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p-Index From 2021 - 2026
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All Journal Journal of Travel and Leisure
Ida Ayu Yadnya Sari Dewi Utami Pidada
Tour and Travel Business Study Program, Politeknik Pariwisata Lombok
Humanities Economics, Econometrics & Finance Education Social Sciences Other

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A Sociolinguistic Study of Tour Guides in Lombok in Cross-Cultural Communication Lalu Ratmaja; Ida Ayu Yadnya Sari Dewi Utami Pidada
J-TRUE: Journal of Travel and Leisure Vol. 2 No. 1 (2025): J-TRUE: Journal of Travel and Leisure
Publisher : Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jtrue.v2i1.2022

Abstract

This study discusses the dynamics of multilingual communication carried out by tour guides in the context of cross-cultural tourism on the island of Lombok. Globalisation and the increasing number of foreign tourists require tour guides to develop adaptive and effective language skills. The purpose of this study is to identify forms of language interference, the use of multilingual registers, and code-mixing phenomena that arise in interactions between tour guides and tourists. This study employs a descriptive qualitative approach with data collection techniques including participant observation, in-depth interviews, and documentation. Informants consist of ten experienced tour guides actively serving tourists in Senggigi, Gili Trawangan, Sade Village, Ende Village, and tourist areas in Central Lombok and West Lombok. The results of the study indicate that there is lexical, phonological, and grammatical interference caused by the influence of the first language on the foreign language used. Tour guides are also able to adjust their language register according to the context and background of the tourists. In addition, the use of code-mixing serves as a communicative and cultural strategy to strengthen closeness with tourists and convey local cultural terms. These findings emphasise the importance of strengthening sociolinguistic competence for tour guides as intercultural mediators.
Marketing Strategies and Challenges in Conventional Travel Agency : Case Study: Classic Tour & Travel Surayyal Hizmi; Ida Ayu Yadnya Sari Dewi Utami Pidada; Baiq Lerin Oksantiya Andini; Anas Pattaray
J-TRUE: Journal of Travel and Leisure Vol. 2 No. 1 (2025): J-TRUE: Journal of Travel and Leisure
Publisher : Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jtrue.v2i1.2024

Abstract

Competition in Indonesia's tourism industry is increasingly competitive, especially with the dominance of Online Travel Agent (OTA) platforms that are shifting the role of conventional travel agents. This research aims to analyse the marketing strategies and challenges faced by Classic Tour & Travel as a conventional travel agent amidst the fast-changing digital landscape. The research method used is a qualitative case study approach with data collection techniques through in-depth interviews with key informants. The results showed that Classic Tour & Travel implements various marketing strategies, including direct selling, participation in travel marts, limited digital marketing, as well as the use of conventional promotional media such as brochures and pamphlets. The main constraints faced include limitations in technology adoption, non-digital-ready human resources, and competitive pressure from OTAs with more efficient cost structures. This study confirms the importance of strengthening relational strategies, tourism product innovation, and contextual and adaptive marketing approaches for the survival of conventional travel agents. The findings are relevant for industry players, academics, and policy makers in designing strategies to strengthen the competitiveness of the locally-based tourism sector.
Co-Authors Anas Pattaray Baiq Lerin Oksantiya Andini Lalu Ratmaja Surayyal Hizmi