Visual and Verbal Elements on Kerta Gosa Website: A Discourse Analysis Approach

Abstract

These days, tourism websites play a vital role to support the tourism industry, including in Bali. Tourism websites involve not only textual contents but also visual element—such as images that complement the verbal discourse on the websites. This research aims to discuss the verbal and visual elements on the websites of one of Bali’s tourist attractions, namely Kerta Gosa. Kerta Gosa is a renowned historical tourist attraction which is located in Klungkung Regency, Bali. Furthermore, this research intends to identify how the website engages with its readers and explore how discourse creates a sense of belonging or exclusion within specific communities. This research utilized descriptive qualitative method. Data collection was conducted by gathering sentences and visual elements, which were taken from Kerta Gosa’s online websites Moreover, data were analyzed by using discourse analysis approach, by using Cheongs (2004). In addition to that, this research examines the meanings produced by the verbal and visual elements, as well as the contexts and processes of these meanings, and practices caused by these meanings. The results show that Kerta Gosa’s strategies through the websites includes employing persuasive speech acts, such as emotional appeals and positive language. Additionally, the visual elements such as images on the website support the verbal elements, which can influence readers' perception and encourage them to visit Kerta Gosa in Bali. To sum up, verbal and visual elements on Kerta Gosa’s websites complement one another and have a crucial role in development strategy of tourism in Bali.