, 69(2), 631-641.
Wickens, E. (2017). The consumption of cultural experiences in city tourism. Tourism and Hospitality Research, 17(3), 264-271.
Zhang, Y., Day, J., Meng, Z., & Xiong, C. (2021). Amish in Rural Tourism: Representation of Subcultures in Tourism Marketing. Travel and Tourism Research Association: Advancing Tourism Research Globally. 7.
Zhang, C., Decosta, P. & McKercher, B. (2016). Politics and tourism promotion: Hong Kong's myth making. Annals of Tourism Research, 54, 156-171.
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Submitted
2022-11-14
Accepted
2023-03-10
Published
2023-05-17
How to Cite
Zaim, I. A., Koesoemadinata, M. I. P., & Sari, S. A. (2023). Sundanese Culture Representation in Tourism Marketing: A Visual Content and Semiotic Analysis of Website Pictorial Element. The Asian Journal of Technology Management (AJTM), 15(3), 224–234. https://doi.org/10.12695/ajtm.2022.15.3.3
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