Metaphors and Destination Image in Sumedang Tourism Promotion through Social Media

摘要

Many researchers do study in language tourism especially on metaphor, but it is very limited research in tourism promotion especially in Sumedang. Sumedang is part of Jawa Barat province which has many tourism potency like nature tourism, art and culture tourism, religion tourism and culinary tourism. This study tries to figure out the characteristic of language and types of metaphors found in tourism promotion texts and to explore the role of destination image in connection to tourists' choice of destination in tourism promotion through social media. The method applied on this study was descriptive method. The data were taken from Sumedang tourism promotion texts in social media. The classification of the data refers to Newmark's metaphor classification. Result shows that standard metaphor is the dominant metaphor found in data, followed by dead metaphor, and cliche metaphor as the least used in Sumedang tourism promotion in social media. Besides, the use of destination image in tourism promotion through social media has important role and big impact to attract tourist to visit the tourism object and enjoy the tourism product.