An Analysis of Language Strategies Using in the Public Relations of Cultural Tourism Collected from Timeline Messages of Amazing Thailand Line Account

Abstract

       This qualitative research aimed to analyze the language strategies used by the public relations of cultural tourism collected from timeline messages of Amazing Thailand Line account. This project applied purposive sampling method. Fifty-six timeline messages were collected in the six months between July to December, 2019. Six language strategies, whichpromoted the cultural tourism were included speech act, referencing, modification, figure of speech, narrative and semiotic strategies. Speech act was discovereda form of directive when the writers suggested or persuaded the readers to do or not to do somethings; representative or assertive to convey the cultural tourism information to the readers; and expressive for the purpose of reminding or complimenting. 2) referencing was used in relations to the words  “tourism”, “travel” and “culture” traand adapting lexical cohesion, which contain some meanings referring to tourism and culture. 3) modification words or phrases were used to illustrate the details or support the meaning referring to cultural tourism. The results related to modification words also show an attempt of  using words, phrases or subordinate clauses to show the location of the cultural attraction, describe physical appearance, and portray the beauty of the places and the local identity. 4) Figure of speech was included simile, alliteration and antanaclasis. 5) Narratives were conducted to attract the audience’s attention and to allow  the readers to take a journey with the authors. Such narratives were included historical stories and folk wisdom. 6) semiotic strategies were applied to illustrate and promote cultural tourism by considering the composition, delivering meaning via the picture and using specific font.